Are Amazon's AI-Generated Review Summaries Part of a Larger Change in Online Sho...

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"Customer say," writes Amazon on at least some of their product pages, across from that grid showing the number of five-star and four-star reviews... But at the bottom of that summary is a disclaimer that what you read was "AI-generated from the text of customer reviews."

This has been going on for a few months now, points out the Washington Post's "Tech Friend" newsletter. And after reviewing how AI distilled nearly 40,000 reviews into a succinct summary, their impression has shifted to "hmm ... maybe this is a decent use of text-summarizing AI — as long as you learn to read Amazon's AI digests with a savvy eye..."

Juozas Kaziukenas, founder of the e-commerce research firm Marketplace Pulse, pointed out that since Amazon started the AI-generated review summaries last year, the company has tweaked them to highlight terms or features that apparently come up a lot in customer ratings. The positive features are highlighted in green and the negative or neutral feedback is in yellow and gray... If you like to get a gist of what shoppers thought of a product, Amazon's AI summary can spare you from skimming the reviews yourself...

But as with Amazon reviews in general, the AI summaries might be incomplete or untrustworthy... Bloomberg News recently looked at dozens of AI review summaries and found in some cases they underplayed customers' negative feedback and exaggerated them for other products. And, of course, if the reviews themselves are misinformed or rigged, a summary of junk customer feedback will also be junk. Amazon said the company is "seeing positive feedback on our review highlights from both customers and sellers" but that it will "continually improve the review highlights experience over time."

But is this just the beginning?

Amazon, eBay and Shopify are also experimenting with using AI to spit out descriptions of products from a photo or a few keywords. Some of this AI-generated text will be better than the confusing product listings you sometimes read online. A lot of it will be worse. A bunch of technology companies, including Amazon and Meta, are also betting that AI will be better and cheaper than current methods for creating product advertisements to clog your online shopping results and social media feeds. Hooray, right?!