Amazon reviews are comments left by buyers after they purchase a product. Other buyers who have not purchased the product can judge whether the product is worth buying based on the reviews. The importance of reviews to sellers is self-evident. It is an extremely important part of optimizing listings and has a direct impact on the conversion rate of listings .
Faced with such important reviews, illegal operations such as false reviews and malicious reviews for competitors have emerged in the industry. Amazon has taken strong measures many times, but these situations still persist. Recently, a seller discovered that Amazon is using artificial intelligence to generate product review summaries. In short, it is using AI to summarize buyer reviews and place AI-generated reviews above other reviews . Currently, AI summaries only appear under reviews of some products. If this technology is widely promoted, brushing reviews and likes, spoofing rivals, etc. may become a thing of the past. Amazon Review Landscape is about to change It is learned that an AI summary is displayed under the review of a popular children's toy on Amazon. This product has a rating of 4.4 on Amazon and a total of 16,578 global ratings . AI simply summarized these 16,578 reviews into two aspects: some customers showed positive feedback on the toy’s fun, appearance, value, performance, quality, charging, and leakage; but most customers expressed negative opinions on the above aspects, some of whom spent more than $100 on toys that were not worth it, while others encountered problems with product quality and charging. Finally, the AI-generated review also summarizes the above information: Although there are many different opinions on the ease of use of the product, this product seems to be a fun and engaging choice for children. Below this summary, a disclaimer is also displayed: Artificial intelligence is generated based on customer review text . ▲ The picture comes from a screenshot of CNBC news It is reported that this AI summary function was first discovered by Mark Wieczorek, technical director of Amazon marketing agency Fortress Brand. Amazon also confirmed the news and confirmed that it is currently testing this function . However, Amazon did not share the working principle and specific details of the AI summary review, nor did it disclose which artificial intelligence models were used to summarize reviews and generate text. Amazon spokeswoman Lindsay Shanahan said in a statement, “We are making significant investments in generative AI across all of our businesses.” Will illegal operations such as brushing comments and likes become a thing of the past? For consumers, checking AI-generated summary reviews first when purchasing a product can reduce the time spent on screening reviews before purchasing. Some accounts with frequent transactions appear repeatedly in reviews and are easily filtered out by AI . Not only that, according to foreign media reports, Amazon said it is using the latest artificial intelligence to combat fake reviews . With a two-pronged approach, illegal operations such as swiping reviews and giving likes, or making malicious comments and spoofing rivals will have little effect on reviews. AI review summary will further narrow the gap between new and old sellers caused by the number of reviews . For some marketing sellers who value review data, the blow will be greater, and the number of reviews of their products will be greatly weakened . But for sellers who focus on products, AI review summary can magnify their product advantages and increase sales. Some sellers are worried that after AI summarizes the reviews, the number of reviews will no longer be important, but is this really the case? Buyers can judge whether a product is popular based on the number of reviews for the product, and determine whether the product is suitable for them based on the shopping reviews of other buyers . The more reviews there are, the more people have purchased the product, the larger the evaluation base, and the more objective the evaluation results are . However, it cannot be ignored that AI review summary and text generation also requires a certain amount of review data . If there are only one or two reviews under a listing, AI summary becomes unnecessary. However, if the number of negative reviews under a listing is greater than the number of positive reviews, AI summary will be a heavy blow to the seller. Some sellers praised AI review summary, saying, "If a certain problem is mentioned repeatedly in the review, AI summary should be able to capture it, and we sellers need to pay more attention to product quality ." Some sellers also expressed concerns, saying, "I feel that the current development trend is increasingly unfavorable to sellers ." However, many sellers hold a neutral attitude, saying, "After all, it is just a test now, and it is hard to say how effective it is. Whether it can be officially launched is also a question, so there is no need to worry so much in advance." However, the rapid development of artificial intelligence has brought about problems not limited to false reviews, but also the problem of AI abuse . We will continue to pay attention and bring more latest news to sellers. Editor ✎ Ten degrees/ Disclaimer: This article is copyrighted and may not be reproduced without permission.
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