Amazon has tapped the use of artificial intelligence (AI) to help customers better understand what customers are saying about a product, without having to read through a raft of individual reviews.
In what the ecommerce giant is hailing as its latest review innovation, the feature is now available to some shoppers in the US across a selection of products.
Amazon’s director of community shopping, Vaughn Schermerhorn, revealed it might roll out the feature to additional customers and categories in the coming months based on customer feedback.
“We want to make it even easier for customers to understand the common themes across reviews, and with the recent advancements in generative AI, we believe we have the technical means to address this long-standing customer need,” Schermerhorn said.
The move comes as Amazon CEO Andy Jassy revealed earlier this year that the ecommerce giant is investing heavily in generative AI, claiming the technology will be a “big deal” for the business going forward.
In a letter to its shareholders, Jassy said: “Over the last several months, we took a deep look across the company, business by business, invention by invention, and asked ourselves whether we had conviction about each initiative’s long-term potential to drive enough revenue, operating income, free cash flow, and return on invested capital.”
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