Amazon's ``AI-powered customer review summary'' feature results in negative results, prompting complaints from sellers
Starting in the summer of 2023, the major online shopping site Amazon has added a feature that uses AI to summarize customer reviews in about three lines. At first glance, it seems to be a good feature that allows you to easily grasp the main points, but in reality, it picks up critical opinions that are only a small percentage of the overall customer reviews, creating an unpleasant situation for sellers. It has been reported that.
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Depending on the product, there may be a large number of customer reviews on Amazon, and while we would like to refer to them, it can be difficult to read and compare them.
In order to solve this problem, Amazon started offering a feature that uses AI to summarize customer reviews in a few lines starting in the summer of 2023. However, as has already become clear in numerous cases, AI does not always output the correct answer, and it has been pointed out that the AI review summary function has also hit the same wall.
For example, fitness company Teeter sells a product called an 'inversion table' that allows you to perform exercises for lower back pain. As you can see from the photo on the product page, anyone looking at the product can easily tell that it is a 'health equipment' or 'exercise equipment.'
Amazon | Teeter EP-560 Ltd. Inversion table for lower back pain FDA registered UL safety certified 300 lbs load capacity (EP -560 Ltd.) | TEETER | Strength training
However, Amazon's AI summarized that ``Customers like this desk for its robustness, ease of adjustment, and pain relief,'' treating health equipment as a desk.
In the case of ``Brass: Birmingham,'' which is based on the classic board game ``Brass,'' Amazon's AI concludes the review summary with ``However, customers have mixed opinions about the ease of play.'' When you read this conclusion, it seems as if there are many users who are critical of 'Brass: Birmingham,' but in reality, it has received a high rating of 4.7 stars from over 500 customer reviews, and it is easy to play. There are only 4 reviews that mention this, accounting for only 1% of the total.
Similarly, in the case of Penn's 3-piece tennis ball set, which received a fairly high rating of 4.7 stars from over 4,300 customer reviews, the following summary was made: ``Some customers were disappointed with the smell of the product.'' However, only 7 reviews mentioned the smell. However, in order for shoppers to realize that ``almost no one actually cares about smells'', they have to go out of their way to click on the ``smell'' section of the summarized reviews.
The news site Bloomberg has confirmed through research that it does not have a consistent policy of ``review summaries covering pros and cons'' and ``including critical opinions.'' For example, a backpack with over 20,000 reviews and a rating of 4.7 stars had over 900 complaints that the straps were problematic, but there was no mention of the straps in the summary.
In response to Bloomberg's report, an Amazon spokesperson said, 'Our analysis shows that review summarization helps customers find what they want, leading to increased sales. We are committed to improving the review summary feature over time.We have received very few concerns about the feature, but if you have any questions, please contact seller support.' About.
John Elder of Black Label Advisor, a sales consulting firm, told the news site Bloomberg, ``It's not fair for AI to summarize a handful of negative feedback as if it were a consistent opinion.'' 'No. It's hard to know exactly what the financial impact of this will be, but merchants are not happy.'
In addition, some customer reviews are very useful and expose lies about best-selling products, so I would like to collect and summarize this kind of information well.
A customer review that is too fierce has appeared and become a hot topic by non-destructively testing Amazon's No. 1 best-selling product and revealing that it is a ``fraudulent product that differs from the description'' - GIGAZINE
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in Web Service, Posted by logc_nt