Amazon’s AI Product Reviews Seen Exaggerating Negative Feedback

Artificial Intelligence
msmash
21 December 2023
0

Amazon’s AI Product Reviews Seen Exaggerating Negative Feedback (bloomberg.com)

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msmash

on Tuesday December 19, 2023 @11:45AM

from the half-assed-product dept.

A anonymous reader shares a report: Shopping on Amazon.com has long entailed scrolling through pages and pages of often redundant customer feedback. In an effort to make the task less onerous, the company in August began using artificial intelligence to convert billions of reviews into brief summaries consisting of a few sentences apiece. As is often true with generative AI, the results aren’t perfect. In some cases, the summaries provide an inaccurate description of a product. In others, they exaggerate negative feedback. This has potential implications not just for customers, but for Amazon merchants who depend on positive reviews to boost sales. Making matters worse, merchants say, the summaries were deployed just as they were headed into the crucial holiday shopping season — giving them one more thing to worry about besides inflation-battered shoppers.

Most shoppers can probably tell when the AI has misclassified a product. For example, the home fitness company Teeter sells an inversion table designed to ease back pain. Amazon’s AI generated summary calls it a desk: “Customers like the sturdiness, adjustability and pain relief of the desk.” The technology’s tendency to overplay negative sentiment in some reviews is less obvious. The $70 Brass Birmingham board game, for instance, boasts a 4.7-star rating based on feedback from more than 500 shoppers. A three-sentence AI summary of reviews ends with: “However, some customer have mixed opinions on ease of use.” Only four reviews mention ease of use in a way that could be interpreted as critical. That’s fewer than 1% of the overall ratings, yet the negative sentiment accounts for about a third of the AI-generated blurb.