Ending Soon! Save 33% on All Access

Amazon Just Made Sorting Through Customer Reviews Easier — But the Change Is Raising Some Alarming Questions The tool features a disclaimer and could save you a lot of time.

By Amanda Breen Edited by Jessica Thomas

NurPhoto | Getty Images

It seems like everyone is harnessing the power of rapidly advancing AI to gain an edge in business these days — including ecommerce giant Amazon.

The company is experimenting with using generative AI to summarize product reviews, and although the move has the potential to save customers time from sifting through thousands of comments, it also raises concerns about the technology's readability and the potential infiltration of fake reviews, CNN reported.

Related: Amazon's AI-Powered Cameras Punish Its Delivery Drivers When They Look at Side Mirrors

An AI-generated review for Apple's third-generation AirPods illustrates the benefits and challenges, per the outlet.

Although it might be helpful to read a summary of more than 4,000 reviews that says the AirPods "have received positive feedback from customers regarding their sound quality and battery life," reading that "all customers who mentioned stability had a negative opinion about it" is ambiguous and potentially confusing.

All AI-generated summaries come with a disclaimer: "AI-generated from the text of customer reviews."

But the possibility of fake reviews finding their way into the summaries is also troubling. According to the fraudulent-review-detection service Fakespot, approximately 42% of 720 million Amazon reviews analyzed in 2020 were phony, New York magazine reported.

Related: Amazon Sues More Than 1,000 People Over Fake Reviews

"We have zero tolerance for fake reviews and want Amazon customers to shop with confidence knowing that the reviews they see are authentic and trustworthy," an Amazon spokesperson told Entrepreneur. "We have clear policies that prohibit reviews abuse, and we suspend, ban, and take legal action against those who violate these policies. We aim to prevent fake reviews from ever appearing in our store and in 2022, we proactively blocked more than 200 million suspected fake reviews."

Amanda Breen

Entrepreneur Staff

Senior Features Writer

Amanda Breen is a senior features writer at Entrepreneur.com. She is a graduate of Barnard College and received an MFA in writing at Columbia University, where she was a news fellow for the School of the Arts.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

'Creators Left So Much Money on the Table': Kickstarter's CEO Reveals the Story Behind the Company's Biggest Changes in 15 Years

In an interview with Entrepreneur, Kickstarter CEO Everette Taylor explains the decision-making behind the changes, how he approaches leading Kickstarter, and his advice for future CEOs.


Is Consumer Services a Good Career Path for 2024? Here's the Verdict

Consumer services is a broad field with a variety of benefits and drawbacks. Here's what you should consider before choosing it as a career path.

Business Ideas

87 Service Business Ideas to Start Today

Get started in this growing industry, with options that range from IT consulting to childcare.

Business Models

How to Become an AI-Centric Business (and Why It's Crucial for Long-Term Success)

Learn the essential steps to integrate AI at the core of your operations and stay competitive in an ever-evolving landscape.