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Amazon has introduce a new feature to the consumer product reviews that have populated the site since its beginning, using "generative artificial intelligence (GenAI) to provide a snapshot of what human customers tend to think of items, in what the company is hailing as its latest review innovation," Fox Business reports.

According to the story, the company said that "the new AI-generated customer review highlights are currently available to a subset of U.S. mobile shoppers for an array of products, and that the company may make it available 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," Amazon's director of community shopping, Vaughn Schermerhorn, writes in a blog posting.

In a press release, Amazon said that "the new AI-powered feature provides a short paragraph right on the product detail page that highlights the product features and customer sentiment frequently mentioned across written reviews to help customers determine at a glance whether a product is right for them … the AI-generated review highlights also feature key product insights and allow customers to more easily surface reviews that mention certain product attributes. For example, a customer looking to understand whether a product is easy to use can easily surface reviews mentioning 'ease of use' by tapping on that product attribute under the review highlights."

KC's View:

Shopper reviews - even/especially the negative ones - long have been one of ther distinguishing features on Amazon, but it is important to remember that they were highly innovative when the company launched.  Technology made them possible, and now new technology makes them more useful.

It is an important lesson for retailers - customers are as well served when you suggest that they may not like something, or that they should not buy something, as they are by high ratings.  That kind of transparency is critical when establishing trust.