Amazon is rolling out a new generative artificial intelligence feature that summarizes product reviews for customers, and it’s also using machine learning models to track down the plethora of fake reviews on its platform.

The summary feature, which the company began testing earlier this year, is designed to help shoppers identify at a glance what other customers are saying about products before spending time reading individual reviews. said in a blog post on Monday. It will pick out common themes and summarize them in a short paragraph on the product detail page.

AI-generated reviews are now available to a subset of mobile shoppers in the US, covering a “broad” selection of products. Vaughn Schermerhorn, Amazon’s director of community shopping, said that based on customer feedback, it could expand to more shoppers and other product categories “in the coming months.”

The announcement also praised Amazon’s efforts to crack down on fake reviews on its platform – an issue that reports have affected 15% and 40% Reviews on the platform.

“We continue to invest significant resources to proactively block fake reviews. This includes machine learning models that analyze thousands of data points to detect risk,” the company said, including analysis of accounts “including relationships with other accounts, “login activity, Review history and other signs of unusual behavior”.

Amazon says the AI-generated snippets “use only our trusted corpus of reviews from verified purchases.”Also on Monday, Amazon announced that it had submitted two lawsuits Against the broker, saying it encourages people to write fake Amazon reviews.

As the generative artificial intelligence race among tech companies intensifies, the Seattle-based company has been looking for ways to integrate more artificial intelligence into its products. Amazon has yet to release its own high-profile AI chatbot or imaging tool. Instead, it has been focusing on services that allow developers to build their own generative artificial intelligence tools on AWS, its cloud infrastructure.

Earlier this year, Amazon CEO Andy Jassy said in a letter to shareholders that generative artificial intelligence would be a “big deal” for the company. He also said on an earnings call with investors last week that “every one” of Amazon’s businesses is currently working on multiple generative artificial intelligence initiatives, including its devices division, which is responsible for products such as the voice assistant Alexa. .

In addition to the AI-generated reviews, the company said Monday it will also offer product insights that allow customers to surface common themes in reviews.

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