Amazon AI product summaries exaggerate negative reviews

Occurred: December 2023

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Product summaries generated by an Amazon AI system are inaccurately describing products and in some instances exaggerating negative feedback.

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.' 

And whilst the Brass Birmingham board game has a 4.7-star rating based on feedback from over 500 shoppers, the three-sentence AI review summary ends: 'However, some customer have mixed opinions on ease of use.' Under 1 percent of reviews mention ease of use in a way that could be interpreted as critical.

Amazon introduced AI product reviews for its US platform in August 2023. The finding has implications for customers, and for merchants selling products on Amazon's platform, according to Bloomberg. 


Operator: Amazon
Developer: Amazon
Country: USA
Sector: Retail
Purpose: Summarise product reviews
Technology: NLP/text analysis; Neural network; Deep learning; Machine learning; Reinforcement learning
Issue: Accuracy/reliability; Financial loss
Transparency: Governance