On the Amazon product page for Apple’s third-generation AirPods, for example, the AI feature now sums up the more than 4,000 user ratings to note that the wireless headphones “have received positive feedback from customers regarding their sound quality and battery life.” But, it adds, “mixed opinions were also expressed about the performance, durability, fit, comfort, and value of the headphones.” The summary features the disclaimer: “AI-generated from the text of customer reviews.
“Given that generative AI is based on probability, mistakes are possible … and summaries may not be an accurate reflection of customer reviews,” said Reece Hayden, a senior analyst at market research firm ABI Research. “The possibility of hallucinations will be a worry for customers and merchants.” Hayden also questions whether the tool will be able to decipher fraudulent or bot-created reviews.
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