Amazon announced that it will introduce artificial intelligence (AI) technology to help consumers find out reviews of a product without having to read several reviews one by one.

Based on a Tech Crunch report, Monday (14/5), this AI feature is starting to be rolled out to customers in the United States. Amazon explained that during the pilot phase, they will study and refine the AI models used to increase their effectiveness.

The online shopping giant will equip its services with AI technology used to provide short paragraphs on product detail pages. This short paragraph will explain product features and consumer sentiment towards a product from various existing reviews.

In addition to the review summary, key product attributes are made into clickable buttons. For example, if consumers want to know the “ease of use” or “performance” of a product, they can tap a button to see reviews that mention those terms.

Amazon, the company founded by Jeff Bezos, is also expanding the highlights feature to include additional categories as the feature becomes widely available to customers.

The new AI feature requires a collection of consumer reviews as data to provide product review summaries. This feature can function well if the review data used is an honest review.

For years Amazon has been working to resolve issues related to false and misleading product reviews, including paid reviews. In 2021, Amazon has blocked 200 million fake reviews from the previous year.

Amazon has also been cracking down on sources of fake reviews for years through lawsuits and other actions, including suing sellers who purchase fake reviews. Last year, the company sued the admins of 10,000 Facebook groups involved in brokering fake reviews.

To prevent fake reviews, Amazon says its AI technology will only summarize reviews from verified purchases.

“This includes machine learning models that analyze thousands of data points to detect risks, including relationships with other accounts, login activity, review history, and other indications of unusual behavior,” Amazon said.