The recent meteoric rise of artificial intelligence (AI) models is revolutionising how we interact with computers and access information online. But has AI made a significant difference in ratings and reviews, and is it what shoppers want?
Amazon has rolled out generative AI to create succinct product-level summaries of reviews for many of its products to support shoppers' decision-making process. Several clients have asked us to explore how this has impacted a shopper’s experience when using Amazon and understand how these features are perceived compared to ‘traditional’ ratings and reviews.
To do this, we created a study to research how regular Amazon shoppers use the site. The study simulates the shopping process for a selection of grocery category products.
We received over 2500 responses, and our key findings challenge the notion that AI automatically benefits users.
The 4 key takeaways are:
- Individual Ratings and reviews are as important as ever
- Shoppers don't hang around when shopping for groceries on Amazon
- Amazon's AI features are hardly used or even noticed
- There is little evidence of AI improving the shopping experience, but the generations split opinion
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