Amazon.com Inc. (NASDAQ:AMZN) has launched a new machine-learning system that uses Artificial Intelligence (AI), to bring up more helpful and newer reviews at the top of the list. The new machine-learning algorithm will start to rank customer’s reviews and 5-star ratings system.
The algorithm came into effect from Friday, and customer and retailers will be affected. The focus of the algorithm is to improve the quality of the reviews, and will include product reviews from verified buyers, the most helpful votes and the newest updates. Earlier, the five-star rating was the pure average of all reviews, will now become weighted using the same criteria, and might change constantly.
“The system will learn what reviews are most helpful to customers…and it improves over time,” Amazon spokeswoman Julie Law said in an interview with Cnet. “It’s all meant to make customer reviews more useful.”
The new software has been introduced in the United States, but there is an announcement about its introduction in other countries. Amazon gained much popularity with the reviews and the five-star rating system, helped buyers in deciding the popularity and quality of the products before purchasing. The online shopping giant ensures that changes do not affect the trust of the consumers.
The company has sued a couple of fake review websites in April. Law mentioned that Amazon had looked at the platform “very closely” before introduction into the website. She declined to comment on how long it took for the company to develop it.
According to Engadget, Ranking user reviews will not be accurate based on science. Though zero and one-star ratings will be easier to rank, the AI technology will not be able to predict how earnest or thoughtful a product reviewer is. The company is also testing a new ranking system that will allow customers to provide a number value to a feature of the product like reliability or battery life.[ Via ]