Newegg trusts ChatGPT for product reviews | ENBLE

Newegg trusts ChatGPT for product reviews | ENBLE

Newegg Takes a Gamble on AI-Generated Customer Reviews

Newegg AI-Generated Reviews

Newegg, the popular online retailer known for selling PC components, has taken yet another step towards incorporating artificial intelligence (AI) into its platform. This time, the focus is on customer reviews. In a bid to improve the shopping experience, Newegg has introduced an AI-powered summary of customer reviews for select products. The AI technology delves into the individual reviews, including listed pros and cons, and generates its own summary and pros and cons list. While this sounds beneficial, there are some glaring issues with the AI-generated summaries that Newegg needs to address.

One of the products being tested with this new feature is the Gigabyte RTX 4080 Gaming OC. The generated summary includes a con that mentions “no video output on initial setup due to defective power adapter.” This con is significant enough to overshadow the numerous pros listed in the AI-generated summaries. Another product being tested is the MSI Katana laptop, which has a summary that contradicts itself by recommending it for both beginners and those seeking high performance. Furthermore, while the summary mentions an “effective cooling system,” it also highlights “loud fan noise” and “hot running temperatures.” These discrepancies raise concerns about the accuracy and reliability of the AI-generated summaries.

AI Summary Inconsistencies

The issues don’t stop there. The AI-generated summaries fail to capture crucial information mentioned in customer reviews. For instance, the summary of the Ipason gaming desktop does a decent job of listing pros and cons, but it completely overlooks the fact that the 1TB hard drive is formatted as three separate drives. This was a common complaint among actual customer reviews. Instead, the AI summary incorrectly states that the machine has “limited storage space.” The confusion regarding the formatting issue indicates that the AI still struggles with understanding nuanced details, jeopardizing the reliability of its generated summaries.

In addition to the summaries, Newegg has also included “review bytes” – small quotes from the AI-generated reviews – under the product photo. However, there is no indication that these bytes are AI-generated, potentially misleading customers. Only by clicking on a disclaimer can users access information that states, “Efforts have been made to ensure accuracy, but individual experiences, options, and interpretations may vary and influence the generated content.” This hidden disclaimer raises concerns about transparency and the potential for misrepresentation.

AI-Generated Review Bytes

While the idea of using AI to summarize product reviews may seem promising, it raises a larger issue of consumer trust. The AI is not conjuring reviews out of thin air, but it is replacing the process of reading reviews that often provide more nuanced perspectives and experiences. Ignoring the individual experiences shared by customers can be misleading and unhelpful, especially for marketplace items where factors like customer service and support play a crucial role. Unfortunately, the AI summaries seem to gloss over these aspects, potentially leaving buyers ill-informed.

It remains uncertain whether Newegg plans to expand the AI-generated review summaries across its entire website or target certain items first. While the feature may work reasonably well for products like the Gigabyte RTX 4080 Gaming OC, there are concerns, particularly with marketplace items. The prevalence of fake reviews is a growing concern in the e-commerce industry, and it is challenging to determine their authenticity, even with verified badges. Research by the UK government suggests that up to 15% of reviews on Amazon may be fake. This raises questions about the reliability and accuracy of AI-generated summaries, especially when a potential for deception exists.

Ultimately, relying solely on customer reviews, whether AI-generated or not, is not the most dependable way to make purchasing decisions. While Newegg’s intention to improve the user experience is commendable, the flaws and limitations of the AI-generated summaries cast doubts on their effectiveness. As an industry, we must continue to question and strive for improvements in AI technologies to ensure that they genuinely enhance the shopping experience, rather than diminish it.