Ecommerce giant Amazon has introduced a set of generative AI capabilities that will allow sellers to create better product descriptions, titles and listing details.
The new tools use large language models (LLMs) trained on massive amounts of data to build more comprehensive product descriptions.
“These new capabilities will make it faster and easier for sellers to list new products as well as enrich existing listings, helping customers more confidently make purchase decisions,” Amazon said in a blog post on Wednesday (September 13).
While Amazon did not specifically mention what data was deployed to train the LLM, it seems it used its own listing data.
Using the new tools, sellers can get started with AI-generated product descriptions using only a brief description in a few words. They can further refine the content generated by the tools or directly submit the said content to the Amazon catalogue.
Commenting on the development, Robert Tekiela, vice president of Amazon Selection and Catalog Systems, said, “With our new generative AI models, we can infer, improve and enrich product knowledge at an unprecedented scale and with dramatic improvement in quality, performance, and efficiency. Our models learn to infer product information through the diverse sources of information, latent knowledge, and logical reasoning that they learn. For example, they can infer a table is round if specifications list a diameter or infer the collar style of a shirt from its image.”
The new launch comes as Amazon has been bullish on generative AI, introducing multiple products and services to improve the overall selling experience on the platform. Last month, Amazon launched Sahay, an AI chatbot, to help SMEs grow and scale.
Sahay allows prospective businesses to ask questions to help them set up shop with Amazon.
Earlier today, Amazon’s rival Flipkart also launched an AI-powered catalogue designer to help sellers create a convincing catalogue of their products.
Amazon, which expects generative AI to transform its business, said it is difficult to imagine what the company would look like 10 years from now, thanks to AI. The latest generative AI tools might prove to be something of a double-edged sword for Amazon and its users, however.
On one hand, it would enable sellers to create more comprehensive product listings, but on the other, it might become more difficult for users to discern a genuine product from a fake one. Fake product listings are already a huge problem for ecommerce marketplaces across the world, and with AI, these listings will only become smarter.
While the platform bans the sale of counterfeit products on its platform and keeps banning non-compliant sellers, various reports peg that anywhere from 10% to 60% of the products sold on Amazon may be counterfeit. However, Amazon continues to routinely scrap fake listings and destroy fake products that reach its warehouses.
According to its 2022 Brand Protection Report, Amazon stopped 800K ‘bad actors’ from creating seller accounts, destroyed 6 Mn counterfeit products across its global supply chain and sued over 1,300 criminals in the US, the UK, the EU and China.
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