Amazon is rolling out a new review system that uses artificial intelligence in order to weed out fake product reviews and star ratings. Amazon is expecting that its new algorithm system will help in providing its users with a more varied and accurate product reviews.
The new artificial intelligent machine-learning system will help Amazon in selecting authentic product reviews and use that to create a products star rating, according to The Guardian. Amazon previously used the star rating system that just takes the average score of all reviews regardless of its authenticity, which makes it easy for fake reviews to drown out the legitimate one.
Amazon spokeswoman Julie Law told ABC News, "Amazon is enhancing the customer reviews system, adding a few changes we hope will help make product feedback even more useful to customers."
Law added that the system's AI will continue to learn as more insightful reviews are being provided over time.
Amazon claimed that the new review system will not be noticeable at first since it needs time to learn which reviews are helpful and which are not. However, Amazon is positive that the system will provide significant results over time.
If the new system proved to be successful, Amazon's new review system could usher a new era of smarter review system that will help both users and companies that rely on it. In order to keep its system's integrity, Amazon is also setting a dedicated team in order to help its automated system.
Amazon's new review system was implemented on Friday.