What can AI content do to your brand? Online marketplaces like Amazon increasingly rely on AI to generate and adapt product listing content, pulling data from a mix of sources including brand-provided descriptions, customer reviews, other web-based information, and even the user’s search terms. Amazon’s AI may dynamically reword a product title or highlight certain features based on user search terms. Amazon also uses technology that summarizes customer reviews and provides automated answers to shopper questions. While these capabilities may seem to improve the shopper experience, they create risks when outdated, inaccurate, or even counterfeit-product reviews are mixed into the information pool. These inaccuracies can be amplified by AI, potentially misleading customers and damaging a brand’s reputation.
From a legal standpoint, brands should remain vigilant about any AI-influenced content attached to their products. If Amazon’s AI includes false or misleading information—such as erroneous claims of a product being “natural” or “made in the USA”—the brand may face regulatory scrutiny or legal claims. To mitigate these risks, brands should regularly monitor their listings, report any discovered inaccuracies to Amazon, and conduct legal reviews to ensure compliance with advertising and labeling regulations. Clear communication and record-keeping with Amazon regarding any changes to product listings are also critical. Although AI-driven content can enhance visibility and sales, brands should actively manage this technology to avoid potential liability.
By Adam Sherman