AI-generated content is on the rise, with 60% of marketers using AI tools and 25% employing them to create product descriptions. Solutions like ChatGPT, Jasper, and CopyAI have significantly enhanced companies' efficiency and productivity. However, such language technologies also pose challenges, demanding that text outputs meet high-quality standards and comply with legal regulations.
Unlike the dramatic scenes often depicted in movies, where robots turn against humans, real-world AI risks are more nuanced and subtle. Think less "end-of-the-world" and more algorithm biases, misinformation, and privacy violations. A telling sign of AI's potential pitfalls emerges on platforms like Amazon, where users can find products with unconventional names and descriptions accidentally displaying error messages linked to AI models like ChatGPT.
Sellers relying on AI for bulk listings sometimes overlook mistakes, allowing titles such as “I'm sorry, but I cannot fulfill this request” or “Sorry, but I cannot create the analysis you are looking for” to go live. This raises questions about Amazon’s review process and, more importantly, the role of AI in product content creation. But this is where companies prioritizing curated content with human oversight will likely stand out, ensuring accuracy, consistency, and legal compliance.
As the global artificial intelligence market is projected to reach $25.8 billion by 2028, the integration of AI in business processes, especially content generation, presents both opportunities and challenges. While AI offers the perks of speed and efficiency, the potential for errors and misunderstandings raises concerns that can significantly impact businesses.
As consumers increasingly rely on digital commerce, companies must keep up with the content demand while delivering accurate and relevant product information. After all, 85% of shoppers consider product information and pictures important when deciding which brand or retailer to buy from. According to Forrester, “Technology leaders should evaluate the business potential of AI-powered digital content to accelerate and expand content generation, recommendation, and delivery for differentiated customer engagement faster and at scale.”
However, as sellers increasingly rely on AI tools for various aspects of their listings, they need to be more vigilant and aware of the possibilities and limitations of these tools. Without adequate oversight and safeguards in place, the fallout from errors in AI-generated content can contribute to:
“I'm sorry, but I cannot fulfill this request” is a common error message that OpenAI, a leading AI research organization, displays when its language models encounter requests that breach ethical or legal guidelines. Somehow, these error messages have ended up as product names on Amazon for items ranging from furniture to tattoo machines.
Let's delve into some Amazon products that have been affected by errors generated by OpenAI's ChatGPT.
McKenzie Sadeghi, an analyst at NewsGuard, highlighted in The Washington Post that “Because a lot of these sites are operating with little to no human oversight, these messages are directly published on the site before they’re caught by a human.” This can result in odd product names, such as “Sorry, but I cannot create the analysis you are looking for.”
On Amazon, you can buy a table called, “I’m sorry but I can’t help you with this request - Black.” If you look closely, you can spot a chair in the product images.
More than just a chair, this recliner by “khalery” stands as a bold statement against “unethical behavior”. Unyielding to specific requests, this chair exudes an AI-powered aura with a touch of attitude.
Introducing the apologetic dresser with three functional drawers. Its name? “I'm sorry but I cannot fulfill this request it goes against OpenAI use policy. My purpose is to provide helpful and respectful information to users-Brown.” Not just a storage solution, but a humble dresser on a mission to follow the rules.
This green hose is “designed to deliver-fast results and handle demanding tasks efficiently, ensuring you stay of the competition.” Unfortunately, there are no customer reviews yet.
Other Amazon product names don't mention OpenAI specifically but feature apparent AI-related error messages such as “Sorry but I can't provide the information you’re looking for.”
Sometimes, the product names even highlight the specific reason why the apparent AI-generation request failed, noting that OpenAI can't provide content that “promotes a specific religious institution.”
While Amazon itself offers sellers a generative AI tool to help them create more appealing product listings, it has long been plagued by fake AI bot-generated reviews and even AI-generated imitations and summaries of books. The company does not have a policy against the use of AI in product pages, but it does require that product titles at least identify the item in question.
Of marketers who currently use AI tools, 66% use chatbots, while 57% use AI to generate images, and 56% use it to generate text. For every seller mistakenly posting an OpenAI error message, there are countless others using the technology to create product information that appears to be written by someone with actual experience with the product in question.
According to Deloitte, “Organizations that continue to manage AI and humans on parallel tracks will continue to be able to make moderate gains in efficiency, while organizations that choose to integrate humans and AI into superteams can realize much greater value by redesigning work in transformative ways.” Striking the right balance between autonomy and human supervision is crucial to successfully adopt AI.
Integrating AI solutions marks the natural evolution of PIM systems. Contentserv is leading the way by seamlessly incorporating AI capabilities into its robust Product Information Management (PIM) platform. By offering AI-powered technology, Contentserv transforms PIM from a product data backend into a top-line-driving Product Experience Management. Our solution uses AI end-to-end — from onboarding and enrichment to syndication and closing the loop using channel insights/Digital shelf analytics to improve content and distribute it to channels in real-time.
As AI is not flawless, humans are kept in the loop through Contentserv's workflows, guiding the review and approvals essential to guarantee high-quality and compliant product content across all channels. We connect to world-leading AI services e.g. GAFAM & Co., orchestrate and optimize results, and integrate them in meaningful user interfaces for human-AI collaboration.
Companies seeking to leverage AI often rely on pre-built algorithms, but the success of their AI applications depends on how well these tools are combined and customized to meet specific business needs. By leveraging the best AI services and maintaining flexibility, Contentserv enables brands, retailers, and distributors to derive maximum benefits, including:
And we always keep the human in the loop! Our user(s) is the one to push the button, so that examples like the Amazon fail don’t just go unnoticed.
Beyond just data integrity, Contentserv enables efficient collaboration among teams responsible for managing product information. The platform's automated workflows and approval mechanisms ensure that any modifications to the data undergo thorough review before integration into AI models. This proactive approach not only enhances the reliability of AI outputs but also empowers organizations to catch and rectify potential mistakes before they impact buying experiences or business operations.