Amazon today introduced a latest set of generative AI tools aimed toward sellers which the retailer says will simplify the technique of creating product listings. The retail giant claims these latest capabilities are designed to assist sellers generate “fascinating product descriptions, titles, and listing details.”

Sellers can even have the opportunity so as to add to their existing product descriptions using AI, as a substitute of getting to start out from scratch.

The AI tools were built using large language models, or LLMs, that were trained on large amounts of information. Though Amazon doesn’t specifically say, it appears that evidently the retailer likely scoured its own listing data to coach its machine learning models. Previously, Amazon had used machine learning and deep learning techniques to extract and enrich product information, but the brand new generation AI capabilities builds on that technology.

“With our latest generative AI models, we are able to infer, improve, and enrich product knowledge at an unprecedented scale and with dramatic improvement in quality, performance, and efficiency,” explained Robert Tekiela, vp of Amazon Selection and Catalog Systems, in a press release. “Our models learn to infer product information through the various sources of data, latent knowledge, and logical reasoning that they learn. For instance, they will infer a table is round if specifications list a diameter or infer the collar type of a shirt from its image.”

Amazon claims that its generative AI tools will help sellers save time and permit customers to seek out more complete product information, but there are some concerns around using generative AI models at such scale, given their ability to “hallucinate” — or create false information not based on real data.

The tools could also potentially contain other mistakes that aren’t caught if a human doesn’t review the output. And if the tools find yourself creating incorrect product listings and descriptions, Amazon may very well be held liable — particularly if it doesn’t disclose the listing was created using AI.

The Information previously reported Amazon was piloting generative AI tools for content, noting that the tool warns sellers to double-check the content to make sure it complies with Amazon’s listing guidelines. The corporate had declined to reply questions on the LLMs it was using for the brand new tool, the report had said.

Amazon is just not the one retailer to show to generative AI to make the technique of creating product listings easier. eBay announced last week the launch of a generative AI tool that might generate product listings from photos. Earlier this summer, Shopify announced its own ChatGPT-like sidekick for its e-commerce merchants designed to know and interpret questions or prompts related to business decision-making, and create content like blog posts, campaign ideas and customer emails, amongst other things.