Amazon Taps AI to Verify Legitimacy of Customer Messages

Amazon has introduced an AI-powered tool to help customers determine whether a message is legitimate or a scam. The retailer's consumer AI service, Alexa for Shopping, can now analyze messages and confirm their authenticity by checking them against billions of messages sent globally.

The new feature follows Amazon's earlier efforts to combat scams, including the launch of an email address that allows customers to forward suspicious messages for verification. According to Amazon, 360,000 customers reach out to its customer service department each year with concerns about message authenticity.

Alexa for Shopping uses a combination of factors, including sender information, content, timing, and message metadata, to determine whether a communication is genuine or not. The AI's accuracy will improve over time as more customers report suspicious messages.