Amazon is leveraging artificial intelligence to combat scammers, as announced on Wednesday. The retail giant revealed that approximately 360,000 customers annually contact customer service to determine if a received message is legitimate or fraudulent. In response, the company has enabled users to ask Alexa for Shopping to verify these communications.
Amazon stated that its AI can "definitively" verify if a communication originated from its systems by cross-referencing billions of global messages. By analyzing sender details, content, timing, and metadata, the system determines authenticity. Amazon noted that the tool will evolve as customers report suspicious messages, enhancing scam detection capabilities over time.
This AI capability builds upon Amazon’s previous efforts to tackle the rising issue of scams, which encompass fake order confirmations, Prime membership renewal alerts, account suspension warnings, package notifications, and recruitment fraud.
Earlier this year, Amazon introduced the email address [email protected], allowing users to forward suspicious messages for verification. It also provides an online form on its customer service site for the same purpose.
The introduction of this feature highlights Amazon's strategic pivot to focus its Alexa products on shopping assistance and proactive support. Currently, the assistant can curate personalized deals, create shopping guides, assist with reorders, offer AI product overviews, and transcribe handwritten lists.
Concurrently, the retailer added a new Alexa function that notifies customers about relevant events, such as product launches by favorite brands, new book releases, or album drops by artists.
Alexa for Shopping is accessible via both the Amazon website and the mobile application.
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