In the wake of OpenAI’s explosion in popularity, every other ecommerce and marketing technology company appears to be hitting the market claiming to have an artificial intelligence solution. But the Federal Trade Commission has put opportunists on notice, writing in a blog post last month that “false or unsubstantiated claims about a product’s efficacy are our bread and butter.”
Ecommerce companies looking to adopt an AI and machine learning-powered solution should take note. It’s because those are the very technologies that so many companies find appealing that the FTC is pursuing false and exaggerated AI and machine learning claims. For companies looking to scale fast and navigate highly complex technical problems like optimizing distribution networks and analyzing reams of data, the promise of AI and ML looms large.
But how do ecommerce companies, following the FTC’s example, separate fact from fiction? They can start by learning about the kinds of claims the FTC plans to investigate, the established use cases for AI and ML in ecommerce, and how to safely evaluate these technologies to determine which ones are a boon to their business and which are bogus.
The FTC’s blog post lays out four criteria the agency will use to examine AI and ML claims:
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