Amazon Deploys AI to Combat Impersonation Scams
AI-generated image · US National Wire
The company is integrating a verification tool into Alexa for Shopping to help users identify fraudulent communications.
Amazon is introducing a new feature designed to fight impersonation scams by allowing customers to use its AI assistant to verify if a phone call, text message, or email originated from the company, according to reporting from The Verge.
Through Alexa for Shopping, users can inquire about a specific message they received. The AI assistant then analyzes the sender, formatting, and content, comparing the communication against a comprehensive record of every message Amazon has sent. Amazon stated that the assistant will only confirm a message is authentic if it is "completely certain."
In one example provided by Amazon, a customer asks if a text containing a One Time Password (OTP) from the number 98626 was legitimate; the AI responds by confirming the message was a genuine communication from the company. If the tool determines a message is fraudulent, it directs the user to contact Amazon's support team and review their orders within the app.
This update follows a previous initiative launched earlier this year that allowed users to forward suspicious messages to verify@amazon.com for authentication. The Verge also noted that Amazon recently added an "Update Me When" feature to Alexa for Shopping to assist users in tracking new product releases.