Columbia report questions how Amazon, Walmart AI shopping tools handle 'Made in USA' claims
Researchers say the companies' AI shopping assistants identified conflicting country-of-origin information on some products, while Amazon disputes the report's conclusions.
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As artificial intelligence becomes a bigger part of online shopping, a new report from Columbia Law School's Center for Law and the Economy is raising questions about how AI shopping assistants handle "Made in USA" product claims.
The report, Made in America, Hidden by AI, examined Amazon's Alexa for Shopping and Walmart's Sparky AI assistant. Researchers said the tools were able to identify discrepancies between some products marketed as "Made in USA" and country-of-origin information listed elsewhere on the product pages, while continuing to recommend or display those products.
The researchers also said they found Amazon's AI assistant could provide recommendations for products made in other countries but initially declined similar requests for products made in the United States, despite later producing results when search prompts were modified.
Amazon disputed the report's conclusions.
"We strive to provide customers with detailed information about products in our store, including where they are made when that information is provided to us by manufacturers or third-party sellers," an Amazon spokesperson said in a statement to News 12. "The suggestion that we intentionally withhold country-of-origin information from customers is incorrect. Country-of-origin information, when available, is currently displayed on product detail pages, and we're continually working to improve Alexa for Shopping's ability to accurately provide this information to make it even more accessible for customers."
Amazon also said sellers are required to provide accurate product information and comply with applicable laws and company policies, and that it takes action when it identifies violations. The company also disputed the report's broader conclusions about its use of AI in shopping, saying its AI shopping tools are designed to help customers discover products that meet their needs while providing a useful and accurate customer experience.
The Columbia report argues the findings highlight broader questions about how consumers can rely on AI shopping assistants as retailers increasingly use the technology to recommend products and answer shoppers' questions. Researchers cited surveys suggesting many Americans intentionally seek out U.S.-made products and are willing to pay more for them.
Walmart and the Center for Law and the Economy did not respond to News 12's requests for comment.
