Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Amazon struggles to insert itself into the generative AI conversation

The news: Amazon is testing the use of AI to summarize product reviews as it tries to both improve the buying experience and convince investors it hasn’t missed the boat on generative AI (genAI).

Zoom out: Amazon is steadily releasing a series of genAI tools to insert itself into a conversation dominated by its two biggest cloud competitors, Microsoft and Google.

  • In addition to its most recent initiative, which uses AI to sum up what shoppers liked and disliked about products, Amazon lets marketers generate images and videos for their ad campaigns using AI.
  • The retailer is also redesigning its search function to include genAI-enabled conversational elements.
  • But Amazon’s efforts have been underwhelming so far. Bernstein analyst Mark Shmulik said he’s fielding persistent queries from investors about whether AWS is falling behind in AI. Internally, the company is scrambling to come up with its own version of ChatGPT that passes muster with clients.

The big takeaway: While Amazon’s genAI initiatives show its commitment to developing the tech, they’re not that far removed from the experiments that retailers like Walmart, Carrefour, and Instacart are running—which is surprising given Amazon’s extensive AI expertise and resources.

  • While Amazon has ample opportunity to catch up to OpenAI, Google, and Microsoft, its slow start may cost AWS cloud market share, as companies turn instead to providers with more sophisticated genAI tools.