Yelp’s Chief Product Officer Discusses AI and Authenticity
3 min read
Artificial intelligence is transforming how we interact with local businesses. Craig Saldanha, Chief Product Officer, has insights on this shift.
From refining search intents to maintaining the authenticity of reviews, AI is at the forefront of this transformation. But how does AI fit into Yelp’s long-term vision?
The Role of AI at Yelp
For more than a decade, Yelp has been investing in AI. With recent advances in generative AI, Yelp can present information to users in ways that seem both precise and personal. The true differentiator here is the massive database of user reviews, parsed quickly by AI for more personalized results.
Saldanha emphasized that users come to Yelp for authentic connections, whether with other users or professionals. AI helps by removing friction in making these connections. The process involves three steps: defining intent, providing results, and enabling connections. AI plays a crucial role in each of these steps.
Refining Search Intent
One of the key applications of AI at Yelp is refining search intent. For example, when searching for ‘Mediterranean restaurant,’ sophisticated AI models not only identify the right places but also rank them in an order that matches user preferences.
The use of large language models (LLMs) has further refined this process. Now, users can search for very specific items, and the AI will understand and highlight relevant reviews. This creates a more personal and accurate search experience.
Introducing Yelp Fusion API
Yelp is taking its AI capabilities beyond its own platform. The Yelp Fusion API allows third-party platforms to benefit from Yelp’s AI. A travel website, for example, can query Yelp’s data for personalized recommendations such as ‘kid-friendly brunch places open after 11 AM.’ This broadens Yelp’s reach considerably.
This new API is poised to expand Yelp’s user base by offering the same level of personalized service off-platform. Through the API, Yelp’s unique data set and AI capabilities can serve a broader range of consumers.
Balancing AI and Authenticity
Saldanha was clear about the importance of maintaining the authenticity of reviews. Generative AI-generated reviews are strictly against Yelp’s policies. The company uses advanced technology to validate the authenticity of user reviews.
AI is also used to prompt users to write deeper, more meaningful reviews. For instance, gentle reminders to comment on aspects like ambiance or service quality help enhance review depth. Additionally, reviews are highlighted to make them more visible to users seeking specific information.
Expanding Review Use
Photos and videos are becoming increasingly important in user reviews. Yelp uses AI to integrate these media types into the search results and home feed, making the reviews richer. For example, pictures of dishes can pop up when searching for a particular food item.
Yelp emphasizes putting user reviews front and center. AI helps surface the most relevant reviews, making it easier to find detailed, firsthand experiences. This new approach encourages users to continue contributing valuable reviews.
Future of AI at Yelp
Looking ahead, Yelp aims to use AI to create a 360-degree view of user-generated content. This means combining photos, videos, and textual descriptions for a more comprehensive view of a business, offering a sense of actually being there.
On the business side, AI helps match high-intent consumers with the right service providers more efficiently. AI tools also recommend budgets for new businesses based on various factors, helping them better allocate their resources.
Competing with New Platforms
Yelp faces new competition from platforms like TikTok but maintains its edge with a vast database of nuanced reviews. Unlike influencer-driven models, Yelp offers a collective wisdom and balanced views, covering a broad range of categories from restaurants to plumbing.
The comprehensive distribution of star ratings also sets Yelp apart, offering balanced insights versus the often polarized views found on social media platforms. This balance is crucial for users seeking rounded perspectives.
Yelp is leveraging AI to enhance user experience while safeguarding review authenticity.
Balancing innovation with authenticity, Yelp aims to stay ahead in local business discovery.
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