Clearly, the richer the information the better the review, however, what hasn't been mentioned is how difficult it is for retailers to get these reviews. Already, only about 4% shoppers respond to attempts to get reviews, so this will reduce even further if retailers require more info from customers. Shoppers hate being contacted for their opinions. One solution could be to tap into the already existing, and incredibly rich opinions that already exist online — from social media to forums to YouTube comments. We are using AI to gather millions of opinions already online, turning them into comprehensive and valuable insights for shoppers.