Yelp's Chief Product Officer, Craig Saldanha shares some interesting insights about the company's strategy with AI and how it will face the future by innovating it.
While Yelp may not be the first name that comes to mind when thinking of artificial intelligence, Saldanha, reveals that AI is already a core part of the Yelp experience.
The company has been making significant strides in AI, from adding AI-powered summaries to launching an AI assistant that connects consumers with service providers.
Yelp's Commitment to Connecting Consumers with Local Businesses
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CHICAGO, ILLINOIS - NOVEMBER 14: A Yelp splash page is displayed on a cell phone on November 14, 2023 in Chicago, Illinois. Yelp recently reported third quarter profit which was up more than 500 percent compared with a year earlier.
Yelp's mission has always been to connect consumers with great local businesses. This mission hasn't changed, but the tools used to achieve it have evolved.
In an interview with TechCrunch, Saldanha said that Yelp has been investing in AI for over a decade, and recent advances in generative AI and large language models (LLMs) have enabled the platform to leverage its vast database of reviews more effectively. These technologies allow Yelp to present information to consumers in a more precise and personalized manner, making it easier to find exactly what they need.
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Enhancing Search and User Interaction
Users come to Yelp with a clear intent, whether it's finding a plumber or a good place for lunch. Yelp has invested heavily in AI to refine this search intent and provide relevant results.
The AI models understand the specifics of what users are searching for and can present results in a meaningful order. For example, instead of just matching the words "Indian grocery store," Yelp's AI can understand a search for a specific Indian spice and highlight relevant reviews mentioning that spice.
Maintaining Authenticity in User Reviews
One of Yelp's key strengths is the authenticity of its user-generated content. Saldanha emphasizes that while AI helps streamline the user experience, it will never replace genuine reviews from actual human beings.
Yelp uses AI to remove friction and facilitate connections while ensuring that reviews remain authentic. Any use of AI to generate reviews violates Yelp's policies, and the company has sophisticated systems in place to validate the authenticity of reviews.
"I think the place where our technology shines is in areas like Yelp Assistant. In 2016, Yelp introduced 'request a quote,' and that allowed consumers to quickly get a variety of quotes from a variety of service providers. We've expanded that over time, we added Yelp Guaranteed, all of that has helped to reduce the friction and drive quicker and deeper connections," Saldana said.
Encouraging High-Quality Reviews
AI also plays a role in encouraging users to write detailed and helpful reviews. For instance, Yelp uses AI to provide prompts that remind users to comment on specific aspects of their experience, such as ambiance or service. This helps improve the depth and quality of reviews. Additionally, photos and videos from users are integrated into a new visual home feed, making the review experience more engaging.
The Future of AI at Yelp
Looking ahead, Yelp aims to provide a 360-degree experience of businesses by using AI to combine user-generated photos, videos, and descriptions. This approach ensures the content feels authentic and offers a comprehensive view of what a business is like.
On the business side, Yelp uses AI to match consumers with the right professionals and help businesses optimize their budgets.
Yelp's Competitive Edge in Local Discovery
In a landscape where local discovery is influenced by platforms like TikTok, Yelp differentiates itself through the breadth and depth of its reviews.
Yelp offers a collective sense of a business, combining multiple perspectives to provide a balanced view. This contrasts with the often polarized views found on social media, where users typically share either extremely positive or negative experiences.
Yelp's even distribution of reviews across all rating levels offers users a more nuanced understanding of businesses.
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