First Impressions: How Placement Shapes the Influence of AI Summaries

Abstract

AI-generated summaries increasingly mediate how people interpret information across platforms, including product reviews on e-commerce sites. Using Amazon's AI summaries as a case study, we conducted a preregistered, randomized experiment (N = 278) comparing how AI summaries and user reviews shaped product perceptions, and how their influence varied with valence and presentation order. We found that both AI summaries and user reviews influenced participants' opinions, with negative summaries having a larger effect than positive ones. Presentation order was the most important factor: the first source anchored judgment and only user reviews could displace an existing anchor. Although participants reported preferring user reviews, they often underestimated the influence of AI summaries on their judgments. Our findings show how the placement of AI summaries shapes user perception and highlight opportunities to design interfaces that support more deliberate judgments about when to rely on summaries and when to examine the underlying content directly.