TL;DR:
- Mercado Libre employs AI and ML to combat irregularities on its e-commerce platform.
- Only 0.74% of 614 million ads faced removal due to platform rule violations.
- AI and ML tools detected 98% of rule-violating ads, with 8x more removals per report.
- The platform can analyze 5,000+ variables in under a second for real-time compliance.
- Collaboration with rights holders and user reports drive proactive security measures.
- Brand Protection Program (BPP) utilizes AI to combat piracy and fraud.
- A 9.5% reduction in reports from BPP members showcases the program’s success.
Main AI News:
In the ever-evolving landscape of e-commerce, maintaining a secure and trustworthy platform is paramount. Mercado Libre, a Latin American e-commerce giant, understands this challenge and has harnessed the power of artificial intelligence (AI) and machine learning (ML) to fortify its defenses against fraudulent advertisements and irregularities.
The Transparency Report for the first half of 2023 sheds light on Mercado Libre’s remarkable success in this endeavor. Among the staggering 614 million ads created or modified during this period, a mere 0.74% faced removal due to violations of platform rules. This remarkable feat can be largely attributed to Mercado Libre’s robust employment of AI and ML technologies.
A staggering 98% of these rule-violating ads were identified and removed through the diligent efforts of AI and ML tools. These intelligent systems continually learn from user reports and previous removals, enabling the automatic moderation of suspicious content. For every report received, the system efficiently eliminates eight times more irregular ads, demonstrating its prowess in maintaining a clean and secure e-commerce environment.
What sets Mercado Libre apart is its ability to swiftly analyze over 5,000 variables in less than a second. This rapid assessment empowers the platform to identify, pause, or eliminate non-compliant ads in real-time, ensuring adherence to e-commerce standards.
Humberto Chiesi Filho, Legal Director of Mercado Libre, emphasizes the company’s dedication to security. “The investment we make in technology is essential to ensure security throughout our ecosystem. As part of our proactive work to combat irregularities, in addition to technology, we have hundreds of employees conducting manual searches.”
But Mercado Libre’s commitment doesn’t end with technology. The company actively collaborates with rights holders and public and private initiatives, fostering a safer and more enjoyable experience for millions of users across Latin America.
Users play a pivotal role in this ecosystem. Mercado Libre encourages them to report suspicious ads using the ‘report’ button present on all listings. Once a report is filed, the ad is promptly paused, rendering it invisible to potential buyers. Sellers are given four days to contest the report, while the reporter has the same period to withdraw or confirm it.
In the event of confirmation, the ad is permanently removed, and the seller’s conduct is scrutinized to determine appropriate sanctions, which can range from warnings to account closure and reporting to authorities. Remarkably, more than 70% of reported sellers change their behavior and refrain from violating platform rules, underscoring the effectiveness of this approach.
Mercado Libre goes above and beyond by providing brands with tools to report ads infringing on their rights. The Brand Protection Program (BPP), operated by Mercado Libre, employs artificial intelligence and automated technology to combat piracy, counterfeiting, and fraud in Latin America.
With over 10,000 members consisting of intellectual property rights holders or their representatives, the BPP is a formidable force against illicit activities. Thanks to technological advancements and the platform’s continuous learning, the number of reports from AFF (Brand Protection Program) members has decreased by 9.5%, a testament to the efficacy of Mercado Libre’s proactive measures.
Conclusion:
Mercado Libre’s adept utilization of AI and ML technologies, coupled with active collaboration with stakeholders and users, has not only secured its e-commerce platform but also fostered trust and integrity in the Latin American market. This proactive approach sets a promising precedent for the industry, emphasizing the significance of technology, user engagement, and brand protection in maintaining a secure and trustworthy digital marketplace.
