From Reviews to Responses: Bridging Pre- and Post-Purchase Consumers through AI-Enhanced QA with RAG – MSI

Working Paper

From Reviews to Responses: Bridging Pre- and Post-Purchase Consumers through AI-Enhanced QA with RAG

XingJian You, Ishita Chakraborty and Neeraj Arora

Feb 12, 2026

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Develops a hybrid question-answer framework using Retrieval-Augmented Generation that integrates LLMs with consumer reviews to improve website recommendations.

Topics

research recap

QA Systems + Consumer Reviews = Better Website Recommendations

Websites struggle to combine consumer reviews and question-answer systems that influence shopper purchase decisions. Firms should incentivize users to contribute both reviews and questions. Platforms can then model this proprietary data with Retrieval Augmented Generation LLMs, a question–review matching module, and an answerability classifier to enhance the pre-purchase experience.

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