Core Viewpoint - The article discusses the backlash against Sam's Club due to the introduction of AI-generated product images and changes in the app that have led to a perceived decline in product quality and membership value, causing dissatisfaction among users [4][9][28]. Group 1: Incident Overview - The controversy began with the introduction of AI-generated product images, including humorous representations of products like "water bamboo" and "H₂O," which were quickly removed after public ridicule [4][13][18]. - Users expressed their anger on social media platforms, attributing the issues to the recent appointment of a former Alibaba executive as the new president of Sam's Club, despite the company stating that the app changes were in testing since August [8][9][28]. Group 2: User Sentiment and Membership Value - Members feel that the introduction of AI images and a cluttered app interface has diminished the trust and value they previously associated with their membership, which was based on the assurance of quality products [9][21][32]. - The core competitive advantage of Sam's Club was its ability to provide a reliable shopping experience, allowing members to "choose with their eyes closed." The shift to AI images has led to skepticism about product authenticity [21][32]. Group 3: Market Competition and Challenges - The competitive landscape has intensified, with other platforms like Hema and Seven Fresh enhancing their supply chains, which has eroded Sam's Club's previous advantages in certain product categories [31][32]. - The article highlights that the changes made by Sam's Club may not align with the expectations of its core user base, who are willing to pay for differentiated value, and any perceived reduction in that value can lead to feelings of betrayal [30][32][33].