The rise of AI has led to a surge in fake reviews across various online platforms, impacting industries like e-commerce, lodging, restaurants, and services. Businesses are exploiting AI to create convincing yet misleading reviews, potentially harming consumers and the integrity of online platforms.
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“It’s just a really, really good tool for these review scammers,” said Maury Blackman, an investor and advisor to tech startups, who reviewed The Transparency Company's work and is set to lead the organization starting Jan. 1. Pangram Labs has done detection for some prominent online sites, which Spero declined to name due to non-disclosure agreements. He said he evaluated Amazon and Yelp independently.
“It can help with reviews make it more informative if it comes out of good intentions,” said Michigan State University marketing professor Sherry He, who has researched fake reviews. She says tech platforms should focus on the behavioral patters of bad actors, which prominent platforms already do, instead of discouraging legitimate users from turning to AI tools.Prominent companies are developing policies for how AI-generated content fits into their systems for removing phony or abusive reviews.
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