It’s well known that user reviews are a fundamental part of the web economy, with consumers tending to trust the word of their fellow customer above any other form of marketing. Making sure those reviews are truthful and authentic therefore is key, especially as unscrupulous vendors are happy to produce fake reviews to puff up their service. A recent study from Aalto University highlighted how it’s increasingly possible to create fake reviews autonomously.
The authors state that around 40% of us make a decision based upon the feedback received from other people, whilst a good review can boost sales by around 30%. In other words, they’re important to the success of a product, which creates an incentive to create fake reviews to boost your ratings. Are AI-driven technologies increasingly capable of producing accurate reviews?