Unmasking the Battle of Online Product Reviews: Spotting Real vs. Fake

The battle between AI-generated fake reviews and AI systems designed to detect them is intensifying, raising concerns for consumers and the future of online content. Startups like Fakespot are working on ways to detect content written by AI platforms, while the Federal Trade Commission has proposed a new rule to crack down on fraudulent reviews. However, the line between real and fake reviews is becoming increasingly blurred, and the technology to detect fraudulent content is still a work in progress. Companies like Amazon are using a combination of human investigators and AI to spot fake reviews, but AI-generated reviews that are authentic and don't violate policy guidelines are allowed. The challenge lies in whether AI detection can outsmart the AI that creates fake reviews, as generative AI has the potential to make their work much easier. With 90% of consumers relying on reviews while shopping online, the prevalence of AI-generated fake reviews is a concerning prospect for consumer advocates.