Online product reviews are becoming a battlefield for modern AI

July 22, 2023, 12:00 PM UTCGenerative artificial intelligence that can spit out human-sounding reviews is being met by AI trained to detect fake reviews. It’s the kind of clash that has implications for consumers as well as the future of content online.

Fake online reviews have been around about as long as real online reviews, but the issue has taken on new urgency thanks to broader concerns about advanced AI technology that is now widely available on the internet. “We don’t know — really have no way to know — the extent to which bad actors are actually using any of these tools, and how much may be bot-generated versus human-generated,” Michael Atleson, an attorney in the FTC’s Division of Advertising Practices, said. “It’s really more of a serious concern, and it’s just a microcosm of the concerns that these chatbots are going to be used to create all kinds of fake content online.

The crucial question is whether AI detection will be able to outfox the AI that creates fake reviews. The first AI-generated fake reviews detected by Fakespot came from India a few months ago, Khalifah said, produced by what he calls “fake review farms” — businesses that sell fraudulent reviews en masse. Generative AI has the potential to make their work much easier.

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