AI Tools Often Used for Fake Product Reviews
2025-01-02
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1Artificial intelligence (AI) tools that permit people to produce online reviews have put sellers, service providers and buyers in unfamiliar territory, public protection groups and researchers say.
2False, or fake, reviews have long appeared on many popular websites such as Amazon and Yelp.
3The reviews are often traded on private social media groups between fake review dealers and businesses willing to pay.
4Sometimes, businesses get good reviews in exchange for offering buyers rewards such as gift cards.
5But AI tools, popularized by OpenAI's ChatGPT, permit people to produce reviews faster and in greater numbers, technology industry experts say.
6Fake reviews are found across a wide range of industries, from e-commerce and travel to services such as home repairs, medical care and music lessons.
7The Transparency Company is a technology company and public protection group that uses software to detect fake reviews.
8The company said it started to see AI-generated reviews appear in large numbers in mid-2023.
9The reviews have increased quickly ever since.
10For a recently released report, The Transparency Company examined 73 million reviews in three areas: home, legal and medical services.
11Nearly 14 percent of the reviews were likely fake.
12The company expressed a "high degree of confidence" that 2.3 million reviews were partly or entirely AI-produced.
13Last September, the Federal Trade Commission (FTC) took legal action against the company behind an AI writing tool and content producer called Rytr.
14The FTC accused Rytr of offering a service that could pollute the marketplace with fake reviews.
15The FTC, which banned the sale or purchase of fake reviews in 2024, said some of Rytr's buyers used the tool to produce hundreds and perhaps thousands of reviews.
16The reviews appeared in support of garage door repair companies, sellers of copied designer handbags and other businesses.
17Major companies are developing policies for how AI-generated content fits into their systems for removing fake reviews.
18Some companies already employ special programs and investigative teams to find and remove fake reviews.
19Still, the companies are giving users some ability to use AI.
20Spokespeople for Amazon and Trustpilot, for example, said they would permit buyers to post AI-assisted reviews as long as the buyers represent their true experience.
21Yelp has taken a more cautious approach, saying its rules require reviewers to write their own reviews.
22The Coalition for Trusted Reviews, which Amazon, Trustpilot, Glassdoor, Tripadvisor, Expedia and Booking.com launched last year, said that even though people may put AI to illegal use, the technology also presents "an opportunity to push back against those who seek to use reviews to mislead others."
23The FTC's rule banning fake reviews, which took effect in October, permits the agency to fine businesses and individuals who take part in fake reviews.
24Tech companies hosting such reviews are protected from the penalty.
25This is because they are not legally responsible under U.S. law for the content that outsiders post on their websites.
26Tech companies, including Amazon, Yelp and Google, have sued fake review dealers they accuse of selling fake reviews on their sites.
27The companies say their technology has blocked or removed a large number of suspect reviews and suspicious accounts.
28However, some experts say they could be doing more.
29"Their efforts thus far are not nearly enough," said Kay Dean, a former federal criminal investigator who runs a public protection group called Fake Review Watch.
30"If these tech companies are so committed to eliminating review fraud on their platforms, why is it that I, one individual who works with no automation, can find hundreds or even thousands of fake reviews on any given day?"
31Consumers can try to find fake reviews by watching out for a few possible warning signs, researchers say.
32Overly good or bad reviews are suspect.
33Highly specialized terms that repeat a product's full name or model number are another possible clue.
34When it comes to AI, research done by Balázs Kovács, a Yale professor, has shown that people cannot tell the difference between AI-created and human-written reviews.
35Some AI detectors may also be fooled by shorter texts, which are common in online reviews, the study said.
36However, there are some AI clues that online shoppers and service seekers should keep in mind.
37Panagram Labs says reviews written with AI are often longer, highly structured and include "empty descriptors."
38Empty descriptors include general phrases and attributes or characteristics.
39The writing also often includes overused phrases or opinions like "the first thing that struck me" and "game-changer."
40I'm John Russell.
41And I'm Anna Matteo.
1Artificial intelligence (AI) tools that permit people to produce online reviews have put sellers, service providers and buyers in unfamiliar territory, public protection groups and researchers say. 2False, or fake, reviews have long appeared on many popular websites such as Amazon and Yelp. The reviews are often traded on private social media groups between fake review dealers and businesses willing to pay. Sometimes, businesses get good reviews in exchange for offering buyers rewards such as gift cards. 3But AI tools, popularized by OpenAI's ChatGPT, permit people to produce reviews faster and in greater numbers, technology industry experts say. 4Where are AI-generated reviews appearing? 5Fake reviews are found across a wide range of industries, from e-commerce and travel to services such as home repairs, medical care and music lessons. 6The Transparency Company is a technology company and public protection group that uses software to detect fake reviews. The company said it started to see AI-generated reviews appear in large numbers in mid-2023. The reviews have increased quickly ever since. 7For a recently released report, The Transparency Company examined 73 million reviews in three areas: home, legal and medical services. Nearly 14 percent of the reviews were likely fake. The company expressed a "high degree of confidence" that 2.3 million reviews were partly or entirely AI-produced. 8Last September, the Federal Trade Commission (FTC) took legal action against the company behind an AI writing tool and content producer called Rytr. The FTC accused Rytr of offering a service that could pollute the marketplace with fake reviews. 9The FTC, which banned the sale or purchase of fake reviews in 2024, said some of Rytr's buyers used the tool to produce hundreds and perhaps thousands of reviews. The reviews appeared in support of garage door repair companies, sellers of copied designer handbags and other businesses. 10What are companies doing? 11Major companies are developing policies for how AI-generated content fits into their systems for removing fake reviews. Some companies already employ special programs and investigative teams to find and remove fake reviews. Still, the companies are giving users some ability to use AI. 12Spokespeople for Amazon and Trustpilot, for example, said they would permit buyers to post AI-assisted reviews as long as the buyers represent their true experience. Yelp has taken a more cautious approach, saying its rules require reviewers to write their own reviews. 13The Coalition for Trusted Reviews, which Amazon, Trustpilot, Glassdoor, Tripadvisor, Expedia and Booking.com launched last year, said that even though people may put AI to illegal use, the technology also presents "an opportunity to push back against those who seek to use reviews to mislead others." 14The FTC's rule banning fake reviews, which took effect in October, permits the agency to fine businesses and individuals who take part in fake reviews. Tech companies hosting such reviews are protected from the penalty. This is because they are not legally responsible under U.S. law for the content that outsiders post on their websites. 15Tech companies, including Amazon, Yelp and Google, have sued fake review dealers they accuse of selling fake reviews on their sites. The companies say their technology has blocked or removed a large number of suspect reviews and suspicious accounts. However, some experts say they could be doing more. 16"Their efforts thus far are not nearly enough," said Kay Dean, a former federal criminal investigator who runs a public protection group called Fake Review Watch. "If these tech companies are so committed to eliminating review fraud on their platforms, why is it that I, one individual who works with no automation, can find hundreds or even thousands of fake reviews on any given day?" 17Finding fake reviews 18Consumers can try to find fake reviews by watching out for a few possible warning signs, researchers say. Overly good or bad reviews are suspect. Highly specialized terms that repeat a product's full name or model number are another possible clue. 19When it comes to AI, research done by Balázs Kovács, a Yale professor, has shown that people cannot tell the difference between AI-created and human-written reviews. Some AI detectors may also be fooled by shorter texts, which are common in online reviews, the study said. 20However, there are some AI clues that online shoppers and service seekers should keep in mind. Panagram Labs says reviews written with AI are often longer, highly structured and include "empty descriptors." Empty descriptors include general phrases and attributes or characteristics. The writing also often includes overused phrases or opinions like "the first thing that struck me" and "game-changer." 21I'm John Russell. 22And I'm Anna Matteo. 23Haleluya Hadero reported on this story for the Associated Press. John Russell adapted it for VOA Learning English. 24___________________________________________ 25Words in This Story 26review -- n. an evaluation or assessment of a product or service 27opportunity -- n. a good chance for progress 28mislead - v. to lead in a wrong direction or into a mistaken action 29sue -- v. to seek justice from someone by legal process 30fraud -- n. intentional changing of truth in order to get another person to part with something of value 31automation - n. automatically controlled operation of a system by and electronic device that takes the place of human labor 32clue -- n. an idea; a piece of evidence that leads one toward a solution 33detect-- v. to find or discover the true nature of something; to discover something