The emergence of generative artificial intelligence (AI) tools that make it possible to efficiently produce novel and detailed online reviews with almost no effort has placed merchants, service providers and consumers in uncharted territory, according to watchdog groups and researchers. Fake reviews have long plagued many popular consumer websites, such as Amazon and Yelp. They are usually exchanged in private social media groups between fake review intermediaries and businesses willing to pay. Sometimes, such reviews are initiated by businesses that offer incentives such as coupons to customers in exchange for positive feedback. But AI-infused text generation tools, popularized by OpenAI’s ChatGPT, allow scammers to produce reviews faster and in higher volume, according to tech industry experts. The deceptive practice, which is illegal in the United States, is seen year-round, […]
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