Businesses and organizations are increasingly using artificial intelligence, or AI, to communicate with customers. You may have interacted with AI without realizing it, perhaps when using an AI-powered chatbot while shopping or browsing social-media platforms.
Some companies also use AI to generate customer reviews. When reviews aren’t based on real purchases, buyers may end up spending money on products or services that don’t meet their expectations.
In some cases, fake review schemes are part of a larger scheme. Fraudulent websites may use fake reviews to lure users into making purchases or signing up for services, only to steal their personal or financial information. In such situations, the harm goes beyond wasted money; it also might include identity theft, financial fraud, and long-term security risks.
If you rely on customer reviews when deciding what to buy, here are some tips to help you determine whether a review is legitimate.
How to spot AI-generated (or fake) reviews:
AI reviews often positive but vague. Example:
“This product is amazing! Highly recommend!” Specifics are lacking. Real reviewers usually mention personal experiences or specific features, including how they used the product or what they liked/disliked about it versus similar products.
- Repetitive phrases across multiple reviews
Look for identical or nearly identical wording. AI-generated reviews may repeat phrases across multiple reviews.
A sudden flood of 5-star reviews in a short span – say, within hours or days of each other – should raise suspicions.
Click on the reviewer’s name to find his/her review and posting history. Real users usually have diverse reviews. Fake accounts may have only one or two reviews, often 5-star and for similar products.
- Too perfect or too negative
Be wary of reviews that are
overly glowing or
harshly critical without any balance.
In October 2024, the Federal Trade Commission’s Trade Regulation Rule on the Use of Consumer Reviews and Testimonials went into effect. The rule bans fake reviews, prohibits the suppression of negative reviews, forbids payment for positive reviews, and requires disclosure when insiders or employees post reviews.
Before making a purchase, compare product reviews from several websites. If one site has only glowing feedback and other sites have mixed reviews of the same product, you may be dealing with AI-generated reviews.
Consumers who suspect a scam or an unfair business practice should contact the Attorney General's Office at www.OhioProtects.org or 800-282-0515.