LOUISVILLE, Ky. – If you’re still doing some holiday shopping online, those customer reviews you rely on may not be as trustworthy as they seem.
Experts warn that artificial intelligence is now being used to generate fake reviews, making it harder for shoppers to tell which products are actually worth buying. While fake reviews have existed for years, AI allows companies to create large numbers of realistic-sounding reviews quickly and cheaply — without real customers.
Cybersecurity experts say there are warning signs shoppers should watch for, including multiple reviews with similar wording, a sudden surge of reviews posted in a short period of time, unusual reviewer profiles, or product descriptions that don’t quite make sense.
Consumer experts recommend looking for “verified purchase” reviews, reading both the highest and lowest ratings, and paying attention to repeated complaints in negative reviews. Checking trusted sources like Consumer Reports or CNET can also help shoppers avoid wasting money.
The bottom line: take online reviews with a grain of salt, especially during the busy holiday shopping season.
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