Ever visited a restaurant with glowing online reviews and felt like the food didn’t live up to the billing – at all?
You might have been the victim of a fake review written using AI.
In 2023, Google blocked or removed 170million fake reviews while Tripadvisor blocked two million misleading reviews.
Are there ways to spot a fake review?
Yes there are, according to AI experts from AIPRM, which sells ChatGPT products. Here they share their top tips for working out which reviews are genuine, and which have been penned by a computer, from excessive praise to ‘red flag’ profiles.
AI experts from AIPRM have shared their top tips to spot fake reviews online
Look for generic gimmicks
The team at AIPRM says: ‘When browsing reviews for your next adventure, keep an eye out for generic jargon that sounds like it could apply to any place. AI-generated reviews can sometimes seem like they were pulled from a generic, one-size-fits-all script – bland, vague and lacking that human spark.’
The experts say genuine reviews will often include ‘nitty-gritty details’ such as the ‘cosy corner of a cafe’ or a ‘secret dish only locals know about’.
Potentially fake review: ‘The place is great. Everything works. I recommend it.’
Example of a real review: ‘I stayed at this charming inn for a weekend, and the garden view was breathtaking! The local coffee was a delight, although the Wi-Fi could use a boost.’
Analyse the reviewer’s profile
‘Get into detective mode,’ says the team at AIPRM. The experts say: ‘Scrutinise the reviewer’s profile for clues about authenticity. Authentic travellers often have a collection of reviews from different places and experiences.
‘If you stumble upon a profile with only a handful of reviews all clustered around the same dates or lack any personal details like a profile pic and a bio, that’s a red flag waving for your attention.’
Potentially fake profile: A reviewer with three rave reviews posted within a day or week, all for different spots.
Example of a real profile: A reviewer with a variety of feedback on hotels, restaurants and tours spread out over time.
Look for extreme opinions
The team at AIPRM explains that a ‘tell-tale sign’ of a fake AI review is ‘overly positive’ or ‘excessively negative feedback’, but lacking any ‘real details’ to back it up.
They say: ‘Real reviews are more like travel diaries, highlighting both the sparkle and hiccups during one’s trip. Look for balanced feedback that acknowledges both the pros and cons of a place or service – one that mentions the fabulous views but also acknowledges a noisy street, or the delicious meals with a note on the slow service.’
Potentially fake review: ‘This hotel is absolutely perfect!’
Example of a real review: ‘The beachside view was stunning and the staff were friendly, but the room could use some soundproofing from the street noise.’
The team at AIPRM explains that a ‘tell-tale sign’ of a fake AI review is ‘overly positive’ or ‘excessively negative feedback’ but lacking any ‘real details’ to back it up
Cross-reference reviews across multiple platforms
AIPRM’s team of experts says: ‘Don’t just rely on one website for your review research. Be savvy and compare reviews across different platforms like Tripadvisor, Google Reviews, and Yelp to get the full picture.
‘Consistent feedback across different sites can indicate genuine experiences shared by real-life users.’
Potentially fake review: A restaurant that boasts only 5-star reviews on one site but shows mixed ratings on others.
Example of a real review: A hotel with generally positive reviews across several platforms, sprinkled with a few constructive comments.
Examine the timing of reviews
The team warns: ‘If you notice a flood of reviews all positive within a short time frame, especially if they are uniformly overly positive or negative, it might be a sign that AI is at play.
‘Fake AI reviews often appear in clusters, unlike authentic reviews that trickle in over time as users share their unique travel experiences at different intervals.’
Potentially fake review: A hotel receives dozens of glowing reviews all posted within a few days or hours.
Example of a real review: A hotel has reviews spread out over several months, with travellers sharing their experiences at different times.
