LOUISVILLE, Ky. – If you’re still doing Christmas shopping online, the customer reviews you rely on may not be as reliable as they seem.
Experts warn that artificial intelligence is now being used to generate fake reviews, making it harder for shoppers to determine which products are actually worth buying. Although fake reviews have been around for years, AI allows businesses to quickly and inexpensively create large numbers of realistic reviews, without real customers.
Cybersecurity experts say there are warning signs buyers should watch out for, including multiple similarly worded reviews, a sudden increase in reviews posted in a short period of time, unusual reviewer profiles, or product descriptions that don’t really make sense.
Consumer experts recommend looking for “verified purchase” reviews, reading the highest and lowest ratings, and paying attention to repeated complaints in negative reviews. Checking reliable sources like Consumer Reports or CNET can also help buyers 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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