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AI Use Cases

A collection of over 250 uses for artificial intelligence

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Identifying fake reviews

Introduction

The increase in E-commerce activities has led to a tremendous growth of online product reviews. This is because the reviews are very vital in the decision-making process of consumers. However, there is a question regarding the genuineness of these reviews since a negative aspect of fake reviews has emerged as a challenge to businesses. This paper aims at exploring the effects of fake reviews on both the business and the consumer as well as the measures that have been put in place to curb the practice. Thus, many companies are now utilizing Natural Language Processing (NLP) Artificial Intelligence (AI) to detect and eliminate fake reviews.

Challenges

Detecting fake reviews has a number of difficulties. This is because there are simply way too many online reviews to be able to check each one by hand. Also, fake reviews have become more sophisticated, which is similar to the real ones in terms of its language and writing tone. This is very dangerous as fake reviews can cause product rankings to be manipulated, brands’ image to be ruined and most importantly, loss of consumer confidence. Also, fake reviews are commonly created as part of a larger strategy that involves numerous users, which makes them hard to link to their origin. Last but not the least, since E-commerce is global, reviews are written in different languages and this is a challenge as well.

AI Solutions

Such challenges can be solved by AI especially NLP. NLP AI systems are capable of processing large amount of text data such as reviews and identifying key characteristics and discrepancies which may point to a fake review. These systems can be developed to learn the human language aspects such as sentiment, tone and context. This has made companies like Amazon and Yelp to adopt NLP AI in their efforts to fight fake reviews. For instance, Amazon review system has incorporated the use of AI in identifying the verified purchase reviews while Yelp has the ‘Recommendation Software’ that applies NLP to identify fake reviews. Also, NLP AI is able to deal with several languages at the same time, which makes it useful for international E-commerce websites.

Benefits

There is a number of advantages of applying NLP AI in fake reviews detection. It also reduces the time and efforts that would have been used in monitoring the reviews manually. It also enhances the efficiency of identifying fake reviews thus reducing the chances of identifying genuine reviews as fakes. This ensures that business’s reputations are well protected while consumers get the right information to enable them make the right decisions. Furthermore, the insights derived from the genuine customer feedback can be used to enhance business products and services.

Return on Investment

The report also reveals that investing in NLP AI systems can have high ROI. It helps the businesses avoid the losses that may occur due to low sales as a result of negative reviews and also help in maintaining the trust of consumers on the brand. In addition, the information derived from the real customers can be used to enhance the products and services as well as the marketing approaches to boost the sales. A research conducted by the University of Chicago and Boston University revealed that a one-star increase in the rating given by Yelp can result to a 5-9 % increase in revenue thus underlining the value of reviews.

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