How to spot fake online reviews (with a little help from AI)

By Nick Hajli, AI Strategist and Professor of Digital Strategy, Loughborough University
Nick Jennings, Vice-Chancellor and President, Loughborough University

Before you buy something, or visit a new restaurant, or see a new film, you may be tempted to check out the online reviews. Researching what strangers think of the things we might like has become a familiar part of the modern consumer experience.

But how can we know which reviews to trust? Which ones are written by honest customers sharing their genuine experiences, and which ones are posted with ulterior motives?

For while consumer reviews can guide us towards the best products and services, concealed within the shadows are deceptive reviews, meticulously crafted to deceive…

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