AI expert explains ‘signs’ of fake online shopping reviews | Personal Finance | Finance
It can be a minefield (Image: da-kuk via Getty Images)
Online reviews have become one of the most influential factors in purchasing decisions, but an expert has cautioned that many shoppers are putting their faith in something that may not be genuine. From products and services to financial firms and tradespeople, positive reviews are frequently regarded as a marker of quality.
However, the truth is far more complex, with fraudulent feedback now rampant and increasingly sophisticated. The emergence of AI has only compounded the issue, with convincingly crafted reviews now capable of being produced at scale, making it challenging for even seasoned shoppers to distinguish the real from the fake. Yet, according to one expert, there remain clear warning signs, provided you know what to look for.
Daniel Mohacek, CEO of TruthEngine, said one of the most common misconceptions was that a higher number of reviews automatically indicated a superior product.
He added: “The first sign of fake reviews is often the presence of reviews themselves. We call it the fair-exchange concept.
“Consumers who buy a product and get what they expected tend to stay quiet. An absence of reviews can actually be a sign of a business with genuinely happy customers.”
Daniel Mohacek (Image: Daniel Mohacek/Newspage)
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He said sheer volume should raise immediate suspicion.
Mohacek added: “Always ask yourself if the number of reviews you’re seeing actually makes any sense? If you’re buying something obscure or everyday, would you really expect hundreds of thousands of glowing reviews? In most cases, the answer is no.”
Beyond volume, the wording employed can also be telling. He continued: “Fake reviews often use overly promotional language, too many superlatives and are perfectly written. With modern AI tools, you’ll often see blocks of reviews that are grammatically flawless but feel unnatural.”
Timing patterns represent another telltale sign.
Mohacek added: “If a product suddenly gets a surge of positive reviews in a short period, be sceptical. That’s often a sign of coordinated activity rather than genuine customer feedback.”
He also urged shoppers to scrutinise not just the review content, but the person behind it.
He said: “Take a closer look at the reviewer’s profile. Genuine customers usually leave a mix of reviews over time, with varying ratings and levels of detail.
“If an account has only reviewed a single product, posts nothing but glowing five-star ratings, or uses vague, repetitive language across multiple reviews, that should raise suspicion.”
Even supposedly reliable indicators aren’t entirely trustworthy.
Mohacek added: “Verified purchase labels can help, but they’re not a guarantee. Advanced review fakers know how to work around these systems.”
The most significant error shoppers make, he suggested, is placing faith in perfection.
He continued: “Real reviews of real products have mixed feedback. If everything is overwhelmingly positive, that’s not normal.
“Look for balance, reviews that mention both pros and cons are far more likely to be genuine. If in doubt, read the two and three-star reviews as, statistically, these are the least faked.”
