Tours and Activities Should Brace for Spike in AI-Generated Fake Reviews
Photo Credit: Generative AI, left unchecked, has the potential to aid fraudsters in creating fake reviews. Getty Images / stockbusters
Skift Take
Generative artificial intelligence has the potential to crash the sentiment pendulum of the review model, if left unchecked. Major online travel agencies would do well to act on verification and disclaimer requirements sooner rather than later.
Generative artificial intelligence like ChatGPT threatens the authenticity and trustworthiness of online reviews.
Online travel agencies with a vested interest in their communities' opinions and recommendations should note its potential to send fake reviews through the roof. This is according to travel industry consultant Peter Syme, who warns that the review model could be less valuable if AI review verification isn't brought to book in some way.
Review optimization, which sees companies paid to falsify reviews on behalf of a business to boost ratings and rankings, is a strong case in point.
Tripadvisor spokesperson Brian Hoyt said the impact of ChatGPT is on the company's fake review radar.
The company joined other leading review platform stakeholders to discuss the issues of review fraud in San Francisco
