![]() ![]() The site, perhaps understandably, is not keen to divulge precise details of its screening system.īecky Foley, the head of trust and safety at Tripadvisor, says: “With over 23 years’ experience, our fraud detection techniques and technologies have been adapted from the banking and financial sector and analyse hundreds of different digital attributes associated with every review, which extends far beyond the text itself. Human moderators (working in 28 languages) then step in to take a look at many of the blocked reviews. Reviews are processed automatically by a screening tool, and at that stage just short of 9% were not approved in 2022. Our fraud detection techniques analyse hundreds of different digital attributes associated with every review Tripadvisor’s Becky Foley Tripadvisor said it received 76m reviews (including pictures and videos) in 2022 and had a process to eradicate the fake or offensive. Of course, the big online review sites are on the alert for fake reviews and have multiple levels of defence, although clearly these are breached at times. In AI world, it appears that gay and lesbian people like scatter cushions and do not eat meat. When asked for a positive review of the same hotel in the style of a lesbian traveller, it said they were delighted by the “vegan choices” at breakfast. When asked for a positive review of the hotel in the style of a gay traveller, it focused on how they had “really appreciated the selection of pillows provided” while describing it as “chic” and “stylish”. Photograph: martin-dm/Getty ImagesĪs we delved deeper into ChatGPT’s impressive ability to produce fake reviews, we also noted how AI deals in stereotypes. ![]() Reviews of a hotel in the city were generated by AI. It also did so in a variety of languages.Ī tourist in Kraków, Poland. It produced reviews for us in the style of a business traveller, a couple, a solo traveller, families, LGBTQ+ travellers, etc. We did not ask it for this format – and it is striking that it is identical to the one used by Tripadvisor. It even formatted the hotel reviews – with a star rating from one to five, followed by a title of the review, then a main body of text containing the review itself. Minutes later, with just a little tweaking, it was pumping out fake review after fake review – and startlingly plausible ones at that – of any hotel, restaurant or product it was asked about. It said: “I’m sorry … I do not generate negative or false reviews … it goes against my programming to generate fake or misleading information.”īut this reassurance did not last long. Guardian Money tested ChatGPT, probably the best-known AI tool, asking it to write a review of a hotel in Kraków that I visited. In its admirably detailed review transparency report 2023, the site said: “We expect to see attempts from businesses and individuals to use tools like ChatGPT to manipulate content on Tripadvisor.” Tripadvisor acknowledges that AI-generated fake reviews will present new challenges as it tries to weed out the genuine from the fake. Tripadvisor says AI-generated fake reviews present it with new challenges. ![]()
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