How to Spot Fake Reviews on the Internet

AI-generated fake reviews are spreading rapidly across the internet, affecting nearly every industry—from e-commerce and hospitality to legal, medical, and home repair services. What once seemed like a minor annoyance is now a major trust issue for consumers and businesses alike.

AI-Generated Reviews Are on the Rise

According to a recent report by The Transparency Company, a tech firm specializing in fake review detection, the rise of AI-generated reviews began gaining serious traction in mid-2023. Since then, the volume of suspicious content has grown exponentially.

In a study analyzing 73 million reviews across home, legal, and medical service sectors, the company found that nearly 14% were likely fake. Alarmingly, they estimate that 2.3 million reviews were partially or entirely generated by AI—with a high degree of confidence in their findings.

Are All AI-Generated Reviews Fake?

Here’s where it gets complicated: not every AI-generated review is necessarily fake.

Some genuine consumers use AI tools to express their opinions more clearly—especially non-native English speakers trying to improve grammar or tone. Others might use AI just to experiment with writing, while still sharing authentic experiences.

Because of this gray area, major platforms are approaching the issue differently.

• Amazon and Trustpilot allow AI-assisted reviews—as long as they reflect real customer experiences.
• Yelp, on the other hand, takes a stricter stance, requiring reviewers to write their own content without the help of AI.

How to Spot a Fake Review?

So, how can consumers protect themselves from being misled by synthetic content?

Experts suggest watching for these common red flags:

• Overly enthusiastic or overly negative tone
• Unnatural repetition, such as repeating a product’s full name or model number
• Generic phrases and buzzwords, like “life-changing” or “game-changer”
• Clichés such as “the first thing that struck me…”

AI-written reviews also tend to be longer, more structured, and often filled with empty descriptors – words that sound impressive but say little.