With the rise of AI, it’s becoming increasingly difficult to tell the difference between genuine and fake reviews, but an expert says there are still clear warning signs to look out for – if you know where to look
Online reviews have emerged as one of the most influential factors in purchasing decisions, yet an expert has cautioned that many shoppers are putting their faith in something that might not be genuine. Whether it’s products, services, financial institutions or tradespeople, positive reviews are frequently viewed as a guarantee of quality.
However, the truth is far more complex, with fraudulent feedback now rampant and becoming ever more convincing. The emergence of AI has only compounded the issue, enabling the mass production of persuasively written reviews that make it challenging for even savvy shoppers to distinguish fact from fiction. Nevertheless, according to one specialist, there are still telltale signs if you’re aware of what to watch for.
Daniel Mohacek, CEO of TruthEngine, explained that one of the most common misunderstandings was assuming that a higher number of reviews automatically indicated a superior product.
He continued: “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.”
He noted that sheer quantity should raise immediate suspicion.
Mohacek elaborated: “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 quantity, the wording employed can also be revealing. He went on: “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 can also be a telltale sign.
Mohacek explained: “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 urged shoppers to scrutinise not just the review content, but the person behind it as well.
He advised: “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 trusted verification systems have their limitations.
Mohacek noted: “Verified purchase labels can help, but they’re not a guarantee. Advanced review fakers know how to work around these systems.”
The most common error shoppers make, he suggested, is believing in perfection.
He elaborated: “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.”
