Artificial intelligence like ChatGPT now threatens the trustworthiness of online reviews. OTAs should be aware of AI’s ability to send fake reviews through the roof.
Review optimisation, which sees companies paid to falsify reviews on behalf of a business to boost ratings and rankings, is a strong factor according to a Skift take. Tripadvisor says ChatGPT is on the company’s radar. Amazon, Expedia, Trustpilot, and Yelp agree.
“We’re always trying to stay one step ahead of the fraudsters. ChatGPT is a new technology that we’re looking at to ensure the efficacy of reviews on our platform,” says Tripadvisor.
Tour operator TUI Musement says its online reviews are checked via different technology partners, including Trustpilot.
