Parts of modern life are inescapable.
Yet, what the internet giveth, it can, uh, taketh away too?
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Theyre back with a vengeance and its all because ofAI.
AI-written reviews?
As pithy as that sounds, its a valid question.
Fake reviews have been part of online life for almost as long as the internet has existed.
Will things really change if its sophisticated machines writing them instead of humans?
The key differentiator is scale.
Previously, text-generating software was relatively unsophisticated.
The rise of LLMs and AI means thats no longer the case.
But, again, so what?
I put this to Kunal Purohit, Chief Digital Services Officer atTech Mahindra, an IT consulting firm.
He tells me that reviews are essential for businesses of any size.
The reason for this is it helps them build brand recognition and trust with potential customers or prospects.
This is why we and the EU must take computer-generated reviews seriously.
But whats actually going on out there?
At this point, much of the discussion is academic.
Yes, were aware that AI-written reviewscouldbe a problem, but are they?
Purohit tells me that, already, AI-powered chatbots are being used to create fake reviews on marketplace products.
Despite the platforms best efforts, theyve become inundated with computer-generated reviews.
AI-written reviews are gaining momentum, but, friends, this is just the beginning.
The temptation to use computer-generated reviews on the business side of things will also only increase.
This could lead to trust in all aspects of online life being eroded.
So… can anything be done?
The first was that its going to be tough.
Were going to need artificial intelligence to fight against… artificial intelligence.
According to Bain, this would function by analysing huge pools of data around app use and engagement.
This would use tactics like pattern recognition, natural language processing, and machine learning to spot fraudulent content.
It is what it is; AI is getting smarter, and so must we.
What can be done?
And this is where governing bodies like the EU come in.
I put this to Ashbook: They certainly have their work cut out for them, she says.
Beyond that, Purohit believes governments should update consumer protection laws to combat the dangers posed by AI-generated content.
There you go,Europe, feel free to use those ideas to get the ball rolling.
AI is going to change the world.
Which, to be honest, sound far sexier and drive far more clicks.
AI being used in these small ways has the potential to undercut that.
And if that happens?
Well, it wont take long until things start crumbling around us.
There must be regulation and it must be fast.
Because if we delay too long, it may already be too late.
