Amazon using AI to boost fight against fake reviews

Amazon says it is using the latest in artificial intelligence to crack down on fake reviews and identify comments that aren't genuine. Fake review brokers use third-party platforms, including social media and encrypted messaging services, to buy, sell and host fake reviews. Fake reviews can sway customers to make purchasing decisions, for example over which laptop or children's toy to buy, based on what they believe is genuine feedback from other shoppers, when in reality someone has been paid to write a glowing review to boost a seller's ratings, or to undermine a rival firm. Amazon has been using AI in the battle against fake reviews for several years, but the company says continued investment in more "Sophisticated tools" should improve protection for customers and sellers on its platform. In the UK, Amazon recently took legal action against the operators of NiceRebate.com, a fake review broker aimed at British customers.

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