The travel industry is one where the authenticity of online reviews is critical in shaping customer decisions and building trust in a brand. In this article, I will discuss why AI-generated fake reviews pose a threat to the travel industry and what can be done to combat it.
The rise of Artificial Intelligence (AI) technology has the potential to disrupt various industries, and the travel industry is no exception. This week I read an article which points to a concern about the potential rise of fake reviews in the tours and activities sector, due to the enhanced capabilities of AI-Generated text. I would even go further and state that this is a major concern for the travel industry as a whole!
The travel industry is one where the authenticity of online reviews is critical in shaping customer decisions and building trust in a brand. In this article, I will discuss why AI-generated fake reviews pose a threat to the travel industry and what can be done to combat it.
One of the primary reasons why AI-generated fake reviews are a threat is that they can be highly convincing and difficult to distinguish from genuine reviews. AI algorithms can analyze real reviews and then generate similar, but fake ones that can appear authentic. These fake reviews can sway customer opinions and decisions, leading them to make a decision that might not meet their expectations. This not only hurts the reputation of the business but also undermines the trust customers have in online reviews.
Another reason why AI-generated fake reviews are concerning is that they can significantly impact a business’s ranking and visibility on review platforms. For example, a business with many positive fake reviews could receive a higher rating, which would make it more prominent in search results. This could result in genuine, high-quality industry players being pushed down the search rankings, making it more difficult for them to attract customers.
So, what can be done to combat AI-generated fake reviews in the travel industry?
One solution is to adopt sophisticated AI-based technologies that can detect and flag fake reviews. These technologies use machine learning algorithms to analyze reviews and determine their authenticity. By doing so, review platforms can eliminate fake reviews, ensuring that only genuine ones are displayed. Basically, AI fighting AI! And after the computers have done their battle, the ones that the system is still in doubt, could be sent to a queue to be revised by a human agent, like what is being done in social media networks regarding Trust & Safety procedures like Moderation, Labeling, Categorization and so on.
Another solution is to implement stricter verification processes for online reviews. For example, review platforms could require users to provide proof of their experience, such as photos or videos. This would make it more difficult for fake reviews to be created and would increase the transparency and authenticity of the review process. Although, it could also make the process of reviewing less appealing to real reviewers.
In conclusion, AI-generated fake reviews pose a significant threat to the travel industry. However, this threat can be reduced, and the industry can continue to grow and thrive. By ensuring the authenticity of online reviews, the travel industry can build trust with customers and provide them with a more accurate representation of the experiences they can expect.
João Taborda is Vice-President of Travel & Tourism Solutions at Teleperformance.
"I am a Sales and Finance Manager experienced in improving travel companies to fulfill their utmost potential! I love travel technology. My in-depth understanding of travel distribution (airlines, GDSs, travel agencies, etc) allows me to see the bigger picture and help travel companies enhance their technology and customer service. I have over 15 years of experience in the travel Industry."
