Post by zeesun on Mar 9, 2024 11:04:25 GMT
Offer impeccable service, show off your best smiles, make every guest feel like your closest friend and you will receive great reviews. Or maybe not, at least not anymore. In the era of artificial intelligence, the foundations for a solid brand reputation seem to falter under the blows of reviews written by chatbots, rather than by real users. If 5 years ago, imagining that a machine could replace human peculiarities, in terms of intellectual and emotional abilities, seemed like science fiction, the facts soon proved the most skeptics wrong. Think for example of the self check-in available for some time in hotels, or of the robots installed at the reception desk (rare cases, like in Japan and Australia, but real). 2023 marks an incredible step forward in automation, which becomes intelligent, sometimes empathetic in tone, at (almost) human levels. AI arrives in everyday life, making the boundaries between content produced by a person and content signed by a chatbot increasingly blurred. This is demonstrated by the phenomenon of reviews generated by ChatGPT, wittily analyzed by The Guardian .
The authoritative newspaper warns Oman Telegram Number Data against the threats of an unbridled and increasingly widespread use of tools based on generative artificial intelligence. ChatGPT for Hotels: Threat or Opportunity? Precious allies in the management of some business and leisure functions, such as organizing a trip , these chatbots generate, following appropriate prompts, answers that are increasingly in line with human reasoning, drawing on the infinite information available on the web. Through indications on tone of voice and arguments, ChatGPT - the first Open AI chatbot developed on machine learning and generative artificial intelligence parameters - returns results extraordinarily close to those conceived by a human mind in just a few seconds. Starting from some tests with fake reviews written by chatbots but apparently signed by real users, the Guardian opens the reflection on an aspect that has not been explored to date in the field of brand reputation: how much can we - and can you - trust online reviews? Fake reviews, yesterday and today Fake reviews have always existed, but in the past they involved users (or competitors) who pretended to be guests of your hotel who were dissatisfied with the service, even if they had never actually stayed there. Fake reviews of this type are often easily unmasked: the form is approximate, exaggerated praise (or baseless accusations) are combined with banalities about the service and structure, to hide the fact that the reviewer has never stayed in the hotel.
Until now, the fake review business was concentrated in online "sweatshops", which paid people to write multiple reviews with the aim of increasing a business's ranking. Today, however, we find ourselves faced with an evolution of the phenomenon , facilitated by the diffusion of ChatGPT and its incremental optimization. The Guardian, in support of its theses, mentions a test on ChatGPT, who was asked to write a review of a hotel in Krakow, Poland. After a brief initial rejection, the system produced numerous, surprisingly realistic, fake reviews of any hotel, restaurant or product requested. During the test, it was also noted that the AI relies on stereotypes when generating reviews, for example, attributing specific tastes to gay or lesbian travellers. The measurements of the portals The British newspaper reports a potentially alarming picture, numbers in hand: in 2022 TripAdvisor identified 1.3 million fake reviews, while Trustpilot removed 2.7 million in 2021. Google blocked or removed a total of 115 million reviews false reviews of hotels, restaurants and businesses in 2022. This data points to an industrial level of review falsification in an attempt to gain user attention. Fake reviews mainly originate in India, followed by Russia. The main online review platforms are committed to identifying and removing fake reviews, but it seems clear that sometimes strict controls are not enough. TripAdvisor recognizes that AI-generated fake reviews will present new challenges in the fight to separate genuine reviews from false ones.
The authoritative newspaper warns Oman Telegram Number Data against the threats of an unbridled and increasingly widespread use of tools based on generative artificial intelligence. ChatGPT for Hotels: Threat or Opportunity? Precious allies in the management of some business and leisure functions, such as organizing a trip , these chatbots generate, following appropriate prompts, answers that are increasingly in line with human reasoning, drawing on the infinite information available on the web. Through indications on tone of voice and arguments, ChatGPT - the first Open AI chatbot developed on machine learning and generative artificial intelligence parameters - returns results extraordinarily close to those conceived by a human mind in just a few seconds. Starting from some tests with fake reviews written by chatbots but apparently signed by real users, the Guardian opens the reflection on an aspect that has not been explored to date in the field of brand reputation: how much can we - and can you - trust online reviews? Fake reviews, yesterday and today Fake reviews have always existed, but in the past they involved users (or competitors) who pretended to be guests of your hotel who were dissatisfied with the service, even if they had never actually stayed there. Fake reviews of this type are often easily unmasked: the form is approximate, exaggerated praise (or baseless accusations) are combined with banalities about the service and structure, to hide the fact that the reviewer has never stayed in the hotel.
Until now, the fake review business was concentrated in online "sweatshops", which paid people to write multiple reviews with the aim of increasing a business's ranking. Today, however, we find ourselves faced with an evolution of the phenomenon , facilitated by the diffusion of ChatGPT and its incremental optimization. The Guardian, in support of its theses, mentions a test on ChatGPT, who was asked to write a review of a hotel in Krakow, Poland. After a brief initial rejection, the system produced numerous, surprisingly realistic, fake reviews of any hotel, restaurant or product requested. During the test, it was also noted that the AI relies on stereotypes when generating reviews, for example, attributing specific tastes to gay or lesbian travellers. The measurements of the portals The British newspaper reports a potentially alarming picture, numbers in hand: in 2022 TripAdvisor identified 1.3 million fake reviews, while Trustpilot removed 2.7 million in 2021. Google blocked or removed a total of 115 million reviews false reviews of hotels, restaurants and businesses in 2022. This data points to an industrial level of review falsification in an attempt to gain user attention. Fake reviews mainly originate in India, followed by Russia. The main online review platforms are committed to identifying and removing fake reviews, but it seems clear that sometimes strict controls are not enough. TripAdvisor recognizes that AI-generated fake reviews will present new challenges in the fight to separate genuine reviews from false ones.