- Customers struggle to tell the difference between AI-written and genuine product reviews, according to new research
- However, AI reviews appear to be more positive and have less substance or critiques
- AI also has the tendency to make things up – spreading falsehoods about products
We’ve all been there, scrolling through endless product pages, looking for feedback from people who’ve already tried it. It’s like having a trusted friend vouch for a product, giving you that extra confidence to hit ‘buy’.
But here’s the thing-reviews can only help when they’re genuine. Honest, detailed feedback lets others know exactly what they’re getting into, whether it’s a product’s strengths or any potential flaws.
When reviews are real and transparent, they lead to more thoughtful decisions and prevent customers from feeling tricked into purchasing something that doesn’t meet expectations. That’s why it’s so important to ensure reviews stay authentic-so people can make choices that truly work for them.
However, in today’s digital age, AI is blurring the lines between real and fake reviews. Customers are finding it harder than ever to distinguish between product reviews written by real people and those generated by AI, according to new research by emlyon Business School and Toulouse School of Management.
Can You Tell the Difference?
Generative AI tools like ChatGPT are becoming more popular in the world of marketing, but how well do they actually mimic human writers? According to this research, AI reviews are hard to distinguish from human-written ones – however there are some clues. The study suggests that while AI-written reviews are overwhelmingly positive, they often miss the nuance and authenticity that make human reviews so convincing.
The Study Behind the Findings
The research, conducted by Professors Yingting Wen and Sandra Laporte, focused on comparing product reviews for whisky and chocolate-two products where sensory experience plays a big role in consumer decision-making. The team ran three separate studies to see how AI compared to human content in real-world marketing scenarios.
In the first study, AI-generated reviews were compared with human-written ones using a text analysis tool. The results showed that human reviews were perceived as more genuine and less biased, with fewer overly positive descriptions. AI reviews, on the other hand, were often more glowing but lacked depth.
In the second study, human raters were asked to review both sets of reviews. Again, they found that human reviews felt more honest and less likely to sugarcoat the product’s flaws.
Finally, the third study turned to social media posts, where both AI and human marketers were tasked with creating content. The results? While AI-generated posts were more likely to drive engagement with positive emotions, they didn’t match up to the variety and creativity of human posts.
Why AI is Winning the Popularity Contest
So, why is AI content performing so well in these studies? The answer seems to lie in its ability to be incredibly positive and persuasive. AI is great at creating content that appeals to people’s emotions-especially on platforms like social media, where catchy, optimistic posts can go viral in a heartbeat.
However, AI has its limits. While it can craft engaging, feel-good content, it struggles to provide the rich, detailed reviews that consumers often seek when making purchasing decisions. In short, AI may get people excited, but it doesn’t offer the substance that people crave when it comes to product reviews.
The Dark Side of AI: Misinformation
One of the biggest issues uncovered in the study is the tendency for AI to make things up. ChatGPT, in particular, was found to occasionally generate false or misleading information in reviews. This poses a real risk for companies relying on AI to manage their marketing efforts, as misinformation can easily slip through without proper oversight.
The researchers warn that while AI can be a useful tool for creating content quickly and effectively, it should never replace human input entirely. Marketers need to ensure that the information being shared is accurate and that the tone of their content aligns with the brand’s voice.
The Takeaway for Businesses
Despite its flaws, AI has a clear role to play in marketing. From social media posts to automated responses, AI tools like ChatGPT can help businesses engage with customers on a larger scale. However, the study stresses that human involvement is still essential to maintain the authenticity and accuracy that customers expect.
Professor Wen, who led the research, says “Generative AI tools like ChatGPT are increasingly used in marketing, they help automate tasks like crafting social media posts and responding to customer comments, resulting in higher engagement and increased purchase intent.”
“However, research shows that while AI-generated content can be effective, it still lacks the nuanced understanding and authentic voice that human creators bring to marketing, therefore human input is still needed in the process”.
Is AI the Future of Marketing?
As generative AI continues to evolve, its role in marketing is only going to grow. But the latest research highlights the fact that while AI can create persuasive, engaging content, it’s still far from perfect. Businesses need to find a balance between using AI for efficiency and relying on human creativity for authenticity. The bottom line? AI is a helpful tool, but human oversight is still key to ensuring that marketing content remains genuine and trustworthy.
In the battle between humans and machines, it seems that when it comes to reviews, the human touch still has the edge.
By, Peter Remon
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