Where do fake TripAdvisor reviews come from?

Fake TripAdvisor reviews, written by workers paid to do so, mostly originate from India. — Photography Dilok Klaisataporn/Getty Images/AFP Relaxnews

The performances of conversational AI like ChatGPT represent a real challenge for review platforms like TripAdvisor. These sites have to deploy new tools and expertise to check if reviews left by users are trustworthy. In this context, the American giant recently published its "Review Transparency Report," shining light on how the platform spots fake or fraudulent reviews.

Whether finding a restaurant or a hotel for your next vacation, or browsing ideas for days out and activities, TripAdvisor has long been a key tool for planning a trip. This can be especially helpful when you have no local knowledge of a given place, especially overseas, and the comments of travelers who have already been there can give you an idea of the experience that awaits. But sometimes, fake and fraudulent reviews can find their way onto the American platform, tarnishing the reputation of the reviews site. In fact, some travelers might now question whether they can trust what they read.