Tackling the dark side of AI to rebuild consumer trust
The CX Network Weekly is the LinkedIn Newsletter from CX Network. Each week we share our take on a key development in experience management, with links to CX Network resources that can inform, inspire and help your organization’s response.
This week’s edition takes a look at fake reviews. They may seem harmless, but a new wave of regulation is forcing major online brands, from Amazon to Trustpilot and Facebook, to take action against what is increasingly viewed as widespread anti-consumer practices that occur on their platforms.
Earlier this year the UK’s Digital Markets, Competition and Consumer Bill made it illegal to submit, commission or publish fake consumer reviews. It’s the same law that is supposed to make it easier for consumers to manage subscriptions – which the US is also clamping down on – and it has been billed as a watershed moment for the rights of consumers online.
Meanwhile, the Federal Trade Commission (FTC) last month announced its final rule banning fake reviews and testimonials, giving itself the power to strengthen enforcement, seek civil penalties against violators and “deter” fake reviews.
Research conducted by Reputation has found that 68% of UK consumers are “heavily influenced” by online reviews on sites such as Amazon, Google, Yelp and others. And it isn’t just consumers. In the B2B space, almost half of surveyed small businesses in the UK have reported “a significant business setback” due to misinformation or fake reviews, according to a small-scale study commissioned by Expandi Group and B2B Stars.
Reputation’s senior director of sales and CX, Chris Sparling says: “Tools like ChatGPT have made it incredibly easy for spammers to auto-generate legitimate sounding reviews, leaving businesses powerless against the onslaught. This practice not only affects the products or businesses being targeted, it can also create distrust and destroy the credibility of review sites themselves.”
And that’s the crux of it: ironically, both the creation and identification of fake revies heavily depends on AI and has since before ChatGPT came on the scene. In fact, Amazon has made this handy video to show how its AI tools are fighting the other side of the battle. But whether AI is being used to help or mislead, these little AI battles are leading to a widespread erosion of consumer trust.
According to CX Network’s own research, consumers are in no way as enamored with AI as practitioners and solution developers are – and this could mean trouble ahead.?
When we asked our network members if they think customers are concerned about AI ethics and the future development of AI for CX,
We then asked if they believe data privacy and security is becoming more important to customers.
Regulators have clearly picked up on this sentiment and, rightly or wrongly, are stepping in before CX and service become a wild west for AI. However, approached in the right way, this is more opportunity than threat for the majority of organizations.
Last week we caught up with Chip Bell and, as an authority on the human connection that underlines all things CX, he had a lot to say about the application of AI for CX and service.
One of his key takeaways was “let's not allow the technology to take over what's fundamentally about our humanity. That's my biggest concern and my biggest hope: that we don't lose sight of that balance.”
So, here are three links to help you implement AI in your organization in a balanced way, to support consumer centricity and great CX outcomes…
Here’s something to inspire you…
Here’s something to inform you…
Here is something to help you…