Abstract
You may have noticed that websites like Amazon and TripAdvisor now use generative AI to summarize customer reviews, providing quick insights from countless user comments (see examples here and the image below). Imagine scrolling through a travel website and seeing AI-generated summaries that quickly highlight the pros and cons of hotels – like the example above. Now, consider this: What if every review you read – from product pages to social media – was also written by AI? For instance, an AI might generate glowing comments about a restaurant’s ambiance or a gadget’s sleek design, all without a single real customer trying them. Could you tell the difference? Would these reviews still influence your decisions? Our research explores these very questions.