Most e-commerce websites incorporate user reviews, frequently relied upon. However, this reliance is also a driving force behind the proliferation of fraudulent positive reviews. Mozilla, the company behind the Firefox browser, is taking steps to address this issue. According to an MS Power User report, Firefox is preparing to introduce a “Review Checker” feature, offering users the ability to discern the authenticity of reviews. Earlier this year, Mozilla acquired Fakespot, a startup dedicated to detecting fake online reviews. The report suggests that Mozilla has now integrated Fakespot’s technology into the Firefox browser, with the feature slated for release in November.
The utilization of AI for crafting product reviews is projected to become a prevailing practice. Notably, even Amazon has expressed its intent to employ generative AI for condensing product reviews. Mozilla is introducing the Review Checker feature initially for Amazon, Walmart, and BestBuy. With the forthcoming November update of Firefox, this development could pose challenges for some. It’s worth mentioning that Chrome holds a dominant position in the browser market, while Firefox ranks as the fourth most popular web browser.
How will the feature work?
Mozilla clarified its approach, stating that it employs an advanced artificial intelligence (AI) and machine learning (ML) system to identify commonalities and patterns in reviews, enabling the identification of potentially deceptive ones. In a blog post, the company elaborated on how Fakespot aids buyers in promptly identifying instances where deceptive reviews might artificially boost a product’s search engine ranking.
Mozilla declared that integrating Fakespot’s capabilities will empower Firefox users to effectively sift through misleading reviews, giving them the assurance of purchasing high-quality, genuine products.
