Retailer uses artificial intelligence to fight fake grassroots campaigns by putting greater emphasis on verified and helpful reviews

Amazon is using artificial intelligence to combat fake product reviews and inflated star ratings.

It is employing a new AI machine-learning system that the online retailer built in-house to boost the prominence and weight of verified customer purchase reviews, those marked as helpful by other users and newer, more up-to-date critiques on its site.

The system will bring what Amazon thinks are more accurate reviews to the top and use them to create a star rating.

Previously star ratings were simply an average of all reviews, which allowed fake reviews to heavily influence the first-glance rating even if verified purchasers had slated the product.

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