[ad_1]
Mozilla, the company behind the Firefox browser, is trialing a new built-in browser feature that analyzes product reviews for authenticity. The publication MSPowerUser was the first to report this experimental feature, titled ‘Review Checker.’ Mozilla officials have now gone on record to confirm the Firefox Review Checker.
How does the review checker works
The feature comes five months after Mozilla acquired Fakespot — a company that detects fake reviews using artificial intelligence. Their website, app and browser extensions use AI to adjust product ratings and filter fake reviews automatically. They assign letter grades to the reliability of reviews and automatically adjust the star rating with suspicious reviews filtered out.
But that technology is now being built directly into the Firefox browser. A small number of users in the US are currently testing it, as confirmed by Byron Jourdan, a senior product management director at Mozilla.
It works on three major retail sites: Amazon, BestBuy, and Walmart. When you visit one of their pages, you’ll find a tiny icon for the Review Checker tool on the URL bar. It’s currently in beta, but once enabled, you’ll get a grade rating for the product reviews, some highlights and an adjusted 5-star rating. A or B ratings indicate reliable reviews, mixed C, and suspicious D or F. It’s a lightweight utility, so it shouldn’t bog down your browsing experience, but you can quickly turn it off if need be.
Fake reviews are a serious problem for shoppers & retailers
Users rely heavily on reviews when shopping online, making them a prime target for scammers. For years, Amazon and other retailers have been playing a game of whack-a-mole with fake reviews. But the situation has gone from bad to worse. Scammers are turning to AI to create hard-to-detect fake reviews at scale. Phrases like “as an AI language model…” are showing up more frequently in product reviews.
Firefox’s Review Checker aims to give online shoppers a tool to surface legitimate reviews using AI. In a way, it’s fighting fire with fire. Their sophisticated artificial intelligence sifts through millions of reviews. It then uses that training data to identify patterns and anomalies in bogus reviews.
Mozilla aims to reduce the global carbon footprint with its AI-powered review verification. Fake reviews often lead to product returns, which has a serious environmental impact.
Mozilla has already funneled millions of dollars into this project. And the Review Checker shows Mozilla’s commitment to a transparent and trustworthy web. “We will continue to test and see if this is one of the ways where we can help improve people’s online experience,” Byron told the Verge.
[ad_2]
Source link