3211: How Trustpilot Is Fighting Fake Reviews With Tech

Online reviews shape consumer trust, but what happens when those reviews can’t be trusted? In this episode, I sit down with Anoop Joshi, Chief Trust Officer at Trustpilot, to discuss the ongoing battle against fake reviews and the role of AI in both creating and detecting fraudulent content.

With over 300 million reviews on its platform, Trustpilot has been at the forefront of combating fake reviews, recently winning 10 legal cases in the UK against bad actors. As the FTC cracks down on deceptive review practices with fines of up to $50,000 per violation, businesses must rethink their approach to online credibility. Anoop shares insights on what this regulatory shift means for companies and how Trustpilot’s AI-driven approach is evolving to stay ahead of generative AI-generated fake reviews.

We explore how Trustpilot’s transparency efforts led to the removal of 3.3 million fake reviews last year alone and why a combination of AI, metadata analysis, and human oversight is critical for maintaining trust online. As AI-generated content becomes more sophisticated, Anoop also sheds light on emerging trends and the growing need for regulatory adaptability.

If online reputation matters to your business—or if you’ve ever wondered how review platforms separate real feedback from deception—this episode is packed with insights you won’t want to miss. Could AI ever be trusted to fully police itself, or will human intervention always be required to maintain trust?