The prevalence of user reviews on most e-commerce platforms has made them a significant influence. However, this reliance has also contributed to the rise of fraudulent positive reviews. Mozilla, the creator of the Firefox browser, is taking measures to tackle this issue. As per a report from MS Power User, Firefox is set to introduce a “Review Checker” feature, enabling users to determine the authenticity of reviews. Earlier this year, Mozilla acquired Fakespot, a startup specializing in identifying fake online reviews. The report indicates that Mozilla has integrated Fakespot’s technology into the Firefox browser, and the feature is expected to be released in November.
AI-driven generation of product reviews is anticipated to become a widespread approach. Notably, even Amazon has signaled its intention to utilize generative AI to summarize product reviews. Mozilla is set to launch the Review Checker feature initially for Amazon, Walmart, and BestBuy. With the upcoming November update of Firefox, this development could present challenges for certain users. It’s important to note that Chrome maintains a dominant position in the browser market, with Firefox ranking as the fourth most popular web browser.
What will be the functionality of this feature?
Mozilla has outlined its strategy, indicating that it utilizes an advanced artificial intelligence (AI) and machine learning (ML) system to recognize commonalities and patterns in reviews, facilitating the detection of potentially deceptive content. In a blog post, the company detailed how Fakespot assists consumers in swiftly identifying instances where deceptive reviews might artificially inflate a product’s search engine ranking.
Mozilla asserted that incorporating Fakespot’s capabilities will enable Firefox users to efficiently navigate through misleading reviews, providing them with the confidence to purchase high-quality, authentic products.