STUDY ON AI'S ROLE IN DETECTING FAKE REVIEWS FOR SAFER ONLINE SHOPPING

The rapid growth of e-commerce has led to an explosion of online reviews, which
significantly influence consumer decisions. However, the rise of fake reviews—
intentionally deceptive feedback—poses a major challenge by misleading shoppers
and harming businesses. This study explores how artificial intelligence (AI) can
effectively detect fake reviews using advanced techniques like natural language
processing (NLP) and machine learning (ML). These tools analyze linguistic
patterns, metadata, and behavioural anomalies to identify fraudulent reviews with
high accuracy. The research highlights case studies where AI-driven systems
successfully flagged fake reviews, enhancing trust in online shopping platforms.
Ethical considerations, such as algorithmic bias and transparency, are also
addressed to ensure fairness. Findings suggest that AI not only improves review
authenticity but also fosters consumer confidence. By integrating AI into review
moderation, e-commerce platforms can combat fake reviews and maintain market
integrity.