AI reviews are the latest threat to online sellers

Sellers on social commerce platforms such as Vinted and AirBnB are warning of a new scam in which AI-created images are being used to leverage refunds.

The rising trend is a worrying one for ecommerce business owners who could face not only the cost of refunds for items that aren’t actually damaged, but are also likely to not get the allegedly damaged stock back.

The reports come at a time when ecommerce firms are scrambling to protect their website traffic from AI-powered search, which is causing dramatic drop-offs for many businesses.

Fake images for fake claims

The Times is among those documenting this latest AI scam trend. It quotes experts arguing that items must be returned to prove the damage as AI can easily be used to produce fake images. Amazon sellers are also reporting a rise in these claims; and are urging caution.

However, reports suggest that this issue is being felt beyond ecommerce. In August, The Guardian reported on a case in which an AirBnB owner falsely accused a customer of damage to their property, and used AI-generated images as evidence.

The customer – a London-based academic – had booked a two-and-a-half month stay in the apartment in Manhattan but left early because she felt unsafe. She was then hit with a slew of charges after the AirBnB host accused her of a litany of damages, including splitting a wooden coffee table; and staining a mattress with urine.

The customer refuted all claims but AirBnB initially told her to reimburse the host a total of £5,314. She then fought the decision, has now been refunded and the rental company has promised an internal review.

Fake images for fake products

There is also rising dissatisfaction that AI is also being used to either change products to give a false impression of quality or to turn them into something else entirely.

Science Feedback reported on finding products on Vinted that are claimed to be vintage but are actually, in reality, from fast-fashion brands including Shein and Temu.

The article describes the images as “highly aestheticised”, lending the clothes an appearance of “high quality” that, in reality, they simply won’t have. The researchers even found corresponding products on the Chinese ecommerce websites and noted that they were being listed for twice the price – if not more – on Vinted.

This is a sinister twist on the dropshipping model; and the article adds that there are even websites that can help scammers make clothes “look worn” with AI technology; but obviously not too worn to sell.

To counter this issue, customers are urged to do a reverse image search to see if the item is, in fact, vintage or fresh out of a Chinese factory.

AI for streamlined sales

As with all technology, businesses will have to take the bad with the good. AI is being deployed to spot defects in products before they are sent out by Amazon; but is also helping businesses streamline their logistics and speed up their interactions with customers.

Virtual influencers and AI-generated models (created with the consent of real models) can allow fashion businesses to produce thousands of images for far lower outlays to get more products online.

The key seems to be transparency. Customers need to know if an image has been AI-generated or manipulated in order to make a purchase in faith.

Scammers may be using AI to dupe; but businesses can use AI to enhance the customer experience. As with all technology, the key is honesty and trust.