Fake product reviews are increasingly disrupting the shopping experience, with three in four consumers concerned about the issue. Here’s what is happening:

• Fake or misleading reviews have multiplied due to generative AI.
• As a result, online shoppers – particularly Gen Z – are turning to social media platforms for reviews instead of the actual shopping sites.
• TikTok is the most popular alternative source for reviews.
• 43% of US small business owners are investing in content creation to highlight product qualities in attempts to draw attention away from potentially misleading reviews.
• Influencers are increasingly integrating brand partnerships into content via product demonstrations to help counter the effects of fake reviews.

Bottom line for brands: You need to show up in off-site places where shoppers are doing their research. Take back the control.