A new Omnisend study reveals a growing paradox: even as fake online content – deepfakes, ‘AI slop’, fake news sites – becomes more widespread, trust in online product reviews by users is rising. Today, 82% of Canadians say they trust online product reviews, and 22% trust them more than they did two years ago.
However, external research from Capital One suggests that 30% of online reviews on average are fake or misleading, and 82% of consumers encounter fake reviews at least once a year.
“In the age of AI, people are naturally turning to other people for reassurance. When everything from product descriptions to images can be generated instantly, reviews can feel more genuine than anything a brand says,” said Marty Bauer, Ecommerce Expert at Omnisend. “But just because it feels genuine doesn’t mean it’s real. It’s important to be extra cautious and use common sense – even when the content looks human.
“Consumers are trying to navigate a digital world they don’t fully trust, where the tool they rely on most – user reviews – may be failing them. It’s a kind of loop where people are overwhelmingly skeptical of AI, yet still depend on content that AI can easily manipulate.”
In a world where AI makes content seen online harder to trust, consumers are drawn to user reviews as a source of real-world validation, said Omnisend.
Even though 56% of Canadians use AI for shopping – especially for product research (50%) – an overwhelming majority (89%) cite lingering concerns, such as AI-generated recommendations being biased (28%) or paid for (30%), it said.
Also, 94% admit they double-check AI-generated recommendations before making a purchase, and 18% say they always verify.
In the age of AI, how brands present reviews matters just as much as having them, said the report.
“These days, it’s less about the sheer number of reviews you have and more about how much people can trust them,” said Bauer. “Shoppers are looking for simple signs that reviews are real – verified purchases, detailed feedback, and transparency on how it’s collected. Brands that invest in these trust markers are the ones that will stand out.”
Omnisend has these tips for online retailers:
- Surface key information – and don’t rely on volume alone. Highlight pros, cons, and the most helpful feedback in structured formats that are easy for both shoppers and AI tools to interpret. A smaller set of detailed, specific, and even mixed reviews builds more credibility than hundreds of generic five-star ratings.
- Show what makes reviews trustworthy. Prioritize verified purchases, timestamps, reviewer history, and rich detail – photos, context, use cases. Use industry-standard practices like “verified buyer” badges, moderation disclosures, and fraud detection tools to signal authenticity.
- Use independent verification when possible. Third-party review platforms or external validation tools can add an extra layer of credibility and reduce perceived bias.
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