Generative AI or Real Users? Investigating the Relative Impact of Generative AI vs. Humans on Online Review Quality

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dc.contributor.authorShan, Guohou
dc.contributor.authorJia, Shizhen
dc.date.accessioned2023-12-26T18:42:45Z
dc.date.available2023-12-26T18:42:45Z
dc.date.issued2024-01-03
dc.identifier.doihttps://doi.org/10.24251/HICSS.2024.489
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.other02f8184b-885a-4b87-8aec-0a4e0c0facaa
dc.identifier.urihttps://hdl.handle.net/10125/106873
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectCrowd-based Platforms
dc.subjectfixed effects.
dc.subjectgenerative ai vs. humans
dc.subjectonline reviews
dc.subjectrating
dc.subjectreview quality
dc.titleGenerative AI or Real Users? Investigating the Relative Impact of Generative AI vs. Humans on Online Review Quality
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractOnline reviews matter for customers, firms, and platforms increasingly. The recent advancement of generative Artificial Intelligence (AI) techniques makes it possible to generate online reviews automatically. However, the relative impact of generative AI vs. humans on online review generation is unknown. On the one hand, generative AI can generate high quality reviews because they are trained on diverse and high-quality data. On the other hand, generative AI hallucinates and may generate fabricated content, threatening the quality of the generated reviews. Using data from one of the biggest online review platforms, Yelp.com, we apply fixed effect models to understand the relative impact of generative AI vs. humans on the quality of generated reviews. We find that reviews from generative AI averagely have bigger ratings, a higher level of inconsistency between rating and sentiment, shorter, harder to read, and more positive and subjective content. Our study has both theoretical and practical implications.
dcterms.extent10 pages
prism.startingpage4046

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