Surge in AI-Generated Fake Reviews Overwhelms App Stores
Mobile and smart TV app stores are currently facing an influx of fake AI-generated reviews, typically accompanied by five-star ratings, according to a recent report from digital media measurement firm DoubleVerify.
"DV’s Fraud Lab has observed a notable increase in apps with AI-generated fake reviews in 2024, identifying over three times as many compared to the same period in 2023," the report states.
This trend is far from harmless. Apps plagued with performance issues and heavy ad loads are climbing the rankings in app stores due to these misleading reviews and high ratings. The elevated rankings create a false impression of quality, making it more likely that users will discover and download these problematic apps.
The implications are concerning. Some of these apps are malicious, designed to hijack users' phones to run ads incessantly, even when the device appears to be off. This activity drains the battery while generating revenue for fraudsters, according to DoubleVerify.
While DoubleVerify did not disclose specific app names, the investigation uncovered numerous apps with "thousands of five-star ratings, many convincingly crafted by AI." Although fake reviews have long been a problem on platforms like the App Store and Google Play, generative AI has made these deceptive reviews seem more authentic and personalized.
Interestingly, the scammers behind these fake reviews appear to be cutting corners, as DoubleVerify also found smart TV apps with suspiciously similar phrases across multiple reviews—all of which were rated four or five stars.
In the streaming domain, DoubleVerify detected fake reviews associated with CycloneBot, a tool that generates fake streaming traffic to sell ads that no one watches.
"AI-generated reviews are prevalent across all types of app stores, from mobile to streaming services," says DoubleVerify. "For instance, DV's analysis of a streaming app on a popular smart TV platform revealed that 50% of its reviews were fake."
AI-generated fake reviews are likely a cost-effective strategy for fraudulent app publishers. While traditional fake reviews can cost around $2.23 each, AI-generated ones reduce this expense, allowing publishers to flood app stores with misleading feedback.
A 2023 analysis of about a million reviews revealed that up to 25% of top apps on Google Play in popular categories had suspicious reviews, while 17% of top iOS App Store apps showed similar patterns. Categories like Games and Health & Fitness were particularly notorious, as these apps can generate significant revenue quickly once they gain popularity.
So, how can users identify fake reviews? DoubleVerify highlights five common signs:
