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Efficiency of automatic text generators for online review content generation

Author

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  • Perez-Castro, A.
  • Martínez-Torres, M.R.
  • Toral, S.L.

Abstract

The evolution of Artificial Intelligence has led to the appearance of automatic text generators able to closely resemble human writing, endangering the development of e-commerce and the consumer confidence. Thus, it is critical to deeply understand how these text generators work to present the presence of deceptive reviews. This paper analyzes one of the most popular text generators, GPT2 (Generative Pre-trained Transformer 2), and studies its effectivity compared to human-generated reviews using previously published classifiers trained to distinguish between real and deceptive reviews. One parameter of the model is the so-called temperature, which determines how deterministic the model is. The temperature adjusts the probability distribution of the words in the model, so that a higher temperature translates into a higher degree of inventiveness in the generation of the texts. Findings reveal (i) that automatically-generated deceptive reviews worsen the accuracy of existing classifiers, this effect being accentuated by the degree of inventiveness; (ii) that their performance depends on the data used to train the generator; and (iii) that the sentiment polarity has no effect on the performance of detection classifiers.

Suggested Citation

  • Perez-Castro, A. & Martínez-Torres, M.R. & Toral, S.L., 2023. "Efficiency of automatic text generators for online review content generation," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:tefoso:v:189:y:2023:i:c:s0040162523000653
    DOI: 10.1016/j.techfore.2023.122380
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    References listed on IDEAS

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    1. Salminen, Joni & Kandpal, Chandrashekhar & Kamel, Ahmed Mohamed & Jung, Soon-gyo & Jansen, Bernard J., 2022. "Creating and detecting fake reviews of online products," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
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    1. Lian, Ying & Tang, Huiting & Xiang, Mengting & Dong, Xuefan, 2024. "Public attitudes and sentiments toward ChatGPT in China: A text mining analysis based on social media," Technology in Society, Elsevier, vol. 76(C).
    2. Kimura, Takuma, 2025. "Exploring the Frontier: Generative AI Applications in Online Consumer Behavior Analytics," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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