| From barbecues with pyramid builders to a real-time account of Noah’s Ark, through the Napoleonic wars, social media has been flooded with ultra-realistic artificial intelligence videos from Google’s Veo3. With this tool, people can create 8-second videos from a single prompt or use “Flow” to generate a sequence of scenes with the same character centered on screen. But while the technology is impressive, its opposite effect is frightening and relates to product reviews. Thousands of AI-generated videos are being created and used on product sales pages to attest to quality based on a purchase. Since the result is very close to reality with voices and ambient sounds, the testimonial appears genuine: “Unfortunately, there is also the dark side of technology, such as using AI to deceive people looking for reviews to decide whether to buy or not. When there are many testimonials, consumers end up being convinced,” says Hallana de Ávila, Traffic Manager at KAKOI Comunicação. Since 2023, some celebrities have been used in online scams involving promotions, payment requests (PIX), and links that steal people’s data. A strong consumer awareness campaign by brands tries to ‘teach’ people to distinguish fake from real, but with AI advancements, the battle seems to be lost: “There needs to be collaboration between brands and big techs, along with public awareness, to reduce scams in the market. On a testimonial page, for example, some signs are quite visible—video duration, generic and error-filled testimonials, and social media accounts with little or no activity. These are the so-called red flags we need to watch out for,” concludes Hallana. |
| From barbecues with pyramid builders to a real-time account of Noah’s Ark, through the Napoleonic wars, social media has been flooded with ultra-realistic artificial intelligence videos from Google’s Veo3. With this tool, people can create 8-second videos from a single prompt or use “Flow” to generate a sequence of scenes with the same character centered on screen. But while the technology is impressive, its opposite effect is frightening and relates to product reviews. Thousands of AI-generated videos are being created and used on product sales pages to attest to quality based on a purchase. Since the result is very close to reality with voices and ambient sounds, the testimonial appears genuine: “Unfortunately, there is also the dark side of technology, such as using AI to deceive people looking for reviews to decide whether to buy or not. When there are many testimonials, consumers end up being convinced,” says Hallana de Ávila, Traffic Manager at KAKOI Comunicação. Since 2023, some celebrities have been used in online scams involving promotions, payment requests (PIX), and links that steal people’s data. A strong consumer awareness campaign by brands tries to ‘teach’ people to distinguish fake from real, but with AI advancements, the battle seems to be lost: “There needs to be collaboration between brands and big techs, along with public awareness, to reduce scams in the market. On a testimonial page, for example, some signs are quite visible—video duration, generic and error-filled testimonials, and social media accounts with little or no activity. These are the so-called red flags we need to watch out for,” concludes Hallana. |
Google’s new artificial intelligence sparks debates about reviews on sales site
