Gannett Kills Site Accused of AI-Generated Product Reviews: Is This the Future of Journalism Ethics?

The Rise and Fall of Reviewed: Gannett’s Product Review Site Shuttered Amid Controversy and AI

The landscape of online product reviews is shifting. While traditionally a promising revenue stream for publishers, a new era defined by AI technology, algorithmic changes, and shifting consumer trust has cast a shadow over this industry. And nowhere is this more evident than in the recent demise of Reviewed, a product review site owned by newspaper giant Gannett.

Launched in 2013, Reviewed offered recommendations for a wide range of products, from shoes to home appliances, and employed journalists to test and review items. The site initially enjoyed success, attracting readers seeking trusted advice and benefiting from a thriving affiliate marketing model that earned revenue through referral commissions.

However, in recent years, Reviewed has become embroiled in controversy, raising questions about the authenticity of its reviews and the transparency of its practices. These issues eventually led to its demise, highlighting the evolving nature of online content creation and the challenges it poses for both publishers and consumers.

The AI Accusations and the AdVon Commerce Connection

The first cracks in Reviewed’s reputation appeared in October 2023 when unionized staff publicly accused Gannett of publishing AI-generated product reviews. These reviews were written in an odd, stilted style, and the purported authors could not be found on platforms like LinkedIn. Staff expressed concern that these “authors” might not be real.

Gannett responded by stating that the articles were produced by AdVon Commerce, a third-party marketing company, and that the initial reviews lacked proper disclosure. The company categorically denied any involvement of AI.

However, investigations by The Verge revealed a concerning pattern of similar practices at other Gannett properties, including Sports Illustrated, where AI-generated reviews were attributed to non-existent freelancers. The evidence was undeniable: author headshots used in these reviews were found for sale on AI image websites.

The investigation delved further, uncovering AdVon Commerce’s extensive history of spamming websites with marketing content, some of which former employees confirmed to be AI-generated. Company CEO Ben Faw has leveraged his media connections to secure contracts with several outlets, often employing elaborate marketing schemes for personal gain.

Despite the mounting evidence, AdVon Commerce insists that it provides "human-only, AI-enhanced, and hybrid solutions" to its clients. These claims have been met with skepticism from both industry experts and consumers.

The Future of Product Reviews in a World Shaped by AI

The demise of Reviewed highlights the challenges facing the product review industry in a digital world increasingly dominated by AI.

• Trust is paramount: Consumers increasingly demand authentic and transparent content, particularly when it comes to buying decisions. The use of AI-generated content without appropriate disclosure erodes trust and undermines the credibility of review sites.
• Algorithmic changes are constant: Search engines like Google are constantly evolving their algorithms, making it challenging for publishers to maintain visibility and drive traffic. The transition to AI-powered search tools poses a significant threat to traditional content creators, as search engines become capable of summarizing information without relying on external content.
• Economic pressures are mounting: The shifting landscape of digital advertising and the rise of AI-driven content have led to significant changes in revenue models for publishers. Product reviews, once a lucrative venture, are now facing a new reality where competition is fierce and revenue streams are less predictable.

The impact of Reviewed’s closure extends beyond the immediate loss of jobs and a trusted review resource. It serves as a stark warning to publishers about the perils of adopting new technologies without fully understanding their ethical implications and the potential consequences for their reputation.

A Call for Transparency and Accountability

The closure of Reviewed underscores the critical need for transparency and accountability in the world of online content creation. As AI technology continues to advance, publishers must engage in open dialogue with consumers about the role of AI in their content creation process.

Crucially, publishers must clearly disclose when AI is used to generate content. Consumers deserve to know whether they are reading the opinion of a real human or an algorithm.

Moving forward, publishers must prioritize building trust with their audiences by adhering to a set of ethical guidelines. These guidelines should include:

• Transparency: Openly disclosing the use of AI in content creation.
• Accuracy: Ensuring that AI-generated content is accurate and factually correct.
• Human oversight: Maintaining human oversight and editorial control over AI-generated content.
• Attribution: Clearly identifying the origin of all content, whether it’s generated by a human or an AI.

By embracing transparency and placing human values at the forefront, publishers can navigate the complexities of the digital landscape and maintain the trust of their readers. The future of product reviews, like that of many other forms of online content, hinges on fostering a culture of ethical AI use that aligns with the fundamental values of trust and authenticity.

Article Reference