Fuzzy Artificial Intelligence as a Technique to Find Relative Desirability for Fake Review Detection

This chapter delves into the innovative application of Fuzzy Artificial Intelligence (FAI) as a methodological approach for detecting fake reviews, a growing concern in the digital age where online consumer feedback significantly influences purchasing decisions. The core of this study lies in employing FAI to assess the relative desirability of reviews, distinguishing between genuine and fabricated content. By integrating fuzzy logic with artificial intelligence, this technique enables a nuanced analysis of review authenticity, leveraging the inherent vagueness and ambiguity of human language to identify potential falsifications. The methodology builds upon the principle that genuine reviews exhibit certain identifiable patterns and characteristics that can be quantitatively analyzed and compared against the expected norms of authentic feedback. FAI's strength lies in its ability to process and evaluate linguistic variables and their degrees of truth, allowing for a more flexible and adaptable detection system compared to traditional binary approaches. This chapter outlines the development of a FAI-based model that assesses reviews across multiple dimensions—such as sentiment, specificity, and consistency with known product attributes—to calculate a desirability score indicating the likelihood of authenticity. The experimental results, derived from a dataset comprising both real and artificially generated reviews, demonstrate the efficacy of the FAI approach in identifying fake reviews with a high degree of accuracy. The FAI model not only outperforms conventional binary classification models but also provides insights into the characteristics that most strongly indicate review authenticity, offering valuable guidelines for further refinement of fake review detection systems. This chapter discusses the implications of FAI in the broader context of online trust and consumer behavior, highlighting its potential to enhance the reliability of online review ecosystems. By providing a robust tool for distinguishing genuine feedback from deceptive content, FAI contributes to the integrity of online marketplaces and supports informed decision-making by consumers. This chapter presents a compelling argument for the adoption of FAI in combating the challenge of fake reviews. It offers a significant advancement in the field of digital trust, showing how the fusion of fuzzy logic and artificial intelligence can create a more secure and trustworthy online environment for consumers and businesses alike.