Fake Reviews to Fool AI: The New Trend to Combat Mass Tourism

In the era of influencers and search engine recommendations, locals have begun organizing efforts to mislead tourists and push back against the tide of visitors flocking to their favorite places.

As tourism continues to surge worldwide, many local communities are feeling the strain. From overcrowded streets to skyrocketing housing costs, the impact of mass tourism is undeniable. In response, some internet users are turning to creative methods to take back control, with fake reviews emerging as a novel way to deter tourists from overwhelming popular spots.

Large-scale tourism has become an inescapable reality, particularly in major cities. UK alone receives over 30 million foreign tourists annually, making it one of the most popular destinations. For locals, this surge means higher housing and entertainment prices and the viralization of their favorite spots.

This challenge has sparked an interesting phenomenon. Earlier this year, a group of Londoners on Reddit vented about their struggles to dine at a local Borough Market restaurant, the Black Pig. After the place gained popularity through influencer promotions, one user complained: "The last two times I went, there was a queue of over 200 people, and those who got food were just taking selfies for Instagram and throwing most of it away."

In response, a group of "redditors" decided to flood Google with positive reviews for a nearby restaurant less favored by locals: the Angus Steakhouse. The aim? To trick AI systems into recommending this spot to tourists instead. Reviews included lines like, "The best steak sandwich I have ever had!" and "As a local, I'd recommend Piccadilly Circus Angus Steakhouse to all tourists."

Although this strategy may produce short-term effects, it's important to remember AI's vast capacity for processing and filtering information. Earlier this year, Google signed a $60 million-a-year deal with Reddit, enabling access to Reddit posts to train its AI models. OpenAI has also entered a similar partnership with Google, and others may follow suit, granting AI access to more user-generated content than ever before.

This trend exemplifies the potential conflicts that may arise between communities and technology in the years to come.