Review Site Rebrands to Fight AI Scams

The rebranding follows a period of scrutiny for the company, formerly known as Sitejabber. In January 2025, the Federal Trade Commission (FTC) finalized a consent order against the platform for deceiving consumers. The FTC alleged that Sitejabber collected reviews at the point of purchase, before customers had received or used the products, which artificially inflated ratings. Under the 20-year consent order, the company is prohibited from misrepresenting that reviews are based on actual customer experiences with a product or service. Sitejabber stated that the FTC's allegations related to its display of point-of-sale reviews prior to updates made in early 2024 and that it has always supported increased transparency. To combat AI-generated fake reviews, SmartCustomer is implementing a multi-faceted verification process. This includes using AI to detect fraudulent content in text, photos, and videos, analyzing user behavior, and partnering with the identity verification service Persona. Additionally, the platform will now require verified proof-of-purchase for all submitted reviews. The company was originally founded as Sitejabber in 2006 with the help of a grant from the National Science Foundation (NSF) to improve online transparency. Co-founder and CEO Michael Lai stated that while fraudulent reviews have always been an issue, AI now makes it significantly easier for bad actors to misrepresent a business by flooding the internet with fake content. SmartCustomer enters a competitive landscape of online review platforms that includes major players like Trustpilot, Reviews.io, and Bazaarvoice. This move also comes after the shutdown of Fakespot, an AI-powered review analysis tool, in June 2025, which faced legal pressure from Amazon and challenges with data access. The rise of sophisticated AI has fueled consumer anxiety, with one study showing 70% of American shoppers believe AI-driven scams are changing how they shop online. This concern is particularly high among younger consumers, with one in three people aged 18-34 having fallen victim to a deepfake scam. In addition to its verification enhancements, SmartCustomer is launching a ChatGPT application to help shoppers identify AI-powered scams. The company is also creating community forums for users to share experiences and learn about emerging fraud tactics, aiming to use community awareness as a defense.