How we help Trustpilot

Anoop Joshi, Senior Legal Director at Trustpilot, explains how Pasabi is helping tackle bad actors on the Trustpilot platform, providing deep insights that support the enforcement and legal teams to take action against review sellers and companies looking to ‘game the system’.

The Challenge

As one of the world’s leading review platform with over 3m posted to the platform every month, Trustpilot already has the technology to detect, investigate and take action against suspected fake reviews.

However, removing fake reviews is just one part of the challenge. The goal was to identify and remove misbehaving companies at scale providing consumers with a cleaner, more authentic experience.

Behind fake posts are companies and individuals that are trying to ‘game the system’ through:

  • Buying fake reviews from review sellers
  • Incentivising consumers to leave only positive reviews
  • Undermining the competition by posting negative reviews

Trustpilot needed to find a way to provide additional insight into misbehaving companies, strengthen existing tooling and capabilities and gather the additional evidence to allow the Content Integrity team in Trustpilot to take action.

With such a high volume of monthly posts, analysing the data manually was not an option. The ability to tackle the problem at scale was essential.

The Solution

Pasabi AI Technology Platform supports the detection of fake reviews, positive and negative bias and the identification of misbehaving companies.

Specifically our graph technology is able to draw links between individuals and groups of individuals by analysing hundreds of data points. The Pasabi platform filters out the unconnected posts and unrelated companies, leaving a smaller data set for more detailed analysis.

Network Analysis

The worst culprits tend to work together. Our cluster detection technology and bespoke algorithms spot patterns in the data to uncover the actions of review sellers and other groups working together. Our approach identifies where the enforcement teams need to direct their efforts to find the most prolific offenders.

Positive & Negative Bias

The Pasabi platform identifies companies attempting to ‘game the system’ or companies who are under attack from clusters of negative reviewers.

Not real data – for illustration purposes only

Making an impact

Working closely with the Legal, Fraud & Investigations and Content Integrity teams at Trustpilot, we have been able to provide unique insights into their data, allowing them to gather the evidence they need to pursue taking the necessary action against misbehaving companies and individuals reviewers at scale.

The results

  • Millions of reviews and profiles analysed every month

  • Extremely high degree of verified accuracy in identifying bad actors

  • Thousands of enforcement actions taken

  • Delivering the evidence for legal action

“Pasabi’s technology provides Trustpilot with the insight our legal, fraud and investigation teams need to strengthen existing capabilities, gather evidence against misbehaving companies and users, and drive our campaign against review sellers. It is of the utmost importance to Trustpilot that our reputation for honest, accurate and trusted reviews remains protected. Deploying Pasabi’s technology to support our existing approach to manage this ongoing and growing challenge has been instrumental in delivering to consumers a clean, authentic and trusted user experience.

“Being able to identify the scale of the issue through AI analytics software has made it possible for our legal team to be even more proactive in mitigating future risk, removing thousands of posts and companies.”

Anoop Joshi
Senior Director, Legal

Anoop discusses Trust and Reviews on the Trust Series Podcast

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