AI-Generated Reviews Proliferate on Zillow, Raising Trust Concerns: Study

AI-Generated Reviews Proliferate on Zillow, Raising Trust Concerns: Study

A new study from content authenticity platform Originality.ai reveals a concerning trend on Zillow, indicating that nearly one in four agent reviews in 2025 were potentially written by AI. The study, conducted by analyzing over 10,000 reviews, showed a significant increase in AI-generated reviews on Zillow since 2019. This surge raises doubts about the reliability of reviews on the platform and highlights the risks of AI-generated content becoming indistinguishable from human-written reviews. Experts suggest that the credibility of online reviews, especially in fields like real estate, is at stake due to the prevalence of AI-generated content. With Zillow being a crucial platform for real estate decisions, the lack of disclosure regarding AI-generated reviews could diminish trust among users.

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