Google Maps is a treasure trove of valuable information, featuring reviews, ratings, photos, and phone numbers that bridge the gap between users and local businesses. To ensure the accuracy and reliability of this information, we have consistently invested in cutting-edge technology, including AI and highly trained analysts, to monitor and maintain the integrity of Business Profile data. In this article, we will delve into the ways we are continually enhancing our methods to guarantee the trustworthiness of Business Profile information.

Catching Scammers with the Help of Gemini

AI has proven to be a crucial tool in our efforts to thwart scammers, and we are now leveraging it to amplify our protective measures. Last year, we successfully removed over 10,000 listings that were being managed by a group of malicious actors who had impersonated legitimate locksmiths, taken over unclaimed Business Profiles, and overcharged unsuspecting customers. In addition to eliminating the fraudulent content, we filed a lawsuit against the perpetrators and are actively applying the insights gained to enhance our detection systems.

For instance, with the assistance of Gemini, we have developed a new model that identifies potentially suspicious edits to business profiles. While a business changing its name from “Zoe’s Coffee House” to “Zoe’s Cafe” may not raise any red flags, a business that suddenly changes its category from “cafe” to “plumber” is likely to be suspicious. Gemini requires only a few examples to learn what constitutes suspicious behavior and can apply this knowledge across numerous business categories and languages. This new model has already enabled us to block thousands of suspicious Business Profile edits this year.

Fighting Fake Five-Star Reviews

An genuine five-star review is a great way for customers to express their appreciation, but some businesses attempt to manipulate the system by purchasing fake five-star reviews from individuals who have never actually visited their establishment. This practice is strictly prohibited by our policies.

AI aids us in better detecting this type of dishonest behavior. For example, we can now revisit reviews more frequently to identify new patterns of abuse, even months after they were initially posted. Furthermore, we have introduced alerts in the U.S., U.K., and India to inform users if we have recently removed suspicious five-star reviews in certain circumstances. These warnings, which will be expanded globally starting next month, help users quickly understand if a business may be engaging in unfair review practices.