The proportion of likely AI-generated reviews on the Shein shopping app has increased sharply over the past six years, according to new research by AI detection firm Originality.ai.
The study found that AI-generated reviews rose by 1569% between 2018 and 2024, increasing from 0.6%–9.93% of all reviews on the platform.
Shein, which rebranded in 2015, has seen rapid global growth and remains one of the most downloaded shopping apps worldwide. Its popularity has made customer reviews an influential factor in purchasing decisions, particularly for users encountering new brands for the first time.
Originality.ai analysed Shein app reviews published between 2018 and 2024 to measure how frequently generative AI was being used. The research tracked changes in the proportion of AI-generated content over time and compared them with reviews written by human users.
The analysis showed a steady rise in AI-generated reviews across the period studied, pointing to a significant shift in how review content is produced on large e-commerce platforms.
UKCP-accredited psychotherapist and Care2Counsel founder Tina Chummun said consumer trust plays a central psychological role in online shopping behaviour. She explained that when reviews appear overly polished or formulaic, people often sense something is wrong even if they cannot identify it explicitly.
“Review authenticity is the backbone of digital trust,” she said. “When trust fractures, consumers either disengage or start double checking everything, which erodes the emotional ease that drives purchasing behaviour.”
Echoing concerns about the psychological effects of uncertain digital environments, author and existential therapist Eloise Skinner said the growing difficulty in distinguishing authentic content from manufactured material can have broader emotional consequences. “As our world becomes increasingly digital-first, it can be difficult to determine what seems authentic and genuine, and what is manufactured or manipulated content,” she said. “This kind of indeterminacy can cause a significant lack of trust for the platforms on which we spend our time, and can also lead to a more general lack of trust in our environment, or in the content we come across.”
Researchers behind the study suggest the increase reflects broader technological developments, including the growing accessibility of generative AI tools such as ChatGPT. The trend may also be linked to brands placing greater emphasis on customer reviews as a means of influencing purchasing decisions.
Chummun noted that the issue is not AI itself, but how it is used and presented to consumers. “AI-generated reviews do not automatically make a platform untrustworthy,” she said. “The problem is a lack of transparency. When consumers feel manipulated, behaviour changes quickly.”
The findings raise concerns about the potential impact on consumer confidence. Reviews are widely used as indicators of product quality and brand reliability, and the growing presence of AI-generated content could undermine trust if users believe ratings do not reflect genuine experiences.
Chummun added that Shein may now face diverging consumer responses. “Some people will disengage on ethical grounds,” she said. “Others will continue shopping because affordability leaves them little choice. Both reactions are predictable.”
The study highlights the need for stronger review authenticity measures, including improved AI detection tools and clearer disclosure practices from digital platforms. It also points to a broader trend across online marketplaces, where generative AI is becoming increasingly visible in user-facing content.
According to Chummun, how companies respond matters as much as the technology itself. “If brands are open and accountable, trust can stabilise,” she said. “If they deny or downplay the issue, reputational damage follows. People want honesty more than perfection.”
Originality.ai noted that as e-commerce continues to expand, maintaining trust in customer feedback systems will become more critical. Ensuring users can distinguish between human and AI-generated reviews may be essential to preserving confidence in online retail environments.
