I think you can usually tell when a company has bought reviews...
After ten years + in this industry, one thing is clear: even when you do an excellent job for a client, most of them still won’t leave a review. And when they do, it’s typically short.
So when you start seeing reviews that are unusually long, polished, or filled with keywords and NOW AI, and there are several of them, it’s something to treat with caution.
Another check is to look at the reviewer’s profile. For example, on Google (GMB), if someone has only one review, that’s not a strong signal. If they have a broader history of reviews, it carries more weight.
It generally doesn’t take long, 20 to 30 minutes, to get a sense of whether reviews are likely genuine or not.
Now this next part is more opinion-based, so take it with a pinch of salt: a business may have a mix of real and artificial reviews, but if there are clearly fake ones present... IMO it already starts to create a trust issue.