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B 144Artificial intelligence systems can be trained to write human-like product reviews that assist consumers, marketers and professional reviewers, according to a study from Dartmouth College, Dartmouth’s Tuck School of Business, and Indiana University.

The research, published in the International Journal of Research in Marketing, also identifies ethical challenges raised by the use of the computer-generated content.

Image: A team of coders and marketers shows that computers can write like humans, and they answer why it matters. CREDIT: Wine photo by Pier Demarten on Unsplash. Illustration by Richard Clark/Dartmouth College.