Gannett Closes Site Over Controversial AI Product Review Publications

Gannett, the media giant, is set to shut down Reviewed, its product review platform, on November 1st. Reviewed has provided product recommendations across various categories, including shoes and home appliances, utilizing journalists to test and evaluate items. However, the site has faced scrutiny regarding the authenticity of its reviews.

A Reviewed spokesperson, Lark-Marie Antón, stated, “After careful consideration and evaluation of our Reviewed business, we have decided to close the operation. We extend our sincere gratitude to our employees who have provided consumers with trusted product reviews.”

Concerns about AI-generated content have surfaced, particularly after Reviewed staff accused Gannett last year of publishing articles that appeared to be produced by AI. The reviews, criticized for their awkward phrasing, were attributed to authors who couldn't be found on professional networks like LinkedIn. Gannett attributed the content to a marketing firm, AdVon Commerce, denying any involvement of AI in the process.

AdVon has faced allegations of creating spammy marketing content, some purportedly generated by AI. The firm, run by CEO Ben Faw, has partnered with various media outlets, implementing marketing strategies that enrich its operations. Faw maintains that AdVon generates affiliate revenue, which supports publishers' newsroom activities.

Antón remarked that Reviewed's closure was largely due to changing Google algorithms impacting search traffic. She mentioned the decision would affect 73 employees and result in the closure of the office and lab in Cambridge.

While product reviews can be lucrative for publishers by attracting readers seeking purchase guidance, the shifting dynamics of Google Search pose risks. Some independent sites report declining traffic, and Google's move towards AI search tools may further diminish revenue.

Unionized workers at Reviewed have conducted limited strikes in response to disagreements with Gannett management, including a recent work stoppage in July due to increased workloads without corresponding compensation adjustments. It remains unclear if Reviewed employees will be offered new positions within Gannett or face layoffs.