Recharge in the sun

Soon, nobody’s going to read my reviews.

A machine will.

When someone needs a plumber, they won’t scroll through star ratings and make their own mind up. They’ll ask an AI, and it’ll read the lot… every review, every mention, every scrap of data about me… and hand them an answer.

Here’s what keeps nagging at me. That AI has no way of knowing which of those reviews came from a real job. It can’t tell the customer I actually worked for from a paragraph someone generated in ten seconds.

We spent years worrying about fake reviews fooling people. The bigger problem is fake reviews training the thing that now decides who gets the work.

A human might smell something off. The machine just counts.

Unless the data itself can prove where it came from, we’re about to automate the trust problem instead of fixing it.

We already can’t tell whether a review is genuine. Most people just don’t think about it.
Now imagine what happens when generative AI makes it effortless to produce thousands of convincing, detailed fake reviews. Different writing styles. Specific details about jobs that never happened. Posted from accounts that look real.
The review systems we rely on were built for an era where faking it at least took effort. That era is ending.
And nobody seems to be talking about what comes next. We’re still trusting platforms to sort the real from the fake…. the same platforms whose business model depends on volume, not accuracy.
If the information itself can’t prove where it came from, we’ve got a problem that’s about to get significantly worse.

Everyone's building better clients. Better feeds. Better media handling. That work matters… it's how people find the protocol.
But I keep coming back to the fundamentals. Signed, verifiable, user-owned data. That's not a social media feature. That's infrastructure for a more honest internet.
The social layer is the gateway… What gets built on the other side of it is what matters.

Every tradesman I know has a story about the job they shouldn't have taken.

The one where something felt off from the first phone call. The quote that sat wrong. The client who was too keen, or not keen enough, or asked the kind of questions that tell you they've already burned through two other firms.

You know the feeling… most of the time, you're right.

But here's what gets me. When that client rang, they'd already looked me up. Reviews, accreditations, website, the lot. They had data.

I had nothing… Just my gut.
And the few times I didn't listen to it, I paid for it. Every tradesman knows that tax.

The whole system is set up so one side gets to do their homework and the other side walks in blind. We just accept it because it's how it's always been…

I'm not sure that's good enough anymore.