{"id":1160,"date":"2026-05-02T08:25:00","date_gmt":"2026-05-02T06:25:00","guid":{"rendered":"https:\/\/leondijksman.nl\/niet-gecategoriseerd\/the-vivino-illusion-when-the-algorithm-takes-over-the-taste-buds-and-humanity-loses\/"},"modified":"2026-06-18T17:00:17","modified_gmt":"2026-06-18T15:00:17","slug":"the-vivino-illusion-when-the-algorithm-takes-over-the-taste-buds-and-humanity-loses","status":"publish","type":"post","link":"https:\/\/leondijksman.nl\/en\/news\/the-vivino-illusion-when-the-algorithm-takes-over-the-taste-buds-and-humanity-loses\/","title":{"rendered":"The Vivino Illusion: When the Algorithm Takes Over the Taste Buds (and Humanity Loses)"},"content":{"rendered":"\n

\u00a9 Photo: dennizn \/ Shutterstock.com<\/p>\n\n\n\n

Today, I read a staggering report about the wine platform Vivino<\/a> on the VRT NWS website: popular wines may owe their high scores not to the quality of the grape, but to an army of fake reviews. It is a case that made me reflect on the broader implications for our digital society. <\/strong><\/p>\n\n\n\n

We thought that with platforms like Vivino, we had achieved the democratisation of taste. No more pretentious sommeliers, but the honest opinion of the people. However, the investigation by the VRT newsroom exposes the fundamental friction between algorithmic scalability and human integrity. Fake reviews pollute the system. It is the ultimate warning for the organisation of tomorrow: those who sail blindly on data will end up with a hangover.<\/p>\n\n\n\n

The principle of ‘the digital court of public opinion’ is wonderful, until the jury turns out to be made up of paid review farms and algorithms echoing one another. The news that popular wines on Vivino may owe their stars to manipulation is more than just a consumer scandal. It exposes a fundamental problem in our current digital economy: the erosion of authenticity.<\/p>\n\n\n\n

The Inflation of the Star<\/h3>\n\n\n\n

We have become addicted to scores. Whether it is a bottle of ros\u00e9, a hotel room, or an employee’s performance; we want to reduce the complexity of reality to a number between 1 and 5.<\/p>\n\n\n\n

But data is patient. And manipulatable. As soon as a score becomes the most important measure of success (the ‘Goodhart\u2019s Law’ principle: when a measure becomes a target, it ceases to be a good measure<\/em>), the system becomes corrupted. Producers buy stars, not because their wine has improved, but because the algorithm would otherwise simply make them invisible.<\/p>\n\n\n\n

The Human Factor as the Final Filter<\/h3>\n\n\n\n

What we are seeing here with Vivino is exactly what happens in HR and Marketing when we cut the ‘human factor’ in favour of scalability.<\/p>\n\n\n\n

An algorithm can analyse the chemical composition of a wine and aggregate the average opinion of 10,000 (whether real or not) accounts. But the algorithm tastes<\/em> nothing. It lacks the context, the passion of the winemaker, and the years of expertise of the professional who knows that a score of 4.2 does not tell the whole story about the soul of the product.<\/p>\n\n\n\n

In my previous pieces<\/a> about the organisation of tomorrow, I often emphasise the synergy between humans and technology. The Vivino case proves my point: technology is a fantastic assistant, but a terrible master. As soon as we replace human curation (the sommelier, the expert, the critical thinker) with a black box of data, we lose our grip on the truth.<\/p>\n\n\n\n

The Call for Radical Authenticity<\/h3>\n\n\n\n

What does this mean for marketing and management? We are heading toward an era of ‘radical authenticity’.<\/p>\n\n\n\n

    \n
  • In marketing:<\/strong> Consumers are becoming immune to algorithmic recommendations. They are looking back to the source, the expert with a face and a story. The future does not belong to the party with the most reviews, but to the party with the most trust.<\/li>\n\n\n\n
  • In HR:<\/strong> We must be careful not to judge employees the way we score a bottle of wine on Vivino. Those who manage by numbers will get people who manipulate the numbers. Those who manage through human contact will get genuine engagement.<\/li>\n<\/ul>\n\n\n\n

    Uncork the Critical Eye<\/h3>\n\n\n\n

    The lesson of the Vivino fraud is, in my view, simple: trust the algorithm, but verify the human. The next time I stand before the wine shelves, I might still scan the bottle, but I will also take a moment to look at the sales assistant.<\/p>\n\n\n\n

    Because in a world full of fake stars, honest advice from person to person is the only true ‘five-star experience’ that remains.<\/p>\n","protected":false},"excerpt":{"rendered":"The principle of the ‘digital people’s jury’ is wonderful, until the jury turns out to consist of paid review farms and algorithms echoing one another.","protected":false},"author":1,"featured_media":1161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","footnotes":""},"categories":[106,107],"tags":[115,108,116,113,110,112,117,111,109,114],"class_list":["post-1160","post","type-post","status-publish","format-standard","has-post-thumbnail","category-news","category-trends","tag-app","tag-authenticity","tag-figures","tag-fraud","tag-goodharts-law","tag-human-factor","tag-manipulation","tag-metric","tag-review-farm","tag-vivino","cs-entry"],"yoast_head":"\nFake Reviews: The Role of Integrity in Data - L\u00e9on Dijksman<\/title>\n<meta name=\"description\" content=\"Fake reviews on wine platforms reveal the issues of algorithmic scalability versus human integrity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leondijksman.nl\/en\/news\/the-vivino-illusion-when-the-algorithm-takes-over-the-taste-buds-and-humanity-loses\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fake reviews and the impact on wine ratings\" \/>\n<meta property=\"og:description\" content=\"Discover the impact of fake reviews on wine platforms such as Vivino. 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