Frustrated by AI-generated product reviews flooding platforms and confusing consumers, four former colleagues came together to build and launch InMyExpertOpinion, a site devoted to providing "trustworthy, insightful, and authentically human advice." Here's how co-founders Avi Buchbinder, Brie Dyas, Will Kenton, and Nick Leftley created the site and are planning for its growth. At a time when AI slop and fake reviews flood the internet, IMEO offers something rare: honest, first-hand product reviews from real experts. It became pretty clear from talking to coworkers, friends, and seeing posts on Reddit that a lot of people were skeptical of AI-generated content when it came to product reviews. We're tackling both issues at the same time: Firstly, providing a reliable, unbiased platform for well-written, useful reviews written by real journalists.