BBB study finds consumers frustrated with AI-powered customer service

FOX23 News at 9 p.m

CAPE GIRARDEAU, Mo., (KBSI) — A new study from the Better Business Bureau found most consumers who mention artificial intelligence in business reviews report negative experiences, with many saying they struggle to resolve issues through automated customer service.

According to the BBB’s International Investigations Initiative, more than 90% of nearly 20,000 business reviews mentioning AI since 2023 expressed negative sentiment. The organization also received nearly 100,000 AI- and automation-related complaints during that period, primarily involving online retail, e-commerce and technology-focused businesses.

The report found many consumers were frustrated by the inability to speak with a human representative and said automated systems often failed to resolve their concerns.

BBB recommends businesses implementing AI continue to offer customers the option of reaching a live representative, establish clear procedures for escalating complaints and regularly review customer feedback to improve the technology.

The organization also warned consumers to be cautious of AI-related scams, including unsolicited automated phone calls, unknown phone numbers and fraudulent online advertisements posing as legitimate AI companies.

Consumers can report scams through BBB Scam Tracker and find additional fraud prevention resources at the Better Business Bureau’s website.