BBB: 90% of customer reviews that mention AI services express negativity
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Consumers are increasingly frustrated with artificial intelligence-powered customer service and are reporting a rise in scams that use the technology, according to a new Better Business Bureau study.
The BBB said it reviewed more than 100,000 complaints, reviews and Scam Tracker reports over the past three years that mention artificial intelligence and automation. The most common concern, the report found, is that customers feel unheard or unable to resolve issues when they are forced to interact with automated systems rather than a live representative.
The study also found that while many consumers regularly use AI tools in daily life, frustration grows when businesses do not offer a human alternative for customer service.
In addition to customer service complaints, the BBB warned that scammers are increasingly using AI to carry out fraud schemes, including automated phone calls, phishing emails and deepfake technology designed to impersonate legitimate businesses or individuals.
The organization advised consumers to be cautious of unexpected automated calls, to verify unfamiliar phone numbers and to double-check website links before entering personal information. It also encouraged consumers to report suspected scams through BBB Scam Tracker.
The BBB said consumer feedback, including reviews and complaints, can help businesses improve customer service and alert others to potential fraud.
