SHREVEPORT, La. — More than 90% of Better Business Bureau customer reviews mentioning artificial intelligence since 2023 express negative experiences, according to a new study examining how consumers interact with AI-powered customer service.
The report, released by the Better Business Bureau’s International Investigations Initiative, analyzed nearly 20,000 business reviews mentioning AI and found that most reflected dissatisfaction with automated customer service and an inability to resolve problems.
The organization also reported receiving nearly 100,000 complaints related to artificial intelligence and automation since 2023, primarily involving online retail, e-commerce and technology-focused industries across North America.
According to the study, consumers frequently reported frustration with automated systems, difficulty reaching human representatives and confusion when attempting to resolve customer service issues.
The report recommends businesses carefully evaluate how customers interact with AI tools, provide options to connect with human representatives, establish clear procedures for escalating complaints and monitor customer feedback as new technology is introduced.
The study also warns that artificial intelligence is increasingly being used by scammers. The BBB advises consumers to be cautious of unsolicited automated phone calls, verify links before clicking on search results, research unfamiliar companies and remain alert to scams that use AI-generated content or impersonation techniques.
The findings are detailed in the BBB International Investigations Initiative’s latest report, “As Technology Booms, 90% of BBB Customer Reviews Show Frustration With AI.”