On Your Side: Over 90% of customer reviews mentioning AI services express negative experiences, Better Business Bureau study finds

SPRINGFIELD, Mo. (Edited News Release/KY3) - Artificial intelligence is inescapable. Emerging technology is ubiquitous in the workplace, at schools, and on computers and phones.

The benefit of a personal assistant at your fingertips is exciting for many — but concerning for others, especially as AI becomes a tool for both legitimate businesses and scammers.

Over the last three years, the Better Business Bureau has received more than 100,000 complaints, reviews, and Scam Tracker reports mentioning artificial intelligence and automation. While reporting categories encompass different types of issues, one clear concern emerges across all types of consumer sentiment data: customers often feel unheard or dissatisfied when dealing with automated and AI services.

A new BBB study titled “As technology booms, over 90% of BBB customer reviews that mention AI services express negative experience” examines patterns of reports and shares stories to empower businesses to research whether AI tools are the right choice for their company. The study also aims to prepare consumers to distinguish legitimate businesses from scams.

The BBB’s International Investigations Initiative has examined patterns of fraud since 2021. Previous studies examined job scams, business scams, online gambling, vehicle purchases, identity theft, and other schemes.

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