Study Finds Widespread AI Complaints

By: M. Scott Morris
Published: June 30th, 2026

Over the past three years, BBB has received more than 100,000 complaints, reviews, and Scam Tracker reports mentioning artificial intelligence (AI) and automation. While reporting categories encompass different types of issues, there is one clear concern across all types of consumer sentiment data: Customers often feel unheard or dissatisfied when dealing with automated and AI services.

In the new study “As Technology Booms, Over 90% of BBB Customer Reviews That Mention AI Services Express Negative Experience,” BBB’s International Investigations Initiative (III) examines patterns of reports and shares stories to empower businesses to research whether AI tools are the right choice for their company and to prepare consumers to distinguish legitimate businesses from scams.

Key findings:

• Of nearly 20,000 business reviews mentioning AI since 2023, more than 90% indicated negative sentiment.
• BBB has received nearly 100,000 AI and automation-related complaints since 2023 with many in online retail, ecommerce, and tech-forward industries.
• Consumers expressed confusion and frustration with an inability to solve their issues.
• Many consumers felt ignored or left behind when not able to connect with a human representative.

What can businesses do to integrate AI successfully?

• Consider the ways customers interact with newly introduced technology.
• Offer the option to connect with a human representative after a certain amount of time.
• Create a clear system to escalate higher-level complaints.
• Listen to feedback.
• Build on successes where customers are praising new technology.
• Don’t be afraid to adjust if the initial tech rollout isn’t working.
• Let your customers feel heard, even if they are upset.

Related Stories