Seattle — Artificial intelligence is changing the way consumers shop online, and the Better Business Bureau is reminding people to take extra steps to verify businesses before making purchases or using their services.
According to BBB, more than half of shoppers now use AI-generated search summaries to research businesses, rather than traditional search results or recommendations from friends.
Better Business Bureau’s Cameron Nakashima said consumers need to understand that companies that appear at the top of AI search results are not automatically the most trusted choice.
“Visibility alone cannot prove trust,” says Nakajima.
Companies that show up prominently in AI searches often have strong websites, active online profiles, customer reviews, directory listings, and effective search engine optimization strategies. Some companies may also use paid advertising, an element that AI systems may interpret as a “trust signal.”
But Nakajima said consumers shouldn’t assume they can’t trust companies that don’t show up in AI-generated results.
“Some of the best local companies simply have a small online footprint or don’t focus much on digital marketing,” Nakajima says.
At the same time, he warned, fraudsters can quickly create fake websites aimed at stealing money or personal information, making careful research all the more important.
BBB recommends that consumers use AI search results as a starting point, rather than the final answer, when evaluating companies.
Consumers should look for signs of legitimacy, such as a professional website, clear contact information, appropriate licensing, verified customer reviews, and evidence that the company handles complaints professionally.
BBB also recommends that consumers find out if a business is BBB accredited and review company profiles and ratings on BBB.org.
“AI can help you find businesses quickly, but taking a few extra minutes to verify authenticity can save your money, your information, and your peace of mind,” Nakashima said.
The Better Business Bureau offers additional AI research tips and business profiles at BBB.org.
