WICHITA FALLS, Texas (KAUZ) – The Better Business Bureau is investigating how businesses across Texas are using AI and how it’s being received by consumers.
The BBB reported hearing from consumers who are using AI customer service systems that don’t allow them to talk to a real human. Monica Houghton said the agency released research showing that consumers are dissatisfied with how companies use AI technology. He said the BBB advises businesses to listen to their customers and make sure people have the opportunity to speak to a human being.
As artificial intelligence becomes more accessible to businesses, the Better Business Bureau advises both consumers and businesses to prioritize human interaction and address customer complaints when dissatisfaction with AI grows.
“When you do business with a particular business, you need the ability to contact customer service, and what we often hear in fraud reports, business reviews, and complaints is consumers complaining that they don’t have a human to contact when something goes wrong,” Horton said.
Horton said consumers should do their research before interacting with a company’s AI or entering their payment information. He said the technology is growing in popularity and consumers need to understand that it may appear to be legal.
“Consumers just need to know and realize that AI technology can create compelling-looking ads. We recommend that you don’t click on top ads that are sponsored by scammers who are paying advertising fees. This AI technology allows consumers to create sales pitches that look truly authentic,” Horton said.
According to a report from the BBB and Stanford AI Index, 50% of companies find AI technology cost-effective. This becomes a problem when technology starts to mimic real-life situations.
“They can imitate your grandchild’s voice and make it sound like your grandchild. That’s perfect for the scam you’re being targeted at. They can create some nice-looking websites that look exactly like you so you can see who it is they’re trying to impersonate,” Horton said.
Horton encouraged people to adopt and embrace new technology, but said businesses should pay attention to how it interacts with customers. Click here for more information on this report.
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