As artificial intelligence becomes more common in online customer service, the Better Business Bureau (BBB) says many consumers are finding the technology more frustrating than helpful.
A newBBB report, based on roughly 100,000 consumer complaints and comments, found that many people are struggling to resolve issues when interacting with AI-powered customer service tools, particularly while shopping online.
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Consumers report difficulty reaching a person
Wes LaFortune, media relations representative for BBB Alberta and East Kootenay, said one of the biggest concerns raised by consumers is the inability to speak with a real person when problems arise.
“What we’re hearing from consumers is they’re quite frustrated when they’re using AI,” LaFortune said. “They end up kind of in a doom loop. They can never get a hold of a person.”
He said consumers also reported receiving incorrect pricing information, inaccurate responses to questions and difficulty resolving issues through AI chatbots, especially on e-commerce websites.
While artificial intelligence continues to evolve, LaFortune said the technology still has room for improvement.
Ask questions before sharing information
Although AI itself is not always part of a scam, LaFortune said consumers should still be cautious about who they are interacting with online.
He encouraged people to ask businesses whether they are using artificial intelligence in their customer service systems and to understand how those systems work before relying on the information they provide.
“Be aware that this kind of technology can be problematic,” he said. “It’s evolving. People are excited about it, but obviously some of the kinks aren’t worked out.”
Feedback can improve the technology
LaFortune said consumers can also help improve AI-powered services by sharing their experiences with businesses.
He said companies benefit from hearing when automated systems fail to answer questions or create additional challenges for customers.
“It’s so valuable for businesses to hear from the consumers on what’s happening,” he said.
LaFortune also encouraged consumers to ask businesses how their personal information is collected, stored and used when interacting with AI tools.
“Ask the tough questions like what is happening with my data,” he said. “What do you do with it? How do you store it?”
He said those conversations can help businesses improve their systems while giving consumers a better understanding of how their information is being handled.
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