Is AI Ruining Customer Service? BBB Survey Reveals Growing Frustration

A new Better Business Bureau (BBB) survey has uncovered a troubling trend: 90% of 20,000 businesses reported negative experiences with AI-powered customer service. Since 2023, the BBB has received over 100,000 complaints related to AI services, from chatbots that can't solve problems to automated phone lines that lack human touch.

The Study's Focus

Don O’Brien, BBB’s regional director for the Quincy area, explained that the study examined two areas: the BBB’s Scam Tracker and complaints or reviews filed over the past three years. The results are stark—complaints nearly doubled in two years, jumping from 22,000 in 2023 to nearly 34,000 in 2025—a 55% increase.

Advice for Consumers

O’Brien offered practical advice for those frustrated with AI interactions:

• You are under no obligation to answer unknown calls, open suspicious emails, or click on unfamiliar links.
• If you're uncomfortable during an AI-driven phone call, just hang up. If you ask to speak to an agent and aren't connected, hang up.

Take Action

The BBB encourages anyone dissatisfied with AI customer service to file a complaint at bbb.org.

As AI becomes more prevalent, the demand for human-centered customer service is more critical than ever. Businesses should balance automation with genuine human interaction to avoid alienating customers.