SEATTLE — Artificial intelligence is changing how consumers shop online, and the Better Business Bureau is urging people to take extra steps to verify businesses before making purchases or hiring services.
More than half of shoppers now rely on AI-generated search summaries instead of traditional search results or recommendations from friends when researching businesses, according to the BBB.
Cameron Nakashima of the Better Business Bureau said consumers should understand that a business appearing at the top of an AI search result is not automatically the most trustworthy option.
“Visibility alone is not the same thing as an endorsement of trust,” Nakashima said.
Businesses that appear prominently in AI searches often have strong websites, active online profiles, customer reviews, directory listings and effective search engine optimization strategies. Some businesses may also use paid advertising, factors AI systems may interpret as “trust signals.”
However, Nakashima said consumers should not assume businesses that do not appear in AI-generated results are untrustworthy.
“Some great local businesses simply have a smaller online footprint or do not focus heavily on digital marketing,” Nakashima said.
At the same time, he warned that scammers can quickly create fake websites designed to steal money and personal information, making careful research increasingly important.
The BBB recommends consumers use AI search results as a starting point rather than a final answer when evaluating businesses.
Consumers should look for signs of legitimacy, including professional websites, clear contact information, proper licensing, verified customer reviews and evidence that businesses respond professionally to complaints.
The BBB also encourages consumers to check whether a business is BBB Accredited and to review company profiles and ratings on BBB.org.
“AI can help you find businesses quickly, but taking a few extra minutes to verify trust can help protect 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.