Tips on turning AI into a competitive business advantage and not annoying interference

Artificial intelligence is no longer a tool reserved for large corporations with deep pockets and dedicated technology teams. Today, affordable and accessible AI platforms are giving small businesses the opportunity to compete in ways unimaginable just a few years ago.

From creating marketing content to improving customer service, AI can help business owners work smarter, save time, and focus on what they do best. But while the benefits are significant, success depends on using AI wisely and responsibly.

AI can help ease that burden by handling routine tasks that once consumed valuable hours. Some great advantages include the ability of AI-powered tools to draft emails, create social media posts, generate marketing ideas, write product descriptions, and even help develop website content. A business owner can provide a few details about a product or promotion and receive a polished draft in seconds. This allows staff to spend more time engaging with customers and growing the business.

But a new BBB study, titled “As technology booms, 90% of BBB customer reviews show frustration with AI,” presents that other side of AI that business owners need to consider. Over the last three years, BBB has received more than 100,000 complaints, reviews, and Scam Tracker reports mentioning artificial intelligence and automation. While reporting categories encompass different types of issues, there is one clear concern across all consumer sentiment data: customers often feel unheard or dissatisfied when dealing with automated or AI services.

As the number of complaints continues to escalate, many are coming from online retail (e-commerce) and tech-forward industries, with many consumers expressing confusion and frustration over their inability to resolve their issues and the time wasted. Many consumers reported feeling ignored or left behind when they were unable to connect with a human representative.

Customers still value personal attention, empathy, and authentic relationships. An AI-generated response may answer a question, but it cannot replace the trust that develops when a customer speaks with a knowledgeable employee who genuinely understands their needs. The businesses that gain the greatest advantage from AI will be those that use technology to enhance customer experiences rather than eliminate the human touch.

Some tips on how businesses can successfully integrate AI include building on successes where customers praise the new technology. Pay attention to both good and bad feedback, and a trend of negative or positive responses can help you build or adjust for success. Some customer service AI can be very effective, while others can be frustrating, so it’s important to monitor and make every effort to let your customers feel heard.

Artificial intelligence is not a silver bullet that solves all your problems and saves you money, but it is a powerful tool. Used thoughtfully, it can help small businesses compete more effectively.

Double-check all copy before sending to customers or posting online or in newsletters. AI, unchecked, can make mistakes and produce fabricated statements, known as hallucinations. Plus, depending on the sources your AI pulls from, information can be outdated.

But using different prompting questions can help you research and brainstorm answers in hours instead of days. It can take company information and create marketing, sales, and valuable content you may never have thought of.

One other caveat for business owners. AI is making scams against businesses easier and more realistic. Be on the lookout for anything suspicious, and always research unsolicited offers before you send money or information.

The businesses that thrive in the years ahead will not necessarily be those with the biggest technology budgets. They will be the ones who learn how to combine innovative tools with the qualities that customers value most: trust, expertise, and genuine human connection.

Think of AI as a tool to help open the door to new opportunities, but people remain the key to long-term business success.

• Steve J. Bernas is president and CEO of the Better Business Bureau and can be reached at sbernas@chicago.bbb.org.