BBB Urges 50% of AI Search Users to Verify Businesses Before Buying

2 articles · Updated · KOMO News · May 17

More than half of shoppers now use AI-generated search summaries to research businesses, prompting the Better Business Bureau to warn that top placement is not proof a company is trustworthy.
BBB said AI often elevates firms with strong websites, active profiles, reviews, directory listings, SEO and sometimes paid ads—signals that can reflect visibility rather than reliability.
Scammers can also quickly build fake websites to steal money and personal information, while legitimate local businesses may rank poorly simply because they have a smaller online footprint.
BBB advises consumers to treat AI results as a starting point, then check contact details, licensing, verified reviews, complaint responses and BBB accreditation or ratings on BBB.org.

As AI-driven shopping scams surge, who is liable when your AI assistant recommends a fraudulent business?

AI can build a perfect fake online store in minutes. How can you tell if the business you found is real?

AI search results are biased towards dominant brands. Is this the end of the level playing field for small businesses online?