Consumer complaints related to AI customer service grow nationwide

As artificial intelligence increasingly takes on roles in customer service — handling product inquiries, explaining costs, running promotions and managing after-sales issues — consumer frustration with these systems has been rising.

A report released earlier this month by the China Consumers Association revealed that in the first half of this year, many consumers expressed dissatisfaction with after-sales services, particularly with AI-powered customer support. Common complaints included difficulties reaching a human agent and unreliable information provided by AI systems.

The association said it handled 985,928 consumer complaints between January and June, a slight decrease of 1.01 percent from the previous year.

Nearly 27 percent of the complaints were related to after-sales service, making it the most common issue, followed by contract disputes, product quality concerns and misleading advertising.

The most frequently complained about product categories included household electronics, clothing and footwear, food, daily necessities and motor vehicles.

The association also highlighted a notable increase in complaints involving AI customer service and other general-purpose AI tools. Consumers were mainly frustrated by unfulfilled promises made by AI agents, difficulties reaching human representatives, and inaccurate or misleading responses.

In one case disclosed by the association, a consumer surnamed Zhou complained on June 28 after accidentally purchasing the wrong regional version of a game pack on a major gaming platform in Shenzhen, Guangdong province.

When he contacted the company's customer service, he received only automated AI responses directing him to various mini programs and service accounts. He was unable to reach a human agent to process his refund.

A similar incident occurred on June 23, when a woman surnamed Wang found herself locked out of her home after her smart door lock malfunctioned. Her family, including a 6-month-old baby, was unable to enter the house despite trying passwords, keys and even a power bank to open the lock.

When Wang called the after-sales hotline, she could speak only to an AI robot, with no option to reach a human representative. After waiting about 50 minutes, she had to pay for a locksmith herself.

In another case, a consumer surnamed Gong paid a deposit for a used car after an AI customer service representative told him that the total price included transfer and registration fees. During the offline transaction, however, a sales representative asked him to pay an additional 1,000 yuan ($148) transfer fee.

Gong argued that the conflicting information provided by the AI and the salesperson had led him to make a poor decision and demanded a refund of his deposit.

In response to the growing number of complaints about AI systems, the association cited laws requiring businesses to provide consumers with truthful and complete information about the quality, performance, intended use and validity period of their goods and services, while prohibiting false or misleading advertising.

The association urged businesses to establish clear and convenient channels for consumers to reach human agents. While AI systems themselves cannot be held legally responsible, they are tools used by businesses, meaning that their output forms part of the services provided to consumers, the association said.

Consumers were also advised to verify important transaction details through official channels, such as company websites or customer service hotlines, rather than relying on third-party AI systems, to avoid unnecessary financial losses.

Li Ya, a lawyer from Zhong Wen Law Firm, acknowledged that AI can reduce costs and improve response times, but said its performance should not be judged solely by speed or automated resolution rates.

"The real test is how many consumer issues are actually resolved, how smoothly calls are escalated to human agents, and how quickly disputes are handled," Li said. "Technology can transform service delivery, but it must not undermine consumers' legitimate rights."

Li called for an effective "human backup system" in customer service.

"AI is fine for routine questions, but it shouldn't be a dead end," he said. "We need clearer labels and limits for AI agents. Customers should always know whether they are speaking to a bot or a human."

caoyin@chinadaily.com.cn