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BBB Wisconsin Releases 2026 State of Trust

Thursday, July 16th, 2026 -- 11:00 AM

The Wisconsin Better Business Bureau (BBB) released the 2026 State of Trust Wisconsin, a statewide research report based on a survey of 1,240 Wisconsinites examining the drivers of consumer trust, the evolving impact of Artificial Intelligence (AI) in the marketplace and the contemporary value of BBB.

The findings show that trust is now the leading factor in consumer decision-making, outpacing results, quality, price and service. Ninety-two percent of Wisconsinites rate trust as an important or very important factor when deciding where to do business, underscoring that businesses must earn confidence before they can win customers.

“In an AI-driven economy, trust is not optional - it is a business necessity,” said Jim Temmer, BBB Wisconsin CEO and President. “Consumers are telling us they want businesses to be honest, transparent and accountable, especially when technology is involved. The businesses that lead with trust will be best positioned to compete, recover from mistakes and build lasting relationships.”

Key Findings

  • Honesty is the highest standard for trust. Respondents ranked “being honest in all interactions with customers” as the most important business behavior for earning trust.
  • Trust is most often lost through poor service and unclear pricing. Poor customer service (57%) and hidden fees or unclear pricing (54%) are the top factors that cause consumers to lose trust.
  • Businesses can recover when they resolve issues well. Consumers who are satisfied with how a business resolves an issue are up to 13 times more likely to increase their trust in that company.
  • AI is currently a trust challenge for consumers. Overall, 50% of Wisconsinites say AI has a negative impact on consumer trust.
  • Consumers and small business leaders see AI differently. Consumers are more skeptical of AI, while small business leaders are more optimistic about its potential to improve competitiveness and customer engagement.
  • AI use creates vulnerability. Gen Z and Millennials are the most likely AI users, yet they are less likely to recognize scam exposure and report higher rates of financial loss from perceived AI-generated scams.

AI Creates a Trust Divide Between Consumers and Small Businesses

The research identifies a clear gap between how consumers and small business leaders view AI. Among consumers, 53% believe AI negatively impacts trust, compared with 22% who see a positive impact. Nearly half (48%) say they are mostly uncomfortable with businesses using AI for customer interactions.

Consumer concerns center on AI-generated scams, fake advertising, potential job impacts, privacy and the loss of the human touch. Seventy-four percent of respondents say they still prefer human engagement over AI assistants.

Small business leaders in Wisconsin are more optimistic: 65% agree AI can help increase business competitiveness, 47% believe AI has a positive impact on trust and 57% are comfortable with businesses using AI to interact with customers.

Younger Generations May Face Greater Trust and Scam Risks

The research suggests that Gen Z and Millennials may face greater trust-related risks in today’s digital environment. Compared with other generations, they are more likely to report being frequent users of AI, having lost money to scams, including scams that they believed involved AI, and being less aware of their overall exposure to scams.

Notably, Gen Z tends to approach trust-building and dispute resolution differently, relying less on traditional trust signals and established resolution channels and more on the volume of unvetted online reviews.

While this research cannot determine cause and effect, these patterns may help explain Gen Z’s greater likelihood of reporting unresolved negative experiences with Wisconsin businesses and lower overall trust in businesses than other generations.

AI May Increase the Appeal of Skilled Trades

The research suggests AI may be reshaping how Wisconsinites view career security. Sixty percent of all respondents express confidence that skilled trades will remain more resilient than office-based jobs amid the growth of AI and automation and 53% agree or completely agree that skilled trades jobs are becoming a more appealing career choice because of AI. As one survey respondent put it: “AI can’t fix a plumbing leak or install a deck on a house.”

The State of Trust Wisconsin research report and a narrated summary of its key findings will be available exclusively to BBB Accredited Businesses, providing actionable insights to help them better understand consumer expectations and continue leading with trust in today’s AI-driven marketplace.

For more information or further inquiries, contact the Wisconsin BBB at www.bbb.org/wisconsin, 414-847-6000 or 1-800-273-1002. Consumers also can find more information about how to protect themselves from scams by following the Wisconsin BBB on Facebook, Twitter, Instagram and YouTube.

Feel free to contact us with questions and/or comments.