Our consumer champion, Jane Hawkes, shares essential guide to using AI effectively when making a complaint - and reveals the mistakes consumers must avoid.

Consumers are increasingly turning to artificial intelligence to help them make complaints against companies but there can be significant pitfalls.

The biggest benefits are that AI can help decipher complicated terms and conditions, organise lengthy email exchanges, identify questions a company has failed to answer and turn an emotional rant into a clear, effective complaint.

But while the technology has the potential to level the playing field between consumers and large companies and consumers need to understand its limitations and use it as an assistant rather than an advocate.

And my biggest warning is simple: never allow AI to invent your complaint.

AI is remarkably good at producing convincing text, but that doesn't mean every sentence it produces is true.

Never allow it to invent dates, conversations, promises, losses, evidence or things a company supposedly said. Your complaint should be based entirely on what actually happened.

AI may also confidently tell you that you're entitled to compensation or quote legislation that sounds impressive but simply doesn't apply to your situation. Always check legal references and consumer rights against a reliable and current source.

This is what AI CAN do for consumers:
Decode complicated information, including warranties, cancellation policies and terms and conditions.

Structure a complaint, turning notes, emails and a timeline of events into a clear and concise case.

Test your argument, by asking AI to consider how the company might respond and identify potential weaknesses.

Check whether a company has actually answered your questions, particularly after lengthy email exchanges.

Remove unnecessary emotion, helping consumers remain firm and assertive without becoming aggressive.

Identify useful evidence, such as receipts, photographs, booking confirmations and correspondence.

Clarify the desired outcome, whether that is a refund, replacement, reimbursement, explanation or apology.

Explore escalation options, such as internal complaints procedures, ombudsman schemes or alternative dispute resolution.


My don’ts include:
Don’t let AI write your entire case. Use it to organise and strengthen your complaint, but make sure the final version reflects your own experience, language and concerns.

Don’t share unnecessary personal information. Remove account numbers, passwords, payment details, full addresses and other sensitive information before putting your complaint into an AI tool.

Don’t send the first draft. Check every fact, date and figure carefully and make sure the AI hasn’t misunderstood or changed what actually happened.

Don’t blindly trust legal information. Always check any legislation, consumer rights or legal claims suggested by AI against a reliable and current source.

Don’t mistake length for strength. Resist the temptation to send a five-page AI-generated essay. Keep your complaint clear, concise and focused on what happened, the evidence, why you’re unhappy and what you want the company to do to put things right.

Use AI to cut through the waffle - not create more of it.




For further information and expert commentary:
www.LadyJaney.co.uk