The Adoption and Efficacy of Large Language Models: Evidence From Consumer Complaints in the Financial Industry

Large Language Models (LLMs) are reshaping consumer decision-making, particularly in communication with firms, yet our understanding of their impact remains limited. This research explores the effect of LLMs on consumer complaints submitted to the Consumer Financial Protection Bureau from 2015 to 2024, documenting the adoption of LLMs for drafting complaints and evaluating the likelihood of obtaining relief from financial firms. We analyzed over 1 million complaints and identified a significant increase in LLM usage following the release of ChatGPT. We find that LLM usage is associated with an increased likelihood of obtaining relief from financial firms. To investigate this relationship, we employ an instrumental variable approach to mitigate endogeneity concerns around LLM adoption. Although instrumental variables suggest a potential causal link, they cannot fully capture all unobserved heterogeneity. To further establish this causal relationship, we conducted controlled experiments, which support that LLMs can enhance the clarity and persuasiveness of consumer narratives, thereby increasing the likelihood of obtaining relief. Our findings suggest that facilitating access to LLMs can help firms better understand consumer concerns and level the playing field among consumers. This underscores the importance of policies promoting technological accessibility, enabling all consumers to effectively voice their concerns.