BBB of Southern Colorado

About Us

Since 1980, the Better Business Bureau of Southern Colorado has helped consumers identify businesses, brands, and charities they can trust across 25 counties. Today, trust matters more than ever—but the way it’s earned and recognized has fundamentally changed. Businesses no longer serve just human customers. They now have two audiences: people and the AI algorithms that increasingly decide which businesses are visible, credible, and recommended. As consumer discovery shifts from traditional search engines to AI-driven answer engines and conversational platforms. In this new answer-first economy, visibility depends on accurate data, structured content, and verified reputation signals. Through accreditation, complaint resolution, and marketplace transparency, BBB provides the independent, third-party trust signals that both consumers and AI systems rely on to identify, validate, and recommend trustworthy businesses. BBB of Southern Colorado helps translate business trust into authoritative data points that AI systems can understand and prioritize. As consumers increasingly rely on tools like ChatGPT, Gemini, and Claude to guide purchasing decisions, businesses must be prepared to be evaluated by machines, not just people. BBB supports this shift by providing free AI education and practical, hands-on training for small businesses, helping them responsibly use generative AI, improve workflows, strengthen digital credibility, and adapt to an economy where AI plays a central role in how trust is assessed and recommendations are formed. As an accredited business, you have access to even more free AI training courses. BBB of Southern Colorado is helping future-proof our workforce through a strategic partnership with Google, providing free access to accredited businesses to Google AI training and Google Career Certificates in high-demand fields such as IT, digital marketing, cybersecurity and data analytics. These programs help individuals build relevant, in-demand skills that prepares our regional workforce for an AI-driven economy. From championing ethical business standards to translating trust for AI-powered discovery, BBB of Southern Colorado helps businesses build credibility that matters—both to consumers and the technologies guiding their decisions. Counties served by the BBB of Southern Colorado include: Alamosa, Baca, Bent, Chaffee, Cheyenne, Conejos, Costilla, Crowley, Custer, El Paso, Fremont, Gunnison, Hinsdale, Huerfano, Kiowa, Kit Carson, Las Animas, Lincoln, Mineral, Otero, Prowers, Pueblo, Rio Grande, Saguache, and Teller.