Chris Holman welcomes back Lisa Frohnapfel, President & CEO, BBB (Better Business Bureau) MI, in Western Michigan.
Watch Lisa and Chris discuss AI, marketplace trust, the BLAZE AI Summit and the 2026 Torch Awards for Ethics in the YouTube video shared below:
Chris had several questions for Lisa in this conversation:
- Welcome back Lisa, how has uniting most of Michigan’s geography for the BBB gone so far?
The BBB® of Michigan is just coming off its 9-hour BLAZE AI Summit 2026 in Grand Rapids, please share some highlights?
How does focusing on A.I. match the mission we’ve come to know for the Better Business Bureau?
- The BBB® of Michigan is taking nominations and applications for Finalists of the 2026 Torch Awards for Ethics, tell us about the Torch Awards for Ethics?
- Please share the significance of the 2026 Awards?
- Give us some event highlights: who, what, when, where?
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The BBB Torch Awards for Ethics represent the highest honor presented by the Better Business Bureau, celebrating organizations that display an exceptional commitment to marketplace trust, character, culture, and community integrity.
Eligibility and Rules
- Time in Business: Must be operational for at least 3 consecutive years.
- BBB Standing: Must hold a BBB rating of “B” or higher (if currently rated).
- Accreditation: BBB Accreditation is not a requirement to apply, be nominated, or win.
- Location: Must operate within the BBB of Michigan service area (covering 80 counties).
BBB continues to evolve after more than 100 years
Most people still think of BBB as the place to file a complaint or check a business before making a purchase. While those services remain a core part of our mission, BBB of Michigan has evolved into a statewide organization focused on supporting, educating and empowering both businesses and consumers through education, strategic partnerships and trusted resources.
Building trust in the age of AIThe BLAZE AI Summit was one of our biggest initiatives this year and demonstrated that Michigan businesses are looking for practical guidance on using artificial intelligence responsibly. Rather than focusing on hype, BBB is helping organizations understand how to implement AI while maintaining ethics, transparency and human judgment.
That work continues through our Trust in the Age of AI initiative, which includes webinars, workshops and educational resources designed to help businesses navigate the rapidly changing AI landscape. Business leaders can continue their AI journey with BBB of Michigan at BBB.org/MiAI
Helping businesses navigate government
Another growing initiative is our Business Licensing Education Series, developed in partnership with the Michigan Department of Licensing and Regulatory Affairs (LARA). The program helps current and aspiring business owners better understand licensing requirements and avoid common mistakes that can delay opening or expanding a business. Our March webinar covered Licensing 101 & FAQs, the June webinar covered HVAC licensing and our next webinar coming up on September 22 will cover Building & Maintenance. Watch recorded sessions and learn more at BBB.org/mi-licensing.
Supporting Michigan’s business community
Beyond AI and licensing education, BBB continues expanding the resources available to Michigan businesses through educational programming, marketing opportunities, networking events, strategic partnerships and free workshops for chambers, associations, schools and community organizations across the state.
We’re always happy to bring presentations directly to organizations on topics such as fraud prevention, scams, cybersecurity, artificial intelligence, business trust and marketplace best practices.
A valued partnership with Michigan Business Network
We’re also excited to continue sponsoring the Michigan Future Business Index. It’s a natural fit with our mission because it helps business leaders better understand the issues, opportunities and trends shaping Michigan’s economy.
Looking ahead
As we finish 2026 and begin planning for 2027, we’re focused on expanding educational programming, strengthening statewide partnerships and increasing awareness of the many ways BBB serves businesses and consumers.
One initiative we’re particularly excited about is our upcoming “Life’s First…” awareness campaign. The campaign will help introduce people to BBB at key moments throughout their lives, from starting a business or hiring a contractor to buying a vehicle, starting a bank account, avoiding scams and making other important decisions where trust matters most.
While the tools and technologies around us continue to evolve, BBB’s mission remains the same: helping people make smarter decisions by providing trusted information, practical education and resources that build confidence in the marketplace.
For anyone interested in learning more about our programs and initiatives, our main landing page is: BBB.org/SEEmi
