How chatbots influence marketing

Abstract

Summary The role of digital technologies, especially the Internet of Things (IoT) and Artificial Intelligence (AI), increasingly become a key element of diverse interactions between brands and consumers. Homo Cyber Oeconomicus, one of the potential stages of ongoing consumer’s evolution, lives between processes of dehumanization of the surrounding world and humanization of digital technologies. While remaining in a constant contact with smart devices, systems and algorithms, they are looking for new values and meanings, which are a metaphor of their desires, fears and behaviors. As a result, the digital ecosystem, as an attempt to combine the humanism idea with technologization processes, poses new challenges to companies/brands, both concerning the quality of interactions with an increasingly digital consumer and tools used in that process. Chatbots can prove to be an interesting solution here, as their spectrum of potential areas of implementation in business systematically increases. The paper attempts to identify the influence of chatbots on marketing taking into account their role in Human–to–Machine interaction process. A part of these considerations is of the character of philosophical discourse on the role of that technology in human life, which is a starting point for the presentation of preliminary assumptions for a model of consumer-chatbot interaction (digital technology) in marketing activity of companies/brands.

Role of cognitive absorption in building user trust and experience

“…Notably, chatbots using AI synchronization is a recent uprising in the last 5 years in the service industry. Kaczorowska‐Spychalska (2019) has supported the notion that chatbots can control many marketing functions through a human‐machine interface.…”

“…A chatbot is a computer program that conducts a conversation in natural language and sends a response based on business rules and data tuned by the organization (Kaczorowska‐Spychalska, 2019). This technology facilitates customers to chat with AI‐commanded chatbots to answer queries regarding various pre‐tuned levels.…”

Implementation of Chatbot in Online Commerce, and Open Innovation

“…Social networks are relevant modern tools that allow companies to improve their online commercial sales [3] and relationships between sellers and consumers [4], but nowadays, there is an urgent need to use advanced technological tools at the business level due to the continuous use of digitization in society [5].…”

“…One such technological tool, known as a chatbot, seems to be a gateway to the automation of different processes that were traditionally carried out by human employees or entrepreneurs, achieving cost savings and generating a high degree of satisfaction with users and clients [5].…”

Detecting Bot-Generated Text by Characterizing Linguistic Accommodation in Human-Bot Interactions

“…Bots are useful in a wide variety of applications areas including business (Kaczorowska-Spychalska, 2019), education (Kerlyl et al, 2006), and health (Yadav et al, 2019;Liednikova et al, 2020). For instance, Yadav et al (2019) studied the use of chatbots as a drop-in first-point-ofcontact for women in India seeking breastfeeding information.…”