The role of ethical chatbots for enhancing customer experience

Abstract

The ethical and social implications of artificial intelligence are controversially and complicatedly addressed in the existing literature. The present study intends to investigate how customer experiences are affected by ethical chatbots (relationship commitment, perceived benefits, and safety). Researchers employed partial least squares structural equation modeling (PLS-SEM) for the analysis of the data gathered from 271 respondents. The results of SEM demonstrate the strong impact of ethical chatbots (relationship commitment, perceived benefits, and safety) on consumer experiences. Marketers are advised to adopt a range of cutting-edge technologies, such as ethical chatbots. The study's findings will help marketers to get a competitive edge in an ever-changing business environment. This study intends to advance the field of online marketing. The current study will serve as guidelines for technology organizations and marketers to concentrate more on the effects of AI-powered ethical chatbots.