AI Chatbots and Virtual Assistants: Conversational Interfaces and Customer Service Outcomes.

Abstract

This paper presents a systematic review of AI chatbots and virtual assistants in customer service, analyzing 65 studies published between 2015 and 2025. It explores how conversational AI technologies such as GPT, BERT, Rasa, and Dialogflow enhance customer satisfaction and operational efficiency across industries. The findings highlight hybrid chatbots—combining automation with human support—as the most effective models. The study also identifies key challenges in emotional intelligence, inclusivity, and evaluation standards, offering guidelines for ethical and context-aware AI deployment in customer service.