The Use of Artificial Intelligence in E-Commerce Customer Communication

Purpose: The aim of the article is to address the issue of using artificial intelligence tools to communicate with customers in e-commerce. The first part of the study analyzes theoretical approaches to artificial intelligence. The second part describes the research methodology, presents the results and analysis of own research. Design/Methodology/Approach: The purpose of the article was achieved through an argumentative review of the literature, providing a foundation for the methodological assumptions for further research. The main research method was a diagnostic survey. The use of a combination of qualitative and quantitative methods made it possible to find out the opinions of respondents on the issue under study. This made it possible to formulate conclusions and recommendations. Findings: In view of the unquestionable presence of artificial intelligence in various areas of social life, an attempt was made to solve the research problem concerning the application of the Chatbot artificial intelligence tool in customer communication in the e-commerce sector. The analysis of the extensive literature on the subject and the results of survey research indicate that there are numerous controversies related to the use of artificial intelligence and its practical applications. Practical Implications: The conclusions of the research should serve as guidelines for improving the design of a communication tool such as Chatbot. They also suggest directions for the development of the competence of managers responsible for communication in the company, paying particular attention to modern tools and technologies. Originality/value: The originality of the article lies in taking up a topic that has not been widely covered in the literature so far. The analysis conducted made it possible to identify contemporary trends in the perception of artificial intelligence and its applications. The growing interest of consumers in Metaverse-related products and services, including e-commerce, and their increasing activity in virtual spaces was noted. The thesis was put forward that although communication with Chatbot in e-commerce is not without its flaws, it supports the process of making purchasing decisions and improves the effectiveness of customer interactions.