The impact of artificial intelligence powered chatbots on the consumer experience and purchase intent

Abstract

In a digital consumer environment, companies face the challenge of providing efficient, personalized, and 24/7 customer service. This research analyzed the impact of artificial intelligence (AI) chatbots on consumer experience and purchase intent, compared to traditional methods such as human assistance and Customer Relationship Management (CRM). The research employed a mixed-methods approach, surveying 213 people and conducting a pre-experiment with direct interaction between consumers and virtual assistant programs. Variables such as clarity, personalization, speed, and continuity of service were explored. The study drew on concepts such as natural language processing, machine learning, and sentiment analysis, arguing that chatbots can maintain more human-like and effective conversations. The results showed that, after interaction, users overwhelmingly preferred the chatbot, highlighting its accuracy, speed, and availability. It was concluded that AI chatbots not only significantly improve the shopping experience, but also increase purchase intent by up to 60%, validating their effectiveness as a strategic tool in customer service and digital marketing.