The impact of AI chatbots on consumer behaviour outcomes : exploring the concept of brand personality

Abstract

In today's rapidly evolving digital landscape, consumer-brand interactions are increasingly mediated by technology, with AI-powered chatbots emerging as a prominent element in this relationship. Since their inception, chatbots have revolutionised the way consumers engage with brands, offering immediate assistance, personalised recommendations, and round-the-clock support. However, amidst this technological advancement, a critical area remains relatively unexplored - the impact of consumer-chatbot interactions on consumer-brand relationships.