The Role of AI Chatbots and Customer Relationship Management in E-Commerce Platforms: A Literature Review

Abstract

Purpose: This study aims to explore the role of artificial intelligence (AI)-based chatbot services in customer relationship management (CRM) on e-commerce platforms and their impact on service quality

Design/methodology/approach: Through a systematic literature review approach, this study analyzes various studies that discuss the effectiveness of AI chatbots in improving customer satisfaction, response speed, and the personalization of interactions

Findings: The results indicate that AI chatbots significantly improve the customer experience through human-like language capabilities, empathy, responsiveness, and engagement, including 24/7 service that ensures access to information whenever needed. Additionally, AI chatbots can analyze customer behavior in real-time to support proactive and personalized marketing strategies, as well as reduce operational costs and expand service reach.

Practical implications: Implicitly, the adoption of AI chatbots not only enhances operational efficiency but also strengthens long-term relationships with customers, particularly in the context of Indonesia’s emerging market where information asymmetry and the challenges of non-standard Indonesian NLP are critical factors.

Originality/value: This research provides a strong foundation for the development of more human-like, efficient, and adaptive chatbots that align with the needs of modern consumers in the digital age.

Paper type: review