Published Paper Details:

Chatbots and voice assistants have slowly become more than a mere experiment and are now considered a part of service marketing. They enable the brands to be available wherever they need and collect a wealth of information on behaviour which can be used to personalise the interactions. Nevertheless, a lot of organisations are still apprehensive since the consequences on customer experience cannot always be foreseen. This review is based on the results of thirty-four studies and industry publications (2018-2025) to gain knowledge about the strong and weak aspects of human-AI service encounters. Based on the Technology Acceptance Model and the concepts of Relationship Marketing, the study points out evident benefits: conversational systems, when designed in a sensible way, have the potential of boosting the level of engagement and boosting the degree of satisfaction, in addition to improving the rates of click-throughs. Nevertheless, the same literature constantly singles out such risks as trust, privacy, authenticity, fairness, and the resilience of digital operations. To manage such challenges, firms are advised to go transparent in their data practices in active consent, create hybrid service strategies where sensitive issues are addressed by human employees, and carry out regular audits to observe bias and communication standards. Moving forward, it is noted that more extensive, multi-platform studies are necessary that would be able to capture the impact of these interactions on the loyalty and the brand value in the long term. An even-handed strategy between innovation and accountability will eventually enable firms to provide efficiency in digital service provision without fully neglecting the ethical responsibility.