Abstract
The advent of conversational artificial intelligence (AI) chatbots has brought about significant changes in the landscape of online customer experience (CX). As brands strive to enhance their digital interactions with customers, it is crucial to understand how different Generational segments perceive and engage with these AI-driven tools. This study investigates the effect of conversational artificial intelligence (AI) chatbots on the online CX, focusing on Gen X and Gen Y in South Africa. The study aims to understand the attitudes and perceptions of these Generational cohorts towards chatbot interactions in the context of online services and brands. By exploring the attitudes and preferences of Gen X and Y concerning chatbots, this study seeks to provide valuable insights into the role of AI conversational chatbots in shaping the contemporary online CX within this unique Generational setting. A qualitative research approach was employed, involving in-depth interviews. The population was selected using purposive sampling to select a sample of 12 participants, evenly split between Gen X and Gen Y. For data analysis, the study used the Miles and Huberman approach to thematic analysis and identified five themes which are: sectors in chatbot adoption, consumer perceptions of chatbots on brand impressions, CX, ethical issues, and the power of emotional connection in shaping preferences for chatbots. The research findings of this study reveal that contrary to the study's initial expectations, there were no substantial Generational differences in the participants' attitudes and perceptions toward chatbot interactions. Both Gens exhibited similar appreciation for the convenience, accessibility, and responsiveness that chatbots brought to their online interactions, highlighting the universality of chatbot acceptance across 24–60 age groups in South Africa. Participants from both Gens recognised the potential of chatbots to enhance customer support, streamline processes, and improve overall satisfaction when engaging with online services. This means satisfied customers are more likely to engage with chatbots, increasing loyalty and potentially increasing business revenue. Additionally, there are no significant Generational differences in attitudes towards brands using chatbots, indicating that brands can use chatbots for customer service without isolating specific age groups in their marketing efforts. Therefore, this research highlights the universal appeal of chatbots as a valuable tool for enhancing the online CX and driving brand success. The study makes recommendations for brand communication using AI conversational chatbots.
Keywords: Conversational AI, chatbots, online CX, Gen X, Gen Y, South Africa, interaction, brand communication.