Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots

Zongwen Xia () and Randall Shannon
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Zongwen Xia: College of Management, Mahidol University, Bangkok 10240, Thailand
Randall Shannon: College of Management, Mahidol University, Bangkok 10240, Thailand

Sustainability, 2025, vol. 17, issue 5, 1-25

Abstract: With the rapid advancement of artificial intelligence (AI), chatbots represent a transformative tool in digital customer engagement, reshaping customer–brand relationships. This paper explores AI chatbots on customer–brand interactions by analyzing key features, such as interaction, perceived enjoyment, customization, and problem-solving. Based on the Technology Acceptance Model (TAM), the research investigates how these attributes influence perceived ease of use, perceived usefulness, customer attitudes, and ultimately, customer–brand relationships. Adopting a mixed-methods approach, this study begins with qualitative interviews to identify key engagement factors, which then inform the design of a structured quantitative survey. The findings reveal that AI chatbot features significantly enhance customer perceptions, with ease of use and usefulness in shaping positive attitudes and strengthening brand connections. The research further underscores the role of AI-driven personalization in delivering sustainable customer engagement by optimizing digital interactions, reducing resource-intensive human support, and promoting long-term brand loyalty. By integrating TAM with customer–brand relationship theories, this study contributes to AI and sustainability research by highlighting how intelligent chatbots can facilitate responsible business practices, enhance operational efficiency, and promote digital sustainability through automation and resource optimization. The findings provide strategic insights for businesses seeking to design AI-driven chatbot systems that improve customer experience and align with sustainable digital transformation efforts.

Keywords: AI chatbot; service agent marketing effort; attitude; customer–brand relationship (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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