Artificial Intelligence–Driven Conversational Agents in Mental Health Services

Aarav Chidambaram

MPRA Paper from University Library of Munich, Germany

Abstract: The proliferation of Artificial Intelligence (AI) technologies has profoundly transformed service ecosystems, with Virtual Conversational Agents (VCAs) emerging as critical digital interfaces across sectors. In mental health services, VCAs represent both a technological innovation and a service design intervention capable of reshaping accessibility, engagement, and perceived service quality. This paper adopts a marketing and digital technologies perspective to examine the role of AI-driven conversational agents in mental health service delivery. Using a multivocal literature review methodology and drawing upon Total Quality Management (TQM) principles, the study integrates insights from digital marketing, service management, and health technology regulation. A conceptual framework is proposed that links accessibility, anthropomorphism, trust, regulatory governance, and service quality outcomes. The findings suggest that while VCAs can significantly enhance access and user engagement, their sustainable deployment depends on robust quality management and regulatory alignment. The paper contributes to marketing and digital services literature by positioning mental health VCAs as hybrid service technologies that require both customer-centric design and institutional oversight.

Keywords: Artificial Intelligence; Conversational Agents; Digital Marketing; Mental Health Services; Accessibility; Service Quality (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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