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Study of adoption of artificial intelligence technology-driven natural large language model-based chatbots by firms for customer service interaction

Som Sekhar Bhattacharyya (Department of Strategy and Entrepreneurship, Indian Institute of Management Nagpur, Nagpur, India)

Journal of Science and Technology Policy Management

ISSN: 2053-4620

Article publication date: 6 May 2024

162

Abstract

Purpose

The purpose of this study was to comprehend the adoption of artificial intelligence (AI) technology-driven natural large language model (LLM)-based chatbots by customers.

Design/methodology/approach

A qualitative research study method was conducted. This was to explore managerial perspectives towards consumer centric technology adoption of AI plus LLM-based chatbots. This was specifically for AI-driven natural LLM-based chatbots services. The author conducted conducted in-depth personal interviews with 32 experts of digital content AI + LLM chatbot services. Thematic content analysis was undertaken to analyse the data.

Findings

The advent of natural language processing tools driven by AI technology chatbots has altered human-firm interaction. The research findings indicated that the push-pull-mooring (PPM) factors captured the phenomenon in the most comprehensive way. A total of 15 key factors influencing the adoption of AI technology-driven natural LLM-based chatbots by customers during firm customer interaction were identified in this study by the author. The thematic content analysis unraveled insights regarding transformed consumer adoptions towards AI-driven LLM-based chatbots by means of the PPM framework factors.

Research limitations/implications

The empirical research investigation contributed to the literature on the PPM theoretical framework. This was specifically in the context of adoption of AI technology-driven natural LLM-based chatbots by customers during firm customer interaction.

Practical implications

The research study insights would help managers to restructure and reconfigure their organizational processes. This would neccessiated a shift in firm-customer interactions as demanded because of the availability of AI technology-driven natural LLM-based chatbots by customers.

Originality/value

This research study was based upon the PPM theoretical framework. This study provided a unique analysis of the altered firm customer interaction needs and requirements. This was one of the first studies that applied the framework of PPM theory regarding the adoption of AI technology-driven natural LLM-based chatbots by customers.

Keywords

Citation

Bhattacharyya, S.S. (2024), "Study of adoption of artificial intelligence technology-driven natural large language model-based chatbots by firms for customer service interaction", Journal of Science and Technology Policy Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTPM-11-2023-0201

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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