A influência dos chatbots no marketing digital: impactos na experiência do consumidor e na automação do atendimento

Abstract

The present study analyzes the impact of the use of artificial intelligence chatbots on digital marketing strategies and customer service, based on a comparative approach between barbershops with and without the adoption of this technology, combined with the perception of the general public. Methodologically, the research is characterized as descriptive and exploratory, adopting both qualitative and quantitative approaches, using semi-structured interviews with managers and a structured questionnaire applied to consumers in order to understand acceptance, satisfaction, and perceptions regarding the use of chatbots in commercial interactions. The results indicate that chatbots are strongly associated with agility, continuous availability, and the optimization of communication processes, contributing positively to customer experience, although challenges related to service humanization and the handling of more complex demands remain. It is concluded that the implementation of chatbots, when aligned with a customer-centered digital marketing strategy, represents a relevant tool for strengthening customer relationships and improving operational efficiency, especially in small service-oriented businesses.