Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism

What is it about?

This study explores how people from different cultures respond to chatbot marketing, especially in relation to how much they value individuality versus group belonging (a trait called "individualism"). By surveying over 500 international travelers and shoppers in Athens, Greece, the research shows that chatbot features like personalization, human-like behavior, and problem-solving don't have the same impact on everyone. For people from more group-oriented cultures (collectivists), chatbots that feel personal and human-like help build a stronger emotional connection with a brand. For more individualistic users, chatbots that offer customized content or solve problems efficiently are more influential, helping shape how they see the brand and how satisfied they feel. These insights are valuable for international companies using AI tools like chatbots. Tailoring chatbot strategies to match cultural values can improve customer experiences, build stronger brand relationships, and ultimately boost satisfaction across global markets.

Featured Image