Recent research published in the Journal of Retailing and Consumer Services: “Impact of Gen-AI chatbots on consumer services experiences and behaviors: Focusing on the sensation of awe and usage intentions through a cybernetic lens” reveals fascinating insights into how AI chatbots are revolutionizing customer service by creating meaningful connections with users. The study, conducted by researchers across multiple institutions, explores why people are increasingly choosing to interact with chatbots over human customer service representatives.

At the heart of this transformation is what researchers call “cybernetic theory” – the study of how humans and machines communicate and control information exchange. The findings show that modern AI chatbots succeed not just because they’re efficient, but because they can create genuine connections with users through several key factors.

First, the study found that chatbots’ perceived “humanness” significantly impacts their effectiveness. When chatbots display human-like traits such as empathy and understanding, users are more likely to engage with them positively. This isn’t about trying to trick users into thinking they’re talking to humans, but rather about creating comfortable, natural interactions that feel familiar and reassuring.

The research also highlighted the importance of competence and innovation in chatbot design. Users appreciate chatbots that can not only answer questions accurately but also adapt their responses and learn from interactions. This combination of reliability and adaptability creates what researchers term a “sensation of awe” – users are impressed not just by what chatbots can do, but by how they do it. Perhaps most interestingly, the study found that positive attitudes toward chatbots create a virtuous cycle. When users have good experiences with chatbots, they develop more positive attitudes toward them, which in turn leads to more productive interactions. This finding suggests that initial chatbot experiences are crucial in shaping long-term user acceptance. The implications for businesses are significant. Companies investing in chatbot technology should focus not just on functional capabilities but on creating engaging, human-like interactions. The research suggests that successful chatbots strike a balance between efficiency and empathy, technical competence and conversational warmth.

Looking ahead, the study predicts continued growth in chatbot adoption, with the global chatbot market expected to reach significant milestones in revenue. This growth is driven not just by cost savings for businesses but by genuine user preference – many customers now actively choose chatbot interactions for their convenience and consistency.

The research challenges the common assumption that people always prefer human interaction. Instead, it suggests that well-designed chatbots can actually provide superior service experiences by combining the best aspects of human communication with the reliability and efficiency of artificial intelligence.

For both businesses and consumers, this research points to a future where AI chatbots aren’t just tools for cost reduction but genuine partners in creating better customer service experiences. The key lies in understanding that successful chatbot implementation isn’t just about technology – it’s about creating meaningful connections that make users feel understood and valued. This transformation in customer service represents more than just technological advancement; it’s a shift in how we think about human-machine interaction. As chatbots continue to evolve and improve, they’re not replacing human connection but rather creating new forms of it, enriching our digital interactions in ways that were hard to imagine just a few years ago.

Source: Kanishka Pathak, Gyan Prakash, Ashutosh Samadhiya, Anil Kumar, Sunil Luthra, Impact of Gen-AI chatbots on consumer services experiences and behaviors: Focusing on the sensation of awe and usage intentions through a cybernetic lens, Journal of Retailing and Consumer Services, Volume 82, 2025, 104120, ISSN 0969-6989, https://doi.org/10.1016/j.jretconser.2024.104120.

Jesse Hollander

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