Abstract:

In recent years, artificial intelligence has been the subject of interest in management science, especially in marketing. Technology using natural language processing, machine learning allows the application of aspects of human intelligence to machines. One of the most interesting applications of AI in marketing is the construction of chatbots for sales communication. Supporting the customer service process, communicating, and running the sales process should increasingly be transferred from employees to machines. Digital marketing should be characterized by the automation of communication processes. The article presents theoretical considerations based on a literature review and the results of empirical research. The aim of the article is to present the process of constructing the marketing aspects of a conversational chatbot, to present the results of an opinion survey on the features of communication with a chatbot that enable automatic and machine sales. The results of the survey were presented, which made it possible to determine what directions of action should be taken by an organization using chatbots in the sales process.