Abstract:

In today's world, customers have increasing expectations of businesses and organizations in terms of the quality of their service. It seems that the use of artificial intelligence can improve communication with the customer.  Although there are many publications on artificial intelligence, there is a lack of research on its application in the organic food market. This article fills in the gaps in this respect. 

The aim of the study was to assess the degree of use of chatbots in customer service in the ecological industry. The 2025 study used the method of observing the websites of organic food market participants. The selection of the sample was deliberate.

Based on the research carried out, it can be concluded that the vast majority of selected participants of the bio market did not use chatbots on their websites. Chatbots are one of the most common applications of artificial intelligence in customer service. Companies use them because they provide immediate, round-the-clock communication with the user. Research has shown that only 6% of entities have opted for this type of innovative solutions.  This percentage was much higher for stores than for manufacturers. Almost every fifth observed shop window had the above-mentioned Al tool.  Almost all respondents used only traditional forms to communicate with the customer – phone number, email and contact form, less often communicators. Such methods may not be sufficient for customers expecting immediate answers to their questions.

In addition, the evaluation of websites showed that aspects such as visuality and functionality were implemented at a good and very good level for most of the respondents, which certainly encourages customers to familiarize themselves with the company's offer and purchase products. Unfortunately, the adaptation of websites for people with disabilities was not implemented by almost all respondents, which may stop this market segment from taking advantage of the offer and should be changed in the future.