Building User Trust in AI Chatbots

The rapid advancement of artificial intelligence (AI) has transformed the foundations of marketing and organizational operations, reshaping how value is co-created and delivered. Among the most visible applications of AI are chatbots, computer programs designed to conduct natural language conversations based on organizational data and business rules. Powered by natural language processing (NLP) and machine learning, chatbots are increasingly deployed in customer service to provide real-time, cost-effective, and accessible support.

Through qualitative inquiry and the six steps of thematic analysis, this study identifies the underlying factors that foster or hinder consumer trust in chatbots. By exploring how humanness cues and perceived reliability contribute to user confidence, this research extends current understanding of AI-driven customer service. It provides actionable insights for businesses seeking to enhance trust and engagement in automated service environments.