The influence of Artificial Intelligence chatbots on consumer behaviour in digital marketing

Although artificial intelligence (AI)-powered chatbots are increasingly used in digital marketing, their adoption remains challenging because of limited understanding of the factors that shape consumer acceptance and behavioral intention. This study examines the roles of trust, chatbot interactivity, and anthropomorphic design in influencing consumers' behavioral intention to use AI chatbot services, with a particular focus on consumers in Tbilisi, Georgia.

A quantitative research design was employed using a purposive sampling approach to select consumers with previous experience using AI chatbot services. Data were collected through an online questionnaire from consumers who had previously used AI chatbot services provided by major organizations in Tbilisi, Georgia, between August and September 2025. A total of 275 valid responses were retained for analysis. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the measurement model and test the hypothesized relationships among the study variables.

The findings show that chatbot interactivity and anthropomorphic design have significant positive effects on consumers' behavioral intention. Trust significantly strengthens both relationships, indicating that higher levels of trust enhance the effects of interactivity and anthropomorphic design on behavioral intention.

The findings highlight the importance of interactive and human-like chatbot features and the moderating role of trust in encouraging consumers' behavioral intention to use chatbot services in digital marketing.