ORIGINAL RESEARCH article
Front. Artif. Intell.
Sec. AI in Business
The Influence of Artificial Intelligence Chatbots on Consumer Behaviour in Digital Marketing
- RA
Roya Anvari 1
- SK
Saba Khergiani 1
- RM
Rokhsareh Mobarhan 1,2
1. University of Georgia, Tbilisi, Georgia
2. Qazvin Islamic Azad University, Qazvin, Iran
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Abstract
Although Artificial Intelligence-powered -powered chatbots are used in digital marketing, it continues to be a challenge owing to a lack of knowledge about issues that determine the preference of consumers. This paper is dedicated to the role of trust, interaction, and anthropomorphic design in customer acceptance and behavioural intention towards artificial intelligence chatbots, especially when it comes to their application in Tbilisi, Georgia. An online questionnaire was used to collect data from 307 consumers, which were analyzed using a quantitative cross-sectional survey method and targeted major enterprises in Tbilisi between August and September 2025. The study revealed that, it used statistical assessment software, Statistical Package for the Social Sciences, for descriptive statistics and measurement validity and hypothesis testing using Smart Partial Least Squares. Trust, engagement, and anthropomorphic design are among the factors that increase users' willingness to use Artificial Intelligence chatbots. These three criteria are considered in combination with each other, and the most noticeable impact has been realised. This shows that trust is a moderating variable that further supports the effect of the two variables' interaction and human-like design on the intention to use artificial intelligence chatbots.
Summary
Keywords
AI chatbots, Anthropomorphic design, behavioural intention, Interactivity, Trust
Received
22 May 2026
Accepted
04 September 2026
Copyright
© 2026 Anvari, Khergiani and Mobarhan. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
*Correspondence: Roya Anvari
Disclaimer
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