Social challenges and barriers in implementing AI chatbots as part of customer service digital transformation

Abstract

The rapid advancement of artificial intelligence (AI) significantly reshapes customer service, posing notable social challenges and barriers within digital transformation. This study explores user perceptions and societal resistance toward AI-driven chatbots based on a large-scale survey of 11,628 respondents from Poland, Italy, and Sweden. Using a structured framework, chatbot attributes were categorized into essential (response accuracy, real-time assistance), and performance-enhancing (personalization, emotional intelligence, hybrid interactions). Results highlight significant social resistance, especially in emotionally sensitive interactions, where customers strongly prefer human agents over AI. Key barriers identified include privacy concerns, data security risks, and transparency issues. Crucially, trust, explainability, and user education emerged as vital for reducing societal hesitation and fostering acceptance. These findings offer critical insights into social dimensions of digital transformation, emphasizing the importance of developing hybrid customer service models that effectively balance automated technologies and human interaction to enhance consumer trust and overall service experience.

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