The role of chatbots in building effective communications

Digital technologies, chatbots, are becoming a key element of interaction between companies/brands and consumers, performing various functions, replacing people, and imitating their behavior. They find new functional areas related to the current activities of the organization, acquire new competencies that affect the level of market flexibility of the business and its operational efficiency. Chatbots can guide the buyer through the transaction stages, saving them cognitive effort and time, and become a value that distinguishes the company/brand from the competition. The authors believe that the diversification of chatbots by industry and market sectors will increase the level of maturity of companies/brands in relation to digital technologies and the degree of their public recognition.