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Artificial Intelligence is a tool that enables marketers to create highly personalized customer experiences, increases organization's responsiveness and solve customers' problems. In this paper, the chatbot is analyzed as an artificial intelligence tool in marketing, its today's application, as well as its future potential in the above-mentioned field. A survey of respondents' behaviors, habits, and expectations when using different communication channels was conducted, with particular emphasis on chatbots, their advantages and disadvantages in relation to other communication channels, in total sum of 60 survey respondents. The results showed that the greatest advantage of using chatbots in the marketing service was when providing simple, fast obtained information, but also showed respondents' fear of chatbots giving them the wrong information. Organizations should consider using chatbots, especially if challenges in communication with customers are reality, but also if they intend to keep up with the growing number of consumers' lifestyle.
Arsenijevic et al. (Sun,) studied this question.