Using Artificial Intelligence to Improve Customer Engagement: User Experience With Chatbot Technology

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. A total of 50 interviews were conducted with Moroccan consumers over a two-month period, from January to March. Each session lasted an average of 30 minutes. The results show a mixed picture: high awareness of chatbot advances is accompanied by varying degrees of appreciation and scepticism. Users cited both the potential and limitations of chatbot interactions, particularly in terms of technical responsiveness and personalization. The findings highlight the need to close the technology gap and optimize the user experience to increase the effectiveness of chatbots in customer service. The study contributes to theory and practice through a deeper understanding of AI-driven customer interactions and offers actionable recommendations for Moroccan companies seeking to update their digital customer engagement strategies.