The influence of ChatGPT on customer experience: a study about risks and opportunities

Abstract

The ChatGPT went into development with a efficient ability to communicate with humans about several (or all) subjects as a unique and smart bot in actuality. Several areas have used this Artificial Intelligence (AI) to improve their process, reducing cost, optimizing steps, and gaining productivity and occurrence. This study an aim to search through the Literature Review how the ChatGPT can impact the Customer Experience journey positively and negatively according to the literature. Methods: A qualitative analysis of online review data and a search in repositories of articles, such as Scopus and Web of Science (WOS) were done. Additionally, this study includes an interview with ChatGPT which aims at understanding practical how it works so it is represented as a co-orientation of this study bringing some relevant information about oneself. Conclusion: Overall, artificial intelligence can be an effective tool to improve the clarity, style, service, assertiveness, cost, and process. This improvements helps the Customer Experience area to offer more quality in their service being able to win customers as brand ambassadors