How does artificial intelligence create business agility? Evidence from chatbots
International Journal of Information Management
School of Business and Law
Artificial intelligence (AI) is gaining increasing attention from business leaders today. As a primary AI tool, chatbots have seen increasing use by companies to support customer service. An understanding of how chatbots are used is essential for improving customer service. Based on the relevant literature, this study examined the impacts of chatbot-enabled agility (namely, internal and external chatbot agility) on customer service performance and explored the antecedents from the perspective of information technology use (both routine and innovative use). We collected data from 294 U.S. marketing employees from various industries, using a survey for the assessment of our research model. The results showed that both routine and innovative use of chatbots were positively related to internal and external agility. In particular, the innovative use of chatbots plays an important role in creating business agility. Moreover, internal and external agility are positively related to customer service performance. Through a close look at chatbots and their use, our study provides insight into the role of AI in creating business agility. Practically speaking, this study suggests that both the routine and the innovative use of chatbots should be encouraged to create agility and develop business sustainability.