Automating and Improving Customer Service, Sales, and Marketing With AI Chatbots – How, When and Why

Over the last 5 years chatbots have emerged as powerful marketing tools, offering unique opportunities to streamline communication, personalize interactions, and deliver exceptional customer experiences. From small businesses to multinational corporations, organizations across various industries are increasingly turning to chatbots to augment their marketing efforts and drive growth. Using contingency theory and data collected through an online survey of marketing managers, this thesis aims to provide empirical evidence regarding the patterns of utilization of AI-chatbots in the marketing activities of Russian companies. It will explore the underlying reasons behind Russian companies' decisions to either fast or gradually adopt or completely refrain (for now) from using AI chatbots in their marketing practices. Furthermore, the study seeks to identify key drivers and barriers that influence the adoption and application of chatbots in Russia. Finally, it aims to provide insights into how the ongoing sanctions, especially part which limits Russian companies in accessing leading western tech solutions, is expected to impact the adoption and usage of AI chatbots. The research is expected to contribute to understanding the current state of AI chatbots application in marketing within Russia. The findings are intended to offer practical recommendations for marketers and to facilitate further development of AI-based marketing strategies.