Emotional artificial intelligence: The impact of chatbot empathy and emotional tone on consumer satisfaction and word of mouth

Abstract

This research examines the impact of empathic chatbots on consumer responses, exploring how Artificial Intelligence (AI) emotional skills, particularly the use of specific empathic language and emotional tone, can enhance user satisfaction and word of mouth intentions. Across three experimental studies (n = 643), findings reveal that empathic conversational agents are perceived as warmer and more competent, positively influencing satisfaction and encouraging word of mouth. The study advances existing literature by demonstrating that empathy in chatbots is feasible and effective in creating more affective and socially engaging consumer interactions, thereby mitigating some of the negative perceptions typically associated with AI tools. Warmth and competence were key mediating factors, suggesting that consumers ascribe human-like qualities to chatbot interactions, enhancing their service experience. The findings also highlight the practical benefits of implementing empathic AI in service settings, where language adaptations and rapport-building behaviors can improve service quality perception and consumer trust. Given the rapid integration of AI in consumer contexts, understanding the role of empathic chatbots in shaping customer experience is crucial. Future research directions include examining the empathic chatbot’s role across varied service types and exploring its impact on service employees’ perceptions. These insights contribute to theoretical and managerial perspectives, advocating for the integration of empathy as a core feature in AI-driven customer service.