AI chats —including chatbots and generative tools (e.g. ChatGPT)—are gaining importance both in Poland and globally. More and more e‑commerce companies and marketers are investing in this technology, recognizing its potential to improve customer service, personalize offers, and automate processes. At the same time, users are increasingly willing to use such solutions—research shows that over 60–70 % of customers have already experienced chatbots and rate that experience as at least neutral or positive. In the following article, we will examine the latest trends, statistics, and main user motivations, as well as applications of AI in e‑commerce and marketing. Finally, we’ll suggest how online store owners and marketers can use these insights to increase customer engagement and sales.

1. Current trends and statistics on AI chats

Widespread chatbot adoption. Market data show that AI chatbots are becoming common in customer–company interactions. As many as 88 % of consumers have used a chatbot at least once, and 96 % of users know what chatbots are. The market is also expected to grow sharply: the global chatbot market may expand from a few billion dollars today to tens of billions by 2027–2030. For example, Juniper Research predicts that by 2025, chatbots will save companies up to 2.5 billion work hours by automating repetitive tasks.

**Surge in interest in generative AI. **The emergence of models like ChatGPT has triggered an explosive increase in interest in AI chats. Globally, in 2023–2024 there was a surge in user registrations for these tools, especially among younger generations. According to Salesforce, the “super-user” phenomenon—people frequently turning to generative AI—is growing, and as many as 75 % of users plan to continue using such technology in their work. However, despite the hype, not everyone is actively using ChatGPT—recent studies show that up to 30 % of respondents (e.g., in the UK) haven't even heard of such products.

Changing consumer communication preferences. Customer expectations regarding communication channels are also evolving. Research shows that 60 % of customers prefer messaging (chats) over traditional emails or phone calls. Moreover, 65 % of consumers use messaging apps (e.g. Messenger, WhatsApp) to contact customer service. Generation Z, in particular, values immediate, personalized interaction—Gen Z chooses brands that engage them “here and now” by offering conversations on a personal level.

Satisfaction levels and expectations. Customers generally rate AI chats increasingly positively. For example, 69 % of users were satisfied with their last chatbot interaction. Additionally, 40 % of customers say they don’t care whether a human or a bot solves their problem—as long as it’s done effectively and quickly. At the same time, 29 % expect chatbot availability 24/7, and nearly two thirds (64 %) cite “around-the-clock readiness” as the biggest advantage of such tools.

Shift in attitudes due to new technologies. New chatbots based on large language models are changing user perception. According to Intercom research, many customers today are much more convinced that AI understands their inquiries and can help independently. One respondent even admitted: “I wish all chatbots were like that, because I don’t have to talk to a human—I get the answer I want.” Of course, not everyone is free of concerns—it’s important that the user knows they can always switch to human support (for many, the feeling of “being heard” is key).

Local development. In Polish e‑commerce, interest in AI chats is also growing. For instance, the IdoSell platform offers the eSprzedawca AI solution, which can turn conversations into actual revenue. According to their data, as many as 15 % of chatbot conversations end in a purchase—proof that Polish AI tools are beginning to enhance sales. Similarly, implementations by Polish brands like Lancerto show quick results: thanks to the ARI chatbot, the store handled around 1,000 queries per month and reduced call-center inquiries by 52%. These examples confirm that AI chats are becoming an increasingly effective channel for sales and support in Poland as well.

In summary, trends point to growing popularity and acceptance of AI chats: more companies are adopting them, and more consumers use them daily. Reports and case studies show these technologies not only meet the needs of the modern customer (speed, availability, personalization) but also effectively support business goals (increased conversion, servicing savings, better analytics).

2. Main user motivations

From the user's perspective, AI chats offer several key benefits that encourage them to use these instead of traditional communication channels. The main motivations are:

Speed and instant problem-solving. Chatbots are available “right here, right now” — they respond instantly, with no queues or waiting for a consultant. As TrafficWatchdog notes, customers don’t have to wait—AI chat delivers solutions immediately or quickly escalates to a human. 69 % of users say they would use a chatbot because it solves their problem faster. That translates to real time savings—they don’t need to read FAQs or call a hotline; they can type a question naturally as if talking to a real person and get a lightning-fast response.

24/7 availability. Chatbots never sleep. Over a third of customers (29 %) expect AI to be available around the clock, and 64 % see 24/7 availability as the main benefit of chatbots. Such continuous support is especially valuable for stores operating globally or on weekends and holidays. Customers can ask about order status or technical help at any time—even when the support team is offline. For many users (especially younger ones), the ability to get help “right away” is a deciding factor—they feel prioritized.

Personalized communication. Chatbots can tailor conversations to the customer. By analyzing behavior and purchase history, they can recommend products that best match user preferences. For example, a store AI might ask, “Would you be interested in similar shoes you viewed last week?”—then suggest specific models based on past visits. Chatbots can also apply dynamic promotions (e.g., offer a coupon when they detect a full cart). This personalized approach increases customer satisfaction and encourages purchases. Moreover, Gen Z clearly prefers brands that offer “conversations” tailored to them—Gen Z would rather engage with a bot than hunt through a search engine or call center.

Time-saving and convenience. With AI chats, a user can resolve many issues in one conversation, without clicking through the site or filling in forms. Instead of navigating a complex page, the customer simply asks a question in text. It’s a natural, less-stressful way to interact. Industry statistics show that 50 % of customers even like talking to AI bots because it’s convenient and accessible. A chatbot doesn’t ask about every detail, doesn’t interrupt or get impatient—ideally, it’s a digital assistant aware of the store’s offer and capable of handling multiple queries at once. This way, the shopper can quickly find an answer and proceed to checkout.

No need to talk to a human. Some customers (especially introverts or younger people) value anonymity and avoiding phone conversations. A chatbot gives them a sense of control—they can write as much as they want, review answers on their own screen. As research shows, 40 % of customers don’t care whether they’re talking to a human or bot—as long as their problem is solved. One Intercom respondent emphasized that thanks to chatbots, “I don’t have to talk to people.” This means some users genuinely prefer quick, impersonal contact with AI over long calls with a consultant.

Modern expectations and curiosity. Finally, we mustn’t overlook the psychological factor—chatbots spark interest and satisfy the need to “be up to date.” Many users, especially younger ones, view AI chats as an attractive way to interact with a brand. The novelty and advanced tech can make the customer feel special (like “first in line” for support). And even if they have no urgent issue, they often use the chat out of curiosity—to see what it can do or to ask for extra advice. In this way, the brand builds engagement and gains a more loyal customer.

To sum up, users choose AI chats primarily for speed, availability, convenience, and personalization. This enables them to handle online store matters more easily and quickly, and receive tailored recommendations. At the same time, lack of delays and anonymity often make AI chats more appealing than traditional service channels.

3. Applications of AI in e‑commerce and marketing

Implementing AI chats in e‑commerce and marketing brings numerous tangible benefits. Here are the main application areas:

**Customer Service. **This is the primary use of chatbots. They answer common questions about products, promotions, or purchase procedures. For example, a customer can ask, “Where is my package?” and AI, integrated into the logistics system, immediately provides the shipment’s location. Chatbots handle technical issues—guiding step by step through login, payment, or returns. After purchase, AI can remind about warranty registration, send instructions, or ask for review. Importantly, the chatbot works 24/7: customers get help even outside standard business hours. The Lancerto example shows that a well-configured chatbot can resolve thousands of issues monthly and significantly offload call centers—the number of phone calls dropped by 52 %.

Product Recommendations (Offer Personalization). Many chatbots use AI to suggest products. Based on previous purchases, browsed items, or stated preferences, the bot can recommend specific items. During the conversation, it can ask about preferred color, size, or budget and instantly generate a list of catalog products. As a result, the customer sees a personalized offer (with images and links) without searching the entire store. The chat can also remind about an abandoned cart, offering a discount code or free shipping to boost conversion—the recommendation capability of chat can raise conversion rate by up to several dozen percent (IdoSell’s study indicates a +15 pp conversion in chat interactions).

Marketing Campaign Automation. Generative AI helps create marketing content faster and more efficiently. Chatbots can automatically send welcome messages, promotion alerts, or post-purchase follow-ups (like emails requesting product reviews). In e‑commerce, conversational chats on social platforms (Facebook Messenger, WhatsApp) are also popular, through which marketers run campaigns. A Messenger bot can ask a subscriber about their interests and, based on that, send personalized offer suggestions or invites to promotions. Furthermore, thanks to AI analytics, marketers can track campaign performance—e.g., how many opened messages, clicked links, what questions were most common. This delivers immediate feedback, allowing real-time optimization of ad content and communication schemes.

Offer and Promotion Personalization. AI supports dynamically tailoring offers for users. Based on chat data and purchase history, a store can offer individual discounts or product bundles. For instance, if the bot “detects” signals of intent to buy two related items, it can automatically offer a promotional bundle. Personalized discount codes can also be generated during chat—TrafficWatchdog’s example shows a chatbot can provide a “5 % code valid for an hour” to a hesitant customer. Such interactive promotion dialogues raise sales effectiveness and customer satisfaction because the offer reaches exactly where it's needed.

Data Analysis and Customer Segmentation. Finally, chatbots provide valuable marketing data. Every AI conversation is a source of insights into common problems, expectations, or purchase behaviors. This enables building detailed user profiles and segmenting them by intent or interests. For instance, chat analysis might reveal frequent questions about a certain product category, suggesting it should be better promoted. Analytical tools can also assess which phrases are most used by users—feeding into SEO/SEM optimization. Moreover, chatbots can integrate with CRM systems—this means chat data (like contact details and preferences) goes directly into the customer database and can power future email or ad campaigns with personalized content.

Examples and case studies. In practice, well-configured AI chatbots can act as “virtual sales assistants.” In the Lancerto example, the ARI chatbot helped clients choose clothing, suggested promotions, monitored carts, and answered shipment questions. This type of solution handles the entire purchase process: from first inquiry, through shopping advice, to post‑purchase support (order updates, instructions). With one chatbot, you can replace many staff members—crucially, AI always aligns with the brand’s tone (youthful or formal) and implements the firm's strategy.

In short, AI chats in e‑commerce perform customer service, sales support, marketing, and analytics functions. From automated order help, through product advice, to offer and marketing personalization—the possibilities are many. It’s worth emphasizing that applying AI to e‑commerce delivers measurable results: increased conversion, higher average order value, and human resource savings. Therefore, marketers and store owners should treat AI chats as an integral communication and sales channel.

4. Conclusions: how to use this information in business

What follows from the above observations for online store owners and marketing specialists? Above all, building competitive advantage through superior customer experience:

Implement AI chats thoughtfully. If your store isn’t using AI in customer service yet, consider piloting. Statistics show companies actively using chatbots achieve even 3 × better sales conversion than those relying only on traditional forms. Start with the most common customer questions (order status, shipping costs) and expand functions as needed. Ensure the bot integrates with your inventory and CRM systems—for precise responses (e.g., stock updates or reminders to registered customers about preferences).

Ensure 24/7 support with escalation options. Research shows users expect round‑the‑clock chat access. This means your bot should be available anytime—even when staff are offline. It’s important, however, that the customer knows they can switch to a human at any moment if the bot can’t handle the issue. This flexibility builds trust and reduces frustration. In practice, prepare scenarios where the bot smoothly hands the case over to a human—e.g., when the user doesn’t understand the AI’s response or asks outside the bot’s knowledge.

Use personalization in marketing activities. Chat-collected data is invaluable. Segment clients based on chat phrases, purchase history, or site behavior. Then target them with personalized email or advertising campaigns. For instance, if the chat detects interest in a specific category, marketers should send related products to such users. Additionally, AI can generate marketing content—like newsletters or product descriptions—based on the most frequently discussed topics. This speeds up work and ensures communication better matches audience needs.

Focus on omnichannel consistency. The customer may encounter your chatbot on the website, in a mobile app, or on Messenger. Make sure the bot gives consistent responses and has access to the same data across channels. This makes it easy for customers to switch devices. For example: if a customer chatted with the bot in the evening and paused their shopping, they can continue the conversation on their smartphone the next morning from where they left off.

Measure results and optimize. It’s crucial to continuously track KPIs: number of conversations, duration, satisfaction ratings, or percentage of issues resolved by the bot. AI analytics tools help find the most common questions and areas needing improvement. For example, TrafficWatchdog highlights that good chats generate conversation reports—you can monitor conversions and sales trends from them. Based on these, regularly update the bot: add new responses, correct scripts, and expand its knowledge base.

Mind the human and emotional side. Despite enthusiasm around AI, don’t forget the value of human contact. Users want to know they can always reach a real person—especially for unusual or emotionally charged issues (e.g., complaints). As an e‑commerce owner, ensure your chatbot clearly informs users that human escalation is available. This “option B” significantly improves customer comfort and trust in your brand.

Learn from the best. Use case studies and industry reports for inspiration. AI chat implementations in Poland—like Lancerto and IdoSell—show that thoughtful solutions quickly pay off in engagement and sales. Globally, companies report chatbots can deliver even 3 × higher sales conversion than static forms. Base your strategy on this data.

In summary, online store owners and marketers should treat AI chats not as an “add-on,” but as a key communication channel. By skillfully using data and technology, they can offer customers what they want—fast, accessible, personalized service—while optimizing costs and boosting sales. In practice, it’s worth starting with your own customers’ needs, implementing solutions in phases (starting with simple scenarios, then more advanced), and continuously improving. Breakthrough results in customer engagement and revenue growth, as industry reports show, are within reach—you just need to actively leverage the potential of AI chats.