Chatbots and Virtual Shopping Assistants: How Generative AI  Enhances Customer Support

Short description: This article explores the transformative impact of Chatbots and Virtual  Shopping Assistants on customer support, providing a comprehensive insight into Generative  AI in e-commerce. It covers a detailed market overview, technology implementation,  benefits, challenges, and future outlooks.


Chatbots and Virtual Shopping Assistants have undergone a remarkable transformation and are now valuable helpers in customer support and e-commerce in general. Moving beyond traditional automated solutions, they have evolved into sophisticated tools powered by Generative AI. As businesses progressively integrate AI to enhance their customer support processes, this article guides through a comprehensive market overview, outlining the distinct roles of chatbots and virtual shopping assistants. It further illustrates their technological evolution, their advantages, as well as the challenges and future trends. 

1. Market Overview 

Customer Support Challenges in E-Commerce 

The market overview of customer support reveals a landscape shaped by the diverse expectations and preferences of consumers.  

According to compelling statistics, a substantial 78% of consumers utilize various channels to raise purchase or support-related queries11, emphasizing the need for businesses to have a  multi-faceted support approach.  

Notably, a staggering 94% express the likelihood of making repeat purchases following a  positive customer service experience2, underscoring the pivotal role of support in customer retention.  

The demand for efficiency is evident, with 83% of respondents expecting complex issues to be resolved in a single transaction and anticipating direct contact for any inquiries3.  

Furthermore, an intriguing 80% of consumers are willing to overlook errors as long as the overall service remains excellent4, emphasizing the significance of delivering a consistently high standard of customer support in the face of inevitable challenges.  

These statistics illuminate the key touchpoints and expectations that businesses must consider when navigating the dynamic landscape of customer support in today’s market. 

AI in E-Commerce 

Gartner predicts a significant shift in the use of generative AI technology in customer service organizations by 2025, with around 80% expected to adopt this technology5. The primary goal is to boost both agent productivity and overall customer experience (Gartner, 2023). This reflects a strategic move towards leveraging advanced AI capabilities to streamline operations and enhance the quality of customer interactions. 

Gartner’s recent poll (2023) underscores the pivotal role of generative AI in shaping customer experiences6. Notably, 38% of industry leaders highlight the improvement of customer experience and retention as the primary objective when deploying applications trained on large language models7

This aligns with broader industry trends, as InsightAceAnalytics projects the AI-Enabled E-Commerce Solutions Market to be worth US$ 16.8 billion by 20308

As the demand for such technologies continues to rise, Generative AI in the E-Commerce market is poised for substantial growth. Projections suggest that the market size will reach  USD 2,530.89 million by 20329, highlighting the increasing recognition of the transformative role that generative AI plays in shaping the future of e-commerce. 

Recent statistics reveal a significant adoption of AI chatbots among retail and e-commerce businesses. Approximately 80% have already embraced AI chatbots or have plans to incorporate them10, signaling a substantial shift towards automated and intelligent customer interactions. 

If you want to learn more, discover our whitepaper “The Power of AI in E-Commerce”, which covers all aspects of the practical use of chatbots and virtual assistants in e-commerce,  including customer support, customer experience, guided selling, and cross- and upselling.


Market researchers from Gartner forecast that by 2027, Chatbots will become the primary customer service channel for over a quarter of all e-commerce organizations11

The chatbot market, with a size of 524 million euros in 2021, is projected to reach 3,858 million euros by 2030. 12 

2. Definition and development of these technologies in e-commerce. 

What are chatbots and virtual assistants? 

Chatbots and virtual shopping assistants have become integral components of the e-commerce landscape. Chatbots, often powered by artificial intelligence, are computer programs designed to simulate human conversation, providing users with instant responses and assistance.  

Virtual shopping assistants, on the other hand, take the concept further by guiding users through the entire shopping experience, offering product recommendations, and facilitating seamless transactions. 

Evolution of these technologies: from rule-based chatbot to conversational AI 

The evolution of chatbots has evolved from rudimentary rule-based systems to the sophisticated capabilities offered by GPT technology today. In the early stages, chatbots operated on predetermined rules, responding to specific keywords and scripted commands. These rule-based chatbots, while providing basic interactions, often struggled with handling the nuances of natural language and lacked adaptability. 

The subsequent advancement in Machine Learning brought a significant shift, allowing chatbots to learn from user interactions and improve their responses over time. This iterative learning process allows them to evolve, ensuring that they remain up-to-date with the latest trends, user preferences, and industry developments. 

Rise of generative AI and Chat GPT and its role in enhancing chatbots: 

However, the breakthrough came with the introduction of Generative Artificial Intelligence and GPT Technology. Generative Artificial Intelligence (Generative AI or GenAI) is a subset of artificial intelligence that focuses on creating contextually relevant content autonomously. GenAI significantly elevates the capabilities of chatbots. It can understand and respond to user inputs in a more dynamic, nuanced, and human-like manner. This is achieved through advanced NLP (Natural Language Processing)* algorithms that enable the chatbot to comprehend the context of a conversation and generate contextually relevant responses. 

Similarly, virtual shopping assistants have transitioned from basic recommendation engines to sophisticated tools that analyze user preferences and provide tailored suggestions. 

A notable example of generative AI in the conversational space is ChatGPT, a language model developed by OpenAI. GPT (Generative Pre-trained Transformer) models are pre-trained on massive datasets of diverse internet text. ChatGPT is known for its remarkable ability to generate coherent and contextually relevant text. It has been widely used in various applications, including chatbots and virtual assistants in e-commerce, to enhance natural language understanding and response generation.  

3. Significance of chatbots and virtual shopping assistants in modern customer support. 

The adoption of chatbots and virtual shopping assistants has become synonymous with enhanced service efficiency and customer satisfaction.  


The e-commerce sector has undergone impressive development in recent years and has become a central component of the global economy. Digitalisation has driven this change and companies are now faced with the challenge of managing customer interactions effectively and efficiently. 

Consumer expectations are high. They demand consistent interaction with companies and are frustrated when they must repeat or re-explain information when communicating with different representatives. Therefore, the e-commerce sector faces the challenge of providing the highest level of customer service while increasing efficiency. 

Market and Customer Preferences 

Moreover, 74% of internet users express a preference for using chatbots when seeking answers to simple questions, according to data from PSFK. This emphasizes the user-friendly nature of these AI-driven tools, making them a preferred choice for quick query resolution.14 


Virtual shopping assistants, as highlighted by Gartner, contribute significantly to organizations by reducing call, chat, and email inquiries by a substantial 70%. 15 This reduction not only streamlines customer support operations but also allows businesses to allocate resources more efficiently. 

Businesses implementing these technologies also report substantial improvements in the  speed of complaint resolution, with MIT Technology Review noting that 90% of businesses have experienced significant enhancements.16 

82% of companies employing conversational marketing tools consider them an indispensable component of their sales and marketing strategy, emphasizing their role in driving business success.17 

The preference for chatbots is further illuminated by the fact that 69% of consumers favor them due to their ability to deliver instant answers. This preference aligns with the contemporary demand for swift and efficient interactions, highlighting chatbots as a  preferred means of engagement for customers seeking immediate solutions to their inquiries.18 

4. Benefits in Customer Support 

Generative AI, when integrated into chatbots and virtual assistants, brings about a  transformative impact on customer support. The advantages of deploying generative AI in this context are multifaceted. 

Efficiency Gains 

The incorporation of generative AI in chatbots and virtual assistants significantly enhances the efficiency of customer support processes. Traditionally, customer support teams grapple with a high volume of inquiries, often requiring manual intervention. Generative AI empowers these automated systems to understand user queries, discern context, and deliver contextually relevant responses. This efficiency not only accelerates query resolution but also enables businesses to provide prompt and accurate support around the clock. As a result, customer satisfaction levels increase, and businesses can optimize their support resources more effectively. 


Generative AI plays a pivotal role in addressing the scalability challenges associated with customer support. Chatbots and virtual assistants powered by generative AI exhibit a remarkable ability to handle a large number of queries simultaneously. This scalability is particularly crucial for businesses experiencing fluctuations in customer engagement,  ensuring that they can efficiently manage peak periods without compromising on the quality of support. Whether it’s handling routine queries or addressing spikes in customer interactions during promotional events, the scalability of generative AI-driven systems positions businesses to meet evolving customer needs with agility. 

Availability and Customer Satisfaction 

As highlighted earlier, customers place great importance on efficient complaint resolution and the speed at which their issues are addressed. Consequently, they hold high expectations for top-notch customer service. Chatbots emerge as a solution by offering round-the-clock customer support. This continuous availability not only reduces friction in the customer service process but also ensures that customer inquiries are addressed promptly, contributing to an enhanced overall service experience. 

Data analysis through AI-Driven Commerce 

AI-Driven Commerce refers to the use of artificial intelligence and machine learning in e-commerce. Artificial intelligence is used to analyse data, recognise patterns and make predictions in order to optimise business decisions and create personalised customer experiences. 

By using advanced algorithms and data analysis, companies can gain valuable insights into customers’ purchasing behaviour, preferences, and needs. This enables them to provide personalised recommendations, individualised marketing campaigns, and tailored offers. 

AI-driven commerce also enables automated pricing, inventory management and demand forecasting, resulting in more efficient business operations. Furthermore, the integration of  AI technologies in e-commerce enables the automation of tasks such as customer support,  product cataloguing, and transaction processing. By utilising artificial intelligence, companies can increase efficiency, reduce costs and offer an improved customer experience at the same time. AI-driven commerce is an emerging trend that helps companies gain a competitive edge and meet the ever-increasing demands of e-commerce.

Guided Selling 

Guided selling is an approach in e-commerce in which companies offer their customers supportive and interactive purchasing advice. By using guided selling technologies, such as chatbots, product configurators or interactive question-and-answer systems, customers are guided through the purchasing process in a targeted manner. The aim is to support customers in their product selection, understand their needs and provide them with customised recommendations.  

Guided selling can help to overcome uncertainties and barriers to purchase, as customers gain more confidence in their purchase decision through the interactive process. This personalised advice not only leads to an improved customer experience but can also lead to higher conversion rates and increased customer satisfaction. By using guided selling technologies, companies can improve their sales results and build stronger customer loyalty by offering their customers an interactive and individualised shopping experience. 

5. Practical Aspects of Integrating Generative AI into Customer  Support Platforms 

The integration of generative AI into customer support platforms is a strategic undertaking that requires careful consideration of various practical aspects. This includes training,  customization, and the integration of human touchpoints, to ensure a seamless and effective implementation. 

Integration in platforms 

CRM Integration: Seamless integration of AI chatbots with CRM systems provides a  comprehensive view of customer data, enabling personalized recommendations and interactions based on order history, preferences, and demographics. 

Communication Portals: Extending beyond a company’s website, AI chatbots integrate into popular messaging platforms like WhatsApp and Facebook Messenger, facilitating effortless customer interactions, support inquiries, and order placements. 

E-commerce Platforms: Integrating seamlessly into platforms such as Shopware and Shopify,  AI chatbots optimize the purchasing process by assisting with product selection, automating orders, and delivering crucial information without compromising the user experience. 


An essential aspect of integrating generative AI into customer support platforms is the training phase. Training the model involves exposing it to a diverse range of data to ensure it comprehensively understands user intent and context. Fine-tuning the model on industry-specific data and customer interactions is crucial for enhancing its performance. Regular updates and retraining are necessary to keep the model current and adaptive to evolving customer needs and language nuances. 


Customization plays a pivotal role in tailoring generative AI to specific business requirements. This involves configuring the model to align with the brand’s tone, style, and specific support scenarios. The ability to customize responses ensures that the generative AI not only understands industry-specific terminology but also reflects the unique personality and values of the business. This customization fosters a more cohesive and brand-aligned customer experience. 

Blend of Human Touchpoints: 

While generative AI enhances efficiency, maintaining a balance with human touchpoints is essential for a comprehensive customer support strategy. Integrating generative AI in a way that seamlessly transitions between automated and human-assisted interactions ensures a  personalized and empathetic customer experience. Human agents can step in for complex queries, providing the empathy and nuanced understanding that AI may not fully capture.  This hybrid approach optimizes the strengths of both AI and human agents, delivering a well-rounded support system. 

6. Challenges, Solutions, and Future Outlook 

Challenges associated with generative AI 

Navigating generative AI introduces challenges, with privacy concerns and addressing complex inquiries. 

Privacy is a paramount consideration in AI applications. As these AI-driven entities become integral to customer interactions, safeguarding user privacy becomes a critical imperative. The process of enhancing customer support through Generative AI involves the collection and analysis of user data to provide personalized experiences. Striking a delicate balance between leveraging user data for tailored interactions and preserving individual privacy is a  challenge that businesses must navigate. Robust privacy frameworks, transparent data practices, and compliance with European regulations are essential components in ensuring that customers trust and feel secure in their interactions with AI-driven chat systems. 

Tackling complex inquiries emerges as a noteworthy challenge within the domain of Chatbots and Virtual Shopping Assistants empowered by Generative AI. Providing accurate and relevant information in real time necessitates continuous refinement and fine-tuning of the AI models. Incorporating advanced algorithms and machine learning techniques enables these systems to recognize patterns, learn from user interactions, and evolve in their comprehension of intricate inquiries.  

Solutions and best practices 

In navigating challenges and preventing negative outcomes in conversational AI platforms for  customer support, several strategic actions can be implemented: 

AI Model Refinement: Continuously refining AI models is essential to enhance their real-time comprehension and response capabilities for complex inquiries. 

Advanced Algorithms: Integrating advanced algorithms strengthens the system’s capacity to effectively handle intricate scenarios and evolving user interactions. 

Ongoing Training: Implementation of continuous training protocols ensures that AI systems stay responsive and relevant by adapting to the dynamic nature of customer inquiries. 

Adaptation to User Interactions: Systems should adapt to evolving user interactions,  enabling them to effectively address the diverse and nuanced nature of customer queries. 

Collaboration: Fostering collaboration between AI experts and domain specialists enhances the understanding of complex scenarios, optimizing systems for the effective handling of intricate customer inquiries. 

The rise of Generative AI has heightened the importance of discerning whether the generated content relies on factual information or inference, necessitating an elevated standard of quality control. This shift prompts companies to establish novel quality checks for tasks once managed by humans, including scrutinizing emails composed by customer representatives. Additionally, there is a growing imperative to conduct more thorough quality assessments for AI-assisted processes, such as product design. 

Future trends, innovations, and potential for chatbots 

The future of the market is poised for transformative shifts, guided by strategic investments and technological advancements. Notably, over 50% of business leaders, as reported by  Userpilot in 202219, are directing increased investments towards customer service agility,  automation, and self-service support. This underscores a crucial trend where organizations are prioritizing technologies and strategies that enhance the efficiency and responsiveness of customer service. 

In the second quarter of 2023, generative AI startups based in the DACH region (Germany,  Austria, Switzerland) experienced a significant surge in funding, surpassing the total funding they received throughout the entirety of 202220. The data reveals a noteworthy increase,  with Q2 2023 seeing an impressive $248 million in funding, compared to the $210 million secured in the entire year of 2022. This financial uptick underscores growing confidence and heightened investment interest in the innovative and burgeoning generative AI sector within the DACH region, signaling a promising trajectory for the development and expansion of AI startups in this geographic area. 

Looking ahead to 2024, the evolution of Customer Experience is set to be powered by AI-driven personalization and omnichannel interactions, according to CMSWire21. This forecast emphasizes the growing significance of leveraging artificial intelligence to craft personalized experiences and seamless interactions across various channels. Business leaders, recognizing the importance of deep customer engagement, are aligning their strategies with these upcoming trends to deliver experiences that are not only efficient but also tailored to individual preferences. As the market evolves, the fusion of customer service agility,  automation, and AI-driven personalization is set to define the landscape, shaping a future, where businesses are well-equipped to meet the dynamic needs and expectations of their customers.

About the authors

Constance Belmontet works as an Online Marketing Manager at melibo, a company specialized in generative AI solutions to improve customer service.

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