A systematic literature review on AI chatbots in automating customer support for e-commerce

Abstract

The rapid advancement of artificial intelligence (AI) has significantly transformed the e-commerce sector, particularly through the integration of AI-powered chatbots. This study conducts a systematic literature review to examine how chatbots align with the eight foundational features of e-commerce technology: ubiquity, global reach, universal standards, interactivity, information richness, information density, personalization/customization, and social technology. Guided by the PRISMA framework, the review addresses two primary research questions: (1) How do AI-driven chatbots support the unique features of e-commerce technology? and (2) What technological advancements enhance their functionality in this context? Relevant literature was retrieved from five major academic databases: ACM Digital Library, ABI/INFORM Collection, Elsevier ScienceDirect, IEEE/IET Electronic Library, and Web of Science. The findings indicate that chatbots predominantly enhance interactivity, information richness, and personalization by employing advanced technologies such as natural language processing (NLP), transfer learning, knowledge graphs, domain ontologies, and prompting strategies. This study highlights gaps in existing research and provides recommendations for future investigations. Linking theoretical frameworks with emerging technological capabilities offers valuable insights for scholars and industry practitioners aiming to optimize chatbot deployment in digital commerce environments.