(Trends 2/6) After a cautious observation phase by retailers and some high-profile hallucination issues, 2025 was a turning point operationally for chatbots and conversational tools. Positioned throughout the customer journey, as sales advisors on e-commerce websites, messaging apps and social networks, or afterwards as after-sales managers, these tools have created new standards in customer relations.
Context
In terms of customer relations, 2025 marked a shift. Until 2024, brands and retailers were hesitant to place bots in front of customers due to hallucinations, as seen with Air Canada and DPD. After using AI to sort e-mails, summarise customer histories and generate responses, retailers decided in 2025 to put AI agent in front of customers to directly respond autonomously. These conversational tools operate on two levels: during e-commerce sales, with chatbots able to chat and make recomm
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