Friend vs. Sales Assistant

Can a Chatbot Be Your Shopping Companion?

Imagine interacting with two different e-commerce chatbots: one that acts like a trusted friend who prioritizes your needs, and another that operates as a brand-focused sales assistant. A new study by researcher from the Technical University Braunschweig and the Nuremberg Institute for Market Decisions reveals that a friend-like chatbot—also known as a “shopping companion”—can significantly enhances perceived service value and boost purchase intentions.

Introduction

Chatbots are becoming a staple in modern commerce. Yet many chatbots simply guide customers through purchase steps without building deeper trust or connection. Researchers from the Technical University Braunschweig and the Nuremberg Institute for Market Decisions investigated whether a “friend” role, rather than a “sales assistant” role, would lead to higher value in interaction—the overall value users derive from engaging with a service provider.

Method

In an online experiment, 1,000 participants interacted and evaluated two chatbot styles:

• Friend-like Shopping Companion: Supportive, user-focused, and conversational.
• Brand-Focused Sales Assistant: Transactional, using scarcity tactics to drive sales.

Key Findings

• Convenience: Users found the companion (friend-like design) more intuitive and easier to use compared to the assistant.
• Service value: The companion also rated higher in terms of service value and quality than the assistant.
• Usage intention: People were more likely to use the chatbot again if they interacted with the companion than with the assistant.
• Purchase intention: Users were more inclined to purchase a product recommended by the companion than by the assistant.

Takeaways

• Retailers: Friend-like AI designs can enhance trust and satisfaction, improve engagement, and increase sales by using cooperative, non-pushy tactics and social cues.
• Consumers: Friendly AI chatbots lead to more satisfying, supportive interactions, reducing pressure and fostering thoughtful purchases.
• Society: Mimicking human interaction in AI could increase societal acceptance, trust, and promote emotionally intelligent AI across various sectors.

Conclusion

A well-designed, friendly chatbot can significantly enhance online shopping experiences, making customers feel guided rather than pressured.