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Digital innovation: Using chatbots in the economy

Vol. 17, Iss. 12, DECEMBER 2021

Received: 2 August 2021

Received in revised form: 20 August 2021

Accepted: 5 September 2021

Available online: 14 December 2021

Subject Heading: INNOVATION AND INVESTMENT

JEL Classification: M03, O03, P47

Pages: 2252–2271

https://doi.org/10.24891/ni.17.12.2252

Ekaterina N. STRIZHAKOVA Bryansk State Technical University (BSTU), Bryansk, Russian Federation
kathystr@inbox.ru

https://orcid.org/0000-0001-8749-0505

Dmitrii V. STRIZHAKOV Bryansk State Technical University (BSTU), Bryansk, Russian Federation
dimasval@mail.ru

https://orcid.org/0000-0002-4840-3971

Subject. The article considers the use of chatbots in company activities.
Objectives. We perform a retrospective analysis of the development of virtual assistants, determining the areas, in which chatbots can become an effective tool in business.
Methods. The study draws on general scientific research methods.
Results. We investigate the development of the phenomenon of chatbots, show the history of the most significant virtual assistants, highlight their features, advantages and disadvantages. We also present types of activities, in which companies actively use chatbots, analyze the key results from the use of this tool by enterprises and organizations, evaluate prospects for further development of the technology, establish that the use of advantages of digital marketing enables companies to become customer-oriented, personalize offers for customers and reduce costs.
Conclusions. The use of chatbots makes it possible to increase the competitiveness of the company and become the first step towards the introduction of more advanced digital marketing tools. The practical application of this study we see in the use of information in the development and implementation of chatbots in the business ecosystems of enterprises and organizations, which will avoid costs and significantly reduce the likelihood of errors.

Keywords: chatbot, efficiency, virtual assistant, digital marketing

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