BIBS is pleased to announce the publication of a new research article by Dr. Raphael Lissillour, associate researcher at BIBS, co-authored with Prof. Jean-Michel Sahut, in Information Technology & People (Emerald Publishing): “What future for AI chatbots in banking: from current challenges to mirages?”
This study explores whether AI chatbots truly signal a customer service revolution in banking—or whether some promises remain mirages. By examining real chatbot use and user reactions, the article offers a nuanced view of what chatbots do well, where they fail, and how banks can create value without over-automating the customer relationship.
Technological advancement is often presented as a direct path to improved customer experience in financial services. Yet chatbot adoption remains uneven, and customer responses are more complex than “useful vs. not useful.”
To address this gap, the authors analysed qualitative data collected in 2024 from three Chinese banks that implemented AI-powered chatbots. Using purposive sampling, 22 customers and managers participated in semi-structured interviews guided by constructs from UTAUT2 (technology acceptance research).
The study identifies five distinct forms of awe that can emerge during chatbot interactions:
– Technological awe
– Functional awe
– Conversational awe
– Service awe
– Security awe
These emotional reactions are largely absent from mainstream IS adoption research, yet they can boost engagement or, conversely, generate fear, discomfort, or distrust.
In practice, the findings show that:
– Chatbots perform well for routine transactions and standardized requests.
– They often lack empathy and flexibility in complex or exceptional situations.
– Functional richness and anthropomorphic features may trigger awe—sometimes positive, sometimes unsettling—shaping adoption in unexpected ways.
The article suggests that banks should:
– Invest in advanced AI to improve personalization, transparency, and emotional sensitivity.
– Maintain hybrid service systems that seamlessly escalate complex cases to human representatives.
– Treat emotional responses (including awe) as a strategic dimension of chatbot design—beyond usability alone.
This article contributes to research in information systems and service innovation by:
– Introducing awe as a relevant emotional mechanism in technology adoption frameworks.
– Expanding understanding of human–AI interaction in high-stakes contexts like banking.
– Clarifying how AI chatbots participate in value creation mechanisms—and where value creation breaks down.