The Role of Artificial Intelligence, Virtual Influencers, and Chat Bots In Improving Generation Z Customer Experience on Social Media Platforms
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Abstract
This study aims to analyze the influence of Artificial Intelligence, virtual influencers, and chat bots on Generation Z customer experience on social media platforms. The research approach used is quantitative with a survey method. Data were collected through online questionnaires distributed to 130 Generation Z respondents in Palopo City and analyzed using multiple linear regression with the help of SPSS version 22. The results of the study indicate that Artificial Intelligence, virtual influencers, and chat bots have a positive and significant effect on customer experience, both partially and simultaneously. Artificial Intelligence and chat bots have a more dominant influence than virtual influencers. These findings indicate that the integration of digital technology plays an important role in creating a personalized, interactive, and efficient customer experience for Generation Z. This study is expected to provide academic contributions in the development of digital marketing studies and become a practical reference for companies in designing technology-based marketing strategies on social media.
Keywords:
Artificial Intelligence, Virtual Influencer, Chat Bots, Customer Experience, Generation ZReferences
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Copyright (c) 2026 Aiska Vairana, Rahmad Solling Hamid, I Ketut Patra
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