Understanding consumer trust in Al - enabled marketing: A qualitative analysis of emotional reactions to chatbots

Artificial intelligence is an active part of marketing world and applications, especially for integrating and communicating with customers. Artificial intelligence, which contributes to the personalization marketing strategy emphasized by today's marketing world and accelerates communication, also appears as a problem that affects consumer trust and loyalty and general acceptance. This study examines people's emotional approaches and reactions to artificial intelligencesupported chat, while also examining how the communication process with Chatbot affects trust formation. Three distinct emotions emerged within this theme. While the rapid response and detection of Alpowered Chat boxes increased the satisfaction and trust, Chat boxes' overly automated responses and lack of emotion, combined with their monotonous approach, created feelings of frustration and anxiety. Furthermore, database security concerns about protecting personal information were also raised. One common point participants mentioned was the trust and satisfaction that Chat boxes' ability to solve tasks without human intervention gave them. However, their limited-service provision, where empathy was required, undermined trust and created concerns. This raises the dilemma of whether chat boxes are good marketing communication tool or a trust problem, this study highlights the importance of trust, individuality, and empathy in developing customer relationships through the communication process established by Al powered marketing tools. While it is suggested that the negative impacts of ALpowered communication tools can be mitigated by incorporating more human-like features, such as a more natural language and adjustments, it also discusses the precise role of these applications in communication within the marketing world.