Bachelor's thesis: Replacing the Human Touch

01 CONTEXT

AI chatbots are replacing human contact across Swedish e-commerce, but little is known about where consumers still expect a person on the other end.

02 INSIGHT

Utility alone does not create trust. The quality of the interaction changes how customers interpret both the tool and the brand behind it.

03 IDEA & RATIONALE

The study examines chatbot interactions as customer-experience moments rather than isolated technical features.

04 PRODUCTION

A qualitative study based on consumer interviews, analysed across each stage of the digital customer journey.

05 RESULT & LEARNINGS

The research highlights where conversational AI can reduce friction, and where poorly designed automation risks creating more of it.