Consumer perceptions of AI chatbots on Twitter (X) and Reddit: an analysis of social media sentiment and interactive marketing strategies

Purpose This study investigated consumer perceptions of AI chatbots focusing on sentiment analysis across Twitter (X) and Reddit during ChatGPT3 through ChatGPT4 launches. It identifies user sentiments: positive, negative, or neutral and explores their impact on chatbot deployment in interactive marketing. The goal was to understand consumer engagement dynamics and provide insights for enhancing marketing strategies and consumer interactions with chatbots. Design/methodology/approach Using sentiment analysis, this research examined the nature and scope of discussions surrounding AI chatbots. This methodological approach allowed for a nuanced understanding of the predominant sentiments: positive, negative, or neutral, expressed by users providing insights into consumer engagement and interaction patterns. Findings The findings reveal a diverse range of consumer sentiments toward ChatGPT 3, reflecting varying degrees of acceptance and skepticism. These varied sentiments are crucial for organizations in shaping their interactive marketing strategies, particularly in how they deploy chatbots for consumer engagement and brand interaction. Practical implications Trust and positive sentiment toward ChatGPT, particularly on platforms like Twitter and Reddit, suggest it is becoming part of everyday life. However, concerns about its impact on human jobs and the lack of emotional intelligence persist. Users still weigh the benefits and drawbacks of ChatGPT, with negative and neutral sentiments reflecting these worries. For interactive marketers, this presents an opportunity to differentiate through human interaction in customer-facing roles. Addressing the risks and ethical concerns of AI, marketers can better engage consumers and refine strategies for future chatbot deployments, ensuring AI enhances rather than detracts from the customer experience. Originality/value This paper makes a unique contribution to the existing literature by demonstrating how consumer perceptions, rather than mere acceptance, directly influence the strategic use of AI chatbots in interactive marketing. By focusing on perceptions, this study offers deeper insights from social media sentiment analysis that can refine marketing campaigns and enhance consumer engagement with emerging technologies in the digital landscape.