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@article{184716,
        author = {Yash Gupta},
        title = {The impact of AI and chatbots in influencing the GenZ Consumer engagement and retention},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {3411-3418},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184716},
        abstract = {The rapid introduction of AI-based chatbots into marketing activities and customer-service models has transformed consumer-brand relations, mainly evident in Generation Z, a group of people who are highly digitally literate and who prefer personalized, time-sensitive communications. However, little empirical research has been done to determine chatbots impact on Gen Z involvement and retention. To examine the role of AI –powered chatbots in enhancing customer engagement and retention among Gen Z generation in the Delhi NCR region. A descriptive-exploratory type of research design was conducted. The sample size consisted of 100 respondents who are representatives of Generation Z where they were recruited through stratified sampling considering gender, age, education, and residence. However, limitations meant the final sample was biased towards urban and student respondents, so the final sample was more like quota/convenience sampling and questioned with the assistance of a structured questionnaire. The chatbot constructed through the AI was the independent variable; the engagement and retention were dependent variables. SPSS was used to implement regression and correlation to determine statistical analysis. The results of the regression analysis indicated that the implementation of chatbots had a positive influence on customer engagement that was statistically significant (B = 0.312, R² = 0.214, t = 5.17, F(1,98) = 26.7, p = 0.001). Elaborated by correlation analysis, the experience with the chatbots were statistically related (moderate) to retention (r = 0.276, p = 0.005). As empirical evidence shows, personalized, responsive, and trust-earning AI-powered chatbots can significantly improve the levels of engagement and retention among Gen Z consumers. Such findings support the idea that empathetic, well-designed chatbot conversations can open strategic opportunities to develop brand loyalty in a very competitive online world},
        keywords = {AI- chatbots, customer engagement, generation Z, retention},
        month = {September},
        }