The Ethical Interaction Trilogy Among Companies, Customers, and AI-Chatbots

This chapter offers a theoretical examination of ethical relationships among firms, customers, and AI chatbots and uncovers the new ethical challenges in this triadic relationship. As AI chatbots become more involved in customer services and online communication, current literature on their ethical dimensions is fragmented. This chapter synthesizes theories based on different disciplines, i.e., business, communication studies, psychology, and information systems, to present a holistic overview of the ethical dynamics involved. The chapter settles some of the prominent theories with which the designing and deployment of AI chatbots can be regulated. By mapping these theories, the chapter highlights how ethical factors must be designed into the structure of AI chatbots in a way that ensures transparency, accountability, and justice. The chapter concluded with a call for cross-disciplinary collaboration for addressing the complex ethical issues posed by AI chatbot communication, particularly in multicultural and organizational environments.