Artificially intelligent chatbots are rapidly gaining popularity in customer service, and they can offer businesses benefits such as increased stock prices and low-cost, efficient service. However, customer trust and satisfaction with these chatbots are often low. Most current research focuses on which business benefits artificially intelligent systems can yield, and less focus lies on how to create satisfactory experiences for the customers. This study examines which chatbot characteristics that build customer trust and satisfaction, and identifies the types of inquiries where customers prefer artificially intelligent chatbots over human customer service agents. An online questionnaire was conducted with 47 participants, primarily 18-24-year-old females from Sweden, with a university degree and high comfort with modern technology. The data analysis, using the Wilcoxon signed-rank test and an investigation of the mean and median scores, revealed no characteristic was significantly more important for trust than for enhancing experience. However, anthropomorphism was indicated to have some importance for trust, though not statistically significant. Machine reading comprehension, perceived accuracy, and privacy concerns were found to be important for a positive customer experience. Participants preferred artificially intelligent chatbots over human customer service agents only for basic information inquiries. The findings support existing theories such as the service quality model and can provide guidance for businesses wanting to implement artificially intelligent chatbots in customer service.

Following the invention of Artificial Intelligence (AI) and its rapid dissemination across the globe, organisations have been experiencing a significant shift in processes, performance, and business models. As a result of the hype created by the release of ChatGPT, both the business and academic world has approached AI with a new and enormous interest. However, studies about different aspects in relation to perceptions and attitudes towards AI adoption in the private sector, and particularly, case studies are limited.  Aim: This Bachelor’s thesis aims to analyse the perceptions of management, IT management, and frontline employees about the implementation and impact of AI in large companies, focusing on Scania as a representative of a large automotive multinational corporation. Through the study, we attempt to explore the perceptions about a range of aspects about AI, such as its impact on change in organisation, impact on job and skills, trust in AI, AI opportunities and risk. We also aim to understand the effect of the advent of ChatGPT on perceptions about AI and its integration in organisation.  Methodology: This thesis is a qualitative case study that employed semi-structured interviews for collection of empirical data. The sample was generated through convenience sampling and included representatives of the company of following groups: IT-managers, managers, and non-managerial employees. This ensured a broad representation of views concerning AI implementation and impact in Scania. Conclusion and Contribution: Our findings reveal that AI implementation and impact perceptions range depending on job roles, primarily when it comes to the perceptions towards AI usefulness, risks and opportunities, and its impact on jobs. Additionally, we argue that the launch of ChatGPT has enhanced AI’s awareness and acceptance as a new technology. The thesis can be utilised as a basis for future studies on perceptions and factors affecting AI implementation and impact of representatives of different job positions and levels, as well as a guidance for managers on employees' awareness, expectations, and opinions on AI.