Research pick: We need to talk about pharma - "The role of AI-powered chatbots on improving customer experience in e-commerce: a case study of pharmaceutical organisations in Shanghai"

Chatbots based on so-called artificial intelligence (AI) are being used increasingly to handle interactions between customers and companies online. In Shanghai’s fast-growing e-commerce pharmacy sector, they are, according to research in the International Journal of Business Innovation and Research, almost essential to addressing long-standing customer service issues.

As residents of China’s most populous city turn to digital platforms for their healthcare needs, chatbots are being used to provide clarity, efficiency, and personalisation in an area where trust and information are critical.

The study involved surveying 400 Shanghai-based internet users with experience using pharmacy chatbots. The results of the survey offer an empirical analysis of how this technology affects customer satisfaction in the online pharmaceutical context. The researchers found that chatbots significantly improved the user experience by delivering real-time, tailored support. In particular, chatbots were able to improve customer service engagement to the point where customers felt that their needs were understood and met. This factor, the study shows, is an important mediator between the use of such tools and increased customer satisfaction.

For online pharmacies, health and medication safety are critical. The new, evolving technology can offer responsive and trustworthy communication where a direct human interaction is not possible. With urban populations facing overburdened healthcare systems and limited access to in-person consultations, online pharmacies are filling the gap and the integration of chatbots into their systems offers a scalable solution to the pressures.

Chatbots can provide 24/7 service, recommend medications based on purchase history, and flag potentially unsafe drug combinations. These features are particularly valuable in a city like Shanghai, where population density and time constraints often limit access to conventional pharmacy services. However, the researchers caution that implementation must be accompanied by careful design. Transparency in how chatbots handle user data, the limits on their advisory roles, and mechanisms for customer feedback are all essential to maintain user trust.

Jing, Z. and Wongkumchai, T. (2025) ‘The role of AI-powered chatbots on improving customer experience in e-commerce: a case study of pharmaceutical organisations in Shanghai’, Int. J. Business Innovation and Research, Vol. 38, No. 5, pp.23–48.