AI-based Chatbots in Customer Communication: A Comparative Study of Germany and China

Abstract

This study analyzes the implementation, usage, and acceptance of AI-supported chatbots in customer communication in Germany and China. Based on a systematic literature review and seven expert interviews with representatives of international technology companies, the research investigates both technological and cultural contextual factors influencing chatbot adoption. The study highlights how varying regulatory frameworks, infrastructure readiness, and cultural attitudes shape the deployment and effectiveness of AI-driven communication tools in different markets. Findings indicate that in Germany, stringent data protection laws, regulatory complexity, and cultural hesitations around privacy and automation present major obstacles to chatbot integration. In contrast, China’s innovation-friendly regulatory environment, extensive government support, and high technology affinity foster rapid deployment and wide user acceptance of AI-based solutions. Moreover, differences in organizational priorities emerge, with Chinese companies emphasizing speed, platform integration, and functionality, while German firms focus on data security, compliance, and personalized, trust-building customer interactions. The study further explores variations in user experience and communication design, underscoring the importance of culturally adapted interfaces and context-sensitive implementation strategies. Derived from these insights, the paper offers strategic recommendations for businesses to successfully implement AI chatbots in diverse regulatory and cultural landscapes. Additionally, it outlines directions for future research, particularly regarding the development of agentic AI, multimodal interaction capabilities, and sustainable deployment models that consider ethical, infrastructural, and environmental aspects.