Abstract: AI solutions in customer service and the digitalization of internal processes: the role of chatbots and digital agents in SMEs. The aim of the study is to develop guidelines for the implementation of AI chatbots in SME customer service and the digitalization of internal processes. The study used a mixed methodology: literature review, quantitative survey (n=109), and semi-structured interviews, as well as a single case study. The results show that the implementation of AI chatbots in Latvia is at an early stage of maturity. The main benefits are 24/7 availability, faster information provision, and reduction of employee workload, but the challenges are data security, system integration, and accuracy of responses, as well as change management (48% mention resistance). The article concludes with actionable guidelines for implementation stages, KPI system, security, and ethical requirements, as well as ensuring multilingualism and reliability.

Keywords: artificial intelligence, chatbot, digital agent, digitalization, SME

Pages: 1856-1866