Desafios na interação com chatbots: um estudo de caso do Flaychat em contexto simulado de atendimento

Abstract

The digital transformation has significantly changed human interactions and customer service processes across various sectors, driving the adoption of tools based on Artificial Intelligence (AI), such as chatbots. These automated systems have been widely implemented by companies and institutions for providing agility, availability, and reduced operational costs. However, their use does not always ensure a satisfactory experience for all users, especially for individuals with low digital literacy, who face difficulties in understanding and interacting with these technologies. This study aims to analyze the challenges faced by users with different levels of digital literacy when interacting with chatbots, seeking to understand the factors that influence the efficiency and accessibility of these systems. The research is characterized as qualitative, descriptive, and developed through a case study involving the creation of a fictitious Internet provider chatbot, implemented on the FlyChat platform, a local tool developed by a programmer from the city of Nova Cruz and used in some local businesses. Data collection was carried out through practical interactions with two groups of participants — one with low digital literacy and another with greater technological familiarity — followed by the application of a Likert-scale questionnaire, which evaluated perceptions regarding message clarity, ease of use, overall satisfaction, and preference between human and automated service. The results showed significant differences between the groups: users with higher digital literacy presented higher agreement averages in all aspects, while participants with lower technological proficiency demonstrated difficulties in understanding, insecurity, and a greater preference for human assistance. The analysis revealed that the efficiency of the chatbot is directly related to the users’ level of digital literacy. It is concluded that, although FlyChat proved to be functional and accessible for basic tasks, digital inclusion requires more than mere access to technology, demanding conversational interfaces designed to accommodate different literacy levels and to promote equitable and humanized use of digital services.