35

The integration of generative AI technologies such as large language model based agents is transforming customer service in today’s digital marketing era. The existing literature shows an increasing interest in generative AI applications for digital marketing. Nevertheless, empirical insights into how generative AI-enhanced customer service affects ethical attitudes and consumer use intentions are still insufficient. Our study aims to investigate how the adoption of generative AI in customer service influences customers ethical perceptions, and usage intentions. We conducted a quantitative study among French digital consumers who engaged with AI-enhanced customer service agents. Results show some key factors influencing AI-enhanced customer service agents adoption. Our findings offer empirical valuable insights into balancing generative AI-human service interactions automation efficiency with sustained customer engagement in digital marketing.