Abstract

Artificial Intelligence (AI) has been the most popular in the sphere of customer service, bringing a revolution to the process of serving consumers by the organization; however, the problems of trust have been at the core of the success. The paper in question takes into account the degree of consumer trust in AI of the customer service services, the correlation between the attitude towards reliability, transparency and empathy and the overall acceptance and use. This is based on cross-culture theories, including the Hofstede cultural dimensions, and survey findings of various consumers of various culture regions allow the researcher to use in-depth interview and survey data to acquire overall insight. The quantitative data indicate that the trust level is significantly varied: the consumers with the high- uncertainty-avoidance are more suspicious of AI agents and worried about the need to control the work of the latter, and the consumers with the low- uncertainty-avoidance are more flexible and trusting automated systems. The other fact that the qualitative data reveals is that the universality of the relevance of efficiency and availability is a universally positive discovery, yet there were also found differences in the cultural values of emotional intelligence and personalization. The AI systems that were socially warm and respectful were more likely to be popular in collectivist countries and the ones that ensured the settlement of issues and technical accuracy in individualistic countries in time. The work will prove useful in the context of cross-cultural approach to consumer trust by providing the theory and practice with the richer context of the discussion of the technology acceptance models and a more comprehensive picture of the socio-cultural expectations. Pragmatic implications are the mean that the organizations must make plans of customer service, which are driven by AI, sensitive to the cultural situations, in order to achieve long-term trust and engagement, the system design and communication styles must be correlated with the cultural preferences. Finally, the findings indicate that although AI is a marketable service platform with scalability, the consumer confidence is not dependent upon the latter but, rather, differs based on the cultural values, which predetermines the way to the sustainable introduction of AI in customer service.