Modern consumers demand immediacy and personalization. The problem is that when a customer has a real problem, like modifying an order or processing a refund, traditional bots just throw a wall of text at them or send them to an endless form.
If a customer wants to know the exact status of a shipment or calculate the cost of an upgrade, they don't want to do the manual work; they want a solution. This lack of attention generates frustration, overloads human support lines, and leads to lost sales.