If you\'ve already started your digital marketing strategy, you know that customer service is something you need to pay close attention to. Customer service is a fundamental aspect that provides your brand\'s users or customers with positive experiences. This can be achieved by being available to users whenever they need to resolve doubts or problems. Digitalization is a very important process that traditional companies have embraced. This evolution allows for the integration of chatbots that provide immediate, automated responses. However, while chatbots and automation offer faster and more immediate service, it isn\'t always the most effective for the customer. The recommendation is to implement a hybrid chatbot, which is a system that combines automation with personalized attention from a human advisor. If the chatbot determines that the consumer requires more personalized attention, it will offer an advisor. This situation can occur with difficult customers or if the requests exceed the chatbot\'s response capacity. The advantages of implementation offer significant benefits: cost reduction and process optimization related to communication. Consumers will no longer have to wait for the desired attention; considering response times, customers will experience less anxiety and frustration by receiving prompt assistance. Furthermore, it boosts the brand\'s productivity. Automating the chatbot to answer simpler requests frees up advisors to focus on other, more specialized tasks. Cost reduction is also important, allowing the budget to be allocated to other areas of the business. Therefore, maintaining a hybrid chatbot system is presented as an effective and economical solution. Given the advantages this customer service offers, it is a good option for implementation in an e-commerce business.