Bots play a vital role in customer service on websites by providing immediate, automated responses to user inquiries. These chatbots and virtual assistants can handle common questions, guide users through processes, and provide information 24/7. By automating routine interactions, bots free human agents to focus on more complex issues, improving overall efficiency in customer support. Moreover, they offer personalized experiences based on user interactions, enhancing customer satisfaction and engagement while collecting data for further optimization of service delivery.