Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.1

Purpose: The study aims to evaluate the current potential for automated customer assistance among NASK partners in Poland. It analyses the distribution of domain registrars across different maturity segments, identifies the most and least frequently implemented automation elements, and assesses overall readiness for automated customer assistance in the NASK partner network. Need for the study: This research fills an important gap in understanding automation practices among Polish domain registrars. While these organizations play a crucial role in Poland's digital infrastructure, little data exists on their customer service automation capabilities. As consumer preferences shift toward self-service and instant solutions, identifying current automation levels becomes vital for industry benchmarking and digital policy development. The study provides essential insights into automated customer assistance disparities that could potentially constrain the broader digital landscape's growth. Methodology: Using a netnographic approach with quantitative elements, the study analysed 117 NASK partners from the Polish market. Based on nine arbitrarily selected criteria related to automated customer assistance, the websites of the mentioned partners were examined. Each criterion was scored using a three-point scale (0-5-10 points), and the results were aggregated to create five distinct automated customer assistance maturity segments. Data collection involved systematic observation of publicly available interfaces without requiring additional permissions. Findings: The survey revealed significant disparities in automated customer assistance implementation. The vast majority of partners belong to lower maturity segments, with advanced automation solutions appearing mainly in the highest segment. A clear implementation hierarchy emerged, progressing from technical stability to basic interaction tools, self-service resources, and finally advanced AI-based solutions. Practical Implications: Findings indicate significant growth potential, especially in implementing advanced automated customer assistance technologies in the Polish domain registrar market. The clear segmentation provides a framework for understanding the current state of automation and identifying strategic priorities for enhancement