Abstract: Amid the ongoing digital transformation, businesses are confronted with the dual challenge of enhancing customer service efficiency while meeting the growing demand for personalization. Grounded in the technology acceptance model (TAM), this study examines the application of ChatGPT in customer service and its effects on both service efficiency and customer satisfaction. The findings indicate that ChatGPT’s automation and personalization features significantly improve response speed, particularly by reducing the reliance on human agents during night shifts. Furthermore, ChatGPT’s ability to deliver personalized recommendations and perform sentiment analysis contributes to a noticeable increase in customer satisfaction. This study offers practical insights for businesses seeking to leverage artificial intelligence in optimizing customer service, and provides a foundation for future cross-industry research.