Commerce chatbot for customer service

Active Directory External Identities
App Service
Bot Service
Language Understanding
Cognitive Services

Solution Idea

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Azure Bot Service with Language Understanding enables developers to create conversational interfaces for banking, travel, and entertainment commerce scenarios. For example, a hotel concierge can use a bot to enhance customer e-mail and phone call interactions. The bot validates customers with Azure Active Directory. Azure Cognitive Services is then used to contextually process customer service text and voice requests. Add the Speech service to recognize and support voice commands.

Potential use cases

This solution applies to the following scenarios:

  • Banking
  • Travel and hospitality (such as a hotel concierge bot to enhance emails and phone calls)
  • Entertainment commerce


Architectural diagram: example of e-commerce chatbot for customer service requests.

Download an SVG of this architecture.

Data flow

  1. The customer uses your mobile app.
  2. Using Azure Active Directory B2C, the customer authenticates.
  3. Using the custom application Bot, the customer requests information.
  4. Cognitive Services helps process the natural language request.
  5. The response is reviewed by the customer, who can refine the question using natural language.
  6. Once the customer is happy with the results, the Application Bot updates the reservation.
  7. Application Insights monitors the live application to diagnose issues and help understand how to improve Bot performance and usability.


Key technologies used to implement this architecture:

Next steps

Product documentation:

Microsoft Learn modules:

Azure Architecture Center overview articles:

Azure Architecture Center articles describing chatbot architectures: