Improves brand reputation? I don't think I've seen a single case where someone is glad to talk to an LLM/chat bot instead of an actual person. Personally, I think less of any company that uses them. I've never seen one be actually useful, and they seem to only really regurgitate links to FAQ pages or give the most generic answers possible while I fight to get a customer service number so I can actually solve the problem at hand.

I use SOTA LLM chatbots to solve issues that would take a long time via human customer service reps. In fact, LLMs solve things quicker than it takes to get a human on the phone/chat/forum response.