The use of chatbots to manage online interactions with consumers poses additional ethical challenges linked to the use of artificial intelligence (AI) applications and opens up new ethical avenues for investigation. A literature analysis identifies a research gap regarding the ethical challenges related to chatbots as non-moral and non-independent agents managing non-real conversations with consumers. It raises concerns about the ethical implications related to the progressive automation of online conversational processes and their integration with AI. The conversational approach has been explored in the organisational and management literature, which has analysed the features and roles of conversations in managing interactions ethically. This study aims to discuss conceptually the ethical challenges related to chatbots within the marketplace by integrating the current chatbot-based literature with that on conversation management studies. A new conceptual model is proposed which embraces ethical considerations in the future development of chatbots.