The use of chatbots and virtual assistants in customer engagement has gained significant attention in recent years. This paper presents a comprehensive review of the literature on this topic, aiming to provide insights into the impact of chatbots and virtual assistants on customer experience, satisfaction, and loyalty. The review encompasses various aspects, including the growth and prosperity of chatbots, their impact on customer service, and their integration into wireless services. Additionally, the study explores the role of chatbots in enhancing customer engagement in digital marketing and their influence on customer loyalty. The findings from this review contribute to a better understanding of the implications of chatbots and virtual assistants in customer engagement, providing valuable insights for businesses and researchers by understanding chatbots and virtual assistants in customer engagement.