Percorrer por autor "Guerreiro, Beatriz Zimbarra Gomes"
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- Do high touch ao high-tech : perceções dos profissionais de relações públicas sobre a influência da inteligência artificial generativa na produtividade em agências de comunicaçãoPublication . Guerreiro, Beatriz Zimbarra Gomes; Caldeira, Naíde Feijó Muller CajadoThis dissertation analyzes how Public Relations professionals in communication agencies in Portugal perceive the adoption of Generative Artificial Intelligence (GAI) and to what extent they associate it with productivity (efficiency/effectiveness, time management, and output quality). Based on the idea that high-tech (GAI tools) only creates sustainable value when combined with high-touch (human judgment, creativity, ethics, and client relationships), the study examines where AI accelerates work and where human intervention is irreplaceable. With two objectives – (i) to explore the experiences and perceptions of GAI usage in daily tasks and (ii) to understand its perceived impact on productivity – an exploratory mixed-methods design was adopted, combining seven semi structured interviews with senior professionals, documentary analysis of six reports, and an online questionnaire survey (30 responses). The results indicate that GAI is primarily associated with gains in speed during the stages of idea generation, assisted research, synthesis, and initial text drafting, allowing for “doing more in less time.” However, it requires human supervision to ensure quality, contextual appropriateness for the client, and to check for biases. No consistent changes were observed in the strategic metrics used in agencies, indicating an embryonic scenario in the definition of KPIs for AI. The need for training (AI literacy, verification/quality criteria) and concerns regarding ethical governance (usage transparency, data, and authorship) emerged, alongside mixed feelings of trust/anxiety. It is concluded that the high-tech/high-touch balance materializes in hybrid workflows: AI supports repetitive tasks and project kick-offs, while human judgment drives strategy, creativity, relationships, and ethical responsibility. It is recommended to adopt internal usage policies, editorial validation standards, continuous training plans, and KPIs that simultaneously capture efficiency and relational quality.