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Inteligência artificial e comunicação de crise : otimizar estratégias na era digital
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Abstract(s)
Numa era digital que está, também, a transformar o setor da comunicação, a integração de novas ferramentas e tecnologias no dia a dia dos profissionais é inevitável. A adoção acelerada das tecnologias de Inteligência Artificial (IA) nos setores, incluindo o da comunicação, provocou uma transformação na forma como as crises são geridas e comunicadas, e traz oportunidades únicas para o setor. No entanto, esta adoção traz também desafios, nomeadamente no que diz respeito à manutenção do equilíbrio entre a automatização e a supervisão humana. Neste sentido, a presente investigação explora o ponto em que a IA se cruza com a comunicação estratégica. Através de entrevistas com profissionais de comunicação, o estudo investiga como é que a IA está a ser adotada nas agências de comunicação, procurando responder à pergunta de partida “Como é que a Inteligência Artificial pode otimizar as estratégias de comunicação em situações de crise em agências de comunicação?”. A investigação seguiu uma metodologia qualitativa e foram realizadas entrevistas semiestruturadas a 11 agências de comunicação associadas da APECOM (Associação Portuguesa de Empresas de Comunicação). A abordagem qualitativa, através de entrevistas semiestruturadas, foi utilizada para permitir uma exploração aprofundada das perceções dos profissionais de comunicação. A informação recolhida revela que, embora a IA possa apoiar significativamente a comunicação de crise, a supervisão humana continua a ser essencial para a comunicação estratégica tanto em crise, como no dia-a-dia. Conclui-se também que, embora a IA aumente a eficiência ao oferecer análises preditivas e automatizar tarefas rotineiras, a intuição, inteligência emocional, e o julgamento humano são insubstituíveis. O estudo também destaca as considerações éticas que acompanham a utilização da IA em cenários de crise. A dissertação oferece uma visão teórica sobre o papel da IA na comunicação de crise e fornece recomendações práticas para as agências de comunicação. As conclusões retiradas deste estudo visam ajudar as agências não só a integrar a IA de forma eficaz, mas também a promover ambientes de colaboração onde a perícia humana e as capacidades de IA trabalham em harmonia.
In a digital era that is also transforming the communications sector, the integration of new tools and technologies into the daily routine of professionals is inevitable. The accelerated adoption of Artificial Intelligence (AI) technologies in sectors, including communications, has led to a transformation in the way crises are managed and communicated, and brings unique opportunities for the sector. However, this adoption also brings challenges, particularly in terms of maintaining a balance between automation and human supervision. In this sense, this research explores the point at which AI intersects with strategic communication. Through interviews with communication professionals, the study investigates how AI is being adopted in communication agencies, seeking to answer the research question “How can Artificial Intelligence optimize communication strategies in crisis situations in communication agencies?”. The research followed a qualitative methodology, and semi-structured interviews were carried out with 11 communication agencies associated with APECOM (Portuguese Association of Communication Companies). The qualitative approach, through semistructured interviews, was used to allow an in-depth exploration of the perceptions of the communication professionals. The information gathered reveals that although AI can significantly support crisis communication, human supervision remains essential for strategic communication both in crisis and on a day-to-day basis. It also concludes that although AI increases efficiency by offering predictive analyses and automating routine tasks, intuition, emotional intelligence and human judgement are irreplaceable. The study also highlights the ethical considerations that accompany the use of AI in crisis scenarios. The dissertation offers a theoretical overview of the role of AI in crisis communication and provides practical recommendations for communication agencies. The conclusions drawn from this study aim to help agencies not only integrate AI effectively, but also foster collaborative environments where human expertise and AI capabilities work in harmony.
In a digital era that is also transforming the communications sector, the integration of new tools and technologies into the daily routine of professionals is inevitable. The accelerated adoption of Artificial Intelligence (AI) technologies in sectors, including communications, has led to a transformation in the way crises are managed and communicated, and brings unique opportunities for the sector. However, this adoption also brings challenges, particularly in terms of maintaining a balance between automation and human supervision. In this sense, this research explores the point at which AI intersects with strategic communication. Through interviews with communication professionals, the study investigates how AI is being adopted in communication agencies, seeking to answer the research question “How can Artificial Intelligence optimize communication strategies in crisis situations in communication agencies?”. The research followed a qualitative methodology, and semi-structured interviews were carried out with 11 communication agencies associated with APECOM (Portuguese Association of Communication Companies). The qualitative approach, through semistructured interviews, was used to allow an in-depth exploration of the perceptions of the communication professionals. The information gathered reveals that although AI can significantly support crisis communication, human supervision remains essential for strategic communication both in crisis and on a day-to-day basis. It also concludes that although AI increases efficiency by offering predictive analyses and automating routine tasks, intuition, emotional intelligence and human judgement are irreplaceable. The study also highlights the ethical considerations that accompany the use of AI in crisis scenarios. The dissertation offers a theoretical overview of the role of AI in crisis communication and provides practical recommendations for communication agencies. The conclusions drawn from this study aim to help agencies not only integrate AI effectively, but also foster collaborative environments where human expertise and AI capabilities work in harmony.
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Keywords
Inteligência artificial Comunicação estratégica Comunicação de crise Artificial intelligence Strategic communication Crisis communication
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CC License
Without CC licence