| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.97 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A Inteligência Artificial (IA) tem recebido atenção nos últimos anos porque facilita e
agiliza processos em diversas áreas. No marketing, a IA é utilizada como uma ferramenta para
atrair e fidelizar os consumidores ao enriquecer as suas experiências com as marcas, atuando
desde a criação do produto até o processo de compra dos consumidores.
Na era digital, o desenvolvimento tecnológico e a evolução das redes sociais têm gerado
uma sociedade cada vez mais conectada, fazendo com que a recolha de dados através de
procedimentos de IA torne-se mais simples e ampla. As ferramentas de IA conseguem
identificar de maneira mais eficiente o perfil do consumidor, facilitando o trabalho das
empresas na criação de estratégias de relacionamento mais individualizadas.
O cliente atual está geralmente bem informado e, cada vez mais exigente, assim o
marketing de massas tem vindo a perder alguma eficácia. Por esta razão, a IA parece ser uma
ferramenta crucial, no sentido de direcionar campanhas e produtos em função do perfil
específico dos clientes, mas até que ponto o consumidor aceitará ou se sentirá invadido, perante
estas ações?
Através da realização de entrevistas com especialistas de empresas de áreas distintas –
tecnologia, publicidade e telecomunicações – e do envio de questionários sobre hábitos de
consumo e noções da utilização da Inteligência Artificial por parte das organizações e empresas,
percebemos que muitos consumidores ainda não têm opinião formada acerca da utilização da
Inteligência Artificial no marketing e na comunicação estratégica. Alguns apreciam a agilidade
e a facilidade no relacionamento com as marcas e subsequentes processos de compra, mas
paralelamente, não aprovam que seus dados pessoais sejam recolhidos, analisados e utilizados
pela IA.
Artificial Intelligence has been receiving more attention in recent years for facilitating and speeding up processes in many areas. In Marketing, AI has been seen as a new way of attracting consumers and enriching their brand experiences from the product creation process to the consumer shopping experience. In the digital age, technological development and the evolution of social networks have created an increasingly connected society, making data collection through AI practices even more simple and extensive. AI tools can better identify the consumer profiles, facilitating companies work in order to create more effective individual relationship strategies. The contemporary customer is usually well informed and increasingly demanding, which results in the loss of mass marketing effectiveness. For that reason, AI seems to be a crucial tool in targeting campaigns and products based on specific customers profiles. However, the question is: will the consumer accept or feel invaded by these actions? Through interviews with experts and companies from different areas - technology, advertising and telecommunications – and surveys regarding the consumption habits and notions about the use of artificial intelligence by organizations and businesses, we realize that many consumers still do not have a formed opinion about the use of artificial intelligence in marketing and strategic communications. Some people appreciate the agility and easiness in the interaction with brands and subsequent purchase processes. Nevertheless, in parallel, they do not approve that their personal data is being collected, analyzed and used by AI.
Artificial Intelligence has been receiving more attention in recent years for facilitating and speeding up processes in many areas. In Marketing, AI has been seen as a new way of attracting consumers and enriching their brand experiences from the product creation process to the consumer shopping experience. In the digital age, technological development and the evolution of social networks have created an increasingly connected society, making data collection through AI practices even more simple and extensive. AI tools can better identify the consumer profiles, facilitating companies work in order to create more effective individual relationship strategies. The contemporary customer is usually well informed and increasingly demanding, which results in the loss of mass marketing effectiveness. For that reason, AI seems to be a crucial tool in targeting campaigns and products based on specific customers profiles. However, the question is: will the consumer accept or feel invaded by these actions? Through interviews with experts and companies from different areas - technology, advertising and telecommunications – and surveys regarding the consumption habits and notions about the use of artificial intelligence by organizations and businesses, we realize that many consumers still do not have a formed opinion about the use of artificial intelligence in marketing and strategic communications. Some people appreciate the agility and easiness in the interaction with brands and subsequent purchase processes. Nevertheless, in parallel, they do not approve that their personal data is being collected, analyzed and used by AI.
Description
Keywords
Inteligência Artificial Marketing Consumidor Recolha de dados Artificial Intelligence Costumer Data collection