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O modo como os profissionais de marketing, em Portugal, utilizam o chatgpt : riscos, benefícios e o impacto da informação oferecida pela plataforma
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A Inteligência Artificial (IA) está numa expansão disruptiva, a sociedade e o marketing estão a sentir o impacto disso. A influência que a inteligência artificial e, nomeadamente, o ChatGPT tem nos profissionais de marketing é bastante visível. Este estudo incide sobre o ChatGPT, como principal plataforma em estudo, ainda que outras plataformas de IA sejam referidas na pesquisa. Existem estudo científicos que demonstram o desenvolvimento e a influência que o ChatGPT tem tido, porém não tão focados nos profissionais de marketing. Esta investigação aborda quais as tarefas em que estas plataformas são utilizadas, vantagens e desvantagens da sua utilização por profissionais de marketing, e qual é, realmente, o impacto que a informação oferecida pela plataforma tem, tanto nas organizações como nos profissionais de marketing em si. Dentro da metodologia qualitativa, foram realizadas entrevistas a uma amostra não probabilística de profissionais de marketing, abordando temas como as vantagens e desvantagens da IA, a sua utilização por parte dos profissionais de marketing e qual o impacto que a IA tem nestes profissionais. As entrevistas foram realizadas a 29 participantes, profissionais de marketing, que utilizam o ChatGPT/IA nas suas tarefas de trabalho. Após a sua realização, foram efetuadas as transcrições, a sua análise e a apresentação de resultados. Tendo em contas os resultados obtidos, foi possível observar que existem vantagens e desvantagens que poderão influenciar os profissionais de marketing, tremendamente. Desde a criação de conteúdos, à pesquisa de informação, à organização (resumir ou traduzir textos), estas são algumas das tarefas para que os profissionais de marketing mais utilizam soluções de IA. Dentro do tema das vantagens e desvantagens, foram discutidas vantagens como rapidez e eficácia, aumento da produtividade, redução de custos, entre outras, e desvantagens como a criação de conteúdos repetitivos, a desumanização, a perda de criatividade, entre outros. Apesar de os entrevistados terem manifestado perspetivas diversificadas, a sua visão relativamente ao desenvolvimento futuro da IA é predominantemente positiva, pois eles que observam a introdução de IA, na nossa sociedade, é uma evolução e desejam que culmine numa entreajuda entre IA e seres humanos.
Artificial Intelligence (AI) is undergoing disruptive expansion, and society and marketing are feeling its impact. The influence that artificial intelligence, particularly ChatGPT, has on marketing professionals is quite visible. This study focuses on ChatGPT as the main platform under study, although other AI platforms are also mentioned in the research. There are scientific studies that demonstrate the development and influence that ChatGPT has had, but not so much focused on marketing professionals. This research addresses which tasks these platforms are used for, the advantages and disadvantages of their use by marketing professionals, and what is the real impact of the information provided by the platform, both on organizations and on marketing professionals. Within the qualitative methodology, interviews were conducted with a non-probabilistic sample of marketing professionals, addressing topics such as the advantages and disadvantages of AI, its use by marketing professionals, and the impact that AI has on these professionals. The interviews were conducted with 29 participants, marketing professionals who use ChatGPT/AI in their work tasks. After the interviews, transcriptions, analysis, and presentation of results were carried out. Based on the results obtained, it was possible to observe that there are advantages and disadvantages that could tremendously influence marketing professionals. From content creation to information research to organization (summarizing or translating texts), these are some of the tasks for which marketing professionals most use AI solutions. Within the topic of advantages and disadvantages, advantages such as speed and efficiency, increased productivity, cost reduction, among others, and disadvantages such as the creation of repetitive content, dehumanization, loss of creativity, among others, were discussed. Although the interviewees expressed diverse perspectives, their view on the future development of AI is predominantly positive, as they see the introduction of AI in our society as an evolution and hope it culminates in mutual assistance between AI and human beings.
Artificial Intelligence (AI) is undergoing disruptive expansion, and society and marketing are feeling its impact. The influence that artificial intelligence, particularly ChatGPT, has on marketing professionals is quite visible. This study focuses on ChatGPT as the main platform under study, although other AI platforms are also mentioned in the research. There are scientific studies that demonstrate the development and influence that ChatGPT has had, but not so much focused on marketing professionals. This research addresses which tasks these platforms are used for, the advantages and disadvantages of their use by marketing professionals, and what is the real impact of the information provided by the platform, both on organizations and on marketing professionals. Within the qualitative methodology, interviews were conducted with a non-probabilistic sample of marketing professionals, addressing topics such as the advantages and disadvantages of AI, its use by marketing professionals, and the impact that AI has on these professionals. The interviews were conducted with 29 participants, marketing professionals who use ChatGPT/AI in their work tasks. After the interviews, transcriptions, analysis, and presentation of results were carried out. Based on the results obtained, it was possible to observe that there are advantages and disadvantages that could tremendously influence marketing professionals. From content creation to information research to organization (summarizing or translating texts), these are some of the tasks for which marketing professionals most use AI solutions. Within the topic of advantages and disadvantages, advantages such as speed and efficiency, increased productivity, cost reduction, among others, and disadvantages such as the creation of repetitive content, dehumanization, loss of creativity, among others, were discussed. Although the interviewees expressed diverse perspectives, their view on the future development of AI is predominantly positive, as they see the introduction of AI in our society as an evolution and hope it culminates in mutual assistance between AI and human beings.
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ChatGPT Inteligência artificial (IA) Profissional de marketing Marketing Vantagens e desvantagens da IA Ética Artificial intelligence (AI) Marketing professional AI advantages and disadvantages Ethics
Contexto Educativo
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Licença CC
Sem licença CC