A inteligência artificial no marketing

: do algoritmo ao consumidor

Abstract

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.

Date of Award	2020
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Emília Simão (Supervisor)