O modo como os profissionais de marketing, em Portugal, utilizam o ChatGPT

: riscos, benefícios e o impacto da informação oferecida pela plataforma

Abstract

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.

Date of Award	9 Dec 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)