O Impacto da Inteligência Artificial no Marketing Digital
DOI:
https://doi.org/10.34630/tth.vi3.5085Palavras-chave:
IA, Marketing Digital, Big Data, Automatização, Aplicações, RiscosResumo
O presente artigo procura averiguar a relação entre a inteligência artificial (IA) e o marketing digital, explorando o seu papel, aplicações, benefícios e desafios.
Constata-se que a IA é capaz de automatizar tarefas, realizar previsões e determinar as necessidades dos consumidores em tempo real. Devido às suas vantajosas aplicações, os profissionais de marketing integram a IA nas suas atividades.
No entanto, é importante destacar que a IA apresenta desafios, como a necessidade de proteção de dados pessoais e a falta de transparência e empatia. Portanto, a pesquisa científica na área é fundamental para compreender os impactos e desafios da IA no marketing digital e garantir a sua aplicação ética e responsável.
Referências
Ahn, T. von. (2023, February 27). ChatGPT for Marketing: How This AI Tool Will Impact Agencies. DigitalMarketer. https://www.digitalmarketer.com/blog/chatgpt-for-marketing-impact/
Avery, P. (2022, August 17). How life science marketers can use AI to improve performance. BioStrata. https://www.biostratamarketing.com/blog/how-life-science-marketers-can-use-ai-to-improve-performance
Baxter, K. (2020, December 22). Responsible AI in Marketing: Embedding Ethics by Design. The 360 Blog from Salesforce. https://www.salesforce.com/blog/responsible-artificial-intelligence-marketing-automation-ethics/
Bhalla, A. (2021, May 25). How Can AI Help Businesses in Lowering the Marketing Cost? Global Tech Council. https://www.globaltechcouncil.org/artificial-intelligence/how-can-ai-help-businesses-in-lowering-the-marketing-cost/
Bheemaiah, K., Esposito, M., & Tse, T. (n.d.). What is machine learning? The Conversation. https://theconversation.com/what-is-machine-learning-76759
Bump, P. (2020, December 16). Predictive Marketing: What it Is & How to Leverage It. HubSpot. https://blog.hubspot.com/marketing/predictive-marketing
Crafts, C. (2022, December 02). How Brands are Using Artificial Intelligence in Customer Segmentation. FullSurge. https://www.fullsurge.com/blog-old/how-brands-use-artificial-intelligence-in-customer-segmentation-0
Finlay, S. (2018, July). Artificial Intelligence and Machine Learning for Business: A No-Nonsense Guide to Data Driven Technologies (Third Edition). ResearchGate. https://www.researchgate.net/publication/326200736_Artificial_Intelligence_and_Machine_Learning_for_Business_A_No-Nonsense_Guide_to_Data_Driven_Technologies_Third_Edition
Geyser, W. (2023, February 22). Artificial Intelligence (AI) Marketing Benchmark Report: 2023. Influencer Marketing Hub. https://influencermarketinghub.com/ai-marketing-benchmark-report/#:~:text=Artificial%20Intelligence%20is%20Playing%20a
Ismail, N. (2018, April 23). The success of artificial intelligence depends on data. Information Age. https://www.information-age.com/success-artificial-intelligence-data-10142/
Kapler, J. (2017, June 27). Your chatbot lacks empathy, and that’s a problem. VentureBeat. https://venturebeat.com/ai/your-chatbot-lacks-empathy-and-thats-a-problem/
Knight, W. (2017, April 11). The Dark Secret at the Heart of AI. MIT Technology Review. https://www.technologyreview.com/2017/04/11/5113/the-dark-secret-at-the-heart-of-ai/
Legg, S., & Hutter, M. (2007). Universal Intelligence: A Definition of Machine Intelligence. ArXiv.org. https://arxiv.org/abs/0712.3329
Leos, D. (2022, December 12). Is AI A Risk To Creativity? The Answer Is Not So Simple. Entrepreneur. https://www.entrepreneur.com/science-technology/is-ai-a-risk-to-creativity-the-answer-is-not-so-simple/439525
Lin, P. (2022, August 39). AI-Based Marketing Personalization: How Machines Analyze Your Audience. Marketing Institute. https://www.marketingaiinstitute.com/blog/ai-based-marketing-personalization
Moretti, J. (2023, February 17). 5 Industries That Will Be The Most Heavily Impacted By AI - California Business Journal. California Business Journal. https://calbizjournal.com/5-industries-that-will-be-the-most-heavily-impacted-by-ai/
Mulcahy, S. (2020). State Of The Connected Customer. Salesforce. https://www.salesforce.com/content/dam/web/it_it/www/pdf/connected-customer-report-2020.pdf
Muspratt, A. (2018, June 28). 4 reasons companies are NOT adopting AI (and how to resolve them). Process Excellence Network. https://www.processexcellencenetwork.com/rpa-artificial-intelligence/articles/4-reasons-companies-are-not-adopting-ai-and-how-to-resolve-them/
Piyush Jain, & Keshav Aggarwal. (2020, July 28). Transforming Marketing with Artificial Intelligence. ResearchGate. https://www.researchgate.net/publication/343262528_Transforming_Marketing_with_Artificial_Intelligence
Rapaport, W. J. (2005). Book Review: The Turing Test: Verbal Behavior as the Hallmark of Intelligence, edited by Stuart Shieber. Computational Linguistics, 31(3). https://aclanthology.org/J05-3006/
Rugova, E. B., Raluca Csernatoni, Venesa, & Rugova, E. B., Raluca Csernatoni, Venesa. (n.d.). Europe and AI: Leading, Lagging Behind, or Carving Its Own Way? Carnegie Endowment for International Peace. https://carnegieendowment.org/2020/07/09/europe-and-ai-leading-lagging-behind-or-carving-its-own-way-pub-82236
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2023 The Trends Hub
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
