Automatização e utilização de tecnologias de informação no marketing digital
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2025
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Esta dissertação explora o impacto da automatização, Inteligência Artificial (IA) e tecnologias relacionadas nas estratégias de marketing digital. Analisa como a IA, machine learning, big data e ferramentas de automatização melhoram a eficiência do marketing, personalizam as experiências dos clientes e otimizam decisões. Através de métodos mistos, incluindo revisão da literatura e entrevistas com profissionais de marketing, identifica tendências, desafios e questões éticas na adoção da IA. Conclui que, embora essas tecnologias melhorem a criação de conteúdos e a segmentação, também apresentam desafios como gestão de dados, privacidade e perda de empregos. Destaca a necessidade de equilíbrio entre avanços tecnológicos e supervisão humana, bem como a adaptação dos profissionais de marketing. As tecnologias emergentes, como LLM e PNL, irão intensificar a personalização e a interação com clientes. As empresas devem lidar com questões éticas, como segurança de dados e preconceitos algorítmicos, para garantir uma implementação responsável.
This dissertation explores the transformative impact of automation, Artificial Intelligence (AI), and related technologies on digital marketing strategies. It examines how AI, machine learning, big data, and automation tools enhance marketing efficiency, personalize customer experiences, and optimize decision-making processes. Through a mixed-method approach, including a literature review and interviews with marketing professionals, the research identifies key trends, challenges, and ethical concerns arising from the adoption of AI in marketing. Findings show that these technologies significantly improve content creation, targeting, and engagement, but also present challenges such as data management, privacy issues, and job displacement. The study highlights the need for businesses to balance technological advancements with human oversight and transparency in AI decision-making. Marketing professionals must adapt by developing both technical and creative skills to keep up with the rapidly evolving landscape. Emerging technologies like Large Language Models (LLMs) and Natural Language Processing (NLP) will further drive content personalization and customer interaction. While AI and automation offer great potential, businesses must address ethical concerns, including data security and algorithmic biases, to ensure responsible deployment. Overall, AI and automation are reshaping marketing, and companies must navigate these changes effectively to remain competitive and responsible.
This dissertation explores the transformative impact of automation, Artificial Intelligence (AI), and related technologies on digital marketing strategies. It examines how AI, machine learning, big data, and automation tools enhance marketing efficiency, personalize customer experiences, and optimize decision-making processes. Through a mixed-method approach, including a literature review and interviews with marketing professionals, the research identifies key trends, challenges, and ethical concerns arising from the adoption of AI in marketing. Findings show that these technologies significantly improve content creation, targeting, and engagement, but also present challenges such as data management, privacy issues, and job displacement. The study highlights the need for businesses to balance technological advancements with human oversight and transparency in AI decision-making. Marketing professionals must adapt by developing both technical and creative skills to keep up with the rapidly evolving landscape. Emerging technologies like Large Language Models (LLMs) and Natural Language Processing (NLP) will further drive content personalization and customer interaction. While AI and automation offer great potential, businesses must address ethical concerns, including data security and algorithmic biases, to ensure responsible deployment. Overall, AI and automation are reshaping marketing, and companies must navigate these changes effectively to remain competitive and responsible.
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COMMUNICATION, ARTIFICIAL INTELLIGENCE, DIGITAL MARKETING, BIG DATA, MACHINE LEARNING, MESTRADO EM COMUNICAÇÃO, MARKETING E MEDIA DIGITAIS, COMUNICAÇÃO, INTELIGÊNCIA ARTIFICIAL, MARKETING DIGITAL, APRENDIZAGEM COMPUTACIONAL, BIG DATA