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Humanizar para conectar: o papel da IA no futuro das marcas
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Através do título deste relatório “Humanizar para Conectar: O Papel da IA no Futuro das Marcas” resume-se todo o trabalho realizado no âmbito do estágio curricular na BYDAS - Agência de Comunicação Digital e E-Commerce, uma empresa com áreas de intervenção em marketing digital, criação de conteúdos, gestão de marcas, E-commerce e desenvolvimento web. Este estágio decorreu num período de intensa transformação tecnológica, visto que a Inteligência Artificial (IA) se tornou uma ferramenta quotidiana no planeamento, produção e otimização de campanhas digitais dentro da própria empresa.
O principal objetivo do mesmo foi compreender de que forma a IA pode coexistir com os humanos na construção da autenticidade das marcas. O estudo analisou se o conteúdo gerado por IA mantém o mesmo impacto emocional, credibilidade e empatia que o conteúdo criado por humanos. Para isso foi realizada uma investigação comparativa através da exposição de dois focus groups, FG-IA e FG-Humano, a estímulos visuais idênticos que variavam apenas na autoria.
A experiência na BYDAS proporcionou uma visão direta sobre a integração da IA nos fluxos criativos, ao equilibrar eficiência tecnológica e expressividade humana. A IA demonstrou-se fundamental no apoio ao copywriting, ao design e à análise de dados, mas também evidenciou que, se não for mediada por sensibilidade humana, pode enfraquecer a perceção de autenticidade e de proximidade emocional na comunicação.
Com base em autores como MacInnis e Folkes (2017) e (Moulard et al., 2015) que destacam a importância dos traços emocionais e humanos na personalidade das marcas, o estudo sublinha o papel da verdadeira intenção e expressão na comunicação, conseguindo assim aproximar a teoria da prática. Os resultados da análise indicam que, apesar de a IA conseguir reproduzir padrões estilísticos e linguísticos, os participantes continuam a associar níveis mais elevados de empatia, credibilidade e intencionalidade às criações humanas.
Desta forma, este relatório de estágio contribui para a discussão sobre a integração ética e estratégica da IA nas práticas de comunicação, ao defender que o futuro das marcas depende da sua capacidade de unir inovação tecnológica e autenticidade emocional. A experiência na BYDAS revelou-se essencial para compreender que humanizar a tecnologia é não apenas o maior desafio, mas também a maior oportunidade do marketing digital contemporâneo.
The title of the internship report "Humanize to Connect: The Role of AI in the Future of Brands" summarizes the work carried out during the curricular internship at BYDAS - Digital Communication Agency, a company with areas of intervention in digital marketing, content creation, brand management, and web development. The internship was conducted during an intense technological change period in which AI became an everyday tool in the planning, production, and optimization of digital campaigns. This is because the main goal of the internship was to understand how AI can coexist with the human element in building brand authenticity. The study examined whether content created by AI maintains the same emotional impact, credibility, and empathy as content made by humans. A comparative study was conducted by exposing two focus groups, FG-AI and FG-Human, to identical visual stimuli while only changing who created it. BYDAS provided direct insights into how AI integrates into creative workflows, balancing technological efficiency with human expressiveness. It highlighted AI's crucial role in supporting copywriting, design, and data analysis, while also illustrating that without proper oversight, it could diminish perceived authenticity and emotional connection in communication. By drawing on theorists such as MacInnis and Folkes (2017), and (Moulard et al., 2015) who stress the importance of emotional and human traits in brand personality, the role of true intention and expression in communication stands out, thus managing to bridge theory and practice. Results from the analysis indeed indicate that despite the fact that AI can mimic stylistic and linguistic patterns, participants are still associating higher degrees of empathy, credibility, and intentionality with creations from humans. Therefore, this internship report is contributing to the discussion on the ethical and strategic integration of AI into communication practices: The future of brands depends on their ability to merge technological innovation with emotional authenticity. The BYDAS experience was thus essential for understanding that humanizing technology is not only the greatest challenge but also the greatest opportunity in contemporary digital marketing.
The title of the internship report "Humanize to Connect: The Role of AI in the Future of Brands" summarizes the work carried out during the curricular internship at BYDAS - Digital Communication Agency, a company with areas of intervention in digital marketing, content creation, brand management, and web development. The internship was conducted during an intense technological change period in which AI became an everyday tool in the planning, production, and optimization of digital campaigns. This is because the main goal of the internship was to understand how AI can coexist with the human element in building brand authenticity. The study examined whether content created by AI maintains the same emotional impact, credibility, and empathy as content made by humans. A comparative study was conducted by exposing two focus groups, FG-AI and FG-Human, to identical visual stimuli while only changing who created it. BYDAS provided direct insights into how AI integrates into creative workflows, balancing technological efficiency with human expressiveness. It highlighted AI's crucial role in supporting copywriting, design, and data analysis, while also illustrating that without proper oversight, it could diminish perceived authenticity and emotional connection in communication. By drawing on theorists such as MacInnis and Folkes (2017), and (Moulard et al., 2015) who stress the importance of emotional and human traits in brand personality, the role of true intention and expression in communication stands out, thus managing to bridge theory and practice. Results from the analysis indeed indicate that despite the fact that AI can mimic stylistic and linguistic patterns, participants are still associating higher degrees of empathy, credibility, and intentionality with creations from humans. Therefore, this internship report is contributing to the discussion on the ethical and strategic integration of AI into communication practices: The future of brands depends on their ability to merge technological innovation with emotional authenticity. The BYDAS experience was thus essential for understanding that humanizing technology is not only the greatest challenge but also the greatest opportunity in contemporary digital marketing.
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Inteligência Artificial Humanização das marcas Autenticidade de marca Marketing digital Empatia Credibilidade Faceta humana Características Cognitivas e Personalidade Artificial Intelligence Brand Humanization Brand Authenticity Digital Marketing Empathy Credibility Human Facet Cognitive Characteristics and Personality