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Implicações do uso de Inteligência Artificial na perceção de autenticidade dos influenciadores digitais
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Esta investigação analisou o impacto da utilização de Inteligência Artificial (IA) na perceção de autenticidade no marketing de influência, explorando as perspetivas de influenciadores digitais e consumidores. Num cenário em que a autenticidade é um dos pilares da credibilidade e do envolvimento nas redes sociais, a introdução de tecnologias baseadas em IA levanta novas oportunidades e desafios para a comunicação digital.
A metodologia adotada foi qualitativa, baseada na realização de oito entrevistas
semiestruturadas – quatro a influenciadores digitais portugueses e quatro a
consumidores de conteúdo digital. Os dados foram tratados através da análise temática proposta por Braun e Clarke (2006), permitindo identificar padrões, divergências e complementaridades entre os discursos.
Os resultados evidenciam que os influenciadores percecionam a IA sobretudo como um recurso de apoio criativo e operacional, útil na otimização de tarefas como edição ou
conceção de ideias, sem substituir o seu estilo pessoal. Já os consumidores demonstram reservas quanto ao uso excessivo ou pouco transparente da tecnologia, sublinhando que a perceção da autenticidade depende da clareza e da coerência comunicacional.
Conclui-se que a integração da IA no marketing de influência deve ser ética, transparente e complementar, de modo a preservar a autenticidade, a confiança e a relação entre criadores e público.
This research analyzed the impact of the use of Artificial Intelligence (AI) on the perception of authenticity in influencer marketing, exploring the perspectives of digital influencers and consumers. In a context where authenticity is one of the pillars of credibility and engagement on social media, the introduction of AI-based technologies raises new opportunities and challenges for digital communication. The methodology adopted was qualitative, based of eight semi-structured interviews — four with Portuguese digital influencers and four with digital content consumers. The data were analyzed using the thematic analysis proposed by Braun and Clarke (2006), allowing the identification of patterns, divergences, and complementarities across the discourses. The results show that influencers perceive AI mainly as a creative and operational support tool, useful for optimizing tasks such as editing or idea generation, without replacing their personal style. Conversely, consumers expressed concerns about the excessive or nontransparent use of technology, emphasizing that the perception of authenticity depends on clarity and consistency in communication. It is concluded that the integration of AI into influencer marketing should be ethical, transparent, and complementary, in order to preserve authenticity, trust, and the relationship between creators and their audiences.
This research analyzed the impact of the use of Artificial Intelligence (AI) on the perception of authenticity in influencer marketing, exploring the perspectives of digital influencers and consumers. In a context where authenticity is one of the pillars of credibility and engagement on social media, the introduction of AI-based technologies raises new opportunities and challenges for digital communication. The methodology adopted was qualitative, based of eight semi-structured interviews — four with Portuguese digital influencers and four with digital content consumers. The data were analyzed using the thematic analysis proposed by Braun and Clarke (2006), allowing the identification of patterns, divergences, and complementarities across the discourses. The results show that influencers perceive AI mainly as a creative and operational support tool, useful for optimizing tasks such as editing or idea generation, without replacing their personal style. Conversely, consumers expressed concerns about the excessive or nontransparent use of technology, emphasizing that the perception of authenticity depends on clarity and consistency in communication. It is concluded that the integration of AI into influencer marketing should be ethical, transparent, and complementary, in order to preserve authenticity, trust, and the relationship between creators and their audiences.
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Influenciadores digitais Marketing de influência Inteligência Artificial Autenticidade Comunicação digital Digital influencers Influencer marketing Artificial intelligence Authenticity Digital communication