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Publication
O Uso da Inteligência Artificial no Marketing
| Name: | Description: | Size: | Format: | |
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| 2.31 MB | Adobe PDF |
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Abstract(s)
O seguinte relatório de estágio tem a finalidade de compreender a evolução da Inteligência Artificial no marketing, através da análise da empresa acolhedora de estágio, Companhia das Soluções, visto que, esta beneficia desta tecnologia como meio de apoio no recorrer da atividade laboral.
Assim, de forma a constatar os factos empíricos com a realidade, optou-se pela abordagem qualitativa, isto é, recorreu-se como metodologia a entrevista, implementada a uma amostra de marketeers, onde se pretende perceber se os profissionais do marketing se encontram a favor ou contra da IA, e compreender como é aplicada esta ferramenta nesta área de estudo.
Por conseguinte, os resultados que se retiraram desta análise mantiveram-se coesos, apresentando que a IA ajuda em diversas etapas do processo do marketing, nomeadamente na criatividade, visto que, esta fornece grande variedade de templates e ideias. Também contribuiu numa maior personalização dos clientes, já que, é possível memorizar grandes bases de dados, e por fim, fornece insights para análise de dados de cada rede social.
Desta forma, é possível concluir que a automação do marketing é uma mais-valia, porque facilita todo o processo de criação e desenvolvimento de uma estratégia de marketing, dando uma melhor gestão de tempo aos marketeers de darem prioridade às tarefas que a IA não pode resolver.
Assim, este é um assunto de extrema importância, já que, cada vez mais será implementado nas empresas e é essencial começar a perceber a utilização e os benefícios que esta tecnologia fornece.
The purpose of this internship report is to understand the evolution of Artificial Intelligence in marketing by analyzing the company that hosted the internship, Companhia das Soluções, since it uses this technology as a means of support in its work. So, to verify the empirical facts with reality, we opted for a qualitative approach, i.e., we used interview methodology, implemented with a sample of marketers, to understand whether marketing professionals are for or against AI, and to understand how this tool is applied in this area of study. Therefore, the results of this analysis remained consistent, showing that AI helps at various stages of the marketing process, namely in creativity, since it provides a wide variety of templates and ideas, it also contributes to greater personalization of customers, since it is possible to memorize large databases, and finally, it provides insights for data analysis of each social network. In this way, it is possible to conclude that marketing automation is an asset, because it facilitates the entire process of creating and developing a marketing strategy, giving marketers better time management to prioritize tasks that AI cannot solve. Therefore, this is an extremely important issue, as it will be increasingly implemented in companies and it is essential to start understanding the use and benefits that this technology provides.
The purpose of this internship report is to understand the evolution of Artificial Intelligence in marketing by analyzing the company that hosted the internship, Companhia das Soluções, since it uses this technology as a means of support in its work. So, to verify the empirical facts with reality, we opted for a qualitative approach, i.e., we used interview methodology, implemented with a sample of marketers, to understand whether marketing professionals are for or against AI, and to understand how this tool is applied in this area of study. Therefore, the results of this analysis remained consistent, showing that AI helps at various stages of the marketing process, namely in creativity, since it provides a wide variety of templates and ideas, it also contributes to greater personalization of customers, since it is possible to memorize large databases, and finally, it provides insights for data analysis of each social network. In this way, it is possible to conclude that marketing automation is an asset, because it facilitates the entire process of creating and developing a marketing strategy, giving marketers better time management to prioritize tasks that AI cannot solve. Therefore, this is an extremely important issue, as it will be increasingly implemented in companies and it is essential to start understanding the use and benefits that this technology provides.
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Keywords
Inteligência Artificial Marketing Automação Gestão de tempo Tecnologia