Loading...
Publication
O Uso da InteligĂȘncia Artificial no Marketing
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.31 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O seguinte relatĂłrio de estĂĄgio tem a finalidade de compreender a evolução da InteligĂȘncia Artificial no marketing, atravĂ©s da anĂĄlise da empresa acolhedora de estĂĄgio, Companhia das SoluçÔes, visto que, esta beneficia desta tecnologia como meio de apoio no recorrer da atividade laboral.
Assim, de forma a constatar os factos empĂricos com a realidade, optou-se pela abordagem qualitativa, isto Ă©, 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 Ă© aplicada esta ferramenta nesta ĂĄrea de estudo.
Por conseguinte, os resultados que se retiraram desta anĂĄlise 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. TambĂ©m contribuiu numa maior personalização dos clientes, jĂĄ que, Ă© possĂvel memorizar grandes bases de dados, e por fim, fornece insights para anĂĄlise de dados de cada rede social.
Desta forma, Ă© possĂvel concluir que a automação do marketing Ă© uma mais-valia, porque facilita todo o processo de criação e desenvolvimento de uma estratĂ©gia de marketing, dando uma melhor gestĂŁo de tempo aos marketeers de darem prioridade Ă s tarefas que a IA nĂŁo pode resolver.
Assim, este Ă© um assunto de extrema importĂąncia, jĂĄ que, cada vez mais serĂĄ implementado nas empresas e Ă© essencial começar a perceber a utilização e os benefĂcios 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 SoluçÔes, 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 SoluçÔes, 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.
Description
Keywords
InteligĂȘncia Artificial Marketing Automação GestĂŁo de tempo Tecnologia