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Adoção de inteligência artificial no marketing: Desafios e oportunidades para a criação de valor nas PMEs portuguesas
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Abstract(s)
Esta dissertação investiga como a adoção de Inteligência Artificial (IA) no marketing contribui para a inovação e criação de valor nas Pequenas e Médias Empresas (PMEs) em Portugal. Através de uma abordagem qualitativa, foram entrevistados gestores de topo de doze PMEs do setor dos serviços, com análise temática realizada no MAXQDA.
Os resultados mostram que a adoção da IA ocorre de forma incremental, motivada por ganhos de eficiência, redução de custos e diferenciação competitiva, mas limitada por falta de competências, escassez de recursos, ausência de dados estruturados e incerteza regulatória. A maturidade digital condiciona o impacto da IA, que se traduz sobretudo em automação de tarefas, personalização de campanhas e melhoria da experiência do cliente. O estudo evidencia as especificidades do contexto português e aponta futuras linhas de investigação sobre impactos, setores e governança ética.
This dissertation examines how the adoption of Artificial Intelligence (AI) in marketing contributes to innovation and value creation in Small and Medium-Sized Enterprises (SMEs) in Portugal. Using a qualitative approach, interviews were conducted with top managers of twelve service-sector SMEs, and the data were thematically analysed with MAXQDA. Findings show that AI adoption occurs incrementally, driven by efficiency gains, cost reduction and competitive differentiation, but limited by lack of skills, scarce resources, unstructured data and regulatory uncertainty. Digital maturity conditions the extent to which AI evolves from an operational tool to a strategic lever. Its main impacts are observed in task automation, campaign personalisation and customer experience improvement. The study highlights the specificities of the Portuguese context and suggests future research on impacts, sectoral comparisons and ethical governance of AI.
This dissertation examines how the adoption of Artificial Intelligence (AI) in marketing contributes to innovation and value creation in Small and Medium-Sized Enterprises (SMEs) in Portugal. Using a qualitative approach, interviews were conducted with top managers of twelve service-sector SMEs, and the data were thematically analysed with MAXQDA. Findings show that AI adoption occurs incrementally, driven by efficiency gains, cost reduction and competitive differentiation, but limited by lack of skills, scarce resources, unstructured data and regulatory uncertainty. Digital maturity conditions the extent to which AI evolves from an operational tool to a strategic lever. Its main impacts are observed in task automation, campaign personalisation and customer experience improvement. The study highlights the specificities of the Portuguese context and suggests future research on impacts, sectoral comparisons and ethical governance of AI.
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Keywords
Inteligência Artificial Marketing Criação de valor Inovação PMEs Portugal