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A metamorfose do SEO em AEO: a reinvenção dos motores de busca na era da Inteligência Artificial generativa e conversacional
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| 1.28 MB | Adobe PDF |
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Abstract(s)
O modo como os consumidores interagem com a informação digital está a ser discretamente reconfigurado por sistemas conversacionais baseados em inteligência artificial. Esta dissertação parte dessa transição silenciosa, da busca por palavras-chave à obtenção de respostas moldadas por linguagem natural, para investigar como as marcas e organizações podem manter a sua presença visível num ambiente digital que já não se comporta como uma lista de resultados, mas como um diálogo orientado por algoritmos que agem de forma humanizada. Este estudo exploratório examina a evolução do tradicional SEO (Search Engine Optimization) para o AEO (Answer Engine Optimization), com especial foco na sua influência sobre a visibilidade digital para os consumidores nas suas pesquisas online. Esta dissertação foi construída com base em duas frentes complementares: entrevistas aprofundadas com profissionais do marketing digital e um inquérito aplicado a utilizadores digitais de diferentes perfis. Os resultados sugerem que os utilizadores começam a confiar, de forma natural, em ferramentas de IA que simplificam, interpretam e antecipam as suas dúvidas, valorizando não apenas a rapidez, mas também a forma como a resposta parece compreender a sua intenção. De forma complementar, os especialistas revelam consciência das alterações em curso e apontam para a necessidade de se reimaginar a forma como se cria conteúdo e se mede autoridade digital se queremos ser vistos. Esta tese de mestrado contribui com um olhar prático e ponderado sobre esta metamorfose, oferecendo pistas úteis para profissionais de marketing que desejem permanecer relevantes num ecossistema em que ser encontrado depende, cada vez mais, da forma como se é compreendido, não apenas pelo utilizador, mas também pela IA, que irá decidir o que é visto, quando e por quem.
The way consumers interact with digital information is being subtly reconfigured by conversational systems powered by artificial intelligence. This dissertation emerges from that quiet transition, from keyword-based search to the retrieval of responses shaped by natural language, to explore how brands and organizations can maintain their visibility in a digital landscape that no longer behaves like a list of results, but rather as a dialogue mediated by human-like algorithms. This exploratory study examines the evolution from traditional Search Engine Optimization (SEO) to the emerging paradigm of Answer Engine Optimization (AEO), with particular emphasis on its impact on digital visibility for consumers during online searches. The research was structured around two complementary fronts: in-depth conversations with digital marketing professionals and a survey administered to diverse user profiles. The findings suggest that users are increasingly placing their trust in AI-driven tools that simplify, interpret, and anticipate their queries, valuing not only speed but also the way these responses seem to grasp their underlying intent. In parallel, industry experts acknowledge the ongoing transformation and emphasize the need to rethink how content is created and how digital authority is measured in order to remain visible. This dissertation offers a practical and reflective perspective on that metamorphosis, presenting valuable insights for marketing professionals aiming to remain relevant in an ecosystem where being found depends increasingly on being understood, not only by users but also by AI systems that decide what is shown, when, and to whom.
The way consumers interact with digital information is being subtly reconfigured by conversational systems powered by artificial intelligence. This dissertation emerges from that quiet transition, from keyword-based search to the retrieval of responses shaped by natural language, to explore how brands and organizations can maintain their visibility in a digital landscape that no longer behaves like a list of results, but rather as a dialogue mediated by human-like algorithms. This exploratory study examines the evolution from traditional Search Engine Optimization (SEO) to the emerging paradigm of Answer Engine Optimization (AEO), with particular emphasis on its impact on digital visibility for consumers during online searches. The research was structured around two complementary fronts: in-depth conversations with digital marketing professionals and a survey administered to diverse user profiles. The findings suggest that users are increasingly placing their trust in AI-driven tools that simplify, interpret, and anticipate their queries, valuing not only speed but also the way these responses seem to grasp their underlying intent. In parallel, industry experts acknowledge the ongoing transformation and emphasize the need to rethink how content is created and how digital authority is measured in order to remain visible. This dissertation offers a practical and reflective perspective on that metamorphosis, presenting valuable insights for marketing professionals aiming to remain relevant in an ecosystem where being found depends increasingly on being understood, not only by users but also by AI systems that decide what is shown, when, and to whom.
Description
Keywords
Inteligência Artificial Experiência do utilizador SEO – Search Engine Optimization AEO - Answer Engine Optimization Motores de busca Motores de Resposta