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Publication
O impacto das ferramentas de inteligência artificial generativa na criação de conteúdos para o Instagram, no contexto de agências de marketing digital
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Abstract(s)
A Inteligência Artificial Generativa (IAG) está a desempenhar um papel cada vez mais crucial no campo do marketing digital, especialmente em estratégias dirigidas a redes sociais como o Instagram. Este estudo qualitativo centra-se na análise do impacto das ferramentas de IAG nos processos de criação de conteúdos das agências de marketing digital nestas plataformas. Foram realizadas 14 entrevistas com especialistas de diversas agências, cujas respostas evidenciam que as ferramentas IAG representam um avanço significativo. Não só automatizam tarefas complexas, como a criação de ideias e a personalização de conteúdos, como também oferecem o potencial para aumentar a eficiência e a relevância do material produzido. No entanto, as entrevistas sublinham que a criatividade e a supervisão humanas são indispensáveis para garantir a autenticidade e a eficácia do conteúdo gerado. Por conseguinte, as agências de marketing digital enfrentam o desafio de equilibrar a automatização proporcionada pelas IAG com a capacidade humana de inovação e adaptação estratégica. Este equilíbrio é crucial para explorar plenamente o potencial das tecnologias emergentes e manter a competitividade num mercado digital em constante evolução. Para o futuro, sugere-se que outros estudos explorem quantitativamente os impactos específicos das ferramentas de IAG em métricas como o envolvimento e o retorno do investimento. Além disso, investigações mais aprofundadas poderiam analisar a forma como diferentes tipos de conteúdo respondem às técnicas de IAG, oferecendo informações valiosas para melhorar ainda mais as estratégias de criação de conteúdos digitais.
Generative Artificial Intelligence (GAI) is playing an increasingly crucial role in the field of digital marketing, especially in strategies aimed at social networks such as Instagram. This qualitative study focuses on analyzing the impact of AI tools on digital marketing agencies' content creation processes on these platforms. Fourteen interviews were conducted with experts from various agencies, whose responses show that IAG tools represent a significant advance. Not only do they automate complex tasks, such as generating ideas and personalizing content, but they also offer the potential to increase the efficiency and relevance of the material produced. However, the interviews emphasize that human creativity and supervision are indispensable to guarantee the authenticity and effectiveness of the content generated. Digital marketing agencies therefore face the challenge of balancing the automation provided by IAGs with the human capacity for innovation and strategic adaptation. This balance is crucial in order to fully exploit the potential of emerging technologies and remain competitive in a constantly evolving digital market. For the future, it is suggested that further studies quantitatively explore the specific impacts of AGI tools on metrics such as engagement and return on investment. In addition, further research could analyze how different types of content respond to IAG techniques, providing valuable information to further improve digital content creation strategies.
Generative Artificial Intelligence (GAI) is playing an increasingly crucial role in the field of digital marketing, especially in strategies aimed at social networks such as Instagram. This qualitative study focuses on analyzing the impact of AI tools on digital marketing agencies' content creation processes on these platforms. Fourteen interviews were conducted with experts from various agencies, whose responses show that IAG tools represent a significant advance. Not only do they automate complex tasks, such as generating ideas and personalizing content, but they also offer the potential to increase the efficiency and relevance of the material produced. However, the interviews emphasize that human creativity and supervision are indispensable to guarantee the authenticity and effectiveness of the content generated. Digital marketing agencies therefore face the challenge of balancing the automation provided by IAGs with the human capacity for innovation and strategic adaptation. This balance is crucial in order to fully exploit the potential of emerging technologies and remain competitive in a constantly evolving digital market. For the future, it is suggested that further studies quantitatively explore the specific impacts of AGI tools on metrics such as engagement and return on investment. In addition, further research could analyze how different types of content respond to IAG techniques, providing valuable information to further improve digital content creation strategies.
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Inteligência artificial generativa Marketing digital Criação de conteúdo Instagram