Nogueira, MafaldaLacerda, Giovanna Moreira de2024-08-062024-08-062024-07-17http://hdl.handle.net/10400.26/51504This study explores the evolving relationship between human skills and marketing professionals in the context of the Artificial Intelligence (AI) era. As AI tools become increasingly integral to marketing tasks, it is important to understand how these technologies are influencing and reshaping the human skills required. Specifically, this research examines the types of AI tools used by marketing professionals, the impact of these tools on their tasks, and identifies the key human skills needed to thrive alongside AI in marketing. Using a qualitative and exploratory approach to data collection, four interviews were conducted with technology professionals, twelve interviews were conducted with marketing professionals, and twelve surveys were administered to these professionals to collect their demographic data. The findings reveal that although AI tools can significantly improve productivity and optimize professionals' tasks, they cannot replicate essential human skills such as creativity, empathy, critical judgment, and more. The study develops a framework that highlights these key human skills and emphasizes their importance in maintaining the relevance and competitiveness of marketing professionals in an AI-enabled environment.engMarketing professionalsAI toolsHuman skillsArtificial intelligenceHuman perspectiveRelevance competitivenessQualitative approachmaster thesis203670990