Inteligência artificial no marketing digital: estudo sobre o uso do ChatGPT

Abstract

This work investigates the integration of Artificial Intelligence (AI) technologies, particularly generative tools like ChatGPT, into the digital marketing practices of a communication agency. Conducted through an action research methodology within a PDCA (Plan, Do, Control, Act) cycle, the study aims to understand how these technologies can influence marketing strategies, enhancing the personalization and efficiency of marketing campaigns and providing insights into the experiences and perceptions of professionals in the field. Facing organizational paradoxes, the research reveals both the benefits and challenges of using AI, demanding clear guidelines for responsible implementation. The results suggest that AI can improve interactivity by automating some processes within the agency, contributing to more dynamic and adaptive practices while potentially requiring significant time expenditure in supervision by professionals. The research contributes both theoretically and practically to the field of digital marketing, serving as a guide to best practices for the responsible and effective use of AI in digital marketing and highlighting emerging trends at this technological intersection.