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Authors
Abstract(s)
A Internet transformou-se no maior meio de comunicação global, tornando
inquestionável o desenvolvimento de estratégias de marketing digital, que por sua vez
gerou a necessidade da criação de conteúdo personalizado em grande escala. A evolução
da Inteligência Artificial (IA) trouxe ferramentas que podem ajudar nessa mesma
produção.
Esta investigação visa perceber como é utilizada a IA pelos copywriters para a produção
de conteúdo escrito.
Foi utilizada uma metodologia de investigação mista, conjugando a utilização de uma
metodologia quantitativa através da realização de um questionário (n=113) e uma
metodologia qualitativa através da elaboração de entrevistas (n=7) a diferentes
profissionais da área.
Como resultado deste estudo, foi possível perceber que os copywriters têm uma opinião
positiva sobre a utilização de IA, considerando-a uma ferramenta poderosa, capaz de
auxiliar o desbloqueio da criatividade e de diminuir o tempo de criação de conteúdo.
Contudo, as ferramentas de IA atualmente utilizadas são consideradas insuficientes e com
vários pontos que precisam de serem melhorados.
O contributo da presente investigação pode ser relevante não só para a comunidade de
copywriters, como para todos os profissionais e empresas que com eles interagem e, que
de certa forma, beneficiam ou dependem do trabalho que desenvolvem. Para além disso,
o estudo é também pertinente para a comunidade científica, oferecendo uma base para
futuras investigações, e para os desenvolvedores de ferramentas de IA, fornecendo um
feedback direto sobre as necessidades de melhoria e as expectativas de futuro dos
copywriters acerca destas tecnologias.
The Internet has become the largest medium of global communication, making the development of digital marketing strategies undeniable. This, in turn, has generated the need to create personalized content on a large scale. The evolution of Artificial Intelligence has brought tools that can assist in that content creation. This research aims to understand the perspective of copywriters on the use of Artificial Intelligence for the production of written content. A mixed research methodology was developed, combining a quantitative approach through a questionnaire (n=113) and a qualitative approach through interviews (n=7). As a result of this study, it was observed that copywriters generally hold a positive opinion about the use of Artificial Intelligence, considering it a powerful tool, capable of unlocking creativity and reducing content creation time. However, the current Artificial Intelligence tools are viewed as insufficient and have several gaps that need improvement. The contribution of this research is significant not only for the copywriting community but also for all professionals and companies that interact with them and, in some way, benefit from or depend on their work. Furthermore, the study is also valuable for the scientific community, offering a basis for future research, and for developers of Artificial Intelligence tools, providing direct feedback on the improvements needed and the future expectations of copywriters regarding these technologies.
The Internet has become the largest medium of global communication, making the development of digital marketing strategies undeniable. This, in turn, has generated the need to create personalized content on a large scale. The evolution of Artificial Intelligence has brought tools that can assist in that content creation. This research aims to understand the perspective of copywriters on the use of Artificial Intelligence for the production of written content. A mixed research methodology was developed, combining a quantitative approach through a questionnaire (n=113) and a qualitative approach through interviews (n=7). As a result of this study, it was observed that copywriters generally hold a positive opinion about the use of Artificial Intelligence, considering it a powerful tool, capable of unlocking creativity and reducing content creation time. However, the current Artificial Intelligence tools are viewed as insufficient and have several gaps that need improvement. The contribution of this research is significant not only for the copywriting community but also for all professionals and companies that interact with them and, in some way, benefit from or depend on their work. Furthermore, the study is also valuable for the scientific community, offering a basis for future research, and for developers of Artificial Intelligence tools, providing direct feedback on the improvements needed and the future expectations of copywriters regarding these technologies.
Description
Keywords
Inteligência artificial na escrita Copywriting e IA Automatização de conteúdo Perceção dos copywriters Ferramentas de IA para criação de textos Artificial Intelligence in writing Copywriting and AI AI Tools for content creation Content automation Copywriter’s perception