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Conceito da internet morta e a inteligência artificial - desafios das empresas na comunicação digital e na confiança do consumidor
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O conceito da “Internet Morta” refere-se a um conceito que sugere que grande parte do conteúdo online é gerado por bots e algoritmos, em vez de seres humanos. Existe há aproximadamente uma década e argumenta que grande parte das informações é produzida automaticamente para manipular opiniões, influenciar comportamentos e promover agendas específicas. Manifesta-se assim, a importância de considerar o Conceito da Internet Morta (CIM) no contexto do mercado de trabalho em geral, como fator determinante na avaliação das interações digitais, na autenticidade das informações disponíveis e no impacto dessas dinâmicas sobre a confiança e a eficiência das relações profissionais. O objetivo principal do presente estudo é investigar o impacto do Conceito da Internet Morta na comunicação digital, analisando de que forma a crescente automatização impulsionada pelo uso intensivo de Inteligência Artificial (IA) por empresas e profissionais afeta a transmissão de confiança, a autenticidade das informações e a gestão das interações. Procura-se, paralelamente, compreender as implicações desta dinâmica na gestão das atividades empresariais e na eficácia das interações com o público. O estudo foi realizado através de uma investigação descritiva e exploratória, utilizando uma análise qualitativa dos dados, fundamentada no método de Análise de Conteúdo de Bardin (2013). A recolha de dados foi efetuada através de entrevistas individuais com gestores e profissionais que utilizam Inteligência Artificial no seu dia a dia em áreas tais como: fotografia, comunicação, software e marketing. Como resultado desta investigação, surgiram evidências de que a crescente integração da IA na comunicação digital está a transformar significativamente as práticas profissionais, influenciando tanto a perceção de autenticidade e confiança nas interações online como a forma como os conteúdos são produzidos e validados, oferecendo uma perspetiva inovadora sobre o papel da IA na redefinição das dinâmicas comunicacionais e na construção de uma internet cada vez mais automatizada e menos humana. O estudo demonstrou que os profissionais reconhecem o potencial da IA como ferramenta de otimização e inovação, mas também manifestam preocupações quanto à automatização excessiva e à possibilidade de desumanização da internet, o que reforça a pertinência da CIM no contexto contemporâneo da comunicação digital. Ao explorar a relação entre automatização digital e os desafios contemporâneos da internet, este estudo aprofunda a compreensão sobre como transparência, autenticidade e confiança são tensionadas nos ambientes digitais. A análise permite identificar de que forma essas dinâmicas influência a integridade e a credibilidade da informação online, oferecendo uma contribuição critica para o debate sobre ética, mediação tecnológica e confiança pública.
The concept of the "Dead Internet" refers to a theory suggesting that a large portion of online content is generated by bots and algorithms rather than humans. This theory has existed for about a decade and argues that much of the information is automatically produced to manipulate opinions, influence behaviors, and promote specific agendas. This highlights the importance of considering the Concept of Dead Internet (CDI) in the context of the job market as a key factor in assessing digital interactions, the authenticity of available information, and the impact of these dynamics on trust and efficiency in professional relationships. The main objective of this study is to investigate how the intensive use of Artificial Intelligence by companies and professionals affects digital communication, particularly regarding trust and the authenticity of information. Additionally, the study seeks to understand the impact of this dynamic on business activity management and interaction with the public. The study was conducted as a descriptive and exploratory investigation, using qualitative data analysis, based on Bardin’s (2013) Content Analysis method. Data collection was carried out through individual interviews with managers and professionals who use Artificial Intelligence in their daily work in fields such as photography, communication, software development and marketing. As a result of this research, evidence has emerged that the growing integration of AI in digital communication is significantly transforming professional practices, influencing both the perception of authenticity and trust in online interactions, as well as the way content is produced and validated. This offers an innovative perspective on the role of AI in redefining communicational dynamics and in building an increasingly automated and less human internet. The study showed that professionals recognize the potential of AI as a tool for optimization and innovation, but also express concerns about excessive automation and the possible dehumanization of the internet, which reinforces the relevance of the Concept of Dead Internet within the contemporary context of digital communication. Thus, by exploring the relationship between digital automation and the contemporary challenges of the internet, this study deepens the understanding of how transparency, authenticity and trust are being strained within digital environments. The analysis also makes it possible to identify how these dynamics affect the integrity and credibility of online information, offering a critical contribution to the debate on ethics, technological mediation and public trust.
The concept of the "Dead Internet" refers to a theory suggesting that a large portion of online content is generated by bots and algorithms rather than humans. This theory has existed for about a decade and argues that much of the information is automatically produced to manipulate opinions, influence behaviors, and promote specific agendas. This highlights the importance of considering the Concept of Dead Internet (CDI) in the context of the job market as a key factor in assessing digital interactions, the authenticity of available information, and the impact of these dynamics on trust and efficiency in professional relationships. The main objective of this study is to investigate how the intensive use of Artificial Intelligence by companies and professionals affects digital communication, particularly regarding trust and the authenticity of information. Additionally, the study seeks to understand the impact of this dynamic on business activity management and interaction with the public. The study was conducted as a descriptive and exploratory investigation, using qualitative data analysis, based on Bardin’s (2013) Content Analysis method. Data collection was carried out through individual interviews with managers and professionals who use Artificial Intelligence in their daily work in fields such as photography, communication, software development and marketing. As a result of this research, evidence has emerged that the growing integration of AI in digital communication is significantly transforming professional practices, influencing both the perception of authenticity and trust in online interactions, as well as the way content is produced and validated. This offers an innovative perspective on the role of AI in redefining communicational dynamics and in building an increasingly automated and less human internet. The study showed that professionals recognize the potential of AI as a tool for optimization and innovation, but also express concerns about excessive automation and the possible dehumanization of the internet, which reinforces the relevance of the Concept of Dead Internet within the contemporary context of digital communication. Thus, by exploring the relationship between digital automation and the contemporary challenges of the internet, this study deepens the understanding of how transparency, authenticity and trust are being strained within digital environments. The analysis also makes it possible to identify how these dynamics affect the integrity and credibility of online information, offering a critical contribution to the debate on ethics, technological mediation and public trust.
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Conceito da internet morta Inteligência artificial Comunicação digital IoT Setor empresarial Concept of Dead Internet Artificial Intelligence Digital Communication Business Sector