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Abstract(s)
O mundo tem evoluído com a crescente adoção e desenvolvimento da tecnologia.
Atualmente, os nossos dias são dominados por diversas ferramentas tecnológicas que
influenciam a vida pessoal e profissional.
A Inteligência Artificial (IA) está a ganhar cada vez mais relevância na sociedade,
sendo uma evolução tecnológica que levanta diversas questões e preocupações, ao mesmo
tempo que é vista como uma aliada à execução de diversas tarefas de rotina.
O crescimento acelerado das plataformas digitais tem aumentado a produção e
divulgação de conteúdos em diversos formatos, como textos, vídeos, imagens e audios.
Esta situação tem modificado a área do marketing de conteúdo que procura, cada vez
mais, formas que possibilitem a produção rápida de conteúdos e a personalização dos
mesmos, de modo a atender às expectativas dos consumidores digitais. Perante este
cenário a IA oferce diversas ferramentas avançadas que possibilitam automatizar tarefas,
permitindo que os profissionais de marketing se concentrem em componentes mais
estratégicas.
Esta perceção da influência da IA e a crescente valorização da criação de
conteúdos, motivou a realização deste estudo que procura saber de que forma os
profissionais percecionam esta influência, se têm perceção dos benefícios das ferramentas
de IA no seu trabalho, em que etapas mais as utilizam e se têm em consideração
preocupações éticas.
Para a realização desta investigação, recorreu-se a um questionário online, onde
foi possível obter 178 respostas. A revisão da literatura aliada à metodologia quantitativa
permitiu perceber que os profissionais reconhecem que os benefícios das ferramentas de
IA contribuem para uma maior eficiência operacional. Contudo, apesar de estarem
preocupados com algumas questões éticas, ainda há necessidade de conhecerem melhor
as potencialidades da IA e as suas regulamentações.
The world has evolved with the increasing adoption and development of technology. Our days are dominated by various technological tools that influence personal and professional life. Artificial Intelligence (AI) is gaining more and more relevance in society, being a technological evolution that raises various questions and concerns, while at the same time being seen as an ally in carrying out various routine tasks. The rapid growth of digital platforms has increased the production and dissemination of content in various formats, such as texts, videos, images and audios. This has changed the field of content marketing, which is increasingly looking for ways to quickly produce and personalise content in order to meet the expectations of digital consumers. Against this backdrop, AI offers a number of advanced tools that make it possible to automate tasks, allowing marketers to focus on more strategic components. This perception of the influence of AI and the growing value placed on content creation prompted this study, which seeks to find out how professionals perceive this influence, whether they realise the benefits of AI tools in their work, at what stages they use them most and whether they take ethical concerns into account. To carry out this research, an online questionnaire was used and 178 responses were obtained. The literature review combined with the quantitative methodology revealed that professionals recognise that the benefits of AI tools contribute to greater operational efficiency. However, although they are concerned about some ethical issues, there is still a need to learn more about the potential of AI and its regulations.
The world has evolved with the increasing adoption and development of technology. Our days are dominated by various technological tools that influence personal and professional life. Artificial Intelligence (AI) is gaining more and more relevance in society, being a technological evolution that raises various questions and concerns, while at the same time being seen as an ally in carrying out various routine tasks. The rapid growth of digital platforms has increased the production and dissemination of content in various formats, such as texts, videos, images and audios. This has changed the field of content marketing, which is increasingly looking for ways to quickly produce and personalise content in order to meet the expectations of digital consumers. Against this backdrop, AI offers a number of advanced tools that make it possible to automate tasks, allowing marketers to focus on more strategic components. This perception of the influence of AI and the growing value placed on content creation prompted this study, which seeks to find out how professionals perceive this influence, whether they realise the benefits of AI tools in their work, at what stages they use them most and whether they take ethical concerns into account. To carry out this research, an online questionnaire was used and 178 responses were obtained. The literature review combined with the quantitative methodology revealed that professionals recognise that the benefits of AI tools contribute to greater operational efficiency. However, although they are concerned about some ethical issues, there is still a need to learn more about the potential of AI and its regulations.
Description
Keywords
Marketing de conteúdo Inteligência artificial Inteligência artificial generativa Big Data Content marketing Generative artificial intelligence Artificial intelligence