Chatvertising

how chatbots are shaping the future of advertising

Autores

  • Alexandre Duarte Centro de Estudos Comunicação e Sociedade, Universidade do Minho https://orcid.org/0000-0002-2665-864X
  • Alexandra Neumaier Universidade Católica Portuguesa

DOI:

https://doi.org/10.34629/cpublica.329

Palavras-chave:

inteligência atificial, chatbots, publicidade, envolvimento, comunicação personalizada

Resumo

A brand-new consumer demands new ways of relations and communication. With the permanent and fast development of the new technologies and the rising of digital tools, brands had to reinvent themselves to face the demands of a more informed, rigorous, and digitally active consumer. Chatbots, supported by artificial intelligence, are one of the tools created to interact and maintain a conversation without the presence of humans that are also being used with commercial objectives. This article analyses and aims to understand the potential of this new medium.

Biografias Autor

Alexandre Duarte, Centro de Estudos Comunicação e Sociedade, Universidade do Minho

Doutorado em Ciências da Comunicação pela Universidade Minho, Mestre em Comunicação e Imagem e licenciado em Marketing e Publicidade pelo IADE, é Professor Auxiliar na Universidade NOVA de Lisboa, investigador do CECS/UMinho e Professor convidado na Universidade Católica, onde coordena as Pós-Graduações em Comunicação e Criatividade Publicitária e Service Design. Trabalhou em diversas agências multinacionais de publicidade, como TBWA, Saatchi&Saatchi, Ogilvy, W/Portugal, W/Brasil, Lowe&Partners ou BrandiaCentral, como Senior Creative Copywriter. Foi Tutor da Young Marketers Academy do Festival EUROBEST, CEO da RESTART e conselheiro SUPERBRANDS. É, desde 2018, membro do Board da EDCOM - European Institute for Commercial Communications Education.

Alexandra Neumaier, Universidade Católica Portuguesa

Master in Communication, Marketing & Advertising from Universidade Católica Portuguesa and a degree in Media and Communication studies from University of Passau. Special research interest in branding and innovative advertising strategies. Several years of experience working in marketing strategy for multinational corporations in various industries. Since 2021, co-organizing and leading communications for ETHLisbon and Codeless Conduct, events to foster innovation and education in Blockchain technology. Since 2022, working for Lightshift Capital, an early-stage venture fund that is focused on projects with the potential to transform the financial services sector.

Referências

Baesler, C. (2016, July 22). Lunch bot, anyone? How brands can use chatbots in advertising. AdAge. https://adage.com/article/digitalnext/brands-chatbots-advertising/305095

Ballve, M. (2015, October 4). Messaging apps are overtaking social networks to become the dominant platforms on phones. Business insider. https://www.businessinsider.com/messaging-apps-have-completely-overtaken-social-networks-to-become-the-dominant-platforms-on-phones-2015-4

Bang, H. & Wojdynski, B. W. (2016). Tracking users' visual attention and responses to personalized advertising based on task cognitive demand. Computers in Human Behavior, 55, 867-876.

Bauman, Z. (1999). Modernidade e ambivalência. Relógio de Água.

Boden, M. A. (2009). Computer models of creativity. AI Magazine, 30(3), 23-23.

Brain (2019, April 19). Chatbot report 2019: Global trends and analysis. Chatbots Magazine. https://chatbotsmagazine.com/chatbot-report-2019-global-trends-and-analysis-a487afec05b

Carrera, F. & Krüger, P. (2020). Publicidade inteligente convergências entre os chatbots e as marcas. Signos do Consumo, 12(1), 27-41.

Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. J. & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business horizons, 63(2), 227-243.

Collins, C., Dennehy, D., Conboy, K. & Mikalef, P. (2021). Artificial intelligence in information systems research: A systematic literature review and research agenda. International Journal of Information Management, 60, 102383.

Csikszentmihalyi, M. (1996). Creativity: Flow and the psychology of discovery and invention. Harper Collins.

Donahue, L. & Hajizadeh, F. (2019). Artificial Intelligence in cloud marketing. Artificial Intelligence and machine learning for business for non-engineers, 77-88.

Duarte, A. (2021) A new reality in the labour market demands new strategies in education. In R. Surugiu, A. Stefanel & N. Apostol (Eds.), 30 de ani de învățământ jurnalistic și de comunicare în fostele țări comuniste din Estul Europei (pp. 365-380). Tritonic Books.

Goebel, T. (2018, February 25). How we built the wine bot margot for Lidl. Chatbots magazine. https://chatbotsmagazine.com/how-we-built-the-wine-bot-margot-for-lidl-b54f42cda4dd

Howard, D. J. & Kerin, R. A. (2004). The effects of personalized product recommendations on advertisement response rates: The “try this. It works!” technique. Journal of Consumer Psychology, 14(3), 271-279.

IBM Cloud Education (2020). What is machine learning? https://www.ibm.com/cloud/learn/machine-learning

Janarthanam, S. (2017). Hands-on chatbots and conversational UI development: Build chatbots and voice user interfaces with Chatfuel, Dialogflow, Microsoft Bot Framework, Twilio, and Alexa Skills. Packt Publishing Ltd.

Ju, J., Kim, D., Park, K., Park, Y., Yun, J. & Ahn, J. H. (2017, December). Is advertising on an AI speaker effective? The role of interactivity, product type, and thematic congruence. In Proceedings of the 2017 International Conference on Information Technology (pp. 360-365).

Lane, N. (2010). Conversational Advertising. Mobile Squared, 1-23. https://mobilesquared.co.uk/wp-content/uploads/2017/12/Conversational-Advertising.pdf

Loh, S. (2019). Volume, velocidade, variedade, veracidade e valor: Como os 5 Vs do Big Data estão impactando as Organizações e a Sociedade. Edição do autor.

Kaczorowska-Spychalska, D. (2019). How chatbots influence marketing. Management, 23(1), 251-270. https://doi.org/10.2478/manment-2019-0015

Kelogg, K. (2020, March 2). The 7 biggest social media sites in 2020. https://www.searchenginejournal.com/social-media/biggest-social-media-sites/

Kietzmann, J., Paschen, J. & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267.

Kim, L. (2020), 9 ways to use Facebook chatbots to grow your business. All business. https://www.allbusiness.com/use-facebook-chatbots-to-grow-your-business-132318-1.html

Kurzweil, R. (2005). The singularity is near: When humans transcend biology. Penguin.

Mehner, M. (2022, January 5). Nutzerzahlen Messenger Apps Deutschland und Weltweit. Messenger People. https://www.messengerpeople.com/de/weltweite-nutzer-statistik-fuer-whatsapp-wechat-und-andere-messenger/

Miller, A. (2020). Can AI be truly creative? American Scientist, 108(4), 244. https://www.americanscientist.org/article/can-ai-be-truly-creative

Mims, C. (2014, July 27). Advertising's new frontier: Talk to the bot. The Wall Street Journal. https://www.wsj.com/articles/advertisings-new-frontier-talk-to-the-bot-1406493740?mod=dist_smartbrief

O’Brien, M. (2018, August 8). Chatting with bots: How well 5 brands’ chatbots actually work. ClickZ. https://www.clickz.com/chatbots-working-well/216220/

Ortiz-Ospina, E. (2019, September 18). The rise of social media. Our world in data. https://ourworldindata.org/rise-of-social-media

Oliveira, A. (2019). Inteligência Artificial. Fundação Francisco Manuel dos Santos.

Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G. & Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21-43.

Sharma, P. (2012). Advertising effectiveness: “Understanding the value of creativity in advertising”, a review study in India. Online Journal of Communication and Media Technologies, 2(3), 1.

Tsai, W.-H.S., Liu, Y. & Chuan, C.-H. (2021), How chatbots' social presence communication enhances consumer engagement: The mediating role of parasocial interaction and dialogue. Journal of Research in Interactive Marketing, 15(3), 460-482. https://doi.org/10.1108/JRIM-12-2019-0200

Van den Broeck, E., Zarouali, B. & Poels, K. (2019). Chatbot advertising effectiveness: When does the message get through? Computers in Human Behavior, 98, 150-157. https://doi.org/10.1016/j.chb.2019.04.009

Wells, W., Burnett, J. & Moriarty, S. (2000). Advertising: Principles and practice (5th ed.). Pearson.

Wolin, L. D. & Korgaonkar, P. (2003). Web advertising: Gender differences in beliefs, attitudes, and behavior. Internet research.

Downloads

Publicado

2022-06-30

Como Citar

Duarte, A., & Neumaier, A. (2022). Chatvertising: how chatbots are shaping the future of advertising. Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.329

Edição

Secção

DOSSIÊ TEMÁTICO Publicidade: novos formatos, novos conteúdos