Chatvertising

how chatbots are shaping the future of advertising

Autores

  • Alexandre Duarte Centro de Estudos de Comunicação e Sociedade da Universidade do Minho - (CECS-UM) 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

Brand-new consumer demands new ways of relations and communication. With the permanent and fast development of 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.

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Biografias do Autor

  • Alexandre Duarte, Centro de Estudos de Comunicação e Sociedade da Universidade do Minho - (CECS-UM)

    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´s in Communication, Marketing & Advertising from Católica University 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.

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Publicado

2024-08-21

Edição

Vol. 17 N.º 32 (2022): Número com dossiê temático

Secção

DOSSIÊ TEMÁTICO Publicidade: novos formatos, novos conteúdos

Licença

Direitos de Autor (c) 2022 Comunicação Pública

Creative Commons License

Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial 4.0.

Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

Como Citar

Chatvertising: how chatbots are shaping the future of advertising. (2024). Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.329