how chatbots are shaping the future of advertising


  • Alexandre Duarte Centro de Estudos Comunicação e Sociedade, Universidade do Minho
  • Alexandra Neumaier Universidade Católica Portuguesa



inteligência atificial, chatbots, publicidade, envolvimento, comunicação personalizada


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.


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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.


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Como Citar

Duarte, A., & Neumaier, A. (2022). Chatvertising: how chatbots are shaping the future of advertising. Comunicação Pública, 17(32).



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