Chatvertising

como os chatbots estão a moldar o futuro da publicidade

Authors

  • 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

Keywords:

artificial intelligence, chatbots, advertising, engagement, personalized communication

Abstract

Um novo consumidor exige novas formas de relacionamento e comunicação. Com o desenvolvimento permanente e rápido das novas tecnologias e o surgimento das ferramentas digitais, as marcas tiveram que se reinventar para enfrentar as exigências de um consumidor mais informado, rigoroso e digitalmente ativo. Os chatbots, suportados por inteligência artificial, são uma das ferramentas criadas para interagir e manter uma conversa sem a necessidade de presença humana, que também estão a ser utilizados com objetivos comerciais. Este artigo analisa e tem como objetivo compreender todo o potencial deste novo meio para a Publicidade.

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Author Biographies

  • 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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Published

2022-06-30

Issue

Vol. 17 No. 32 (2022): Número com dossiê temático

Section

DOSSIÊ TEMÁTICO Publicidade: novos formatos, novos conteúdos

License

Copyright (c) 2022 Comunicação Pública

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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

How to Cite

Chatvertising: como os chatbots estão a moldar o futuro da publicidade. (2022). Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.329