Chatvertising

how chatbots are shaping the future of advertising

Authors

  • Alexandre Duarte Centre for Communication and Society, University of Minho (CECS-UM) https://orcid.org/0000-0002-2665-864X
  • Alexandra Neumaier Católica University

DOI:

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

Keywords:

artificial intelligence, chatbots, advertising, engagement, personalized communication

Abstract

A new type of consumer demands new forms of relationship and communication. With the rapid and ongoing development of new technologies and the rise of digital tools, brands have been forced to reinvent themselves in order to meet the demands of a more informed, demanding, and digitally active consumer. Chatbots, powered by artificial intelligence, are one of the tools created to interact and sustain conversations without the need for human presence, and they are increasingly being used for commercial purposes. This article analyzes and aims to understand the full potential of this new medium for Advertising.

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Author Biographies

  • Alexandre Duarte, Centre for Communication and Society, University of Minho (CECS-UM)

    Ph.D. in Communication Sciences from the University of Minho, master's degree in Communication and Image, and bachelor's degree in Marketing and Advertising from IADE. He is an Assistant Professor at NOVA University of Lisbon, a researcher at CECS/UMinho, and a Visiting Professor at the Católica University, where he coordinates the postgraduate programs in Communication and Advertising Creativity, and Service Design. He has worked in several multinational advertising agencies such as TBWA, Saatchi & Saatchi, Ogilvy, W/Portugal, W/Brazil, Lowe & Partners, and BrandiaCentral, as a Senior Creative Copywriter. He was a Tutor at the Young Marketers Academy of the EUROBEST Festival, CEO of RESTART, and advisor to SUPERBRANDS. Since 2018, he has been a member of the Board of EDCOM - European Institute for Commercial Communications Education.

  • Alexandra Neumaier, Católica University

    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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Published

2022-06-30

Issue

Vol. 17 No. 32 (2022): Number with Special Issue

Section

SPECIAL ISSUE: Advertising: new formats, new content

License

Copyright (c) 2022 Direitos do Autor (c) 2022

Creative Commons License

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

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

How to Cite

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