Chatvertising

como os chatbots estão a moldar o futuro da publicidade

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

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, 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

2024-08-21

Issue

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

Section

SPECIAL ISSUE: Advertising: new formats, new content

License

Copyright (c) 2022 Comunicação Pública

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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. (2024). Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.329