Inteligência artificial no marketing, ética ou manipuladora?

• Ano de defesa: 2022
• Autor(a) principal: Gomes, Maysa do Prado Leão
• Orientador(a): Gabriel, Martha Carrer Cruz
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Tecnologias da Inteligência e Design Digital
• Departamento: Faculdade de Ciências Exatas e Tecnologia
• País: Brasil
• Palavras-chave em Português: Inteligência artificial; Aprendizado de máquina; Aprendizagem profunda; Análise de dados; Redes neurais; Algoritmos; Marketing; Efeitos; Desafios; Ética
• Palavras-chave em Inglês: Artificial intelligence; Machine learning; Deep learning; Data analytics; Neural networks; Algorithms; Marketing; Effects; Challenges; Ethics
• Área do conhecimento CNPq: CNPQ::ENGENHARIAS
• Link de acesso: https://repositorio.pucsp.br/jspui/handle/handle/25988

This research has the general objective of studying, from the perspective of ethics, the effects of artificial intelligence (AI) on marketing, pointing out how the use of AI, through machine learning, neural networks, data analytics, intelligent platforms, algorithms, among other ways or intelligent systems can affect customer touchpoints, as well as how they interact and integrate in digital or physical environments. We also address some challenges facing marketers, companies, customers and developers of AI systems. This research is justified by the insufficiency of information aimed at the lay public in AI, especially those who work in the field of marketing, demystifying misconceptions about intelligent systems, their implementation challenges, risks and possibilities, encouraging the adoption of technology, also stimulating the reflection on positive and negative effects, such as ethical issues that need to be taken into account. What motivated the research was the possibility of realistically illustrating the potential of intelligent systems applied to companies' marketing strategies, without the obligation of robust budgets, or futuristic equipment, which often illustrate the imaginary around artificial intelligence. The present dissertation sought to answer the following problematizing question: What are the effects of artificial intelligence in marketing? How is artificial intelligence being used in marketing in the digital age? How can algorithms interfere in our consumer relationship with companies that impact us on a daily basis? What are the ethical implications of implementing AI in marketing? The hypothesis was considered that artificial intelligence is as revolutionary as electricity, being part of all social processes today, through the algorithms of social networks, search engines, voice and streaming platforms, marketing and business software, that nourished by big data, and enhanced by deep learning, has been expanding the human capacity to perform tasks in a symbiotic way with technology, totally different from the fictional universe, which believed in the replacement of humanity by machines