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Publication
A influĂȘncia da inteligĂȘncia artificial na publicidade
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto_de_graduação_42657 | 868.78 KB | Adobe PDF |
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Abstract(s)
Este projeto de graduação analisa o impacto transformador da inteligĂȘncia artificial (IA) na publicidade, desde o seu desenvolvimento histĂłrico atĂ© Ă s suas aplicaçÔes nos dias de hoje. A IA revolucionou a publicidade permitindo uma otimização de campanhas de forma eficiente e precisa. No entanto, a sua adoção tambĂ©m apresenta desafios significativos que serĂŁo explorados ao longo do relatĂłrio.
AtravĂ©s da visĂŁo de vĂĄrios autores e com recurso Ă literatura significante, esta pesquisa explora de que forma Ă© que a IA estĂĄ a ser integrada nos diferentes meios de divulgação publicitĂĄria, desde mĂ©todos tradicionais como cartazes e MUPIS, atĂ© Ă s plataformas digitais, onde esta tecnologia tem mostrado maior influĂȘncia e eficĂĄcia. SĂŁo analisadas tambĂ©m campanhas publicitĂĄrias que utilizaram IA, de forma a perceber de que forma esta tecnologia teve impacto.
As realizaçÔes de entrevistas com profissionais do setor publicitårio também estão presentes de forma a oferecer uma visão real da implementação e dos impactos da IA nas estratégias das empresas.
This graduation project looks at the transformative impact of artificial intelligence (AI) on advertising, from its historical development to its applications today. AI has revolutionized advertising, allowing for efficient and accurate campaign optimization. However, its adoption also presents significant challenges that will be explored throughout the report. Through the vision of several authors and using significant literature, this research explores how AI is being integrated into different media of advertising dissemination, from traditional methods such as posters and MUPIS, to digital platforms, where this technology has shown greater influence and effectiveness. Advertising campaigns that used AI are also analysed, in order to understand how this technology has had an impact. Interviews with professionals in the advertising industry are also present in order to offer a real insight into the implementation and impacts of AI on companies' strategies.
This graduation project looks at the transformative impact of artificial intelligence (AI) on advertising, from its historical development to its applications today. AI has revolutionized advertising, allowing for efficient and accurate campaign optimization. However, its adoption also presents significant challenges that will be explored throughout the report. Through the vision of several authors and using significant literature, this research explores how AI is being integrated into different media of advertising dissemination, from traditional methods such as posters and MUPIS, to digital platforms, where this technology has shown greater influence and effectiveness. Advertising campaigns that used AI are also analysed, in order to understand how this technology has had an impact. Interviews with professionals in the advertising industry are also present in order to offer a real insight into the implementation and impacts of AI on companies' strategies.
Description
Projeto de Graduação apresentado Ă Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em CiĂȘncias da Comunicação
Keywords
InteligĂȘncia artificial Publicidade Inovação Artificial intelligence Advertising Innovation