Prós e contras das inteligências artificiais no trabalho: desafios e oportunidades em uma empresa de marketing digital

Abstract

Artificial Intelligence (AI) technology has been studied for several decades and has intensified especially in recent years, due to its rise and contribution to the transformation of several sectors, including the field of digital marketing. This research's main objective is to investigate the impacts of the use of artificial intelligence on the work of digital marketing professionals, analyzing opportunities and challenges in the efficiency of their activities. This is a case study, developed from interviews and questionnaires applied to workers from different areas of a multinational digital marketing company. As a result, the high presence of AIs in the worker's daily life was observed, in addition to the contributions to gains in efficiency and time in carrying out activities. It was concluded that despite the benefits of adopting AI, the balance between use, continuous awareness about use and personalization of interactions is fundamental, as difficulties and concerns about data leaks and security breaches persist.