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Ao longo do desenvolvimento tecnológico, a inteligência artificial (IA) tornou-se um tema central de debate, devido ao aumento significativo do seu uso e à integração quase impercetível de sistemas inteligentes no quotidiano. Esta presença naturalizada estende-se também ao campo publicitário, no qual a IA tem sido incorporada de diferentes formas nos processos de criação e produção. Neste contexto, a presente pesquisa tem como objetivo geral analisar o uso de recursos de IA na produção de campanhas publicitárias. Quanto aos objetivos específicos, procurou-se: (i) identificar os desafios éticos associados a esse processo; (ii) verificar o grau de familiaridade do público consumidor com a utilização de IA nas campanhas selecionadas; e (iii) explorar as perceções e os feedbacks dos consumidores sobre essa utilização. Em termos metodológicos, adotou-se uma abordagem mista, iniciando-se com uma revisão sistemática da literatura sobre os conceitos de smart advertising e synthetic advertising. Posteriormente, desenvolveu-se uma análise crítica de conteúdo de quatro campanhas publicitárias das marcas Dove, BMW, Puma e Domino’s Pizza. Por fim, aplicou-se um questionário estruturado a um público alargado, a fim de compreender a perceção dos consumidores relativamente ao uso de IA em campanhas publicitárias. De modo geral, os resultados evidenciam que os recursos de IA têm expandido as fronteiras entre o real e o imaginário, bem como entre o digital e o físico, reforçando a necessidade de refletir sobre a sua presença subtil, mas cada vez mais determinante, no quotidiano, incluindo o modo como as campanhas publicitárias são concebidas, interpretadas e experienciadas pelos públicos.
As technology has developed, artificial intelligence (AI) has become a central topic of debate, due to the significant increase in its use and the almost imperceptible integration of intelligent systems into everyday life. This normalised presence also extends to the field of advertising, where AI has been incorporated in various ways into the creative and production processes. In this context, the overall aim of this research is to analyse the use of AI resources in the production of advertising campaigns. As for the specific objectives, the study sought to: (i) identify the ethical challenges associated with this process; (ii) assess the extent to which the consumer public is familiar with the use of AI in the selected campaigns; and (iii) explore consumers’ perceptions and feedback regarding this use. In terms of methodology, a mixedmethods approach was adopted, beginning with a systematic review of the literature on the concepts of smart advertising and synthetic advertising. Subsequently, a critical content analysis was carried out on four advertising campaigns by the brands Dove, BMW, Puma and Domino’s Pizza. Finally, a structured questionnaire was administered to a broad audience to understand consumers’ perceptions regarding the use of AI in advertising campaigns. Overall, the findings show that AI technologies have blurred the boundaries between the real and the imaginary, as well as between the digital and the physical, reinforcing the need to reflect on their subtle yet increasingly decisive presence in everyday life, including the way in which advertising campaigns are designed, interpreted and experienced by audiences.
As technology has developed, artificial intelligence (AI) has become a central topic of debate, due to the significant increase in its use and the almost imperceptible integration of intelligent systems into everyday life. This normalised presence also extends to the field of advertising, where AI has been incorporated in various ways into the creative and production processes. In this context, the overall aim of this research is to analyse the use of AI resources in the production of advertising campaigns. As for the specific objectives, the study sought to: (i) identify the ethical challenges associated with this process; (ii) assess the extent to which the consumer public is familiar with the use of AI in the selected campaigns; and (iii) explore consumers’ perceptions and feedback regarding this use. In terms of methodology, a mixedmethods approach was adopted, beginning with a systematic review of the literature on the concepts of smart advertising and synthetic advertising. Subsequently, a critical content analysis was carried out on four advertising campaigns by the brands Dove, BMW, Puma and Domino’s Pizza. Finally, a structured questionnaire was administered to a broad audience to understand consumers’ perceptions regarding the use of AI in advertising campaigns. Overall, the findings show that AI technologies have blurred the boundaries between the real and the imaginary, as well as between the digital and the physical, reinforcing the need to reflect on their subtle yet increasingly decisive presence in everyday life, including the way in which advertising campaigns are designed, interpreted and experienced by audiences.
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Publicidade Inteligência Artificial Comunicação Ética Consumidores Advertising Artificial Intelligence Communication Ethics Consumers