O papel dos Influenciadores Virtuais em marketing e seu processo de interações entre humanos e chatbots na economia algorítmica

Authors

  • Norberto Almeida de Andrade Faculdades Metropolitanas Unidas (FMU)
  • Giuliano Carlo Rainatto Faculdades Metropolitanas Unidas (FMU)
  • Genésio Renovato da Silva Neto Faculdades Metropolitanas Unidas (FMU)

Keywords:

Influenciadores Virtuais, Chatbots, Inteligência Artificial

Abstract

A onipresença dos computadores e da internet na era da transformação digital são tão inerentes ao nosso cotidiano que perde-se a percepção dos avanços da inteligência artificial e novas formas de interação humano-robôs através de algoritmos que surgem com opções cada vez mais sofisticadas e humanizadas. Em meio as fake news e deep fake surgem os influenciadores virtuais ou virtual influencers, que são "pessoas" fictícias geradas por computador com habilidades de reproduzir o comportamento humano. Neste artigo identificamos oportunidades relacionadas ao uso de influenciadores virtuais em marketing, com foco especial em seu papel no processo de interações entre humanos e chatbots. Nossa discussão é sobre os elementos do impacto das tecnologias digitais (Influenciadores Virtuais e Inteligência Artificial) e sobre as direções e dinâmicas de desenvolvimento da Sociedade Digital (em suas dimensões individuais - um modelo de interação entre tecnologia e humanos).

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Published

2020-06-27

How to Cite

de Andrade, N. A., Rainatto, G. C., & da Silva Neto, G. R. (2020). O papel dos Influenciadores Virtuais em marketing e seu processo de interações entre humanos e chatbots na economia algorítmica. International Journal of Business Marketing, 5(1), 23–35. Retrieved from https://ijbmkt.org/ijbmkt/article/view/154

Issue

Vol. 5 No. 1 (2020): IJBMKT

Section

Palavra Executiva

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