Do insight ao input: a influência da inteligência artificial generativa na atuação profissional do publicitário

Abstract

This study aims to understand the influence of artificial intelligence (AI) on the professional practice of advertisers. To achieve this, it identified the general and specific competencies that enable advertising and propaganda professionals in Brazil, as well as the main generative artificial intelligence tools applicable to their work. Using a qualitative approach, with a literature review and interviews with seven professionals in the field, the study identified which competencies are most directly influenced by generative artificial intelligence. The results indicate that, among the general competencies, creativity and management and strategy vision are the most impacted. Among the specific competencies, planning and research and content production and management show the greatest application. The study contributes to the understanding that generative artificial intelligence tools assist in the professional practice of advertisers but do not replace the subjective, intuitive, and sensitive dimension of human creativity. This human creativity involves cultural repertoire, empathy, aesthetic sense, critical judgment, and the ability to attribute meaning to messages. Originality and the contextualized interpretation of social phenomena remain essentially human attributes, fundamental for creating advertising campaigns that can authentically engage with the diversity and complexity of human beings.