Uso da inteligência artificial (ChatGPT) na rotina de trabalho do social media

Abstract

Based on the growing use of artificial intelligence tools in the professional practice of social media specialists, such as ChatGPT, this study analyzes their influence on daily routines and work activities, drawing on the perceptions and experiences of professionals in the field. The research also aimed to measure the frequency of use of these technologies and to assess their impacts on operational, creative, and market-related routines, as well as on the skills demanded by the labor market. Methodologically, an exploratory study with a mixed-methods approach was conducted, featuring a descriptive design and a survey strategy implemented through a standardized questionnaire composed of 22 items, answered by a non-probabilistic, purposive sample of 40 participants. Data collection took place between November 24 and December 12, 2025, in the city of Fortaleza, Brazil, via Google Forms, with closed-ended variables analyzed using descriptive statistics and open-ended responses examined through content analysis based on Bardin’s (1970) framework. The results indicate that AI is widely integrated into the daily professional activities of social media practitioners, particularly in content production, strategic planning, and performance metric analysis. A significant reduction in time spent on operational tasks and text production was observed, along with support for creative processes, especially in idea development. Among the critical aspects identified are technological dependence, content standardization, loss of creative autonomy, and the ongoing need for curatorship. Regarding the labor market, respondents emphasized increased competitiveness and the demand for new skills, such as prompt engineering, critical evaluation of AI-generated information, and agility in delivering tasks. Concerning future expectations, the prevailing view is that artificial intelligence will consolidate itself as a supportive tool, reinforcing human contribution and the need for continuous professional updating. Finally, the study concludes that AI already plays a relevant role in reshaping the work of social media professionals, functioning both as an auxiliary resource and as a link between technology, labor, and communication in contemporary contexts.