Gestão de marketing na era da inteligência artificialpráticas de adoção, dilemas e riscos reputacionais

Resumo

Marketing activities in the organizations have been significantly altered by recent technological changes, driven by the spread of artificial intelligence (AI). The adoption of AI-based systems has increased companies' ability to collect, process, and analyze large amounts of data from digital environments, enabling increasingly advanced segmentation, personalization, and communication strategies. However, this movement has also exacerbated problems related to governance, data privacy, communication authenticity, and reputation risks linked to the misuse of these technologies. In this scenario, this study aims to understand how companies and marketing leaders are incorporating artificial intelligence tools into their work routines. To this end, it explores the uses of these technologies, the decision-making processes related to their adoption, and professionals' perceptions regarding confidentiality, data protection, and brand identity preservation. Nine marketing managers representing B2B and B2C companies were interviewed to understand how their companies are incorporating AI into their marketing efforts. The research uses a qualitative methodology based on detailed interviews with marketing leaders from different segments, complemented by a review of academic literature and market reports. The results show that the implementation of AI in marketing occurs mainly in a pragmatic and incremental manner, supported by autonomous learning and informal practices. The adoption of AI-based systems has increased companies' ability to collect, process, and analyze large amounts of data from digital environments, enabling segmentation strategies. This is highlighted by the use of technology as a support resource for analytical, operational, and creative activities. At the same time, there are significant gaps in governance specific to the application of AI in marketing, as well as tensions between efficiency gains, preservation of brand authenticity, and responsible management of data privacy. The research contributes by showing that the incorporation of artificial intelligence in marketing should be understood not only as a technological choice, but also as an organizational and symbolic process. The ethical, reputational, and strategic implications require governance structures that are integrated and attentive to the specificities of brand communication, always with the strategic eye of managers.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38835

Temas

TecnologiaDadosGovernança

Palavras-chave

Inteligência artificialMarketingGovernançaPrivacidade de dadosReputação de marcaArtificial intelligenceGovernanceData privacyBrand reputationAdministração de empresasMarketing - Inovações tecnológicasGovernança corporativaProteção de dadosImagem corporativaODS 12: Consumo e produção responsáveis