{"id":58963,"date":"2023-01-24T00:00:00","date_gmt":"2023-01-23T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2023\/01\/24\/o-momento-da-ia-tendencias-do-marketing-e-do-consumo-2023\/"},"modified":"2024-12-26T13:08:06","modified_gmt":"2024-12-26T12:08:06","slug":"o-momento-da-ia-tendencias-do-marketing-e-do-consumo-2023","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/ideas\/o-momento-da-ia-tendencias-do-marketing-e-do-consumo-2023\/","title":{"rendered":"O momento da IA: tend\u00eancias do marketing e do consumo 2023"},"content":{"rendered":"

[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

Quais s\u00e3o as tend\u00eancias ao n\u00edvel do marketing e do consumo<\/strong> que ir\u00e3o marcar este ano de 2023<\/strong>? Neste documento, analisamos duas dimens\u00f5es diferentes: na dimens\u00e3o<\/span> ex\u00f3gena<\/b>, encontramos tend\u00eancias decorrentes de mudan\u00e7as nos h\u00e1bitos de consumo, enquanto na <\/span>end\u00f3gena<\/b> identificamos outras que adv\u00eam da transforma\u00e7\u00e3o tecnol\u00f3gica das ferramentas e processos de trabalho dos Chief Marketing Officers<\/em>. Mas independentemente de se tratar de fatores ex\u00f3genos ou end\u00f3genos, todos eles partilham o impacto que a tecnologia e, mais especificamente, a Intelig\u00eancia Artificial, est\u00e1 a ter como impulsionador.<\/span><\/p>\n

Em momentos de elevada incerteza e perspetivas macroecon\u00f3micas adversas, as empresas tendem a reduzir os seus investimentos em marketing e comunica\u00e7\u00e3o (embora os dados mostrem que as que perseveram nas suas apostas de mercado t\u00eam maiores probabilidades de sucesso, medido em termos de crescimento). Em paralelo, vivemos uma explos\u00e3o no consumo de intelig\u00eancia artificial com a irrup\u00e7\u00e3o de modelos generativos e, especialmente, do ChatGPT, que foi a tecnologia que levou menos tempo a atingir o milh\u00e3o de utilizadores em cinco dias, ultrapassando os 2,5 meses que foram necess\u00e1rios para o Instagram.\u00a0 Por isso, neste contexto, parece-nos particularmente importante analisar a forma como os cruzamentos entre o desenvolvimento exponencial destas tecnologias e a sua populariza\u00e7\u00e3o com as tens\u00f5es espec\u00edficas da rela\u00e7\u00e3o entre consumidores e marcas determinam aquilo a que se deve prestar aten\u00e7\u00e3o para continuar a acrescentar valor, tanto para as empresas como para os consumidores.\u00a0<\/span><\/p>\n

Este contexto traduz-se, por um lado, nas tend\u00eancias que refletem os avan\u00e7os tecnol\u00f3gicos, a medi\u00e7\u00e3o e os dados com tend\u00eancias como a IA generativa, a CX orchestration (zero party data<\/em>, personaliza\u00e7\u00e3o e aplica\u00e7\u00e3o \u00e0s Journeys<\/em>), os modelos de atribui\u00e7\u00e3o, ou a an\u00e1lise de dados em todas as inst\u00e2ncias da estrat\u00e9gia. Por outro, surgem as tend\u00eancias mais associadas a mudan\u00e7as nos h\u00e1bitos do consumidor, decorrentes do controlo das despesas ou do consumo de conte\u00fados monetizados. Ao mesmo tempo, quisemos explorar algumas das palavras da moda como o metaverso, as super apps, behavioral economics ou Decentralized Commerce, com o objetivo de compreender onde estamos e como estes elementos podem ter impacto na nossa empresa, nos nossos clientes e no nosso trabalho quotidiano.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n

Para preparar este trabalho, partimos de 23 tend\u00eancias, com base nas quais uma equipa multidisciplinar de 10 especialistas s\u00e9nior nas \u00e1reas de Consumer Engagement e Deep Digital Business da LLYC selecionou as 10 mais relevantes com base em quatro crit\u00e9rios, a saber:\u00a0 impacto no neg\u00f3cio, impacto na fun\u00e7\u00e3o do CMO, capacidade de diferencia\u00e7\u00e3o e grau de novidade como tend\u00eancia.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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