{"id":83347,"date":"2025-03-07T11:45:49","date_gmt":"2025-03-07T11:45:49","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=83347"},"modified":"2025-03-07T12:10:45","modified_gmt":"2025-03-07T12:10:45","slug":"por-que-razao-a-ia-nao-esta-a-substituir-os-profissionais-de-marketing","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/pt\/why-ai-isnt-replacing-marketers\/","title":{"rendered":"Porque \u00e9 que a IA n\u00e3o est\u00e1 a substituir os profissionais de marketing."},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Com o aumento da IA, cada vez mais pessoas se perguntam \"quais s\u00e3o as vantagens de uma ag\u00eancia de marketing quando posso simplesmente utilizar a IA\"? A IA est\u00e1 a ser cada vez mais utilizada no marketing e n\u00e3o h\u00e1 como negar que \u00e9 \u00fatil. Mas ser\u00e1 que tem o poder de substituir completamente os humanos?<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Os inconvenientes.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A IA tem, de facto, alguns grandes inconvenientes, a maioria dos quais se centra na sua falta de personaliza\u00e7\u00e3o humana. O conte\u00fado gerado pela IA pode ser tecnicamente exato e l\u00f3gico, mas falta-lhe a liga\u00e7\u00e3o humana e a vantagem emocional que a maioria dos consumidores procura e, mais importante, com a qual se relaciona.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tomemos como exemplo o an\u00fancio de Natal da Coca-Cola de 2024. Era um an\u00fancio totalmente gerado por IA que fez com que muitas pessoas se sentissem desconectadas ou o descrevessem como um \"vale estranho\".  De um modo geral, a atitude foi negativa<a href=\"https:\/\/www.youtube.com\/watch?v=4RSTupbfGog\"> em dire\u00e7\u00e3o ao an\u00fancio.<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar o \u00edndice\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.freshpies.co.uk\/pt\/why-ai-isnt-replacing-marketers\/#The_practical_applications_of_AI\" >As aplica\u00e7\u00f5es pr\u00e1ticas da IA.\u00a0<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.freshpies.co.uk\/pt\/why-ai-isnt-replacing-marketers\/#AI_and_data_analysis\" >IA e an\u00e1lise de dados.<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.freshpies.co.uk\/pt\/why-ai-isnt-replacing-marketers\/#Five_types_of_AI_bias\" >Cinco tipos de preconceitos de IA<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.freshpies.co.uk\/pt\/why-ai-isnt-replacing-marketers\/#So_what_does_this_all_mean_if_youre_considering_going_100_AI_marketing\" >Ent\u00e3o, o que significa tudo isto se estiver a pensar em adotar o marketing de IA 100%?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_practical_applications_of_AI\"><\/span><span style=\"font-weight: 400;\">As aplica\u00e7\u00f5es pr\u00e1ticas da IA.\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">IA e Copywriting.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A IA \u00e9 \u00f3ptima a desenvolver textos publicit\u00e1rios, no entanto, como s\u00f3 pode ir at\u00e9 certo ponto, n\u00e3o vai substituir os redactores t\u00e3o cedo. Agora, a IA \u00e9 capaz de criar um excelente texto, mas os humanos continuam a ser necess\u00e1rios para otimizar este texto criado pela IA. Afinal de contas, estamos a fazer marketing para humanos, n\u00e3o para m\u00e1quinas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com a IA, existe tamb\u00e9m o risco de que, \u00e0 medida que mais equipas de marketing a incorporem no seu trabalho, mais e mais an\u00fancios comecem a soar todos de forma semelhante. Misturando-se num s\u00f3. O texto escrito com IA \u00e9 frequentemente muito percet\u00edvel se n\u00e3o for ajustado ou desenvolvido por um humano. Um dos muitos sinais reveladores \u00e9 a presen\u00e7a de um Em-Dash (o que \u00e9 uma m\u00e1 not\u00edcia para os redactores humanos que os usaram e adoraram durante anos).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">H\u00e1 tamb\u00e9m o argumento de que a IA obt\u00e9m as suas informa\u00e7\u00f5es de outros s\u00edtios Web. Sem o contributo humano, a IA perde toda a originalidade e autenticidade (especialmente quando come\u00e7amos a ver conte\u00fados criados \u00e0 escala pela IA). Assim, embora a IA possa ajudar os redactores, n\u00e3o os substitui completamente. Haver\u00e1 sempre uma necessidade de emo\u00e7\u00e3o humana enquanto estivermos a fazer marketing para humanos. <\/span><span style=\"font-weight: 400;\">Um <\/span><a href=\"https:\/\/www.gsb.stanford.edu\/insights\/feelings-first-how-emotion-shapes-communication-decisions-experiences\"><span style=\"font-weight: 400;\">Um professor de Stanford teoriza que at\u00e9 95%<\/span><\/a><span style=\"font-weight: 400;\"> das decis\u00f5es s\u00e3o tomadas com base nas emo\u00e7\u00f5es.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"AI_and_data_analysis\"><\/span>IA e an\u00e1lise de dados.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u00c9 verdade que a IA \u00e9 mais forte na frente da an\u00e1lise de dados, mas pode ter dificuldade em compreender toda a complexidade das raz\u00f5es que est\u00e3o por detr\u00e1s das ac\u00e7\u00f5es das pessoas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sim, a IA \u00e9 \u00f3ptima para a personaliza\u00e7\u00e3o e a segmenta\u00e7\u00e3o de p\u00fablicos. Pode ajud\u00e1-lo a adaptar as mensagens de correio eletr\u00f3nico e at\u00e9 a fazer previs\u00f5es de vendas potenciais, permitindo aos profissionais de marketing um acesso mais f\u00e1cil do que nunca aos seus dados.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No entanto, \u00e9 necess\u00e1rio um ser humano para compreender quais os eventos externos (como o dia dos namorados, anivers\u00e1rios ou outros eventos) que podem estar a impulsionar as compras do seu produto e estabelecer uma liga\u00e7\u00e3o com os consumidores a um n\u00edvel emocional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tamb\u00e9m \u00e9 importante lembrar que a IA pode cometer erros, por ter a sua pr\u00f3pria tend\u00eancia intr\u00ednseca em rela\u00e7\u00e3o aos t\u00f3picos. \u00c0 medida que a IA aprende com o conhecimento humano e de fonte aberta, pode facilmente captar diferentes tipos de preconceitos destas fontes de dados e desenvolver preconceitos algor\u00edtmicos. <\/span><span style=\"font-weight: 400;\">Muitos tipos de preconceitos podem influenciar a tomada de decis\u00f5es da IA, mas<\/span><a href=\"https:\/\/www.chapman.edu\/ai\/bias-in-ai.aspx\"><span style=\"font-weight: 400;\"> Universidade de Chapman<\/span><\/a><span style=\"font-weight: 400;\"> prop\u00f5e cinco tipos principais.<\/span><\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Five_types_of_AI_bias\"><\/span>Cinco tipos de preconceitos de IA<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><\/h3>\n<h4><\/h4>\n<h4><span style=\"font-weight: 400;\">Vi\u00e9s de sele\u00e7\u00e3o\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"> Isto ocorre quando os dados de treino n\u00e3o representam com exatid\u00e3o a popula\u00e7\u00e3o do mundo real, fazendo assim uma suposi\u00e7\u00e3o incorrecta. Se um modelo de reconhecimento facial for treinado principalmente num tom de pele, pode ter dificuldade em reconhecer pessoas com outros tons de pele, o que leva \u00e0 discrimina\u00e7\u00e3o.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Vi\u00e9s de confirma\u00e7\u00e3o\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Isto acontece quando a IA se baseia demasiado em informa\u00e7\u00f5es anteriores que aprendeu. Isto significa que reafirma preconceitos hist\u00f3ricos anteriores, ou preconceitos que aprendeu anteriormente. Por exemplo, o estere\u00f3tipo de que as mulheres s\u00e3o menos qualificadas para trabalhar em tecnologia. <\/span><a href=\"https:\/\/www.bbc.co.uk\/news\/technology-45809919\"><span style=\"font-weight: 400;\">Este facto, juntamente com o preconceito de estere\u00f3tipos, foi um fator importante na origem do esc\u00e2ndalo da Amazon.<\/span><\/a><\/p>\n<h4><span style=\"font-weight: 400;\">Vi\u00e9s de medi\u00e7\u00e3o\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"> Semelhante ao enviesamento da sele\u00e7\u00e3o da amostra, o enviesamento da medi\u00e7\u00e3o ocorre quando a recolha de dados n\u00e3o est\u00e1 conclu\u00edda ou h\u00e1 um erro durante a recolha. Por exemplo, se uma universidade envia um inqu\u00e9rito sobre a satisfa\u00e7\u00e3o com o curso, mas s\u00f3 contacta aqueles que se mantiveram inscritos durante os tr\u00eas anos e n\u00e3o os membros que desistiram ou mudaram de curso, n\u00e3o est\u00e1 a obter uma imagem completa.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Preconceito de estere\u00f3tipo\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"> Tamb\u00e9m designado por preconceito. Trata-se de um preconceito que \u00e9 treinado na m\u00e1quina e reflecte preconceitos, estere\u00f3tipos e suposi\u00e7\u00f5es sociais.  Muitos assistentes virtuais, como a Siri ou a Alexa, s\u00e3o concebidos com vozes femininas e programados para serem educados e complacentes. Isto refor\u00e7a o estere\u00f3tipo de que as mulheres devem ser prest\u00e1veis e submissas, o que pode ajudar a perpetuar involuntariamente os preconceitos de g\u00e9nero na sociedade.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Vi\u00e9s de homogeneidade fora do grupo <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">\u00c9 aqui que a IA generaliza grupos de dados sobre os quais tem menos dados. Agrupa grupos mais pequenos, embora possam ter muito poucas semelhan\u00e7as. Por exemplo, os sistemas de reconhecimento facial t\u00eam dificuldade em distinguir indiv\u00edduos de grupos raciais ou \u00e9tnicos minorit\u00e1rios. Este facto deve-se \u00e0 falta de diversidade nos dados de treino.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Historicamente, estes \"preconceitos\" s\u00e3o tamb\u00e9m mais suscept\u00edveis de afetar grupos minorit\u00e1rios, pelo que \u00e9 essencial ter consci\u00eancia deles. Tome tudo com um gr\u00e3o de sal e esteja tamb\u00e9m ciente dos erros contextuais. A maioria dos programas de IA n\u00e3o tem uma compreens\u00e3o contextual profunda. Os erros de contexto tamb\u00e9m podem ocorrer devido \u00e0 falta de conhecimento externo da IA. Isto porque se a IA n\u00e3o for informada de algo, n\u00e3o o pode considerar. Na maior parte dos casos, \u00e9 preciso ter em conta que, muitas vezes, se obt\u00e9m o que se coloca. Por isso, certifique-se de que est\u00e1 a fazer perguntas de qualidade.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><\/h3>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"So_what_does_this_all_mean_if_youre_considering_going_100_AI_marketing\"><\/span><span style=\"font-weight: 400;\">Ent\u00e3o, o que significa tudo isto se estiver a pensar em adotar o marketing de IA 100%?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">De um modo geral, a IA \u00e9 uma \u00f3ptima ferramenta, mas apenas quando utilizada com o contributo humano adicional. <\/span><span style=\"font-weight: 400;\">A utiliza\u00e7\u00e3o da IA para apoiar o seu trabalho de marketing pode aumentar a produtividade, mas n\u00e3o necessariamente a qualidade.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m disso, um conselho: n\u00e3o se engane - n\u00e3o confie na IA para fazer o trabalho \u00e1rduo por si, uma vez que n\u00e3o \u00e9 um substituto.  A IA pode simplificar parte do trabalho, mas os dados (e a cria\u00e7\u00e3o de conte\u00fados) continuam a precisar de an\u00e1lise e verifica\u00e7\u00e3o humanas para garantir que t\u00eam a autenticidade e a emo\u00e7\u00e3o necess\u00e1rias para os transformar em algo digno. Por isso, n\u00e3o se preocupe, a IA n\u00e3o vai substituir os profissionais de marketing t\u00e3o cedo.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Para ler mais artigos como este, visite o nosso <a href=\"https:\/\/www.freshpies.co.uk\/pt\/blogue\/\">blogues<\/a> p\u00e1gina.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Com o aumento da IA, cada vez mais pessoas se perguntam \"quais s\u00e3o as vantagens de uma ag\u00eancia de marketing quando posso simplesmente utilizar a IA\"? A IA est\u00e1 a ser cada vez mais utilizada no marketing e n\u00e3o h\u00e1 como negar que \u00e9 \u00fatil. Mas ser\u00e1 que tem o poder de substituir completamente os humanos?<\/p>","protected":false},"author":9,"featured_media":83349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1174],"tags":[],"class_list":["post-83347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why AI isn&#039;t replacing marketers. - Fresh Pies<\/title>\n<meta name=\"description\" content=\"AI is being used increasingly in marketing and there is no denying that it is useful. 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