Volume 11 – 2021 (0002)

A Inteligência Artificial e o Impacto no Marketing e no Consumidor

Cristiana Vieira 1 and José Magano 1

1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal

To cite this text:

Vieira, C. & Magano, J. (2021), A Inteligência Artificial e o Impacto no Marketing e no Consumidor, Percursos & Ideias, Vol. 11, pp. 16-22.

doi: 10.56123/percursos.2021.n11.16

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New technologies, such as virtual reality and augmented reality, are continually evolving, becoming promising marketing tools for creating new channels and offering new experiences to consumers. Human communication mediated by technology on smartphones is evolving towards interfaces that embody artificial intelligence, permitting the interpretation of people’s daily activities and their habits and behaviours. This paper reviews the concepts and the potential applications of artificial intelligence in marketing, particularly highlighting the role of new virtual assistants and their potential.


Consumer, artificial intelligence, marketing, technology


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