O ChatGPT na Agência de Propaganda: Um Impulso Criativo para Blogs e Redes Sociais

Abstract

The accelerated advances in generative artificial intelligence technologies have influenced significant changes in business. A new technological era is emerging and a race begins to develop applications that provide competitive advantages across various organizational processes. The objective of this study is to investigate how an artificial intelligence tool can be efficiently incorporated into the creative process of an advertising agency in order to enhance creativity and encourage innovation within the agency. More specifically, it aims to further examine how ChatGPT is being applied to tasks with fundamentally subjective characteristics. For this purpose, a qualitative and descriptive-exploratory study was conducted in the form of field research on the specific reality of an advertising agency. The study showed that, by using AI, great opportunities arise to reshape the creative process, providing new perspectives, insights, and speed. This study demonstrates its usefulness by providing information on the use of artificial intelligence in creative processes and supporting businesses and academia in guiding strategies that seek to incorporate such resources into services characterized by subjectivity.