{"id":27474,"date":"2026-06-23T00:00:00","date_gmt":"2026-06-23T00:00:00","guid":{"rendered":"https:\/\/angelboss.com.br\/2026\/06\/23\/326481-integracao-entre-ia-e-comportamento-transforma-marcas\/"},"modified":"2026-06-23T00:00:00","modified_gmt":"2026-06-23T00:00:00","slug":"326481-integracao-entre-ia-e-comportamento-transforma-marcas","status":"publish","type":"post","link":"https:\/\/angelboss.com.br\/en\/2026\/06\/23\/326481-integracao-entre-ia-e-comportamento-transforma-marcas\/","title":{"rendered":"Integra\u00e7\u00e3o entre IA e comportamento transforma marcas"},"content":{"rendered":"<p>A incorpora\u00e7\u00e3o da intelig\u00eancia artificial em atividades relacionadas \u00e0 comunica\u00e7\u00e3o, marketing e branding tem levado organiza\u00e7\u00f5es a revisarem a forma como desenvolvem pesquisas, analisam informa\u00e7\u00f5es e estruturam estrat\u00e9gias. Segundo o <a rel=\"follow\" href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai\">relat\u00f3rio The State of AI, publicado pela McKinsey &amp; Company<\/a>, o uso de IA generativa em fun\u00e7\u00f5es de marketing e vendas cresceu de forma expressiva nos \u00faltimos dois anos, com ado\u00e7\u00e3o reportada por mais da metade das empresas pesquisadas globalmente. Em vez de utilizar a tecnologia apenas como ferramenta operacional, algumas organiza\u00e7\u00f5es t\u00eam adotado modelos h\u00edbridos que combinam recursos de IA com an\u00e1lise humana em processos de tomada de decis\u00e3o.<\/p>\n<p>Nesse contexto, a intelig\u00eancia artificial tem sido aplicada em atividades como organiza\u00e7\u00e3o de informa\u00e7\u00f5es, identifica\u00e7\u00e3o de padr\u00f5es, an\u00e1lise de dados, monitoramento de tend\u00eancias e apoio \u00e0 produ\u00e7\u00e3o de conte\u00fado. O <a rel=\"follow\" href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-marketing\/\">State of Marketing Report da Salesforce<\/a>, que ouviu mais de seis mil profissionais de marketing em 35 pa\u00edses, aponta que a automa\u00e7\u00e3o e a IA j\u00e1 fazem parte do fluxo de trabalho da maioria das equipes de marketing de alto desempenho. Ao mesmo tempo, aspectos relacionados \u00e0 interpreta\u00e7\u00e3o cultural, comportamento do consumidor, posicionamento de marca e defini\u00e7\u00e3o estrat\u00e9gica continuam sendo conduzidos por profissionais especializados, tend\u00eancia tamb\u00e9m identificada pelo estudo <a href=\"https:\/\/www.tecmundo.com.br\/software\/409359-o-que-o-hype-cycle-da-gartner-diz-sobre-as-tendencias-tecnologicas-de-2026.htm\">Hype for Digital Marketing<\/a>, que destaca a necessidade de supervis\u00e3o humana em decis\u00f5es de posicionamento e relacionamento com o consumidor.<\/p>\n<p>A discuss\u00e3o sobre a integra\u00e7\u00e3o entre tecnologia e an\u00e1lise humana tamb\u00e9m tem influenciado a cria\u00e7\u00e3o de metodologias pr\u00f3prias para orientar a utiliza\u00e7\u00e3o dessas ferramentas dentro das empresas. O objetivo \u00e9 estabelecer crit\u00e9rios para definir quais etapas podem ser automatizadas e quais dependem de leitura contextual e tomada de decis\u00e3o humana.<\/p>\n<p>Uma das iniciativas voltadas a esse tema \u00e9 o AI Compass Framework\u2122, metodologia desenvolvida pela consultoria brasileira Brandbox para estruturar a utiliza\u00e7\u00e3o da intelig\u00eancia artificial em processos relacionados a branding, comunica\u00e7\u00e3o e estrat\u00e9gia de neg\u00f3cio.<\/p>\n<p>Segundo Jessica Otte, fundadora da empresa, a proposta \u00e9 organizar a rela\u00e7\u00e3o entre tecnologia e estrat\u00e9gia de forma complementar.<\/p>\n<p>&quot;A intelig\u00eancia artificial amplia a capacidade de processamento de informa\u00e7\u00f5es e acelera diversas atividades operacionais. Ao mesmo tempo, decis\u00f5es relacionadas a cultura, comportamento, posicionamento e contexto continuam exigindo interpreta\u00e7\u00e3o humana. A proposta \u00e9 estruturar essa colabora\u00e7\u00e3o de forma clara dentro dos processos de trabalho&quot;, afirma.<\/p>\n<p>De acordo com a consultoria, a metodologia \u00e9 baseada em quatro etapas: diagn\u00f3stico de oportunidades, defini\u00e7\u00e3o de estrat\u00e9gia de implementa\u00e7\u00e3o, humaniza\u00e7\u00e3o da tecnologia e acompanhamento cont\u00ednuo dos resultados. O modelo pode ser aplicado em \u00e1reas como comunica\u00e7\u00e3o corporativa, branding, desenvolvimento de conte\u00fado e planejamento estrat\u00e9gico.<\/p>\n<p>Al\u00e9m da cria\u00e7\u00e3o de metodologias espec\u00edficas, o uso da intelig\u00eancia artificial tem levado equipes multidisciplinares a revisarem processos internos, combinando profissionais de \u00e1reas como dados, tecnologia, comunica\u00e7\u00e3o, design e comportamento em fluxos de trabalho integrados.<\/p>\n<p>Para Larissa Almeida, Brand Strategist da Brandbox, a discuss\u00e3o atual n\u00e3o est\u00e1 centrada apenas na ado\u00e7\u00e3o de ferramentas, mas na forma como elas s\u00e3o incorporadas \u00e0 rotina das organiza\u00e7\u00f5es.<\/p>\n<p>&quot;O desafio n\u00e3o \u00e9 apenas utilizar intelig\u00eancia artificial, mas definir como ela participa dos processos sem substituir a capacidade humana de interpretar contextos, compreender pessoas e tomar decis\u00f5es estrat\u00e9gicas. A tecnologia amplia possibilidades, mas a constru\u00e7\u00e3o de significado continua sendo uma atividade humana&quot;, explica.<\/p>\n<p>A amplia\u00e7\u00e3o do uso de intelig\u00eancia artificial em atividades relacionadas \u00e0 comunica\u00e7\u00e3o acompanha um movimento de transforma\u00e7\u00e3o digital observado em diferentes setores da economia. Nesse cen\u00e1rio, modelos h\u00edbridos t\u00eam sido utilizados para organizar a intera\u00e7\u00e3o entre tecnologia e conhecimento especializado, buscando integrar efici\u00eancia operacional e an\u00e1lise estrat\u00e9gica em um mesmo processo.<\/p>\n<p><img src='https:\/\/api.dino.com.br\/v2\/news\/tr\/326481?partnerId=4593' alt=\"\" style=\"border:0px;width:1px;height:1px;\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Empresas e consultorias t\u00eam estruturado processos que combinam intelig\u00eancia artificial, an\u00e1lise de dados e interpreta\u00e7\u00e3o humana na constru\u00e7\u00e3o de estrat\u00e9gias de comunica\u00e7\u00e3o e posicionamento de marca.<\/p>","protected":false},"author":3,"featured_media":27475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[315],"tags":[350,343,344,324,323],"class_list":["post-27474","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias-corporativas-dino","tag-comunicacao","tag-marketing","tag-midia","tag-negocios","tag-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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