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O efeito da Inteligência Artificial nos processos criativos e estratégicos em agências de publicidade
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A presente dissertação investiga o efeito da inteligência artificial (IA) nos processos criativos e na profissão da publicidade em Portugal. Considerando a crescente integração da inteligência artificial nos fluxos de trabalho, o estudo procurou compreender as aplicações, os benefícios, as limitações e os desafios associados à sua utilização, bem como as mudanças na indústria publicitária e nas competências exigidas aos criativos. Para tal, realizaram-se entrevistas semiestruturadas com profissionais do setor, o que permitiu recolher as perceções sobre o papel da IA na criatividade, a curadoria que permanece relevante, as questões éticas e as implicações para a execução da profissão.
Os resultados indicam que a IA funciona principalmente como uma ferramenta de apoio à criatividade, acelerando tarefas repetitivas e facilitando as etapas do processo criativo, sem substituir a intervenção humana. Verificou-se ainda que o domínio das ferramentas de IA se tornou um requisito esperado, o que exige novas competências, formação contínua e literacia tecnológica. Entre os desafios identificados estão a manutenção da originalidade, a perceção de valor do trabalho humano e a necessidade de transparência com os clientes.
Conclui-se que a IA transforma a profissão publicitária, promovendo maior eficiência e inovação, mas a criatividade estratégica e o pensamento crítico permanecem competências humanas indispensáveis. Sugere-se que as futuras investigações explorem as aplicações da IA na publicidade entre setores e novas formas de colaboração entre os humanos e a IA em contextos criativos.
This dissertation investigates the effect of Artificial Intelligence (AI) on creative processes and the advertising profession in Portugal. Given the growing integration of AI into professional workflows, the study aimed to understand its applications, benefits, limitations, and challenges, as well as the resulting transformations within the advertising industry and the evolving skill set required of creatives. To this end, semi-structured interviews were conducted with professionals in the sector, enabling the collection of insights regarding AI’s role in creativity, the aspects of human curation that remain relevant, ethical concerns, and the implications for professional practice. The results indicate that AI primarily serves as a tool that supports creativity by accelerating repetitive tasks and facilitating various stages of the creative process, without replacing human intervention. The findings also reveal that proficiency in AI tools has become an increasingly expected requirement, demanding new skills, ongoing training, and technological literacy. Among the challenges identified are maintaining originality, preserving the perceived value of human work, and ensuring transparency with clients. It is concluded that AI is transforming the advertising profession by fostering greater efficiency and innovation, yet strategic creativity and critical thinking remain essential human competencies. Future research is encouraged to explore AI applications in advertising across different sectors and to examine new forms of human–AI collaboration within creative contexts.
This dissertation investigates the effect of Artificial Intelligence (AI) on creative processes and the advertising profession in Portugal. Given the growing integration of AI into professional workflows, the study aimed to understand its applications, benefits, limitations, and challenges, as well as the resulting transformations within the advertising industry and the evolving skill set required of creatives. To this end, semi-structured interviews were conducted with professionals in the sector, enabling the collection of insights regarding AI’s role in creativity, the aspects of human curation that remain relevant, ethical concerns, and the implications for professional practice. The results indicate that AI primarily serves as a tool that supports creativity by accelerating repetitive tasks and facilitating various stages of the creative process, without replacing human intervention. The findings also reveal that proficiency in AI tools has become an increasingly expected requirement, demanding new skills, ongoing training, and technological literacy. Among the challenges identified are maintaining originality, preserving the perceived value of human work, and ensuring transparency with clients. It is concluded that AI is transforming the advertising profession by fostering greater efficiency and innovation, yet strategic creativity and critical thinking remain essential human competencies. Future research is encouraged to explore AI applications in advertising across different sectors and to examine new forms of human–AI collaboration within creative contexts.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Inteligência artificial Publicidade Processos criativos Criatividade Profissão publicitária Competências profissionais