O impacto da inteligência artificial nas estratégias de marketing: uma análise da experiência do consumidor em Dourados, MS

Abstract

This study investigates the impact of Artificial Intelligence (AI) on marketing strategies, focusing on consumer experience on e-commerce platforms in the city of Dourados, MS. The research used a mixed approach, combining quantitative and qualitative methods, through a questionnaire applied to 200 consumers. The results indicate that AI is widely perceived as a factor that improves personalization, efficiency, and loyalty in e-commerce, especially in the initial phases of the purchasing journey, such as product recommendations and searches. It is noteworthy that the majority of participants are female, with a predominance of young people between 18 and 24 years old and incomplete higher education, reflecting the profile of the digital consumer. The main benefits highlighted include ease of navigation, accuracy of recommendations, and targeted promotions. On the other hand, concerns about data privacy, limitations in automated responses, and impersonal service were mentioned as challenges of AI in the sector. The qualitative analysis revealed the need for greater humanization and clarity in interactions with automated systems. The study may contribute to the understanding of how AI influences the consumer experience, offering support for the development of more personalized, empathetic and effective marketing strategies in the digital environment.