THE IMPACT OF TECHNOLOGICAL ADVANCEMENT ON THE RIBEIRÃO BLACK ADVERTISING MARKET

Authors

  • Diego Castro
  • Daniela Tincani UNAERP
  • Mariana Paes UNAERP

Abstract

In 2018 Google introduced a virtual assistant making calls to humans, further highlighting possible replacements of human work by the automation of Artificial Intelligence. These impacts can be seen in most areas of the world market, from the emergence of new applications to a virtual newscaster. With the emergence of the Fourth Industrial Revolution, new mechanisms and software enable a faster and more efficient process, leading to the need to adapt to frequent technology innovations. In the advertising market is no different, some tools of Artificial Intelligence, also appear impacting professionals in the field. They help automate processes that were previously humanized by developing a hyper-customization of care. In order to analyze the impact that these transformations brought between “traditional advertising” and “digital advertising” in advertising agencies in Ribeirão Preto, it was developed through bibliographic research the understanding of the broad concept of Artificial Intelligence and some of its subfields. In addition, in-depth interviews were conducted with professionals working in the areas most conducive to these transformations. The results obtained from the research brought positive perceptions among agencies regarding the analysis of new technologies. Although innovations have advanced rapidly, it is believed that human intelligence is still needed to drive automation, from data analysis to the creation of more elaborate arts using software.

Author Biographies

Daniela Tincani, UNAERP

Professora doutora do Curso de Publicidade e Propaganda da UNAERP

Mariana Paes, UNAERP

In 2018 Google introduced a virtual assistant making calls to humans, further highlighting possible replacements of human work by the automation of Artificial Intelligence. These impacts can be seen in most areas of the world market, from the emergence of new applications to a virtual newscaster. With the emergence of the Fourth Industrial Revolution, new mechanisms and software enable a faster and more efficient process, leading to the need to adapt to frequent technology innovations. In the advertising market is no different, some tools of Artificial Intelligence, also appear impacting professionals in the field. They help automate processes that were previously humanized by developing a hyper-customization of care. In order to analyze the impact that these transformations brought between “traditional advertising” and “digital advertising” in advertising agencies in Ribeirão Preto, it was developed through bibliographic research the understanding of the broad concept of Artificial Intelligence and some of its subfields. In addition, in-depth interviews were conducted with professionals working in the areas most conducive to these transformations. The results obtained from the research brought positive perceptions among agencies regarding the analysis of new technologies. Although innovations have advanced rapidly, it is believed that human intelligence is still needed to drive automation, from data analysis to the creation of more elaborate arts using software.

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Published

2020-01-10

How to Cite

Castro, D., Tincani, D., & Paes, M. (2020). THE IMPACT OF TECHNOLOGICAL ADVANCEMENT ON THE RIBEIRÃO BLACK ADVERTISING MARKET. In Revista | ISSN: 1980-6418, 12, 67–83. Retrieved from https://revistas.unaerp.br/inrevista/article/view/1840

Issue

Vol. 12 (2019): Sobre o futuro da comunicação social

Section

Artigos

License

Os trabalhos publicados passam a ser de direito da In Revista, ficando sua reimpressão, total ou parcial, sujeita à autorização expressa da Comissão Editorial da revista. Deve ser consignada a fonte de publicação original.