Influência algorítmica e tomada de decisão do consumidor: evidências empíricas sobre limites da IA preditiva na gestão de comunicação de marketing
DOI:
https://doi.org/10.5902/1983465994997Palavras-chave:
Inteligência Artificial, Tomada de Decisão, Atenção Visual, Marketing, GestãoResumo
Objetivo: Este estudo investiga a convergência e a variação entre a integração de atenção visual gerada por modelos preditivos de Inteligência Artificial (IA) e os padrões empíricos de atenção visual entre consumidores brasileiros, e discute suas limitações no apoio à tomada de decisões gerenciais em marketing e comunicação.
Desenho/metodologia/abordagem: Adotamos um desenho empírico comparativo que integra três estudos baseados em rastreamento ocular com consumidores brasileiros, dois da literatura e um experimento original com estímulos do tipo menu. Os dados empíricos foram comparados com os resultados gerados por um sistema de IA preditiva treinado predominantemente com bancos de dados euro-americanos.
Resultados: Os resultados mostram divergências consistentes entre os padrões de atenção humana e as desvios algorítmicos. Enquanto a IA tende a superestimar elementos visualmente salientes, os consumidores brasileiros mostram maior sensibilidade a informações contextuais, textuais e semanticamente relevantes para a tomada de decisões.
Limitações/implicações da pesquisa: A pesquisa se concentra em um único contexto cultural e em um sistema específico de IA preditiva, o que limita a generalização dos resultados para outros mercados e modelos algorítmicos.
Implicações práticas: As descobertas alertam os gestores para os riscos do uso acrítico da IA preditiva na gestão da comunicação de marketing, o que impõe a necessidade de validação empírica local e uso complementar de ferramentas algorítmicas e pesquisa com consumidores.
Implicações sociais: O estudo contribui para o debate sobre autonomia na tomada de decisões e bem-estar do consumidor, mostrando que alterações algorítmicas imprecisas podem aumentar a sobrecarga cognitiva e comprometer as experiências do consumidor.
Originalidade/valor: A pesquisa oferece evidências empíricas sem precedentes em um mercado emergente, expandindo a literatura sobre influência algorítmica ao integrar dimensões cognitivas, culturais e gerenciais na avaliação do uso da IA em marketing.
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