BRIEFING – The opinion of… André Romão

Artificial Intelligence (AI) has been making an increasingly prominent presence in the marketing world. However, there is often some confusion about the different types of AI that exist.

When people talk about AI, most think of something equivalent to the concept of Artificial General Intelligence (AGI) – a software with cognitive capabilities equivalent to those of a human being – which, while fascinating, is still an inaccessible idea. On the other hand, we have Generative AI (where ChatGPT is a reference), which is capable of creating content in the form of images, text, or music, and promises to revolutionize the way content is produced from large volumes of data.

The most present type of AI in marketing is Machine Learning. Through algorithms, this type of software “learns” from the data provided to identify patterns and trends. It allows, for example, to segment the target audience with impressive accuracy and speed.

Despite this, human talent remains irreplaceable. Strategy, data selection, and result interpretation require the critical insight that humans possess. It can, therefore, be a powerful tool, but under human guidance. Ethics and transparency thus emerge as fundamental pillars in the application of this technology.

AI promises to transform the marketing world with new challenges, but it is essential that companies are aware of the inherent responsibilities and the regulations in place – which aim to prevent abuses and manipulative practices. And, above all, they should value human talent, the true driving force behind any successful strategy.