Marketing Analytics e Inteligência Artificial na Transformação da Competitividade Empresarial
DOI:
https://doi.org/10.20397/2177-6652/2025.v25i3.3101Palavras-chave:
Inteligência Artificial; Marketing analytics; Competitividade Empresarial; Gestão Estratégica; Governança de Dados.Resumo
Objetivo: O estudo analisa como o marketing analytics e a Inteligência Artificial (IA) impactam a competitividade empresarial, destacando benefícios, desafios e implicações para a gestão estratégica. Este tema é essencial em um cenário de negócios cada vez mais dinâmico e orientado por dados.
Metodologia: A pesquisa utilizou uma abordagem qualitativa baseada em Revisão Sistemática da Literatura (RSL), analisando artigos das bases Web of Science e Scopus. A seleção seguiu critérios rigorosos de impacto acadêmico, priorizando publicações recentes com H-index elevado e classificação Q1 no SCImago Journal Rank.
Originalidade/Relevância: Este estudo preenche lacunas na literatura ao investigar como a integração de marketing analytics e IA transforma decisões estratégicas. Os achados demonstram o potencial dessas tecnologias para promover personalização em larga escala, eficiência operacional e práticas de governança responsáveis, essenciais para competitividade sustentável.
Principais Resultados: Os resultados indicam que a IA potencializa o marketing analytics, permitindo transformar grandes volumes de dados em insights acionáveis, decisões rápidas e otimização de recursos. No entanto, desafios éticos, como proteção de dados e vieses algorítmicos, surgem como barreiras significativas para uma implementação responsável.
Contribuições Teóricas/Metodológicas: Este artigo integra perspectivas teóricas e metodológicas sobre IA e marketing analytics, oferecendo insights para alinhar inovação tecnológica com princípios éticos e estratégias corporativas.
Contribuições para a Gestão: Destaca-se a importância de práticas éticas e transparentes para fortalecer a confiança do consumidor, fomentar relações sustentáveis e garantir vantagens competitivas de longo prazo.
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