O uso de inteligência artificial e big data na publicidade
DOI:
https://doi.org/10.18568/cmc.2026.e3133Palavras-chave:
inteligência artificial, big data, publicidade, Análise Bibliométrica, aprendizado de máquinaResumo
Este trabalho examina o campo de pesquisa acadêmica na interseção entre inteligência artificial (IA) e big data na publicidade e discute como a literatura científica tem evoluído. Foi realizada uma análise bibliométrica de 28 artigos indexados nas bases Web of Science e Scopus. Análises de coautoria, citações, co-ocorrência de palavras-chave e cocitação foram utilizadas para rastrear colaboradores, publicações e temas emergentes. Os resultados mostram que alguns pesquisadores, como Colin Campbell e Jan Kietzmann, e periódicos, como Journal of Advertising e Journal of Consumer Research, ocupam posições centrais na rede. As pesquisas atuais parecem concentrar-se no uso de IA e aprendizado de máquina para segmentação de público, personalização e mensuração de desempenho. No entanto, ainda persistem desafios relacionados à privacidade de dados e à cibersegurança, além da escassez de mão de obra qualificada. Os achados sugerem que a pesquisa em publicidade orientada por IA é interdisciplinar, integrando psicologia, marketing e ciência da computação. Este estudo oferece uma base para investigações futuras voltadas ao desenvolvimento de marcos éticos e aplicações na área da publicidade.
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