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A inteligência artificial na vanguarda do marketing da indústria cosmética
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Resumo(s)
A indústria cosmética, especialmente no âmbito do marketing, tem evidenciado avanços devido
às mais recentes inovações tecnológicas. Este trabalho explora o impacto da Inteligência
Artificial (IA) nas estratégias de marketing implementadas no mercado da cosmética,
analisando diversas etapas do processo de desenvolvimento e comercialização do produto
cosmético, bem como as principais limitações e desafios decorrentes da sua adoção.
A IA, por meio das variadas oportunidades que proporciona, tem demonstrado ser uma
ferramenta (um conjunto de sistemas e softwares) bastante promissora, quer na fase inicial de
pesquisa e desenvolvimento, quer na otimização do processo de fabrico e do controlo de
qualidade, quer na aprovação regulamentar. Além disso, assume também bastante potencial no
processo criativo de construção da identidade visual do produto, bem como na melhoria
significativa da experiência do cliente durante a compra. Este avanço tecnológico demonstra
múltiplas vantagens associadas à redução do tempo, dos encargos financeiros e dos limites da
criatividade humana, mas também contribui para o aumento da proximidade entre a marca e o
cliente.
Contudo, a incorporação bem-sucedida desta tecnologia não está isenta de alguns desafios.
Questões relacionadas com a adaptação dos utilizadores, com os custos inerentes à sua
implementação e, ainda, variadas considerações éticas são alguns dos desafios que as
organizações enfrentam ao aderir aos sistemas de IA.
Com base na análise dos estudos mais recentes sobre o presente tema, são sugeridas algumas
medidas que devem ser adotadas, a fim de minimizar os principais obstáculos inerentes a esta
tecnologia, incluindo o desenvolvimento de sistemas específicos de domínio e sistemas
localizados, a avaliação crítica da informação apresentada e o esclarecimento de alguns
preconceitos estabelecidos em relação à IA.
Embora a adoção deste tipo de serviços exija responsabilidade e um esforço contínuo da
humanidade para minimizar as suas limitações, a indústria cosmética, especialmente nas suas
estratégias de marketing, detém valor nos serviços de IA, com essa valorização a perdurar no
futuro, com abordagens cada vez mais imersivas.
The cosmetics industry, especially in the field of marketing, has shown advances due to the most recent technological innovations. This work explores the impact of Artificial Intelligence (AI) on marketing strategies implemented in the cosmetics market, analyzing various stages of the cosmetic product development and commercialization process, as well as the main limitations and challenges arising from its adoption. AI, through the varied opportunities it provides, has demonstrated to be a very promising tool (a set of systems and software), whether in the initial phase of research and development, or in optimizing the manufacturing process and quality control, or in regulatory approval. Furthermore, it also has a lot of potential in the creative process of building the product's visual identity, as well as in significantly improving the customer experience during purchase. This technological advance demonstrates multiple advantages associated with reducing time, financial burdens and the limits of human creativity, but also contributes to increasing proximity between the brand and the customer. However, the successful incorporation of this technology is not without some challenges. Issues related to user adaptation, the costs inherent to its implementation and also various ethical considerations are some of the challenges that organizations face when adopting AI systems. Based on the analysis of the most recent studies on this topic, some measures are suggested that should be adopted in order to minimize the main obstacles inherent to this technology, including the development of domain-specific systems and localized systems, the critical assessment of information presented and the clarification of some established prejudices in relation to AI. Although the adoption of this type of services requires responsibility and a continuous effort from humanity to minimize its limitations, the cosmetic industry, especially in its marketing strategies, holds value in AI services, with this value lasting in the future, with each approach increasingly immersive.
The cosmetics industry, especially in the field of marketing, has shown advances due to the most recent technological innovations. This work explores the impact of Artificial Intelligence (AI) on marketing strategies implemented in the cosmetics market, analyzing various stages of the cosmetic product development and commercialization process, as well as the main limitations and challenges arising from its adoption. AI, through the varied opportunities it provides, has demonstrated to be a very promising tool (a set of systems and software), whether in the initial phase of research and development, or in optimizing the manufacturing process and quality control, or in regulatory approval. Furthermore, it also has a lot of potential in the creative process of building the product's visual identity, as well as in significantly improving the customer experience during purchase. This technological advance demonstrates multiple advantages associated with reducing time, financial burdens and the limits of human creativity, but also contributes to increasing proximity between the brand and the customer. However, the successful incorporation of this technology is not without some challenges. Issues related to user adaptation, the costs inherent to its implementation and also various ethical considerations are some of the challenges that organizations face when adopting AI systems. Based on the analysis of the most recent studies on this topic, some measures are suggested that should be adopted in order to minimize the main obstacles inherent to this technology, including the development of domain-specific systems and localized systems, the critical assessment of information presented and the clarification of some established prejudices in relation to AI. Although the adoption of this type of services requires responsibility and a continuous effort from humanity to minimize its limitations, the cosmetic industry, especially in its marketing strategies, holds value in AI services, with this value lasting in the future, with each approach increasingly immersive.
Descrição
Trabalho Final de Mestrado Integrado, Ciências Farmacêuticas, 2024, Universidade de Lisboa, Faculdade de Farmácia.
Palavras-chave
Indústria cosmética Inovação tecnológica Inteligência artificial Marketing Mestrado Integrado - 2024