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AI tools in digital marketing agencies: a TAM-based study in creative and technical fields
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Orientador(es)
Resumo(s)
This work explores how artificial intelligence (AI) tools are being used in digital
marketing agencies, especially within creative and technical areas such as graphic design,
web development, social media campaigns, and audiovisual production. Using the
Technology Acceptance Model (TAM), the study analyzes perceived usefulness and ease
of use among professionals. Based on a structured survey of 55 professionals from
Europe, Latin America, and North America, results reveal that 87.3% of agencies
currently use AI tools, 76.4% report improved efficiency, and 65.5% note cost reductions.
Moreover, 58.2% observed enhanced conversion rates and customer engagement.
However, key challenges include high implementation costs, limited technical skills, and
ethical concerns such as algorithmic bias and data privacy. This study contributes to the
literature by focusing on small and mid-sized creative agencies, a segment often
overlooked in existing research. It provides practical insights for managers aiming to
balance automation with human creativity and proposes future lines of inquiry into
scalable AI solutions and ethical frameworks.
Descrição
Palavras-chave
Artificial Intelligence Digital Marketing Creative Agencies Technology Adoption Personalization Automation
Contexto Educativo
Citação
Vilchez, Héctor Enrique Raúl Cabrera (2025). “AI tools in digital marketing agencies: a TAM-based study in creative and technical fields”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão