Carvalho, Paulo Miguel Nunes Soeiro deVilchez, Héctor Enrique Raúl Cabrera2025-07-042025-07-042025-06Vilchez, 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 Gestãohttp://hdl.handle.net/10400.5/102032This 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.engArtificial IntelligenceDigital MarketingCreative AgenciesTechnology AdoptionPersonalizationAutomationmaster thesis