Inovação tecnológica e arte publicitária: a interferência do uso da inteligência artificial em filmes publicitários sob a percepção do espectador

Abstract

Brands and advertising have been reinventing themselves as attractive images that are present in the public's memory and have become part of their daily lives. To do so, they adopt a variety of techniques to stand out in the consumer's mind amidst the wealth of information available. The aim of this study was to establish a relationship between the concepts of technology, innovation and artificial intelligence and advertising art, and thus understand how the use of artificial intelligence interferes with the perception and emotions of viewers of advertising films. The methodology applied was descriptive with a qualitative-quantitative approach. The collection instrument was a questionnaire about advertising films, in order to ascertain the interviewees' perception of the use of artificial intelligence in these films. Three advertising films were analyzed, one of which was created entirely with the help of artificial intelligence, another partially created with the help of AI and a third, without any help from AI. The results of the study showed that in all three films, the majority of respondents were able to identify which films were created with AI and which were not created with AI.