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O impacto da IA no comportamento dos consumidores em contexto de retalho: A influência dos agentes de recomendação personalizados
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Resumo(s)
Atualmente, o desenvolvimento contínuo da tecnologia, em particular das tecnologias de
informação no mercado de consumo, provoca um conjunto de comportamentos diversos na
aquisição de produtos e serviços, no setor do retalho. Neste sentido, a evolução tecnológica
tem promovido a alteração da experiência do consumidor, devido à facilidade e rapidez do
processo de compra. Assim, a utilização da Inteligência Artificial (IA) tem sido uma das
estratégias adotadas pelas empresas de forma a dar resposta às necessidades do mercado,
através da utilização de algoritmos e análises de tendência para oferecer recomendações de
produto personalizadas, considerando as preferências individuais de cada consumidor. No
setor do retalho, a utilização das tecnologias de IA alterou a forma como as empresas
interagem com os seus clientes, estimulando uma melhor compreensão das suas
necessidades, comportamentos e intenções, com base na análise de fatores demográficos e
o histórico de consumo individual. Através da presente investigação, foi possível efetuar
uma revisão literária para obter uma compreensão relativamente ao impacto da IA no
comportamento dos consumidores, para identificar a capacidade de influência dos agentes
de recomendação personalizada na sua experiência de compra. Assim, efetuou-se uma
análise à perceção do consumidor considerando o conjunto de recomendações efetuadas
com base nas suas preferências individuais, permitindo a identificação da sua expectativa
relativamente à aplicação destas soluções. Além disso, foi possível analisar o impacto
provocado pelas recomendações de produto na experiência de compra do consumidor, de
forma a identificar potenciais estratégias que reforçam a relação com o cliente no setor do
retalho. Através da realização de um questionário, foi possível avaliar qual o impacto e a
influência da IA na experiência de compra dos consumidores, permitindo efetuar uma
recolha das percepções dos utilizadores relativamente à utilização dos agentes de
recomendação personalizada. Como tal, foi possível verificar que, embora as
recomendações efetuadas por IA sejam influentes, não foi possível evidenciar uma relação
causal direta entre os agentes de recomendação personalizada e a intenção de compra dos
consumidores. Ainda assim, verifica-se a importância de assegurar uma experiência de
consumo que considere a personalização e proteção de privacidade de forma a otimizar
todo o processo de compra online.
Nowadays, the continuous development of technology, particularly information technologies in the consumer markets, leads to several behaviors in consumption and acquisition of products and services in the retail sector. Thus, technological evolution has led to a change in the consumer experience regarding to the ease and speed of the purchasing process. Consequently, the use of Artificial Intelligence (AI) has been one of the strategies adopted by companies to meet market needs, through the utilization of algorithms and trend analysis in order to offer highly personalized product recommendations concerning the individual preferences. Hence, in the retail sector, the use of AI technologies has changed how companies interact with their customers, fostering a better understanding of their needs, behaviors and intentions, based on the analysis of demographic factors and individual consumption historical data. In the present research, it was possible to observe a literary analysis to gain an understanding of the impact of AI on consumer behavior, with the aim of identifying the influence capacity of personalized recommendation agents on the customer's purchasing experience. In this document, an analysis of consumer preferences was carried out based on their individual experiences, allowing tje identification of their profile and expectations. Furthermore, it was possible to analyze the impact caused by personalized product recommendations on consumer's purchasing experience, to identify potential strategies that strengthen the relationship with the customer in the retail sector. By aplying a survey, it was possible to assess the impact and influence of AI on consumers' shopping experiences, gathering user perceptions regarding the use of personalized recommendation agents. Therefore, although AI-driven recommendations are influential, a direct causal relationship between personalized recommendation agents and consumers' purchase intentions could not be established. Nonetheless, ensuring a shopping experience that considers both personalization and privacy protection remains essential to optimizing the entire online shopping process.
Nowadays, the continuous development of technology, particularly information technologies in the consumer markets, leads to several behaviors in consumption and acquisition of products and services in the retail sector. Thus, technological evolution has led to a change in the consumer experience regarding to the ease and speed of the purchasing process. Consequently, the use of Artificial Intelligence (AI) has been one of the strategies adopted by companies to meet market needs, through the utilization of algorithms and trend analysis in order to offer highly personalized product recommendations concerning the individual preferences. Hence, in the retail sector, the use of AI technologies has changed how companies interact with their customers, fostering a better understanding of their needs, behaviors and intentions, based on the analysis of demographic factors and individual consumption historical data. In the present research, it was possible to observe a literary analysis to gain an understanding of the impact of AI on consumer behavior, with the aim of identifying the influence capacity of personalized recommendation agents on the customer's purchasing experience. In this document, an analysis of consumer preferences was carried out based on their individual experiences, allowing tje identification of their profile and expectations. Furthermore, it was possible to analyze the impact caused by personalized product recommendations on consumer's purchasing experience, to identify potential strategies that strengthen the relationship with the customer in the retail sector. By aplying a survey, it was possible to assess the impact and influence of AI on consumers' shopping experiences, gathering user perceptions regarding the use of personalized recommendation agents. Therefore, although AI-driven recommendations are influential, a direct causal relationship between personalized recommendation agents and consumers' purchase intentions could not be established. Nonetheless, ensuring a shopping experience that considers both personalization and privacy protection remains essential to optimizing the entire online shopping process.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Inteligência Artificial Retalho Recomendações Personalizadas Consumidor Experiência de compra Artificial Intelligence Retail Personalized Recommendations Consumer Shopping Experience SDG 12 - Consumo e produção responsáveis