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Artificial Intelligence for business
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O rápido avanço da Inteligência Artificial transformou profundamente a indústria dos serviços, reformulando processos operacionais, interações com clientes e mecanismos de tomada de decisão. Soluções baseadas em IA, como chatbots, assistentes virtuais e plataformas de atendimento automatizadas, aumentaram a eficiência, a personalização e a acessibilidade em múltiplos setores. No entanto, paralelamente a estes benefícios, a crescente implementação da IA em contextos de serviços levanta preocupações éticas, jurídicas e sociais significativas, particularmente no que diz respeito à proteção de dados, à influência emocional e à simulação de empatia humana.
Esta dissertação analisa a crescente utilização de interações empáticas, tanto humanas como artificiais, nos processos empresariais da indústria dos serviços e investiga se a empatia pode evoluir para um instrumento de manipulação. Embora os sistemas de IA sejam capazes de simular compreensão emocional através da análise de sentimentos e da modelação comportamental, carecem de empatia humana genuína, raciocínio moral e sensibilidade contextual. Esta distinção suscita preocupações quanto ao potencial de manipulação emocional, especialmente em ambientes orientados para o consumidor, onde a confiança e a vulnerabilidade assumem um papel central.
Com base em enquadramentos regulamentares, teorias éticas e estudos de caso reais, incluindo iniciativas do setor público como o programa AuroraAI da Finlândia, esta investigação explora a fronteira entre o envolvimento emocional legítimo e práticas exploratórias em serviços mediados por IA. O estudo considera igualmente as perspetivas dos cidadãos, os mecanismos de governação e instrumentos jurídicos emergentes, como o RGPD e o Regulamento Europeu da IA (EU AI Act), destacando a importância de um desenvolvimento de IA centrado no ser humano e assente em princípios éticos.
Ao analisar criticamente as aplicações atuais de IA e as suas dimensões emocionais, esta dissertação pretende contribuir para a compreensão da IA empática nas transações empresariais e propor recomendações regulatórias e éticas que previnam práticas manipuladoras, preservando simultaneamente a inovação. Em última análise, a investigação procura clarificar quando a empatia funciona como um elemento de apoio nas interações de serviço e quando corre o risco de se tornar um instrumento abusivo ou enganador no comércio influenciado pela IA.
The rapid advancement of Artificial Intelligence has profoundly transformed the service industry, reshaping operational processes, customer interactions, and decision making mechanisms. AI driven solutions such as chatbots, virtual assistants, and automated service platforms have enhanced efficiency, personalization, and accessibility across multiple sectors. However, alongside these benefits, the increasing deployment of AI in service contexts raises significant ethical, legal, and social concerns, particularly regarding data protection, emotional influence, and the simulation of human empathy. This dissertation examines the growing use of empathetic interactions, both human and artificial, within business processes in the service industry and investigates whether empathy can evolve into a tool of manipulation. While AI systems are capable of simulating emotional understanding through sentiment analysis and behavioral modeling, they lack genuine human empathy, moral reasoning, and contextual sensitivity. This distinction raises concerns about the potential for emotional manipulation, especially in consumer facing environments where trust and vulnerability are central. Drawing on regulatory frameworks, ethical theories, and real world case studies, including public sector initiatives such as Finland’s AuroraAI program, this research explores the boundary between legitimate emotional engagement and exploitative practices in AI mediated services. The study also considers citizen perspectives, governance mechanisms, and emerging legal instruments such as the GDPR and the EU AI Act, highlighting the importance of human centric and ethically grounded AI development. By critically analyzing current AI applications and their emotional dimensions, this dissertation aims to contribute to the understanding of empathetic AI within business transactions and to propose regulatory and ethical recommendations that prevent manipulative practices while preserving innovation. Ultimately, the research seeks to clarify when empathy functions as a supportive feature in service interactions and when it risks becoming an abusive or deceptive tool in AI influenced commerce.
The rapid advancement of Artificial Intelligence has profoundly transformed the service industry, reshaping operational processes, customer interactions, and decision making mechanisms. AI driven solutions such as chatbots, virtual assistants, and automated service platforms have enhanced efficiency, personalization, and accessibility across multiple sectors. However, alongside these benefits, the increasing deployment of AI in service contexts raises significant ethical, legal, and social concerns, particularly regarding data protection, emotional influence, and the simulation of human empathy. This dissertation examines the growing use of empathetic interactions, both human and artificial, within business processes in the service industry and investigates whether empathy can evolve into a tool of manipulation. While AI systems are capable of simulating emotional understanding through sentiment analysis and behavioral modeling, they lack genuine human empathy, moral reasoning, and contextual sensitivity. This distinction raises concerns about the potential for emotional manipulation, especially in consumer facing environments where trust and vulnerability are central. Drawing on regulatory frameworks, ethical theories, and real world case studies, including public sector initiatives such as Finland’s AuroraAI program, this research explores the boundary between legitimate emotional engagement and exploitative practices in AI mediated services. The study also considers citizen perspectives, governance mechanisms, and emerging legal instruments such as the GDPR and the EU AI Act, highlighting the importance of human centric and ethically grounded AI development. By critically analyzing current AI applications and their emotional dimensions, this dissertation aims to contribute to the understanding of empathetic AI within business transactions and to propose regulatory and ethical recommendations that prevent manipulative practices while preserving innovation. Ultimately, the research seeks to clarify when empathy functions as a supportive feature in service interactions and when it risks becoming an abusive or deceptive tool in AI influenced commerce.