Pinto, Diego CostaWagner, Rafael LuisLopes, Ana Rita Catarino2024-03-132024-03-132024-02-02http://hdl.handle.net/10362/164862Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsArtificial intelligence (AI) consists of the ability of a machine (robot) to reproduce/imitate human skills and is increasingly present in our daily lives, from the virtual assistant on our smartphone, facial recognition systems, search engines (the famous Google), in advertising and in the purchases, we make online, but also in the area of health. One of the areas in which the use of AI has not yet been studied as much is in dentistry, so we propose to study how patients react to the use of AI in dentistry versus a human dentist during a check-up when making a diagnosis and treatment plan using only an x-ray of their mouth. In this study, based on an online survey (N = 249), contrary to expectations, shows that patients believe that AI is more likely/capable of improving both their overall health and their dental health when compared to a human dentist, the same results with the likelihood of following the recommendations of an AI vs. human. According to the results, participants thought that AI was more able to improve their dental health when compared to the human dentist, this shows a different view when compared to the majority of studies already carried out which, in terms of health, reveal a preference for human contact.engArtificial IntelligenceDental MedicineHealthPatientsmaster thesis203544552