Chatbots e marcas humanizadas: uma análise sobre o caso Beta, a feminista

Abstract

Humanized brands are a reflection of a more informed and demanding public, who wants to build true relationships with the companies, organizations and institutions that they consume. In a social context governed by interactions, especially virtual ones, it is important to take into account the advances of artificial intelligence and its impacts in this scenario. This work seeks to understand the process of building and managing a brand oriented to the public and also the impact of the chatbots has in this process. The method includes bibliographical review, supported by authors such as Levy (1999), Jenkins (2009, 2014) Aaker (1998, 2007, 2015) among others and analysis of fanpage and chatbot Beta, the first feminist conversation robot.