A inteligência artificial e o papel estratégico do relações públicas em comunicação:

Abstract

We live in an era in which consumers are free to access information at any time, because of that, organizations needed to invest in tools to provide a more complete service and be available for a longer time through the use of chatbots. However, due to their schedules, robots have not yet become sufficient to make relationship with organization's target, just like the Public Relations professionals do. Up to this context, we come accross the question: “Given the advancement of Artificial Intelligence, how can chatbots influence an organization's reputation?” and the objective “Identify the importance of communication in the role of Public Relations for the management of the image of an organization that uses a chatbot”. For this, an exploratory research was carried out, adopting a multiple case study as a method, using as a basis real cases from Microsoft, Rock in Rio and Replika to carry out the analysis. Among the main results, it was observed that the chatbot has the ability to evolve, mainly because its programming is done by humans. However, despite contributing to the activities of organizations, robots need to be monitored so as not to generate an image crisis, as they are still far from becoming human.