A ciência de dados e os algoritmos na ressifignicação do visual design na publicidade digital

• Autor(a) principal: Franco, Diego Pinheiro Martins
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/36247
• topic: CNPQ::ENGENHARIAS; Inteligência artificial; Publicidade digital; Design; IA generativa; Artificial intelligence; Digital advertising; Visual design; Generative AI

The research analyzes the emergence of new digital technologies, examining how artificial intelligence and data science can be creatively merged into digital advertising, reflecting on aesthetic-discursive advances as opposed to a dogmatic model of predefined concepts and architectures. The relevance of algorithms, as protagonists in decision-making processes, occupied central attention in the investigations carried out, not only for providing new protocols for measuring efficiency, but for its contributions to new work models in the management of creative teams. As AI advances to occupy spaces not only in repetitive and mechanical jobs, but also in creative and complex functions, we investigate how the relationship between humans and machines can be sculpted. At the center of current discussions, generative AI proves to be as revolutionary as it is unpredictable. Our first conclusions find a scenario that will move creative capital vertically. Better, faster and cheaper creative ideas will lead to an escalation of productivity, populating new markets and boosting creative entrepreneurship. Design processes will be radically changed. The work will be simultaneously performed by humans and machines in a journey of complementary co-creativity. These new interaction models will transfer generative and exploratory activities to machines, entrusting the human agent with less operational attributions. On one hand, the machines and, on the other, the system-oriented, reflective human agent, responsible for moderating rules and curating results