Estratégias de relacionamento a partir do uso de inteligência artificial em pequenas empresas de saúde

Abstract

This experimental project, developed based on the Design Science Research (DSR) methodology, aims to create a method to assist small businesses in the healthcare sector in developing personalized relationship strategies with their audiences on Instagram, using Artificial Intelligence resources. By leveraging data extracted from the social network and the features of Chat GPT 4.0, the proposed method identifies followers’ preferences and needs through the creation of personas and user journeys, which guide the development of more tailored relationship strategies. The main artifact resulting from this work is presented as a ‘Practical Guide for Creating Relationship Strategies’. This approach aims to provide an iterative and adaptable process, allowing adjustments to meet the specific demands of the audience, the company, and the market. The proposal seeks to enhance the relationship between companies and their customers, promoting more effective and accessible digital communication.