O potencial da inteligência artificial (IA) em vendas: uma análise comparativa entre a avaliação da IA e dos profissionais de marketing

Abstract

This study aims to investigate the potential use of Artificial Intelligence (AI) in consultative sales within the marketing context. To achieve this purpose, sales simulations based on the SPIN model were conducted, utilizing CHAT GPT as the sales representative. It is noteworthy that CHAT GPT received guidance from the professional prompt model to enhance its responses. Simultaneously, marketing professionals played the role of simulated clients, contributing to the development of reference cases used in the simulations. The research seeks to comprehend both the self-assessment of AI and the perspective of marketing professionals regarding the effectiveness, feasibility, and impact of AI as a sales representative. Characterized as exploratory and experimental research, it adopts a qualitative approach grounded in primary data. Data analysis was performed using the Content Analysis technique, identifying predominant themes in the self-assessments of AI and in the responses of marketing professionals. The results are presented in two main sections: the first focuses on the self-assessment of AI, exploring its perspective and performance in applying the SPIN model; the second section addresses the evaluation by marketing professionals, analyzing their views and opinions on the performance of AI in consultative sales. Each section is detailed in specific topics, providing an in-depth understanding of the conclusions and presenting detailed insights and discoveries. Finally, an overall overview is provided, highlighting the efficiency of AI as a sales representative, along with potential areas for improvement.