Description
The arrival of the post-digital era is constantly transforming the way people
interact with one another, as wells as with objects, and brands. The speed with which
this happens causes a behavioral mismatch between the market segments that carry
a history of tradition, such as the banking segment, and the new generations, who
are highly informed and connected, as the millennials. In those cases, technologies
such as Artificial Intelligence, make it possible for brands to have access to data
generated with each connection, so they can acquire more knowledge about their
audience, adapting their communication strategies, and establishing mutually
beneficial relationships. With that in mind, how can banks explore technological
resources, such as AI, to synchronize their communication and relationship
strategies with millennials' behavioral transformations? Taking these provocations
into consideration, the goal of this research is understanding the impact of Artificial
Intelligence in Bradesco's relationship with its millennial consumers in the post-digital
era. The study was developed through a qualitative descriptive methodology,
investigating BIA's (Bradesco Artificial Intelligence) case study through two steps: a)
analyzing and interpreting the bank's intention in using the AI in communication and
relationship strategies; and b) observing the millennial consumer's perceptions when
impacted by these strategies. To support the discussion on the impact of AI use in
this relationship a guiding hypothesis was elaborated from the theoretical
problematization with Longo (2014) and Gabriel (2019). This initial hypothesis
unfolded into five other hypotheses, which, ultimately, were totally validated, partially
or not validated during the data analysis and methodological exercise. Lastly, it's
understood that the AI is an innovation alternative for Bradesco's means of
communication and relationship, and according to the way it's applied, can also
estimulate a beneficial mutual relationship.
