2024-11-112024-11-112024-01-10LOPES, Dyane Gabriela da Conceição; MARTINS, Yngrid Siqueira. Análise do uso da inteligência artificial para desenvolvimento de plano de marketing: um estudo de caso. 2024. Trabalho de Conclusão de Curso (Bacharelado em Engenharia de Produção) – Universidade do Estado do Pará, Belém, 2024.https://bibliotecadigitaldetcc.uepa.br/handle/riuepa/510In the business landscape, organizations devise strategies to stand out in an increasingly technology-connected market with a more demanding audience. To overcome obstacles, entrepreneurs need to set concrete goals and efficient methods to reach their target audience, always considering their primary resource for this: Marketing. Considering the reality of Brazil, where many companies close before even consolidating themselves in the market, the development of a well-structured marketing plan is crucial for the company to initiate projects focused on the needs of its target audience. In line with this, this work aimed to deepen studies on the application of artificial intelligence in Brazilian companies, especially for the development of marketing plans. The main objective was to develop an easily applicable methodology, wherein artificial intelligence can formulate a marketing plan that aligns with the objectives and limitations of the company and offers possibilities for innovation. Subsequently, research was conducted on the essential requirements for the marketing plan, and commands tailored to artificial intelligence were developed. Thus, the study resulted in the finding that the Bard and ChatGPT 3.5 platforms can deliver satisfactory results within the provided commands, although they present distinct approaches. In the conducted tests, it was observed that the ChatGPT 3.5 platform provided responses with more details and explanations, while the Bard platform offers a more direct and concise text. When choosing which platform to use, one should consider the profile of the target audience and the type of marketing plan being sought. Thus, this research not only aims to disseminate a practical methodology capable of meeting the requirements of the marketing plan in various business sectors but also to provide a reference work for future studies on the application of artificial intelligence in strategic business planning.Língua PortuguesaAbertoMarketing planArtificial intelligenceMethodologyTrabalho de Conclusão de Curso (TCC)