Fatores Condicionantes na utilização de Inteligências Artificiais pelas agências publicitárias do município de Varginha-MG

Abstract

This research investigated the conditioning factors influencing the adoption of Artificial Intelligence (AI) in the practices of advertising agencies in the municipality of Varginha-MG. A qualitative approach was adopted via a multiple case study, involving semi-structured interviews with managers and employees from 10 agencies, selected from a universe of 29 organizations identified under CNAE code 7311-4/00. The analysis combined content analysis techniques, following Bardin (2011), and multivariate lexical analysis using Iramuteq software, grounded in a qualitative adaptation of the integrated framework by Awa et al. (2017), which organizes factors into technological, organizational, environmental, individual, and task-related contexts. The results revealed that AI has established itself as an operational and strategic support resource, acting as an advanced analytical support that amplifies productive capacity. In the organizational context, a "reverse catalyst" phenomenon was identified, wherein the small size of the agencies acted as a driver for adoption to achieve scale and competitiveness against major players. In the environmental scope, the practice of "silent adoption" was observed, in which the technology is widely utilized in internal processes but concealed from clients due to normative pressures valuing artisanal and humanized work. The research contributes to the literature by providing interpretative corroboration for the framework in a regional study and to professional practice by demonstrating that AI effectiveness relies on human curation and the fit between task complexity and technical competence, overcoming cultural and ethical barriers.