Estratégias de comunicação digital no Instagram do Campus Universitário da Região das Hortênsias: o uso do CHATGPT como apoio à produção de conteúdo

Abstract

Amongst the transformations driven by advancements in artificial intelligence (AI), especially generative models such as ChatGPT, it becomes relevant to investigate how these technologies can be incorporated into digital communication practices. Within this context, the present study aims to analyze how the free version of ChatGPT can be strategically applied to content production routines for Instagram. The research adopts a qualitative methodology, grounded in bibliographic review and content analysis. The corpus was composed of posts from UCS Campus Hortênsias' Instagram profile organized according to pre-defined criteria. Subsequently, these posts were submitted, in ChatGPT, to prompts specifically designed for the study, through which the AI suggested possibilities of improvement associated with each category determined for the study. The results indicate that ChatGPT can be a valuable tool for improving digital content production routines, particularly by suggesting enhancements that increase creativity, clarity, and the suitability of posts to the specific characteristics of each analyzed category. However, the research also revealed significant limitations of artificial intelligence, such as the dependence on prompt accuracy and the difficulty in interpreting visual elements, which are imperative to image-centric platforms like Instagram. Thus, the study reinforces that, although artificial intelligence offers powerful instruments for innovation in digital communication, its effective use depends on human expertise to ensure that these technologies are integrated in a strategic, ethical, and creative manner, improving results and strengthening organizational engagement. [resumo fornecido pelo autor]