O USO DE INTELIGÊNCIA ARTIFICIAL NO MARKETING DIGITAL: ESTUDO DE CASO NA EMPRESA VIA MÁRMORES

Abstract

This study aims to analyze the challenges and opportunities related to the application of Artificial Intelligence (AI) in digital marketing, with a focus on small businesses, through the case study of Via Mármores, located in Goiânia, Brazil. The research, which is applied, qualitative and exploratory in nature, was conducted through a semi-structured interview with the company’s director and the analysis of real performance data obtained from campaigns run on Meta Ads and Google Ads platforms. The findings reveal that, although the company currently uses AI tools partially and in an assisted manner — mainly for content creation and performance analysis — it has already benefited from AI to attract customers and generate engagement. Factors that facilitate AI adoption include the manager’s innovative mindset, digital engagement, and use of accessible tools. On the other hand, challenges identified include the absence of structured systems (such as chatbots or AI-based CRMs), lack of technical staff, and concerns about inaccurate automated responses. It is concluded that AI, when applied strategically and progressively, can provide a significant competitive advantage for small businesses, provided it is accompanied by technical training and ethical use.