EVALUATING DIGITAL ORGANIZATIONAL INFLUENCE USING A ROBOT

COMPARATIVE EXPERIMENT BASED ON NATURAL LANGUAGE AND GENERATIVE ARTIFICIAL INTELLIGENCE GENERATION MODELS

Authors

DOI:

https://doi.org/10.14244/2179-1465.RG.2023v14i3p105-123

Keywords:

Digital influence, artificial intelligence, chatGPT

Abstract

The article explores academic and practical research on digital influence. It describes a proof of concept of a digital influence assessment model, based on the use of the ChatGPT, generative artificial intelligence platform. Using prompt design techniques, an index was built with metrics related to the proposed objective, automating part of the analysis. A comparative study between the metrics suggested by the robot and theoretical constructs recognized in the area, indicated the possibility of integration between traditional methodology and the presented approach. The experiment identified gains in productivity and ability to deal with volume of data, emphasizing that human review remains fundamental.

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Author Biographies

Carolina Terra, Universidade de São Paulo

Professora e pesquisadora pela Universidade de São Paulo (USP). Líder do grupo de pesquisa INFLUCOM e Membro do grupo de pesquisa Com+, ambos da ECA-USP. Relações-públicas, graduada pela Universidade do Estado de São Paulo (UNESP), mestra e doutora em Ciências da Comunicação pela USP, com estágio pós-doutoral pela mesma Universidade.

Márcio Carneiro dos Santos, Federal University of Maranhão

PhD from the Intelligence Technologies and Digital Design Program at the Pontifical Catholic University of São Paulo/PUCSP. Coordinator of LABCOM and PPGCOMPro- Graduate Program in Professional Communication at the Federal University of Maranhão/UFMA

Gisela Sousa, Federal University of Maranhão

PhD in Communication from the Pontifical Catholic University of Rio Grande do Sul/PUCRS, Master in Communication Sciences from the University of São Paulo/USP, Graduated in Communication, with qualification in Public Relations, from the Federal University of Maranhão/UFMA.

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Published

2024-04-22

How to Cite

TERRA, C.; CARNEIRO DOS SANTOS, M.; SANTOS FERREIRA DE SOUSA , G. M. EVALUATING DIGITAL ORGANIZATIONAL INFLUENCE USING A ROBOT: COMPARATIVE EXPERIMENT BASED ON NATURAL LANGUAGE AND GENERATIVE ARTIFICIAL INTELLIGENCE GENERATION MODELS. Revista GEMInIS, [S. l.], v. 14, n. 3, p. 105–123, 2024. DOI: 10.14244/2179-1465.RG.2023v14i3p105-123. Disponível em: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/795. Acesso em: 18 may. 2024.

Issue

Vol. 14 No. 3 (2023): AI narratives: trends in audiovisual production - Part 1

Section

Dossier - AI Narratives: Trends in Audiovisual Production

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Copyright (c) 2024 Carolina Terra, Márcio Carneiro dos Santos, Gisela Sousa

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