Confiança e lealdade em tempos de algoritmos
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Objetivo: analisar como a inteligência artificial (IA) altera a construção da confiança e da lealdade no relacionamento com clientes.
Estado da arte: a literatura descreve ganhos de eficiência associados à IA, além de riscos como aversão algorítmica, falta de transparência decisória, perda de autonomia, sobrecarga cognitiva e fragilização da confiança. Falta traduzir essas discussões em critérios simples de decisão para gestores.
Originalidade: a contribuição está em propor o conceito de Inteligência Relacional Assistida e criar um instrumento aplicado à decisão gerencial integrando conceitos de confiança algorítmica, interação humano-IA, experiência do cliente e recuperação de serviços.
Impactos: o artigo apresenta uma matriz diagnóstica para apoiar gestores na calibragem da automação ao longo da jornada do cliente.
ODS: 8 – Trabalho decente e crescimento econômico, 9 – Indústria, inovação e infraestrutura, 12 – Consumo e produção responsáveis.
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Referências
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