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Companies are adopting Artificial Intelligence (AI) to be innovative, improve their strategies, and differentiate themselves from competitors. This research's objective is to examine the extent of the introduction of Artificial Intelligence in companies located in Portugal, with focus on marketing activities. It explores the reasons and challenges companies face to introduce it, their perception of AI, and whether they feel pressure to adopt this technology. This research uses a qualitative approach, the content analysis of twenty-one interviews with professionals familiar with the theme.
Gonçalves et al. (2022) studied this question.