“Eles estão no meio de nós” : os assistentes digitais e a noção de pessoa

Abstract

This work sought to analyze how digital assistants, used in Brazilian retail to serve and establish connections between companies and their audience, develop under an anthropological perspective. Based on the theme of collective construction of the person. We monitor the decision-making process for the adoption of these characters by companies, up to the moment of their interaction with the public. We used a literature review and participant observation to build this research. The focus was on using technology to create characters that interact with audiences on social media. In the first stage of the work, we present the technological possibilities that build digital assistants. In the next step, we analyze cases of characters highlighted in social networks and how the public reacts to avatars. Among the hypotheses is the participation of customers and consumers in building the image and behavior of these characters. We also analyze the case of human beings impacted by technology. Cyborgs in contrasts with characters incorporated into our daily lives.