[{"@context":"https:\/\/schema.org\/","@type":"NewsArticle","@id":"https:\/\/jornalcontabil-br.noticiasgoianas.com\/noticia\/o-que-as-ias-dizem-sobre-voce-a-nova-fronteira-da-reputacao-digital-ja-comecou\/amp\/#newsarticle","url":"https:\/\/jornalcontabil-br.noticiasgoianas.com\/noticia\/o-que-as-ias-dizem-sobre-voce-a-nova-fronteira-da-reputacao-digital-ja-comecou\/amp\/","headline":"O que as IAs dizem sobre voc\u00ea? A nova fronteira da reputa\u00e7\u00e3o digital j\u00e1 come\u00e7ou","mainEntityOfPage":"https:\/\/jornalcontabil-br.noticiasgoianas.com\/noticia\/o-que-as-ias-dizem-sobre-voce-a-nova-fronteira-da-reputacao-digital-ja-comecou\/","datePublished":"2025-06-06T16:47:42-03:00","dateModified":"2025-06-06T16:47:43-03:00","description":"Novas tecnologias v\u00eam redefinindo a maneira como interagimos com a informa\u00e7\u00e3o e constru\u00edmos percep\u00e7\u00f5es online. A reputa\u00e7\u00e3o digital, antes limitada ao que aparecia nas primeiras p\u00e1ginas do Google, agora \u00e9 processada, interpretada e entregue em tempo real por algoritmos conversacionais, diretamente em sua sala, no carro ou at\u00e9 no rel\u00f3gio.","articleSection":"Tecnologia","articleBody":"Novas tecnologias v\u00eam redefinindo a maneira como interagimos com a informa\u00e7\u00e3o e constru\u00edmos percep\u00e7\u00f5es online. De acordo com Renan Bulgueroni, CEO da Hawkz, empresa especializada em reputa\u00e7\u00e3o digital no Brasil e Espanha, a forma como as reputa\u00e7\u00f5es s\u00e3o constru\u00eddas e percebidas na web vem ando por uma mudan\u00e7a importante, principalmente com a ascens\u00e3o das intelig\u00eancias artificiais generativas, assistentes de voz e mecanismos de busca cada vez mais inteligentes. A reputa\u00e7\u00e3o digital \u2014 antes limitada ao que aparecia nas primeiras p\u00e1ginas do Google \u2014 agora \u00e9 processada, interpretada e entregue em tempo real por algoritmos conversacionais, diretamente em sua sala, no carro ou at\u00e9 no rel\u00f3gio. \u201cEssas tecnologias n\u00e3o apenas moldam a nossa percep\u00e7\u00e3o, mas respondem \u00e0 ess\u00eancia do comportamento humano: buscar seguran\u00e7a, sentido e clareza nas rela\u00e7\u00f5es. Se antes us\u00e1vamos o Google como um or\u00e1culo moderno, hoje o or\u00e1culo responde em tempo real, com contexto e linguagem natural\u201d, avalia Renan Bulgueroni. A neuroci\u00eancia por tr\u00e1s do \u201cdar um Google\u201d O que parece um costume moldado pela modernidade, na verdade \u2014 de acordo com o especialista \u2014 \u00e9 um comportamento ancestral com ra\u00edzes neurocient\u00edficas. A busca por previsibilidade e seguran\u00e7a, aliada \u00e0s facilidades das buscas digitais, se tornou um filtro essencial nas decis\u00f5es pessoais e profissionais. Diante da alta competitividade do mercado, os usu\u00e1rios buscam tomar decis\u00f5es mais confi\u00e1veis, e a pesquisa ajuda a validar percep\u00e7\u00f5es e evitar surpresas, seja ao buscar um m\u00e9dico, um advogado, uma empresa ou pessoa com quem queria se relacionar. Todos querem estar certos de que est\u00e3o escolhendo a melhor op\u00e7\u00e3o, e a reputa\u00e7\u00e3o digital entra como uma ferramenta de confirma\u00e7\u00e3o. \u201cO LinkedIn, por exemplo, mostra o que o candidato quer exibir. J\u00e1 o Google mostra tudo: processos judiciais, redes sociais, men\u00e7\u00f5es, reportagens. A busca se tornou parte essencial desta triagem para os RHs das empresas. Inclusive, esse comportamento se aplica tamb\u00e9m na vida social. Ap\u00f3s conhecer algu\u00e9m, \u00e9 normal fazer uma busca r\u00e1pida pelo nome da pessoa\u201d, completa Bulgueroni. Da digita\u00e7\u00e3o aos comandos de voz Segundo uma previs\u00e3o divulgada pela consultoria Gartner, at\u00e9 2026, o uso dos buscadores tradicionais poder\u00e1 ser reduzido em at\u00e9 25%, sendo progressivamente substitu\u00eddos por agentes com intelig\u00eancia artificial, impulsionados por assistentes de voz e chatbots. Segundo Renan, essa proje\u00e7\u00e3o deve ser interpretada com cautela, j\u00e1 que o impacto real depender\u00e1 do ritmo de ado\u00e7\u00e3o pelos usu\u00e1rios e da capacidade das grandes plataformas de reinventarem suas experi\u00eancias de busca \u2014 como \u00e9 o caso do Google, que j\u00e1 avan\u00e7a nesse caminho com o AI Overview, sistema que fornece respostas no primeiro resultado com base em IA generativa. O novo ecossistema da reputa\u00e7\u00e3o Siri, Alexa e Google Assistente est\u00e3o ando por uma reinven\u00e7\u00e3o. Antes limitados, agora contam com integra\u00e7\u00e3o com IAs generativas: Siri est\u00e1 sendo reformulada com IA (projeto Apple Intelligence). Alexa est\u00e1 sendo integrada com LLMs mais potentes, como Claude e modelos propriet\u00e1rios. O Google Assistente j\u00e1 est\u00e1 em fus\u00e3o com o Gemini. Esse novo ecossistema se conecta da seguinte forma: \u2981 Comando de voz \u2192\u2981 IA generativa \u2192\u2981 Mecanismo de busca \u2192\u2981 Resposta contextualizada Esse \u00e9 o novo fluxo: \u2981 O assistente de voz recebe o comando (ex: \u201esquisar sobre fulano\u201d).\u2981 Ele ativa um modelo de IA (GPT-4, Gemini etc.).\u2981 O modelo busca em fontes da web (Google, Bing).\u2981 A IA interpreta e responde com base em contexto e relev\u00e2ncia. Ap\u00f3s detalhar a nova din\u00e2mica, o CEO indica que essas integra\u00e7\u00f5es mostram que, para garantir uma boa reputa\u00e7\u00e3o digital, n\u00e3o basta \"estar bem\" no Google. \u00c9 preciso gerenciar a sua presen\u00e7a online como um ativo estrat\u00e9gico \u2014 porque agora ela ser\u00e1 lida e interpretada por algoritmos conversacionais, al\u00e9m de ser consultada em metabuscadores. O esfor\u00e7o m\u00ednimo, a recompensa m\u00e1xima Do ponto de vista comportamental e neurocient\u00edfico, quanto menor o esfor\u00e7o para obter uma informa\u00e7\u00e3o, maior a chance de o comportamento se repetir \u2014 \u00e9 assim que os seres humanos criam o famoso h\u00e1bito. Sendo assim, o comportamento autom\u00e1tico foca exatamente nesta facilidade de buscar e encontrar informa\u00e7\u00f5es sobre algu\u00e9m. \u201cSe antes era preciso ir ao computador, depois ao celular, agora basta falar \u2014 e a resposta vem embalada em linguagem natural. A imagem de pessoas e empresas est\u00e1 sendo lida, interpretada e distribu\u00edda por rob\u00f4s, em escala, com base no que eles encontram (ou n\u00e3o). A reputa\u00e7\u00e3o n\u00e3o \u00e9 apenas um reflexo de quem voc\u00ea \u00e9, e sim a percep\u00e7\u00e3o que os algoritmos t\u00eam sobre voc\u00ea\u201d, finaliza ele. Sobre Renan Bulgueroni Renan Bulgueroni \u00e9 CEO da Hawkz, empresa pioneira em reputa\u00e7\u00e3o digital no Brasil. Especialista em neuroci\u00eancia do comportamento, gest\u00e3o de crise e reputa\u00e7\u00e3o digital, atua h\u00e1 mais de 20 anos com mecanismos de busca, marketing digital e empreendedorismo. Sobre a Hawkz A Hawkz \u00e9 uma empresa brasileira pioneira na gest\u00e3o e constru\u00e7\u00e3o de reputa\u00e7\u00e3o digital no Brasil. Fundada h\u00e1 mais de uma d\u00e9cada por Renan Bulgueroni, a Hawkz atua na gest\u00e3o de reputa\u00e7\u00e3o, no posicionamento estrat\u00e9gico e na mitiga\u00e7\u00e3o de crises digitais para empresas, executivos e personalidades p\u00fablicas com atua\u00e7\u00e3o no Brasil e na Europa.","keywords":["IA"," Intelig\u00eancia Artificial generativa"," novas tecnologias"," Reputa\u00e7\u00e3o digital"," TECNOLOGIA"," "],"name":"O que as IAs dizem sobre voc\u00ea? 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