Marketing Digital em Saúde, IA e Determinantes Sociais
Uma Análise CTS sobre Riscos, Potências e Limites
Palavras-chave:
Inteligência artificial, Marketing Digital em Saúde, Estudos CTSResumo
O presente estudo investiga as inter-relações entre inteligência artificial, marketing digital em saúde e os Estudos de Ciência, Tecnologia e Sociedade (CTS), analisando como tais tecnologias moldam práticas sociais, influenciam processos comunicacionais e reconfiguram dinâmicas institucionais no contexto contemporâneo. Partindo da compreensão de que a IA não constitui um artefato neutro, mas um elemento ativo de redes sociotécnicas, examina-se o potencial transformador de sistemas algorítmicos na ampliação da eficiência diagnóstica, na otimização de campanhas de saúde e na geração de conteúdos personalizados. Ao mesmo tempo, destacam-se riscos associados à opacidade dos modelos, vieses algorítmicos, desigualdades de acesso e desafios éticos relacionados à vigilância digital e à hiperpersonalização de mensagens sensíveis. Exemplos empíricos, como o uso de machine learning durante a pandemia de COVID-19 e em sistemas hospitalares avançados, ilustram tensões entre inovação e equidade. Com base na literatura CTS e no arcabouço contemporâneo do Marketing 6.0, o estudo propõe um modelo intervencionista composto por cinco vertentes: auditoria algorítmica, alfabetização digital crítica, comunicação responsável, inovação sociotécnica territorial e governança nacional. Conclui-se que a construção de ecossistemas de IA responsáveis depende de políticas públicas robustas, participação social e estratégias multidimensionais capazes de equilibrar benefícios tecnológicos e justiça social, garantindo que a saúde digital avance de modo ético, inclusivo e sustentável.
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Copyright (c) 2026 Luciano Augusto Toledo, Lisa Stock Toledo
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License. Os direitos autorais dos artigos publicados na Práticas em Contabilidade e Gestão pertencem aos autores, que concedem à Universidade Presbiteriana Mackenzie os direitos de publicação do conteúdo. Após a aprovação do artigo, os autores concedem à revista o direito da primeira publicação.
