DIGITAL MARKETING AND THE USE OF GENERATIVE ARTIFICIAL INTELLIGENCE AS A STRATEGY ON INSTAGRAM FOR RESTAURANTS IN BRAZIL

Abstract

This article analyzes the impacts of using generative Artificial Intelligence tools in digital marketing strategies on Instagram for Brazilian restaurants. The research is bibliographic in nature, with a qualitative approach and an exploratory-descriptive character, based on scientific articles published between 2022 and 2025 in national journals and academic conference proceedings. The results indicate that these tools are practically applied to caption creation, text generation, design and post production, automated advertisement targeting, and publication schedule optimization, contributing to increased digital engagement for restaurants on the platform. The study also found that the effectiveness of these tools depends on human strategic guidance, brand identity consistency, and compliance with the limitations established by the Brazilian General Data Protection Law (LGPD). It is concluded that Artificial Intelligence does not replace marketing strategy but enhances it when applied with purpose and authenticity, representing a relevant competitive advantage for small and medium-sized Brazilian restaurants.