{"id":2456,"date":"2025-06-24T16:51:20","date_gmt":"2025-06-24T19:51:20","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=2456"},"modified":"2025-06-24T16:51:23","modified_gmt":"2025-06-24T19:51:23","slug":"ia-na-gestao-de-fornecedores-de-marketing","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/ia-na-gestao-de-fornecedores-de-marketing","title":{"rendered":"Da fragmenta\u00e7\u00e3o \u00e0 efici\u00eancia: quatro aplica\u00e7\u00f5es da IA na gest\u00e3o de fornecedores no marketing"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">No segmento de comunica\u00e7\u00e3o, no qual inova\u00e7\u00e3o, criatividade e velocidade s\u00e3o mandat\u00f3rios, estrat\u00e9gia e t\u00e1tica, muitas vezes, caminham em ritmos diferentes. Grandes\u00a0<a href=\"https:\/\/www.ecommercebrasil.com.br\/artigos\/anunciantes-investem-mais-na-internet-e-reduzem-midia-em-tv-entenda-por-que-o-e-commerce-ganha-com-isso\">anunciantes<\/a>\u00a0agora precisam estar conectados n\u00e3o somente \u00e0s suas ag\u00eancias globais, mas tamb\u00e9m a um universo mais fragmentado de fornecedores de servi\u00e7os de marketing, como hubs criativos, ag\u00eancias independentes, labs de inova\u00e7\u00e3o e freelancers. Nesse cen\u00e1rio, esbarram em quest\u00f5es, como: conhecer, contratar e remunerar esse ecossistema fragmentado de maneira simples, segura e em conformidade com as exig\u00eancias de compliance.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.ecommercebrasil.com.br\/wp-content\/uploads\/2025\/06\/40-analise-preditiva-IA.png.webp\" alt=\"Executiva trabalha no notebook enquanto analisa gr\u00e1ficos de marketing e dados preditivos em um monitor no escrit\u00f3rio.\" class=\"wp-image-483343\"\/><figcaption>Imagem gerada por IA.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">A complexidade na gest\u00e3o de fornecedores de marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os gerentes de marcas precisam dialogar com uma variedade enorme de fornecedores para&nbsp;<strong>acompanhar a velocidade de mudan\u00e7a do mercado<\/strong>. Isso inclui desde iniciativas pontuais, com criadores de conte\u00fado, at\u00e9 projetos com consultorias especializadas e squads criativos. O resultado? Um volume crescente de curadorias, concorr\u00eancias, dilig\u00eancias, contratos e pagamentos a serem geridos, gerando inefici\u00eancia e perdas financeiras.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tudo isso se agrava quando entramos em temas como bitributa\u00e7\u00e3o, regimes tribut\u00e1rios distintos, pagamento de fornecedores em outros pa\u00edses e \u201cdescasamento\u201d nos prazos de pagamentos de fornecedores.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O papel estrat\u00e9gico das \u00e1reas de compras e a ado\u00e7\u00e3o de Enterprise Gateway Marketplaces<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Essa equa\u00e7\u00e3o tem se mostrado cada vez mais cr\u00edtica e, nesse cen\u00e1rio, a \u00e1rea de&nbsp;<strong>Compras de Indiretos&nbsp;<\/strong>passou a ocupar uma posi\u00e7\u00e3o estrat\u00e9gica, precisando trazer para as corpora\u00e7\u00f5es solu\u00e7\u00f5es que combinem automa\u00e7\u00e3o, controle, compliance e agilidade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plataformas focadas em agrupamento de fornecedores, curadoria, workflows espec\u00edficos, integra\u00e7\u00e3o e automa\u00e7\u00e3o de pagamentos de marketing, denominadas&nbsp;<strong>Enterprise Gateway Marketplaces&nbsp;<\/strong>(modelo de neg\u00f3cio que cria condi\u00e7\u00f5es para que as empresas desburocratizem processos de compras corporativas), mostram que \u00e9 poss\u00edvel transformar um gargalo em vantagem competitiva. A ado\u00e7\u00e3o desse modelo em corpora\u00e7\u00f5es globais e naturalmente complexas tem reduzido custos operacionais, gerando economia nos budgets de marketing e eliminando custos de bitributa\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Intelig\u00eancia artificial como aceleradora de efici\u00eancia operacional<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Essas solu\u00e7\u00f5es, que atuam como aceleradoras de efici\u00eancia operacional na gest\u00e3o de fornecedores, t\u00eam sido potencializadas pela&nbsp;<a href=\"https:\/\/www.ecommercebrasil.com.br\/noticias\/ia-transformacao-operacoes-varejo-2025\">IA<\/a>. Segundo pesquisa da&nbsp;<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai\" target=\"_blank\" rel=\"noreferrer noopener\">Mckinsey<\/a>, 71% dos entrevistados dizem que suas organiza\u00e7\u00f5es j\u00e1 usam IA generativa regularmente em pelo menos uma fun\u00e7\u00e3o de neg\u00f3cios. Dentre as aplica\u00e7\u00f5es, destaco:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2013&nbsp;<a href=\"https:\/\/www.ecommercebrasil.com.br\/artigos\/analise-preditiva-e-commerce\">An\u00e1lise preditiva<\/a>:&nbsp;<\/strong>identificar padr\u00f5es de mercado, flutua\u00e7\u00f5es cambiais, sazonalidade e prever o melhor momento para comprar, permitindo decis\u00f5es mais r\u00e1pidas e assertivas;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2013 Compara\u00e7\u00e3o inteligente de fornecedores:&nbsp;<\/strong>algoritmos podem analisar propostas com m\u00faltiplas vari\u00e1veis (pre\u00e7o, prazo, qualidade, risco), oferecendo uma vis\u00e3o mais precisa e transparente para a tomada de decis\u00e3o;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2013 Recomenda\u00e7\u00f5es de negocia\u00e7\u00e3o:&nbsp;<\/strong>sugere t\u00e1ticas e argumentos com base em dados hist\u00f3ricos e perfis dos fornecedores, aumentando a efetividade das intera\u00e7\u00f5es e fortalecendo a governan\u00e7a do processo;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tudo isso representa um avan\u00e7o significativo para a \u00e1rea de Compras de\u00a0<a href=\"https:\/\/www.ecommercebrasil.com.br\/marketing\">Marketing<\/a>, conectando efici\u00eancia operacional, intelig\u00eancia de dados e rigor de compliance com fluxos \u00fanicos e integrados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Originalmente publicado em E-commerce Brasil<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ecommercebrasil.com.br\/artigos\/da-fragmentacao-a-eficiencia-quatro-aplicacoes-da-ia-na-gestao-de-fornecedores-no-marketing\">https:\/\/www.ecommercebrasil.com.br\/artigos\/da-fragmentacao-a-eficiencia-quatro-aplicacoes-da-ia-na-gestao-de-fornecedores-no-marketing<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No segmento de comunica\u00e7\u00e3o, no qual inova\u00e7\u00e3o, criatividade e velocidade s\u00e3o mandat\u00f3rios, estrat\u00e9gia e t\u00e1tica, muitas vezes, caminham em ritmos diferentes. Grandes\u00a0anunciantes\u00a0agora precisam estar conectados n\u00e3o somente \u00e0s suas ag\u00eancias globais, mas tamb\u00e9m a um universo mais fragmentado de fornecedores de servi\u00e7os de marketing, como hubs criativos, ag\u00eancias independentes, labs de inova\u00e7\u00e3o e freelancers. Nesse [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-2456","post","type-post","status-publish","format-standard","hentry","category-artigos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Da fragmenta\u00e7\u00e3o \u00e0 efici\u00eancia: quatro aplica\u00e7\u00f5es da IA na gest\u00e3o de fornecedores no marketing - BIsTheNewA<\/title>\n<meta name=\"description\" content=\"Como IA e Enterprise Gateway Marketplaces est\u00e3o transformando a gest\u00e3o de fornecedores de marketing, trazendo mais efici\u00eancia, controle e redu\u00e7\u00e3o de custos para grandes marcas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/ia-na-gestao-de-fornecedores-de-marketing\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Da fragmenta\u00e7\u00e3o \u00e0 efici\u00eancia: quatro aplica\u00e7\u00f5es da IA na gest\u00e3o de fornecedores no marketing - BIsTheNewA\" \/>\n<meta property=\"og:description\" content=\"Como IA e Enterprise Gateway Marketplaces est\u00e3o transformando a gest\u00e3o de fornecedores de marketing, trazendo mais efici\u00eancia, controle e redu\u00e7\u00e3o de custos para grandes marcas.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.bpool.co\/bisthenewa\/ia-na-gestao-de-fornecedores-de-marketing\" \/>\n<meta property=\"og:site_name\" content=\"BIsTheNewA\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-24T19:51:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-24T19:51:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.ecommercebrasil.com.br\/wp-content\/uploads\/2025\/06\/40-analise-preditiva-IA.png.webp\" \/>\n<meta name=\"author\" content=\"Daniel Prianti\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Prianti\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing\"},\"author\":{\"name\":\"Daniel Prianti\",\"@id\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/#\\\/schema\\\/person\\\/ac3eee7331839ad5e984a2e6757945d9\"},\"headline\":\"Da fragmenta\u00e7\u00e3o \u00e0 efici\u00eancia: quatro aplica\u00e7\u00f5es da IA na gest\u00e3o de fornecedores no marketing\",\"datePublished\":\"2025-06-24T19:51:20+00:00\",\"dateModified\":\"2025-06-24T19:51:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing\"},\"wordCount\":565,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/static.ecommercebrasil.com.br\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/40-analise-preditiva-IA.png.webp\",\"articleSection\":[\"Artigos\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing\",\"url\":\"https:\\\/\\\/blog.bpool.co\\\/bisthenewa\\\/ia-na-gestao-de-fornecedores-de-marketing\",\"name\":\"Da fragmenta\u00e7\u00e3o \u00e0 efici\u00eancia: quatro aplica\u00e7\u00f5es da IA na gest\u00e3o de fornecedores no marketing - 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