Generative AI as a Knowledge Co-Creation Partner: Building Proto-Personas in Data-Driven Marketing under the KM 5.0 Paradigm
Keywords:
Proto-Persona, AI Agent, KM 5.0 Paradigm, Data-Driven Marketing, Ideal ClientAbstract
This study investigates the application of Generative Artificial Intelligence Agents (AI Agents) within the KM 5.0 paradigm, examining their role as cognitive partners in the co-creation of knowledge for the development of proto-personas in educational settings. A specialised AI Agent, John Jobs Naka, was developed using a specific corpus on the Brazilian bonsai market. The aim was to help students identify the Ideal Client and develop strategies guided by Data-Driven Marketing. 44 students, both Brazilian and international, engaged with the agent through guided interviews, systematically recording data to generate preliminary consumer profiles. Based on the method proposed by Trauer and Valdati (2024), participants constructed proto-personas that integrated tacit and explicit knowledge, resulting in an agile process of formulation and validation of hypotheses. More than 90% of the participants recognised the AI Agent as an effective mediator, highlighting improvements in data analysis, empathy, and strategic decision-making. The adoption of H2H Marketing principles further enhanced the humanisation of interactions and the understanding of behaviours in the niche market. This study proposes an innovative, scalable, and replicable model for integrating AI Agents into marketing education, equipping professionals to transform data into applied knowledge and to design high-impact strategies. Integration of the KM 5.0 Paradigm, proto-persona methodology, and AI-mediated co-creation demonstrates how Data-Driven Marketing practices can evolve to address the challenges of complex, knowledge-intensive markets.
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