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Authors:
Jefferson Lewis Velasco
Melise Peruchini
Gustavo Modena
Julio Monteiro Teixeira
Keywords: Generative AI, Artificial Intelligence, Personas, Customer Segmentation.
Abstract:
Abstract— This paper explores the use of ChatGPT 4o to assist small organizations in creating data-driven personas by applying an adapted version of the PersonaCraft methodology. Using a retail demographic dataset from Kaggle, the approach demonstrates how the LLM aids in data cleaning, clustering, and statistical testing, culminating in five meaningful customer segments. The k-prototypes algorithm was chosen based on PersonaCraft, and the Kruskal-Wallis test confirmed that numeric variables (especially purchase frequency and age) most effectively differentiate clusters. By producing insights with minimal user effort, ChatGPT 4o underscores the viability of employing LLM-based tools for persona creation and other advanced analytical tasks in resource-constrained contexts.
Pages: 18 to 21
Copyright: Copyright (c) IARIA, 2025
Publication date: July 6, 2025
Published in: conference
ISBN: 978-1-68558-330-9
Location: Venice, Italy
Dates: from July 6, 2025 to July 10, 2025