Spending on generative AI is expected to exceed US$500 billion by 2027 globally; efficiency, productivity and customer experience are the main benefits.
The International Data Corporation (IDC) estimate is that 7% of total spending by companies in different segments will be focused on Artificial Intelligence, exceeding the figure of US＄500 billion in 2027. This year, rapid technological evolution, increased availability of data and advances in algorithms have led some companies to position themselves in this race. At an event about the evolution, success stories and trends of Generative Artificial Intelligence, executives from GOL, VIVO and BRQ shared learnings and challenges from the AI journey in their companies. They also highlighted the significant impact that this technology had on transforming their business models.
Generative Artificial Intelligence was popularized with ChatGPT, which completed 1 year in November and, in just five days, reached 1 million users. In two months, 100 million people were already using the platform. This and other applications of Generative AI are transforming the world of business and technology, bringing significant impacts to various areas, such as software development, design, marketing, entertainment, among others... It is no coincidence that large players and cutting-edge leaders, are mobilized to implement and evolve their products and services with new technology.
Thales Chieco, Head of Technology at GOL, says that the adoption of generative AI is rapid and starts with the implementation of case studies at home. “The first experiment was to simplify consultations with our 200-page Code of Ethics. I joined the team and, in 10 minutes, we managed to reformulate the material using the best of OpenAI and surprising everyone”, says the head.
GOL is also evolving Gal to answer frequently asked questions, such as travel rules, but the proposal is for the virtual assistant to help travelers with hyper-personalized searches and tourism tips. “We want to transform our AI into a true travel agent”, he adds.
Thales explains that, to achieve this, our attention is on experimentation and ensuring safety. “Cybersecurity is of paramount importance to us and reflects our motto: 'zero errors”
William Bueno, who has been at Vivo for 18 years and is currently the company's Head of AI Products, said that the goal in 2023 was to delve into Generative AI tests and develop a secure platform with centralized governance. For the future, Vivo is working to materialize AI in customer service (online and offline) and gain efficiency and agility.
“We launched VivoGPT, giving employees the opportunity to test the benefits of ChatGPT in a controlled environment, optimizing queries to information and internal processes. We also carry out tests to analyze interactions in the Call Center and in satisfaction surveys”. William also brought up the urgent challenges for scaling AI within the company, such as professional qualification, regulation and environmental balance “The energy consumed by the intensive use of AI by companies is already an issue. We have to balance the benefits of AI with the need to reduce its carbon footprint.”
In turn, BRQ Digital Solutions evolved its business model to materialize Artificial Intelligence with innovation and responsibility, promising to break down technical and financial barriers, transforming business challenges into opportunities. “With the new Fusion AI platform, productivity and efficiency are being redefined. Our centers of excellence in AI & Advanced Analytics & Automation, Design and UX, Cloud, Mobile, Salesforce and Reference Architecture are being enhanced and we have already added more than 25 projects with the application of AI for different segments”, he states Silvio Andrade, Strategic Director at BRQ.
“BRQ’s commitment is not only to offer a complete, scalable and Multi AI solution but to create an isolated environment, mitigate risks and accelerate tangible results at the best cost-benefit ratio”, he states Roberto Marucco, CEO of BRQ Digital Solutions. Marucco reinforces that large companies are paying attention to the adoption of generative AI as well as issues of governance, accessibility, inclusion, privacy and performance. They seek to ensure that their AI applications are secure and boost performance.
Executives say that AI will not replace human intelligence and creativity, but rather will act as a co-pilot, offering support and accelerating everyone's performance. Using data is an example of this working together: AI can analyze large volumes of data and quickly identify patterns, trends, and insights, while humans can apply their judgment, intuition, and contextual knowledge to interpret AI results and make the best decisions.
Finally, they explain that, by 2024, some barriers need to be broken for the evolution of AI, such as ensuring security, scaling without high costs and ESG balance.
Therefore, by adopting Generative Artificial Intelligence, companies will not only be embracing innovation, but also laying solid foundations for a more inclusive, secure and sustainable digital future. According to experts, the commitment to strengthening human-machine interaction, combined with an ethical approach focused on users' needs, defines a promising horizon for the ongoing digital revolution that will shape the coming years.
