Artificial Intelligence is revolutionizing company value propositions

It is undeniable that in today’s market, Artificial Intelligence (AI) has established itself as part of the reality of many professionals and plays a central role in shaping new strategies and value propositions for companies. Proof of this is that spending on technology in Brazil will increase by 120% in the first five months of 2023.according to a lifting Itaú Unibanco compared to the same period in the previous year.

One of the most notable milestones in this scenario is ChatGPT, a chatbot developed by OpenAI that uses technology to develop conversations with users and provide information based on a database. Its first version was released in 2018 under the name GPT-1 (Productive Pre-Trained Transformer 1), but it only became popular with its third model at the end of 2022.

In turn, ChatGPT-4, the fourth generation of this powerful language system, continues the legacy of its predecessor and revolutionizes the way organizations work, delivering not only an advancement in AI technology but also a real impact on various industries. Economy. Additionally, according to Itaú research, 59% of professionals said they already use the bot in their routine.

Automation, increased productivity, and greater efficiency in the products and services offered are just some of the goals companies are looking for when investing in Artificial Intelligence. In this environment, anyone who believes that the tool is pure evil and will completely replace human action is left behind.

One to call For example, 2022 by IBM found that 41% of Brazilian companies have already implemented artificial intelligence (AI) in some sectors. In Latin America, technology is used by companies mainly for threat detection (44%), customer service (44%) and marketing and sales (30%).

We transform customer services with artificial intelligence

In this context, the customer service area stands out, which attracts attention due to the radical changes experienced with the support of the tool.

The current version of ChatGPT-4 has the ability to provide accurate and fast answers to frequently asked questions. Freeing up support staff to deal with more complex and urgent issues. This not only saves time and resources, but also increases user satisfaction, which is a key criterion for the success of any company.

It also allows organizations to personalize their messaging at scale, as AI analyzes customer behavior and produces targeted content for their audience. This strategy increases engagement and also increases conversion rates, which is vital in an increasingly competitive market.

Regulations on the use of artificial intelligence: What is still missing?

Amidst all these benefits and the innovation and take-off scenario of the tool, there is still a concern: The market lacks regulations that set guidelines and specifically monitor the use of Artificial Intelligence.

In this sense, difficulties are many. Artificial intelligence has spread rapidly across different sectors and despite fears Many people are already using this tool without even realizing it.. Moreover, the constant development of this technology makes it difficult to predict the possible effects and problems it will create.

Therefore, reducing risks from malicious use and protecting users’ rights to privacy and transparency are some of the main urgent needs.

However, we are not completely without legal support, as the Marco Civil da Internet, the General Data Protection Act, the Federal Constitution and the Criminal Code can be applied to address some inappropriate behavior in the use of technology.

This shows that although the use of Artificial Intelligence in business strategies and structures is now a common resource in the corporate environment and guarantees various advantages, this market still has a long way to go.

Faced with this reality, OpenAI stepped forward and its approach to developing this system is a remarkable example of success in improving natural language processing and machine learning. The solution will surely continue to transform businesses and cement itself as a key tool in improving companies’ value propositions.

****

Fernando Barradas, Head of Marketing, Communications and Sales Operations engineeringIt is a global Information Technologies and Consultancy company specializing in Digital Transformation. With a master’s degree in Marketing and Integrated Communications from Universidade Presbiteriana Mackenzie and a degree in Advertising and Marketing from Universidade Paulista, he is a marketing, communications and sales operations specialist with more than 14 years of experience in the product and service market of large multinational and national companies. and mid-sized such as Edenred (Ticket), Catho, Sestini, Linx and Engineering.