*By Dennis Herszkowicz
In recent months, Generative Artificial Intelligence has dominated debates about technology, society and business around the world. Despite this protagonism, AI is not exactly a fashion or new thing. Although it is difficult to determine a specific milestone in its emergence, the most concrete development of this technology began in the mid-1950s. But one thing is undeniable: the advancement of recent decades – especially recent years – and the increase in computational capacity has potentiated its advancement, bringing us to today's scenario and creating more concrete perspectives for the future. This technology, which continues to be developed, has shown impressive practical results and left us with the certainty that it is indeed revolutionary and, above all, that it is here to stay.
We recently followed several forums that discussed fears and doubts regarding the indiscriminate use of AI. And there's a real reason for that, after all, we've all seen amazing examples of what the most popular tools are capable of generating. However, in this discussion I am part of that group that sees the glass as half full, with much more optimism than I fear. The opportunities that this technology offers for business are enormous, especially for corporate and economic relations. And there are already examples of real and measurable impacts to support this vision.
A study conducted in the USA by three researchers from the renowned universities of Stanford and MIT, and published by the National Bureau of Economic Research, evaluated the use of Generative AI by more than 5 thousand Customer Service agents from a private company. In general, worker productivity grew by 14%. However, what draws the most attention is the data regarding the impact on the productivity of professionals with less experience, where this number increases considerably and reaches 35%. This result proves the enormous potential of Artificial Intelligence, mainly impacting the production capacity of companies, decision-making and business strategies.
But even with all this potential and some positive preliminary results, it is natural that along with major changes come uncertainty. It has always been like this when we talk about innovation, especially in the case of those that break paradigms. Therefore, it is our role to encourage qualified discussions regarding its use and impact on society and the economy as a whole. What is the best way to apply? How to use? What are the limits?
At this time of great transformation, collaboration and sharing of information and ideas between all parties involved is crucial. Government, companies and representatives of civil society need to listen and be heard so that the new generation of Artificial Intelligence is developed and applied to bring the maximum possible benefits to all these stakeholders, without privileging one side over the other, which could increase gaps in inequality. Balance and constructive conversation are certainly the best way forward.
For the corporate market, especially, I believe that this discussion tends to be even less complex. The support of AI tools, whether for content generation, process automation or scenario simulation, is already a reality and should evolve more towards increasing companies' productivity than eventually replacing a certain job, function or activity.
When we look at B2B technology providers, I can confidently say that Artificial Intelligence is seen as a fundamental component to help us create even more advanced platforms that make the operation of different companies better and more efficient. This tends to change the competitiveness of business – for those who develop technology and for those who consume it – and for the country itself. All this, of course, without leaving aside all the issues that regulate privacy and the use of data, which are the definitive input for a good application of AI.
The natural evolution of this technology also involves a reassessment of the role of each link in the chain. The professional who works directly in business management needs to understand that his role will become much more analytical and strategic, from the moment he uses a tool that provides so much rich information about the company. Likewise, a supplier needs to keep in mind that it is necessary to deliver even more customized services and products with a closer look at the customer's needs, with the help of what AI can offer. And so on.
Generative Artificial Intelligence will not eliminate the need for a skilled person to analyze information and make decisions. The human gaze and sensitivity is and will remain essential. However, it is already a useful tool for certain tasks and, as it is improved, it will be even more transformative. Therefore, it is not a question of if, but of when your company will invest more heavily in AI to be better adapted to this reality. And if this process doesn't start now, it may soon be too late.
*Dennis Herszkowicz, President of TOTVS
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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