*By Roberto Arruda
In a world where technology increasingly shapes our reality, it is crucial to discuss the advances and challenges of artificial intelligence, which promises to revolutionize all spheres of society. As an IT executive, I argue that artificial intelligence is not just a passing trend, but rather a fundamental element in the digital transformation of organizations and the search for innovative and efficient solutions, just as the internet was in the early 90s.
This paragraph above is grammatically correct and delivers a legitimate idea about artificial intelligence. It could have been said or written by an IT professional, but it was done via GPT Chat. More than that, this introductory paragraph, completely created by AI, works in wholesale, but not in retail, that is, it does not know what my daily life is like at the company, nor does it have access to the private data that I look at daily.
Chat GPT uses public information to produce content and this is one of its strengths. This expertise must be valued and, as has been the case, used extensively by society. I often say that a new era has dawned with this OpenAI tool, with artificial intelligence reaching the population through a cell phone or other mobile device.
I have no doubt in saying that this democratization was revolutionary. Imagine that AI is now making use of a processing and computational resource that humans did not have access to individually. This scenario has caused companies a stir. This is the first time we see C-levels going (or returning?) to the classroom, trying to understand what they need to do.
However, for artificial intelligence and its countless applications to serve us in Lato sensu and equally in stricto sensu, we need, as managers, entrepreneurs and companies, to do our homework, before even researching these solutions. What many companies are not realizing is that taking care of their own data is priority zero in this new era.
Such data, that is, information that is “from home” – and of course, in compliance with the LGPD (L13709) – guarantees us advantages over those who are using public data, as is the case with GPT Chat. By making use of this personalization, we can customize practically everything, including service. I can deliver to a person what they really are, based on the content they consume or the way they position themselves – and not through a weighted average obtained through age segmentation, for example.
Recently, I participated in two events in our sector – CIO Brasil and ERP Summit – in which I was able to debate this topic, and its respective sensitivities, with in the first case the conversation took place in more targeted activities with senior leadership and, in the second case , I gave a talk to engage a wider audience in using our own intelligence, pardon the pun.
Taking care of data requires being aware of legislation, the peculiarities of customers and the market in which we operate. Using this “data” is beneficial for all audiences involved in information management. Companies like Amazon have been doing this management for a long time. Netflix employs this personification based on our preferences and it is not by chance. However, this cross-AI data intelligence doesn’t happen on a small scale.
In my view as a manager and strategist, the logic has to be inverted: first, the data; then, AI. We need a systemic architecture that looks at this situation. In addition to intelligent use, it is necessary that the datalake is secure and hosted in the cloud, ensuring governance and ethics, something that can be achieved through our own management of our customers' information.
Earlier today, when I took an espresso from the machine and sat down to write this article, I came to one conclusion: companies that are using GPT chat will have very similar responses. What will differentiate us is the way we manage our data. This is the difference between the first and last paragraphs of this text.
*Roberto Arruda, CRO at Skyone
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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