* By Ricardo Salama
Why do identical companies have diametrically opposite results in adopting new technologies? This is the point that many corporations face when they face the theme of innovation. Recently, I watched the documentary "Three Identical Strangers", which is very moving, but it clarifies the dilemmas that many companies face today when thinking about how to embark on the new data revolution and Artificial Intelligence.
In the work, three identical twins are separated at birth and involuntarily subjected to a scientific experiment. Each baby is adopted by families in different socioeconomic contexts, but living within a radius of 150km away. At 19, they accidentally meet. The central issue of the film is "nurture or nature". In other words, since the DNA (or tools) of the triplets is the same, what is the result and the structure of each one throughout life? In the film, the fate of the three is completely different.
Currently, artificial intelligence and the tireless exploitation of data, sought by so many companies, are experiencing an equally paradoxical situation. On the one hand, there is a very strong investment in tools capable of delivering with skill and flexibility all stages of an analytical cycle - ranging from the collection and preparation of modeling, to the implementation in production of the data. According to a study commissioned from Forbes Insights by SAS, 72% of executives at large companies have some initiative in artificial intelligence.
On the other hand, even with large investments made by these companies, this same survey showed that only 50% of the initiatives were considered successful. But, after all, why can two corporations with equally powerful tools, like the identical twins, have such different results? What are the main factors that generate such differences?
First, the structure and surroundings in which each twin grew up made all the difference in their destinies. Similarly, companies that have been born in digital environments, and that have been able to transform more quickly, tend to be much more prepared. Companies like Google, Facebook or Amazon, which are already digitally native and make intensive use of artificial intelligence, serve as good examples. When you receive the best recommendation for a purchase or when you do a search on the internet, we see an intense and intelligent use of the available data, in very sophisticated algorithms.
A second essential factor is the governance structure and clear processes. This guarantees a well-executed exploration of tools and data. In the documentary, the twins who lived in unstructured families, for example, with parents under alcohol dependence or who did not impose limits, generated more unhappy endings. What we see most in large companies are huge data lakes, but so disorganized and anarchic that they make the exploration of information in a tangled and complex way. Companies are focused on the increasing collection of data, however with less concern on how to explore its contents.
Finally, the training and education of the twins also made all the difference to their futures. Very distant families, who could not provide an education with more "warmth" and proximity, generated very critical problems and with surprising endings. Industries that fail to attract and train talented scientists or data explorers will also suffer. According to the Linkedin Workforce Report, there is a deficit of 155,000 data scientists in the United States alone. In this scenario, attracting and retaining talent is a major factor.
But, then, what to do to cover so many complex topics and enter the Artificial Intelligence challenge? Invest in tools (nature) or how to use them (nurture)? In fact, it is not a choice. It is essential that the company properly choose the tools, processes and people for each stage in which it is located. The "nurture or nature" process, in this concept, are totally complementary.
It is no longer a question of knowing when, but how each company will enter this world. The new 4.0 revolution, of algorithms and AI, is already in full swing. In the commented documentary, when the twins met, they found themselves equal not only physically, but psychologically and in behavior as well. However, the world has made them very different. Companies all want to match the big digital entrants, but not all will arrive. In this world of artificial intelligence, it is no longer just who you are (nature), but how you manage to have the discipline and focus to achieve an agile and safe environment, with a governance / structure that attracts and trains the best people. These will be the companies of the future.
* Ricardo Salama, Head of Sales Consultancy and Professional Services at SAS Brasil
Disclaimer: 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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