Brazil ranks at the top among Latin countries that invest the most in AI resources in the corporate landscape.

According to the report The Growth Report 2023: AI edition, Brazil is the leader in the adoption of Artificial Intelligence in Latin America, with 98% of companies experimenting with and applying the technology in their marketing channels.

The survey consulted 2,450 business leaders from various parts of the world such as the United States, Germany, France, the United Kingdom, and Australia. All of them are well-acquainted with business growth strategies and directed to the functions of marketing, UX, data engineering, products, and customer service in B2B (Business to Business) companies with more than 75 employees.

In addition to ranking the countries that apply AI the most, the study also identified that, globally, 88% of organizations already apply Artificial Intelligence features in marketing actions and about 54% wish to invest even more in campaigns powered by AI in the future.

According to 90% of the leaders interviewed, these features save time and costs for organizations.

The Impact of Chatbots

Still according to The Growth Report 2023, generative AI (GenAI) chatbots are the resources that most impact marketing leadership. It is no coincidence that they have established themselves as the most sought-after tools for the use of AI in corporate contexts.

Among the leaders interviewed, 38% stated that they turn to chatbots in marketing projects. Furthermore, 34% of leaders expressed a desire to go beyond chatbots and explore AI models using customer data, in an attempt to add greater personalization capabilities to marketing campaigns.

Data Quality

The report also highlights the importance of data quality for the success of Artificial Intelligence (AI) initiatives. According to the collected data, 40% of the interviewed companies report facing significant difficulties in their processes due to a lack of quality in the technological structures or in the data itself.

These challenges highlight how much relevant and accurate data can enhance and maximize (even more!) the capabilities of AI.

71% of the interviewed leaders believe that AI features would be considerably more useful if they had access to higher quality data. 

This indicates that, despite technological advances, data quality is still a significant barrier to the effective implementation of AI solutions.

In fact, companies that invest in improving their data structures and ensure the accuracy and relevance of information tend to reap greater benefits and obtain more valuable insights from their AI initiatives.

Consumer Privacy

Speaking of data, ignoring the importance of information privacy, especially that granted by a company's consumers, is definitely not a choice for businesses that want to survive and thrive in an increasingly digitalized market. 

According to the report, 66% of leaders believe that their customers would approve of marketing enhanced by Artificial Intelligence, provided that this integration enabled a superior type of service. 

On the other side, 28% of leaders showed concern regarding data privacy associated with the application of AI.

But, How to Act in the Face of These Concerns?

The majority of organizations (85%) believe that the current priority is to perform a better process of capturing and leveraging information, ensuring that all these efforts bear good fruit and contribute to customer attraction, engagement, and retention.

For this, it is necessary for organizations to prioritize data quality more than they have been prioritizing AI.

The Role of Data Governance

Data Governance is a concept that promotes a solid foundation so that the tools used generate value in corporate decision-making. 

In practice, it covers the establishment of procedures, policies, duties, and responsibilities, with the goal of ensuring the quality, security, and integrity of the collected and stored data.

In a reality where the volume of data grows exponentially across multiple environments, it is essential to establish rules and guidelines for collection, storage, access, and sharing, ensuring compliance of processes with current regulations. 

In this context, Data Governance aims to ensure the proper management of all information, as well as its availability to users, optimized use, and guaranteed security.

By applying this concept, businesses can prevent risks, improve environment utilization, increase team performance, obtain more assertive analyses, and achieve greater savings, both in terms of processes and resources.

Ethics and AI Training - Now!

It is certain that, for professionals to deal with machines, extracting all the potential they have to offer, they need, above all, expertise and training.

In this scenario, qualification, as well as the continuous preparation of human resources, is a decisive strategy to implement and maintain ethics during the application of artificial intelligence. 

To achieve this, companies must invest in a learning culture, with meetings, dialogues, and training programs, to ensure that their employees keep pace and adapt to technological evolution. 

This is the only viable path to certify the proper development and use of AI, taking into account factors such as privacy, transparency, protection, and algorithmic bias. 

In addition to an obligation, maintaining ethics is also an indispensable competitive advantage for businesses to gain customer credibility.

#Extra Tip: Invest in Cloud Computing

The cloud computing, also known as “computação em nuvem”, is a modern and secure solution that enables the maintenance and management of all a company's data and information on external servers, stored in backups and made available over a network.

In the age of Artificial Intelligence, in which processes become increasingly automated, the cloud establishes itself as an ideal ally for data governance.

By adopting cloud computing, an organization allows its data to be archived and shared through the internet. 

In addition, the technology includes privacy settings that integrate confidential archiving and protect all sensitive user data, ensuring compliance with data protection regulations.

Therefore, investing in cloud computing is a safe way to store data and make it available in a customized way, thus avoiding the loss or misplacement of important files and documents.

If you want to understand in greater depth the transformation generated by cloud computing and find ways to apply it in your company to simplify processes and make them safer, get in touch with the team of specialists at CodeBit and discover all the personalized solutions available to you! 

See you next post!