Artificial Intelligence at Carnival: Transform the celebration into business opportunities

With more than a century of existence, Carnival is considered the biggest popular party in Brazil, bringing together revelers from all over the national territory, in addition to attracting tourists from other countries and continents. The importance of the festivities can be verified in the survey carried out by the CNC (National Confederation of Trade in Goods, Services and Tourism), which projected a growth of 2.1% compared to last year, that is, more than R$ 12 billion in revenue.

Thus, it is important to reinforce that all sectors of the economy are impacted by the popular festival, whether in the area of products or services. Resuming the results of the study released by the Confederation, the highlights are the segments of bars and restaurants, passenger transport companies and accommodation services (hotels, resorts and inns).

As it is a seasonal event, Carnival boosts the production, stock and transport of goods, not to mention the growth in temporary work offers. For this reason, companies must prepare to meet a significant increase in orders and thus, meet the expectations of revelers and increase their profits.

In this sense, technologies based on AI (artificial intelligence) can contribute to meeting the sudden change in the routine of a factory, in the automation of logistics services and also in the systems for monitoring security in public, private and residential institutions.

To understand the scope and possibilities of applying technology in the biggest popular party in the country, we talked to the coordinator of the Lato Sensu Specialization Courses (in the areas of Computing and Informatics) at Universidade Presbiteriana Mackenzie, Dirceu Matheus Júnior. The specialist highlighted the main features and benefits offered in the business sector.

What are the main features of AI in Carnival?

It is important to clarify that the technology is already used in various sectors of the economy, in order to ensure that companies efficiently serve the experience of consumers during the festivities. Some practical examples of the functionality are verified in the analysis of business data, covering the following aspects: social media, ticket sales and consumer feedback, in order to identify trends and preferences.

In the evaluation of the coordinator of the Postgraduate Courses in Computing at Mackenzie, another important application of the technology is verified in chatbots and virtual assistants. “When the devices are equipped with AI, they are able to provide useful information to revelers, such as, for example, parade time, location of the blocks, safety tips and transport suggestions. By offering the aforementioned data, companies improve communication and service to the public”.

Another functionality that contributed to improving the safety of the population, especially during Carnival parties, is the facial recognition device. The equipment can be used to facilitate the entry of revelers at closed events, controlling access to restricted areas, and also, strengthening the security of private spaces.

Dirceu points out that AI systems can be installed on security cameras in order to perform real-time monitoring. “ The technology applied to the equipment identifies suspicious behaviors in residential and commercial properties, in addition to alerting the authorities about possible incidents, increasing the safety of revelers”, he argues.

Other uses of AI are verified in planning and management of logistics services, in order to optimize the analysis of historical data and predictions of different logistical scenarios, including: parade routes, resource allocation and event management in public areas.

How can AI increase the efficiency of the services offered at Carnival?

The use of AI-based technologies offers solutions ranging from user behavior analysis to automation of repetitive tasks. According to the Mackenzie coordinator, the options available on the market also allow the delivery of hyper-personalized experiences, one of the most valued aspects by the business sector.

“ AI algorithms are able to predict the demand for services with transport, food and accommodation, so that entrepreneurs and suppliers adjust orders and supplies of inputs. In addition, the automation of administrative and operational processes contributes to a more efficient management of resources, reducing costs and increasing effectiveness in the organization of the event”, explains Dirceu.

 With this understanding, it is valid to add that technological options serve areas of creative context, such as the production of personalized content for playlists, videos with recapitulation of events and also virtual fantasies.

The computer coordinator at Mackenzie highlights other important technologies at Carnival parties, designed with digital resources. “ AI applications can integrate augmented and virtual reality in order to offer immersive experiences to revelers. The alternatives include virtual tours of the parades and interactions with the characters of the carnival, in addition to increasing the social interaction between the revelers. In this way, companies have access to data obtained based on common interests and platforms created to share experiences and photos in real time”, he concludes.

As it was possible to observe, AI has the potential to transform Carnival parties, by providing innovations to event organizers. It is worth adding that the technologies mentioned guarantee more safe events and more positive experiences for consumers.