The rapid adoption of Generative Artificial Intelligence (Gen AI) in companies is redefining processes, enabling innovations, and driving automation. According to a recent study by Bloomberg Intelligence, the growth rate of AI in the next decade is expected to be 42% per year – nearly doubling its reach. However, the success of these solutions depends on careful management of the data that feed these models. This is where cybersecurity comes in, a vital element for protecting privacy and the integrity of information.
Generative AI goes beyond traditional artificial intelligence models, which only classify or predict behaviors, as it creates new content such as texts, images, and codes. This capacity for innovation opens new possibilities across various sectors, but requires a careful approach regarding data use and security, which is recognized by the people who use the technology daily. According to the Stack Overflow Developer Survey 2024, one of the main challenges (31.5%) of working with AI is not having the right policies to mitigate security risks.
In this sense, theTechnical Product ManagerJoão Batista, responsible for Zup's StackSpot AI platform, explains that to mitigate these risks, companies must implement strict security measures, given that cybercrimes are becoming increasingly sophisticated and could cost $10.5 trillion by 2025, according to the Cyber Security Almanac.
“Ensuring that AI models operate securely and ethically requires a multifaceted approach that combines robust encryption, effective data governance, rigorous privacy practices, and strict access controls during model training. For companies that create technology, having an AI-powered software development assistant trained in security can support the team in ensuring that the code follows secure coding best practices. This, for example, is a predictive mechanism for identifying vulnerabilities. Increasingly, the way forward is to think of a joint strategy that considers innovation, security, and data protection as an essential tripod for the application of this type of technology,” highlights João Batista.
Regarding legislation, Henrique Flôres, co-founder of Contraktor and leader of the development of CK Reader, the startup's AI, explains that "while we await legislation to better regulate the use of Generative AI, it is the responsibility of technology professionals to ensure the application of good practices in encryption, data anonymization, and IT governance policies that can guarantee the balance of the commercial interests of the parties, transparency in algorithm training mechanisms, and ethical use in data manipulation."
Although she acknowledges that innovating with emerging technologies, such as Generative Artificial Intelligence, is a unique opportunity for transformation, Giovanna Rossi, CPO of Rethink, a technology, design, and strategy consultancy, emphasizes that it cannot be denied that it comes with significant risks, such as the exposure of sensitive information and the possibility of sophisticated cyberattacks. "As the person responsible for the digital products area, I see how essential it is for leadership to prioritize a strategic approach to AI use to mitigate such risks. We have the responsibility to shape this technology ethically and safely, ensuring that its impact is positive and sustainable for everyone," states the executive.
Brazil has a high volume of data circulating on the internet and an accelerated digitalization process. Regarding trademark protection, Diego Daminelli, CEO of BrandMonitor, a pioneering company and specialist in combating unfair competition in the digital environment, warns that Brazil's security infrastructure is still moving slowly, making the country one of the biggest targets of cyberattacks in the world, with increasingly sophisticated attacks by criminals. The safety culture is still a topic little valued by many companies, which do not use AI but outdated technologies that can leave them vulnerable to attacks and are unable to monitor the brand's digital presence in its entirety.
The expert gives the example ofphishing, a major problem for segments such as retail and service provision. “Os anúncios são veiculados em plataformas digitais utilizando toda a identidade de uma marca e prometendo descontos impraticáveis. Esse anúncio leva a uma pagina que imita o layout oficial da empresa, mas com um endereço diferente. Nessa página são oferecidos produtos ou serviços com um preço extremamente baixo, induzindo o cliente a compra”, finaliza
