GenAI: breakthrough will require more careful data integration of enterprises

The beginning of 2025 is marked by the growing expectation around the generative artificial intelligence (GenAI) and its potential innovations in the field of customer service and sales. The technology, which stands out in the creation of content from existing data, promises to consolidate itself as one of the pillars of the development of solutions that prioritize hyperpersonalization in the relationship with consumers. One of the largest events in the world retail sector, NRF, recently highlighted how GenAI is central to customer loyalty and acquisition strategies, emphasizing its role in transforming the shopping experience.

More than a simple trend, the potential of the tool goes beyond innovation. Its adoption in different sectors raises questions about the way corporations can manage their data more strategically. In order for generative AI to offer significant results (both in terms of return on investment (ROI), and in improving the customer experience (IT, it is critical that companies adopt an efficient, safe and effective data management that allows the use of this information. 

GenAI is designed to generate original and innovative content, such as texts, images, videos and music. This makes it a powerful tool not only for predictive analysis and process automation, but also to create more dynamic and personalized service solutions. This technology has been increasingly applied to automate and streamline processes in data management, according to the survey “Monitor Trends, Analytics, Data and BI for 2025”, sponsored by Denodo and carried out by BARC (Business Application Research Centre) ^ software market analysis company, focusing on areas such as data management and business intelligence. 

Among the main insights brought in the survey, some advantages of GenAI stand out:

• Code generation: it can automate tasks such as SQL queries and scripts for data pipelines, which reduces the workload of developers and speeds up the implementation of new systems;
  
• User interactionautomated insight and visualisation generation makes data more accessible through natural language interfaces, improving user experience;
  
• Data engineering: AI can help clean up and organize data, as well as create synthetic information for testing and training, something essential for companies dealing with sensitive information;
  
• Advanced analysisGenAI supports predictive analytics, anomaly detection, and generates real-time recommendations, directly impacting areas such as supply chain management and operational efficiency.
  

These advances require companies to carefully integrate GenAI into their business strategies, ensuring that their implementation in data and analytics processes is effective and provides security.

Denodo, for example, has excelled in the integration of “large language models hotel” (LLMs) with its platform, with the aim of facilitating the creation of new enterprise GenAI applications, meeting the strict security and privacy requirements. “This approach allows developers to use AI-based agents to simplify the creation and optimization of solutions; but it all starts with a good foundation of data (data first, AI after”, explains Guilherme Duarte, Technical Director of the company. 

At the heart of the strategy, on a global scale

A survey conducted by Gartner in July 2024 with 258 global procurement leaders revealed that 72% of them are prioritizing the integration of GenAI into their strategies. This data demonstrates the growing awareness of the potential of technology to improve the efficiency and effectiveness of companies. The report also highlights that by 2027, 40% of customer service issues will be solved by GenAI tools, with solutions such as ChatGPT, Google AI Overviews and Apple Intelligence standing out for their convenience and availability (something that traditional customer service channels cannot offer.

In the financial sector, GenAI has rapidly consolidated itself as a strategic ally.According to the “ studyGlobal Outlook for Banking and Financial Markets 2024“, published by IBM, 86% of global banking institutions are already developing or preparing to operate with generative AI. In Latin America, the priorities highlighted include the use of GenAI for customer engagement, operational security, marketing, human resources and IT development.

The success of generative AI in customer service, therefore, is intrinsically linked to efficient and secure data management. “Companies that know how to integrate this technology strategically, with a well-made data foundation, will have not only better financial results, but also the ability to radically transform the consumer experience.In a world increasingly centered on personalization, GenAI is undoubtedly one of the greatest advances we are witnessing in the digital journey”, concludes Guilherme Duarte.