Generative Artificial Intelligence (Gen AI) is already a reality in companies. Administrative tasks, how to write memorandums, offices and reports, are carried out with much more agility. However, the reach of Gen AI goes beyond these activities. It can be used, for example, in the preparation of customized commercial proposals, in the development of chatbots for customer service, in the analysis of large volumes of data and in the automation of repetitive tasks. It happens that, to truly add value to the business, in the current scenario, not only speeding up the work and improving its quality, but also enhancing creativity and innovation, it will be necessary for organizations to modify their processes and structures
AI has been a flexible tool for service innovation in various sectors, the issue is that most companies have not yet defined a plan in this regard, has been taking a long time to adopt it, as some recent research indicates, showing that employees are far ahead of their organizations in the use of these tools, noted the professor from the University of Brasília (UnB) and researcher in the field of technological innovation, Dr. Paulo Henrique de Souza Bermejo. He emphasized that the time to make these changes is now, because falling behind means losing the potential benefits of this technology and, as time goes by, this delay situation is only getting worse
He informed that, to take advantage of this enthusiasm and even the curiosity that AI engenders, it is essential that the company adapts the way it works with her, for the tool, alone, it will not generate positive results. This means planning and applying generative AI in ways that support the organization's strategy, reinventing operational models, reimagining talents and skills, and creating changes through robust governance and infrastructure, explained
Currently, it is common for employees to experiment with generative AIs using free and public versions, like ChatGPT. "This is an indicator of how much interest there is from people and this should already encourage companies to bring this innovation into their daily lives", whether adopting this technology in a widespread manner or with a gradual implementation, added
According to the professor, to capture the full potential of generative AI, the company should consider how this technology could redefine the way the organization works. Some important steps in this context would be to reconfigure the company's operational model, adapting it and translating it, according to the needs and organizational vision; reformulate the qualification strategies; and promote the reinforcement of these changes, aiming to ensure a continuous adaptation
Prioritizing the areas
To begin, as pointed out by the researcher, companies must prioritize the right area of transformation, focusing on specific domains, as an example of product development, marketing and customer service, among others. Through this activity and area-centered approach, it is possible to carry out end-to-end technological transformations, integrating multiple use cases, in a single workflow or process
One can, також, focus on activities that have greater effort and impact on results, using, for example, the Pareto Principle, as highlighted by the researcher. For those who don't know, that principle, também conhecido como Regra dos 80/20, suggests that 80% of the consequences are generally attributed to 20% of the causes. The Italian economist Vilfredo Pareto identified this pattern in the 19th century, upon observing that 20% of the Italian population held 80% of the country's wealth and this concept was later expanded and applied to various areas, like business and economy
From another perspective, the professor emphasized that within this new scenario organizations need to clearly understand which skills are fundamental to the team, to fill skills gaps, investing in training and qualification. It is worth noting, as Bermejo recalled, that this is not a challenge that companies can overcome by hiring new employees, because it affects the entire organization and the way work is done in it. This will require a personalized approach, focused on stimulating employees, in addition to close collaboration between those who are leading, the technology and HR sector, given the enormous importance of personnel issues, plays a crucial role in these changes, stated
As it is a rapidly evolving technology, of easy and wide access, the idea is that everyone can adapt to the skills it requires, how to know how to create prompts and make data-driven decisions. Although the new skills required vary greatly depending on the company, all organizations will need a dynamic approach. Training is a progressive and continuous process and it involves the enhancement of various skills so that one can complement and validate artificial intelligence, said
The advantages of the organizational strategy in AI Gen
Basically, with an organizational strategy, the company sets clear guidelines on when, how and why generative AI should be used. "This enables control", ensuring that its management is aligned with the organization's objectives and meets quality and safety standards. Without a strategy, employees use AI independently, what can lead to inconsistencies in application and waste of resources, highlighted the teacher
Furthermore, with a strategy, the organization can implement data protection policies, establishing what can or cannot be shared with AI tools, especially considering that many of these platforms use data to improve their models. Thus, this would help prevent the leakage of confidential material. Without the proper use of AI Gen in the company, employees may input sensitive or confidential data, without being aware of it, such information about the clients, projects or financial data, in AI systems that do not have the necessary protection, exposing organizations to risks of privacy breaches and compliance, endorsed
Alignment with corporate goals is also essential. In this way, the use of Gen AI is aimed at solving specific problems. The company can, for example, use AI to increase efficiency in specific tasks, how customer service, report production or support for the development of new products. Without a strategy, employees can use this tool in a scattered and superficial way, without focus on the company's priorities. On another aspect of the problem, important decisions can be made based on results generated by AI without proper validation, compromising the quality of the work, highlighted
As emphasized by the professor, the adoption of an organizational strategy for the use of generative AI not only brings tangible benefits in terms of security, efficiency and innovation, how it also avoids risks associated with unstructured use. Allowing employees to use AI on their own can compromise the integrity of information and the security of the company. A well-thought-out approach, ensures that AI is at the service of organizational purposes, protecting both your reputation and your assets, finished
