Archive for category: Insight

AESE insight #104

[av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='Apostar nos mercados verdes também dá dinheiro ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #104 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/4-1.png' attachment='2035215' attachment_size='full' align='center' styling='' hover='' link='post,6760' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Bruno Proença' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Director for Sustainability and ESG at JLM&A | Senior Teaching Fellow at AESE Business School [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Será que salvar o mundo também dá dinheiro? Sim ou, por outras palavras, apostar nos mercados verdes também pode ser rentável para as empresas. E cada vez mais. Esta é a principal conclusão do estudo do World Economic Forum com o título “Winning in Green Markets: Scaling Products for a Net Zero World”.
Em 2011, a Patagónia, marca global de roupa, lançou uma campanha publicitária surpreendente no New York Times. O anúncio dizia: "Don’t buy this jacket". E a ideia era simples: a Patagónia estava a lançar uma campanha em que apelava aos seus clientes para fazerem um consumo mais racional, comprando apenas aquilo que realmente necessitavam, mesmo que isso significasse menos aquisições da sua roupa,
Qual foi o resultado desta ideia da Patagónia? As vendas subiram 30%. O resultado surpreendeu Yvon Chouinard, fundador da Patagónia em 1973, e um dos pioneiros da sustentabilidade nas empresas. A visão de Yvon Chouinard, e a sua coragem para adotar medidas audazes antes dos outros, transformou a Patagónia numa referência quando se estudam empresas que procuram atingir a sustentabilidade.
Será que afinal salvar o mundo também dá dinheiro? Sim ou, por outras palavras, apostar nos mercados verdes também pode ser rentável para as empresas. E cada vez mais. Essa é a principal conclusão do estudo, de janeiro deste ano, do World Economic Forum, em colaboração com a consultora BCG, com o título "Winning in Green Markets: Scaling Products for a Net Zero World".
Desde logo por ação (e pressão) dos consumidores. Na última edição do "Radar Verde" citamos um inquérito que mostrou que a esmagadora maioria dos clientes espera hoje que as empresas tenham uma ação ESG e que têm em atenção os princípios da sustentabilidade quando fazem as suas opções de consumo. Os resultados do estudo do World Economic Forum corroboram estas conclusões. Os consumidores já estão a pagar mais pelos produtos classificados como sustentáveis - a diferença de preços é, em média, de 36%. Ainda assim, o mercado destes bens e serviços está a crescer acima dos outros - nos últimos cinco anos, aumentou 7,8%, o que representou duas vezes e meia mais do que o agregado dos restantes produtos.
O mercado para os produtos e serviços verdes existe. Porém, a abordagem das empresas tem de ser completa. Dizer que os bens vão salvar o planeta não é suficiente para convencer os consumidores. Os produtos têm de juntar a sustentabilidade a outras características relevantes para os clientes, como a segurança ou a qualidade.
O estudo do World Economic Forum avança ainda com outros fatores para o crescimento dos mercados verdes. Primeiro que tudo, a tecnologia está a ficar mais barata e muitas vezes com um custo semelhante às tecnologias baseadas em combustíveis fósseis. Por exemplo, em muitos mercados, o custo hoje da energia solar é semelhante ao carvão ou ao gás natural.
Em segundo lugar, durante esta década, a procura por matérias-primas verdes vai suplantar em muito a oferta. Se tivermos em consideração os compromissos públicos de descarbonização assumidos pelas empresas, isso vai obrigar a mudanças na sua cadeia de valor que obrigatoriamente passarão por novos fornecedores verdes. Em causa estão diferenças de cerca de vinte pontos percentuais entre procura e oferta de materiais como plásticos, químicos, alumínio, cimento e ferro "verdes". Isto significa que as empresas produtoras têm um mercado suficientemente forte para incentivar o investimento em nova tecnologia que permita a produção destes produtos verdes. A prazo isso significará uma tecnologia mais madura e produtos mais baratos.
As empresas que desejem vencer nos mercados verdes têm de reinventar o seu modelo de negócio. Todos os dados convergem para que, na próxima década, vamos assistir a uma explosão destes mercados. As primeiras empresas a perceberem isso, e a atuarem, vão ser os gigantes do futuro.
Ciências e factos Pagar aos países do Sul? Um dos temas que marcou a última COP, e sem uma solução, foi como recompensar os países do hemisfério sul, que menos contribuem para as emissões de gases com efeitos de estufa, mas são dos mais prejudicados pelas alterações climáticas. Além disso, as últimas bolsas importantes de biodiversidade também estão nesses países. E, por fim, estes países têm ambições de desenvolvimento, mas faltam-lhes fundos para investirem num crescimento sustentável. Perante tudo isto, exigem uma transferência de dinheiro dos países ricos do hemisfério norte para o sul. Os países do Norte têm ignorado a questão. Um tema que vai continuar a marcar a atualidade.

Artigo publicado no Jornal de Negócios [/av_textblock] [/av_three_fifth][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/2-2.png' attachment='2035178' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-104/' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Os ecossistemas empresariais - 3 exemplos a seguir' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] José Ramalho Fontes Presidente da AESE Business School e Professor de Operações, Tecnologia e Inovação [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/3-2.png' attachment='2035192' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-104-2/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Líderes Empreendedores ' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Maria de Fátima Carioca Professora de Fator Humano na Organização e Dean da AESE Business School [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='As recomendações' tag='h1' style='blockquote modern-quote' size='48' subheading_active='' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''][/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_fourth first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' 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Review [/av_heading] [/av_one_fourth][av_one_fourth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/6-1.png' attachment='2035144' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.inc.com/jessica-stillman/internet-going-wild-1970s-lego-instruction-pamphlet-lesson-marketing-parenting.html' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='The Internet Is Going Wild for a 1970s Lego Instruction Pamphlet. It’s a Fantastic Lesson in Marketing (and Parenting)' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Inc. 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AESE insight #103

[av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='A IA e a importante diferença entre o know-how e o know-what ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #103 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/103-AESE-insight-1080x1080-1.png' attachment='1707822' attachment_size='full' align='center' styling='' hover='' link='post,63238' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Marta Lince Faria' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Professora de AESE e Alumna PDE | Programa de Direção de Empresas [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Nos últimos anos, tem sido divulgado pelos media que a Inteligência Artificial (IA) é capaz de superar os especialistas de cada vez mais áreas. Apesar das IA serem comercializadas de modo semelhante, o seu valor para as empresas pode variar muito. Como é que os gestores podem decidir que ferramentas de IA adotar? Três investigadores da NYU Stern fizeram um estudo interessante (*) com cinco gestores de organizações de referência para perceber quais os riscos que comporta a adoção de ferramentas de IA. O objetivo era ir para além da fase de entusiasmo que sempre caracteriza a adoção de uma ferramenta de IA e discernir se é efetivamente conveniente adotar essa ferramenta ou não.
Partilho três conclusões deste estudo. Primeiro, ao avaliar as ferramentas de IA, o decisivo é olhar para a chamada Ground Truth (GT) que esteve na origem do modelo de IA. A GT refere-se aos dados, classificados por humanos, que servem para treinar os algoritmos. As pessoas e instituições que desenvolvem ferramentas de IA têm muita liberdade para escolher as bases de dados. Um bom modelo de IA é um modelo que tem um elevado grau de exatidão (ex.: 97%, 98% ou 99%), mas este grau de exatidão diz respeito à eficiência do modelo relativamente aos seus dados de treino. À partida, um grau de exatidão de 97% parece excelente, mas se a GT não for de alta qualidade, essa exatidão é aparente porque está baseada nuns dados de treino deficientes.
Em segundo lugar, é preciso ter em conta que muitas das ferramentas de IA capturam o know-what dos especialistas (replicam o resultado do seu raciocínio e experiência), mas não capturam necessariamente o seu know-how. O know-what capta apenas a ponta observável do iceberg do conhecimento dos especialistas. Usar ferramentas de IA baseadas apenas em know-what pode ser extremamente arriscado para decisões importantes. Por exemplo, no caso de ferramentas de IA para diagnosticar o cancro. À medida que se foram percorrendo os vários níveis da ferramenta de IA e da GT correspondente, descobriu-se que em muitos dos dados se tinha registado um diagnóstico a partir de apenas uma imagem por paciente. Na prática, nenhum médico faria um diagnóstico com base numa única imagem. Os profissionais recorrem a práticas ricas em know-how como a análise de imagens históricas, avaliação genética, realização de exames, estudo dos registos clínicos, etc. Na verdade, a GT de muitas ferramentas de diagnóstico não é validada externamente por ninguém, o que coloca as empresas numa situação vulnerável face a quem desenvolve os modelos de IA. O modo ideal de obter a validação, no caso do diagnóstico do cancro, seria ter uma biopsia para todos os pacientes, tanto aqueles que o médico suspeita que podem ter cancro como aqueles que sabe que estão saudáveis. Só desse modo, teríamos dados fiáveis e com variabilidade suficiente para que o modelo funcionasse perfeitamente. No entanto, esses dados seriam extremamente caros senão impossíveis de obter (não se pode pedir a doentes presumivelmente saudáveis que façam uma biopsia). Em muitos contextos, não há como validar a GT. Para além da medicina, o mesmo problema de construção de uma GT de qualidade pode acontecer para ferramentas usadas em decisões de contratação, de apoio à justiça criminal, ou de políticas públicas. Isso significa que em muitas ferramentas de IA, a GT mostra apenas o que outros especialistas pensavam que poderia ser verdade, mas não as verdades objetivas.
O terceiro insight é o que fazer no caso de se descobrir que a GT da nossa ferramenta de IA não é de boa qualidade. Contextos de decisão crítica geralmente envolvem alto risco de erro e consequências éticas, bem como consequências legais e profissionais. É extremamente perigoso delegar as decisões em ferramentas de IA que usam GT que não foram devidamente validadas.
O que é que os gestores podem fazer? Se possível, redesenhar as ferramentas de IA para que se aproximem da verdade ou evitar usar estas ferramentas para não incorrer em riscos. Uma hipótese, seria criar uma equipa interna de especialistas integrada por data scientists para fortalecer a GT da IA.
Os desafios para avaliar as ferramentas de IA são reais real e impõem respeito. Somente depois de estudar os vários níveis de desempenho de IA e de examinar a respetiva GT é que os gestores estão em condições de compreender e avaliar o valor e o risco de as adotar para decisões importantes.
Este estudo mostra que as decisões tomadas pelos designers de IA têm uma influência de longo prazo. Não apenas nas organizações que testam e adotam essas ferramentas, mas também porque a recolha de dados e utilização da ferramenta pode ter um impacto social duradouro. É importante refletir nos grandes cenários que pode criar uma IA geral mais potente que a humana, considerando possíveis distopias onde as máquinas assumem o controlo do mundo. No entanto, enquanto esse momento não chegar, parece que temos de continuar a ser críticos e cuidadosos nas decisões de adoção da IA especificas. Pode ser que a distopia nunca venha a acontecer, mas as ferramentas de IA vieram e estão para ficar no mundo corporativo e se queremos que a sua adoção seja efetivamente uma melhoria ou um progresso é muito necessário que a inteligência natural faça uma avaliação crítica de inteligência artificial.

* Lebovitz, S., Levina, N., Lifshitz-Assaf, H. (2021). “Is AI ground truth really true? The dangers of training and evaluation AI tools based on experts “know-what”. Management information Systems Quarterly, 45 (3b), pp. 1501-1525. Available online: https://doi.10.25300/MISQ/2021/16564

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AESE insight #103

[av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='EU Cyber Challenges for the private sector ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #103 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/4.png' attachment='1703825' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.linkedin.com/in/paulomoniz/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Paulo Moniz' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Alumnus Executive MBA e Director of Information Security and IT Risk at EDP - Energias de Portugal [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] The private sector, especially within the European context, encounters numerous cybersecurity challenges. To gain a comprehensive understanding of these challenges, it is essential to acknowledge the particularities of the cyberspace, with focus on the responsibilities for private sector entities in this realm. Given this background, we propose to assess these challenges using a PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) framework, skipping the environmental dimension, which holds less relevance in this specific context.
The cyberspace is a domain crafted by the mankind, possessing distinctive attributes that profoundly alter the role of the private sector within the cybersecurity landscape. Foremost among these considerations is the cyberspace's capacity to erase conventional boundaries, rendering data universally accessible, irrespective of where or who we are at any given time. This abstract layer, commonly recognized as the internet, is exemplified by the myriad applications that facilitate our professional endeavors and supports critical services in our societies or the social networks that enrich our personal lives. These characteristics hold notable implications for the private sector in every domain of analysis, as we shall explore further.
Almost in opposition to this etheric essence that permeates the Internet is, in fact, its tangible nature, supported by physical infrastructures such as servers, cable networks, satellites, antennas and various devices within sovereign territories, often owned by private entities, with dispersed shareholder structures. This infrastructure is fundamental, functioning as the backbone of global connectivity, playing a crucial role in the contemporary dynamics of cybersecurity.
Discussing the private sector encompasses a vast and diverse landscape with various entities fulfilling distinct roles, including service providers, fabricants or utilities of varying sizes and structures. A detailed analysis of each player's nuances would be extensive, so we will emphasize key aspects for consideration.
Political
Starting this analysis by the political domain, the control of internet infrastructure by private companies carries significant political implications for cybersecurity. Notably, tech giants now wield unprecedented power, exemplified by Elon Musk's decision to enable satellite communication support for Ukraine's military operations, profoundly impacting the course of conflict. But in the political domain we might have others type of impacts, like political decisions to ban the use of a type of technology from a specific vendor or the entrusted role of private firms in managing sovereign countries' critical infrastructures, such as energy and communications.
In today's intricate global chessboard, with Europe as a prominent player, private companies face the complex challenge of navigating and adapting to political decisions and actions, striking a delicate balance between their economic interests and the geopolitical factors shaping their responsibilities in the cybersecurity terrain.
Economical
From an economic standpoint, cybersecurity yields a multifaceted impact on the private sector. The expansive EU cybersecurity market, bolstered by the goals outlined in the European Resilience Act and the imperative of establishing a self-reliant supply chain free from reliance on non-European nations, presents substantial challenges for companies within Europe to take the opportunity to innovate, manufacture, and scale hardware and software products.
Conversely, the financial ramifications of cyberattacks can be devasting. Expenses arise from incident response, legal penalties, regulatory fines, and breach recovery efforts. Indirect costs encompass damage to a company's reputation, erosion of customer trust, and missed business prospects, all of which can potentially culminate in bankruptcy. Balancing these economic dimensions is a paramount challenge as private sector organizations navigate the intricate landscape of cybersecurity in the EU.
Social
From the social perspective the most pressing challenge confronting private sector entities is the scarcity of cybersecurity expertise. The global deficit of cyber professionals, numbering in the millions, presents a grave risk not only to a nation's business continuity and security but also to the operations and reputation of countless private companies, exerting a ripple effect on the global economy. Private sector organizations must unite and adopt an ecosystem-wide approach to cultivate a robust cyber talent pipeline for the future. Achieving this goal requires a combination of short- and long-term strategies.
In this context, Generative AI presents an opportunity to enhance cybersecurity efficiency by relieving cyber professionals of mundane tasks while expediting their skills development. Furthermore, within the social sphere, private sector companies must embrace the challenge of developing and offering technology products and services that align with societal values. This entails avoiding the misuse of technologies that foster dependence or erode transparency, among other potential hazards. Striking this balance is essential for preserving both the integrity of technology and the well-being of society.
Technological
The relentless evolution of technology continually reshapes the cybersecurity landscape, exerting profound impacts on organizations. This transformation not only widens the attack surface with the adoption of technologies like IoT devices, cloud computing, and AI-driven tools but also applies immense pressure on the private sector to swiftly embrace new technologies to gain competitive advantages. Consequently, development teams often struggle with tight time-to-market objectives, which can jeopardize cybersecurity controls implementation.
As organizations strive to harness technological innovation, they inadvertently create openings for cyber threats, while attackers capitalize on the same technological advances, exploiting zero-day vulnerabilities and harnessing AI for malicious purposes. Private companies, and European companies are particularly affected, frequently becoming prime targets for ransomware attacks.
In this intricate and frenetic milieu, organizations face the challenge of cultivating cybersecurity teams capable of keeping pace with new technology developments. They must cleverly integrate cybersecurity into their products and solutions, innovating cybersecurity functions along the way. The ultimate challenge for organizations, amidst advancing technology, is to outpace attackers and instill a security-by-design ethos throughout the organization, thereby proactively fortifying their defenses against evolving cyber threats.
Legal
In the legal context, it is widely acknowledged that cybersecurity stands as one of the foremost risks confronting modern societies. The evolving landscape of cyber threats and the tangible impacts of recent incidents have prompted the proliferation of global cybersecurity regulations. Governments, struggling with the complexities of this risk, often respond reactively and locally, giving rise to fragmented regulations that, in some instances, conflict with one another. This regulatory fragmentation imposes increased costs, inefficiencies, and, notably, diverts limited organizational resources away from the core mission of cybersecurity to compliance-related activities.
Organizations must confront the challenge of adopting a rigorous risk-based approach. This approach encompasses not only navigating a complex regulatory landscape but also proactively addressing the prevention, detection, and mitigation of cyber incidents adopting a security-first mindset that inherently results in compliance rather than the reverse.
In conclusion, cybersecurity has emerged as a primary concern for society, with profound implications for the private sector in the most diverse areas of analysis. Collaboration between organizations and governments is essential to mitigate this evolving global risk.

Published in CIO Applications Europe [/av_textblock] [/av_three_fifth][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/103-AESE-insight-1080x1080-1.png' attachment='1707822' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-103/' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='A IA e a importante diferença entre o know-how e o know-what ' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Marta Lince Faria Professora de AESE e Alumna PDE | Programa de Direção de Empresas [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/3.png' attachment='1703782' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-103-2/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Os obstáculos e oportunidades para impulsionar o papel do veículo fundo na poupança das famílias portuguesas' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Afonso Barbosa Professor da AESE, Alumnus Executive MBA AESE e CFO Azimute Reak / Strategic Planning / Business Transformation [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='As recomendações' tag='h1' style='blockquote modern-quote' size='48' subheading_active='' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''][/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_fourth first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/103-AESE-insight-1080x1080.png' attachment='1704009' attachment_size='full' align='center' styling='' hover='' link='manually,http://sloanreview.mit.edu/article/the-burden-of-proof-for-corporate-sustainability-is-too-high/' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='The Burden of Proof for Corporate Sustainability Is Too High' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Sloan Review [/av_heading] [/av_one_fourth][av_one_fourth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/6.png' attachment='1704073' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.iese.edu/insight/articles/design-esg-strategy-smaller-businesses/' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='How to design an ESG strategy for smaller businesses' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] IESE insight [/av_heading] [/av_one_fourth][av_one_fourth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image 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margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/11/8.png' attachment='1704217' attachment_size='full' align='center' styling='' hover='' link='' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Tip of the week' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''][/av_heading] [/av_one_fourth][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section]

AESE insight #102

[av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='Inteligência Artificial no Marketing ao serviço do cliente' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #102 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2023/10/2.png' attachment='1401960' attachment_size='full' align='center' styling='' hover='' link='post,84302' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Francesco Costigliola' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Chief Analytics Officer @ CGD | Data & Analytics Executive | Teaching Fellow at AESE Business School [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Nos últimos anos temos vindo a assistir à evolução exponencial dos algoritmos de Inteligência Artificial. Estas inovações tecnológicas têm vindo a abrir novas possibilidades de aplicação e alargado a abrangência das soluções já presentes nas organizações. O Marketing não é exceção.
Para melhor analisarmos as diversas aplicações, torna-se necessário definir alguns conceitos transversais. As soluções tecnológicas podem ser classificadas em clássicas ou generativas, sendo que a primeira diz respeito à aplicação de modelos descritivos e preditivos em dados maioritariamente estruturados e a segunda família de soluções refere-se ao desenvolvimento de algoritmos capazes de gerar conteúdo a partir de uma base de informação não necessariamente estruturada (i.e., texto, áudio, imagem e vídeo). O impacto destes desenvolvimentos pode ser direto ou indireto – no caso do Marketing, o impacto é direto quando afeta diretamente a relação que as organizações têm com os seus clientes e indireto quando o impacto das soluções é maioritariamente interno com reflexo no serviço prestado ao cliente.
No Marketing, as soluções clássicas com impacto direto são utilizadas maioritariamente para customizar o contacto com os clientes e aumentar a relevância dos conteúdos apresentados à “jornada" do cliente. Estas soluções concretizam-se, por exemplo, em modelos de propensão a adquirir um produto, subscrever um serviço, cancelar o contrato, fazer um upgrade ou reter um cliente. Quando se fala em soluções clássicas com impacto indireto no cliente, o foco passa para os processos internos em que se procura uma melhoria do processo, melhoria essa que acaba por ter um impacto indireto no cliente. Neste caso podem ser incluídas soluções que melhorem o tempo de resposta ao cliente, disponibilizem uma nova funcionalidade, classifiquem a prioridade de tratamento de reclamações, apenas para nomear alguns exemplos.
No âmbito das soluções generativas, desde o lançamento do ChatGPT e sucessivamente de outras soluções por parte da Google e da Meta, começaram a ser apresentadas diversas aplicações relevantes.
No Marketing, as soluções generativas com impacto direto no cliente concretizam-se, maioritariamente, na disponibilização de soluções capazes de gerar conteúdos no contacto com o cliente. Alguns exemplos são os assistentes virtuais de voz ou de texto acessíveis diretamente pelos clientes, na obtenção de informações ou para resolução de eventuais problemas ou dúvidas relacionadas com produtos e serviços. As soluções generativas podem, ao mesmo tempo, ter impacto indireto no cliente quando aplicadas com vista à desmaterialização de processos internos ou na geração de conteúdos de texto ou imagem para suportar eventuais campanhas de comunicação. Alguns exemplos destas técnicas com impacto indireto no cliente são o desenvolvimento de algoritmos de linguagem natural para leitura automática de documentos, reduzindo o tempo de resposta ao cliente, ou de soluções de suporte aos agentes de contact center que, a partir da chamada em curso, conseguem dar sugestões de conteúdos que o agente possa apresentar ao cliente.
Independentemente do tipo de aplicações, quando se fala em Inteligência Artificial aplicada direta ou indiretamente a clientes é fundamental assegurar que as soluções implementadas garantam a segregação no acesso à informação (i.e., segurança) e evitem que dados históricos com deficiências éticas do passado se propaguem nos modelos do futuro (i.e., ética), bem como garantam que o recetor do resultado destas soluções tenha a possibilidade de conhecer as ferramentas e os dados utilizados (i.e., transparência).
A aprovação dos diversos regulamentos que enquadram o tratamento de dados pessoais (RGPD) e o desenvolvimento de soluções de Inteligência Artificial (AI Act) por parte da União Europeia tem vindo a aumentar a consciencialização e abertura para novas aplicações, permitindo um impacto ainda mais significativo nas áreas de interação com o cliente e eficiência nos processos das organizações.
É expectável que a Inteligência Artificial transforme a forma como trabalhamos, automatizando tarefas rotineiras e permitindo que as pessoas se concentrem em atividades mais criativas e estratégicas. As ferramentas alimentadas por Inteligência Artificial ajudarão os profissionais a analisar grandes quantidades de dados, identificar tendências, resumindo conteúdos e ajudando a tomar melhores decisões.
É fundamental, no entanto, que esta evolução tecnológica seja acompanhada por uma definição regulatória que garanta ética, segurança e transparência dos desenvolvimentos.

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