Aplicação da inteligência artificial numa empresa startup de tecnologia

João  Joska Junior; Werner José Bertoldi; Ruan Carlos dos Santos; Rodrigo Fernando Belli

doi:10.37497/rev.artif.intell.educ.v4i00.19

Authors

João Joska Junior Centro Universitário UNIAVAN (Avantis)/ Graduando em Administração https://orcid.org/0009-0006-6389-4955
Werner José Bertoldi Centro Universitário UNIAVAN (Avantis)/ Professor https://orcid.org/0009-0003-3539-3166
Ruan Carlos dos Santos UDESC-ESAG- Doutorando em Administração https://orcid.org/0000-0001-7396-8774
Rodrigo Fernando Belli Centro Universitário UNIAVAN (Avantis)/ Professor https://orcid.org/0000-0002-8254-7389

DOI:

https://doi.org/10.37497/rev.artif.intell.educ.v4i00.19

Keywords:

Artificial Intelligence, Business Intelligence, Technology Startup

Abstract

Purpose: This study addresses the application of artificial intelligence in the business context and evaluates how the implementation process is, with the aim of improving the efficiency of the organization, by researching the historical basis of AI, the analysis of AI in the current business context and the socialization between the members of the organization.

Results: The company that is the subject of the study is a marketing and technology platform development agency that is going through the process of internalizing the tools in its daily life. Investigating the relationship between the application of AI and team efficiency, as well as the company's capacity for evolution.

Method: The work was based on qualitative research with a sample of 131 people and for a group of 5 interviewees, taking into account their understanding of and experience with the tools.

Conclusions: The work highlights artificial intelligence as a structure that contributes to the evolution of individuals and organizations, while at the same time discussing how it will be implemented, its applicability and the behaviour of society in the face of possible changes.

Author Biographies

João Joska Junior, Centro Universitário UNIAVAN (Avantis)/ Graduando em Administração

Graduating in Business Administration from the Uniavan University Center.

Werner José Bertoldi, Centro Universitário UNIAVAN (Avantis)/ Professor

Master in Business Administration from the Federal University of Santa Catarina (2006). Rector of the University of Contestado - UnC (2006-2010). Pro-Rector of Extension and Culture at the University of Contestado - UnC (2002-2006). Director of the Higher Education Center - Curitibanos campus of the University of Contestado - UnC (1996-2002). Bachelor's degree in Accounting from the University of Contestado-UnC. He has experience in University Administration, with an emphasis on University Management and Policy, working mainly on the following subjects: change, planning, strategy, process, structure, physical arrangement, marketing, demand, objective, structure, market and development, advertising. He has specialized training in Express Coaching from the Condor Blanco Foundation - Chile. Specialization in Distance Learning: Teaching and Tutoring from Faculdade Avantis. Professor at the Avantis University Center - Univan in Balneário Camboriú/SC, in the Accounting and Administration courses. Responsible for the Extension Activities at the Avantis University Center in Balneário Camboriú-SC.

Ruan Carlos dos Santos, UDESC-ESAG- Doutorando em Administração

Bacharel em Filosofia pela Universidade do Sul de Santa Catarina (2002-2005). Licenciatura Plena em Filosofia e Ciências Sociais pela Faculdade Inetgrada Cruzeiro- FIC (2018). Bacharel em Teologia pela FAJE/ITESC (2006-2009). Especialização e MBA em Gestão Estratégica Empresarial pela FAPAG (2012). Especialização em Metodologia de ensino de Filosofia e Sociologia pela FACEL (2017-2018). MBA em Governança Corporativa pela UnIBF (2018-2019). Especialização em Auditoria e Perícia Contábil pela UnIBF (2019-2020). Especialização em Administração, Supervisão e Coordenação Escolar pela UnIBF (2019-2020). Bacharel em Administração pela UniFCV (2021). Bacharel em Ciências Contábeis pela UniCV (2022). Licenciatura em Pedagogia pela UNICV (2024). Mestrado em Administração pela UNIVALI (2015-2017). Associado na ANEGEPE (Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas) e na ABEC (Associação Brasileira de Editores Científicos). Consultor/docente credenciado na École National D'Administration (ENA- Brasil). Doutorando em Administração pela UDESC-ESAG (2022).

Rodrigo Fernando Belli, Centro Universitário UNIAVAN (Avantis)/ Professor

Professor at Center University Avantis – (UNIAVAN), Brazil inthe disciplines of Fundamentals of Management; Marketing Management, ServicesMarketing and E-commerce, Business Models, Labor Market and Career, Finance andGastronomic Services and Strategic Administration. - Tutor Professor at CentroUniversitário Avantis - UNIAVAN of the Technologist in Marketing and Bachelor inAdministration courses. - External Tutor Professor at Leonardo da Vinci UniversityCenter - UNIASSELVI, in the courses of Technologist in Logistics and ManagementProcesses. - External Tutor Professor at UNIGRAN in the courses of Administration,Managerial Processes, Logistics, Accounting and Human Resources. - Post-graduationprofessor at AVANTIS on the subject Business Strategic Administration and ClientManagement. - Post-graduation professor at AUPEX in the disciplines ScientificMethodology, Logistics and Business Management. - Master's student in Administrationat the Universidade do Vale do Itajaí - UNIVALI - Specialization in Sales and Marketing- Universidade do Vale do Itajaí - UNIVALI - Specialization in Teaching and Tutoring -Center University Avantis – (UNIAVAN) - Specialization in Higher Education Teaching- Center University Avantis – (UNIAVAN) - Bachelor in Administration - Universidadedo Vale do Itajaí - UNIVALI - Technician in Logistics, Storage, Distribution andTransportation.

References

Alves, A., Barbieux, D., Reichert, F., Tello-Gamarra, J., & Zawislak, P. (2017). Innovation and dynamic capabilities of the firm: Defining an assessment model. RAE-Revista de Administração de Empresas, 57(3), p. 232-244. DOI: https://doi.org/10.1590/s0034-759020170304

Beal, A. (2011). Gestão estratégica da informação: como transformar a informação e a tecnologia da informação em fatores de crescimento e de alto desempenho nas organizações. 5. reimpr. São Paulo: Atlas.

Bittencourt, G. (2006). Inteligência artificial: ferramentas e teorias. 3. ed. rev. Florianópolis: Ed. da UFSC, 2006.

Bossaerts, P., & Murawski, C. (2017). Computational Complexity and Human Decision-Making. Trends in Cognitive Sciences, 21(12), p. 917–929. DOI: https://doi.org/10.1016/j.tics.2017.09.005

Costa, E., & Simões, A. (2008) Inteligência artificial: fundamentos e aplicações. 2. ed. rev. e aum. Lisboa: FCA.

Chakraborty, Biplab. (2017). Artificial Intelligence (AI): Will it help or hurt mankind? 6 ago. 2017. Disponível em: <https://www.linkedin.com/pulse/artificial-intelligence-aihelp-hurt-mankind-biplab-chakraborty?trk= _feed%3D>. Acesso em: 10 set. 2023.

Fernandes, A. M. da R. (2005). Inteligência artificial: noções gerais. 3. imp. Florianópolis: Visual Books.

Fleury, M. T. L. F., & Oliveira Jr., M. De M. (2010). Gestão estratégica do conhecimento: integrando aprendizagem, conhecimento e competências. 1. ed. São Paulo: Atlas.

Gil, A. C. (1999). Métodos e técnicas de pesquisa social. 5. ed. São Paulo: Atlas.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: tecnologia para a humanidade. Tradução: André Fontenelle. 1. ed. Rio de Janeiro: Sextante.

Lakatos, E. M., & Marconi, M. de A. (2009). Fundamentos de metodologia científica. 6. ed. São Paulo: Atlas, 2009.

Lakatos, E. M., & Marconi, M. de A. (2011). Metodologia científica. 6. ed. São Paulo: Atlas.

Las Casas, A. L. (2015). Administração de Marketing: conceitos, planejamento e aplicações à realidade brasileira. 1. ed. São Paulo: Atlas.

Lee, T. K., Cho, J. H., Kwon, D. S., & Sohn, S. Y. (2018). Global stock market investment strategies based on financial network indicators using machine learning techniques. Expert Systems with Applications, vol. 117 (1), pp. 228-242. DOI: https://doi.org/10.1016/j.eswa.2018.09.005

Lee, D., & Yoon, S. N. (2021). Application of Artificial Intelligence-Based Technologies in the Healthcare Industry: Opportunities and Challenges. International Journal of Environmental Research and Public Health, 18, 271. https://doi.org/10.3390/ijerph18010271 DOI: https://doi.org/10.3390/ijerph18010271

Lee, J., Suh, T., Roy, D., & Baucus, M. (2019). Emerging Technology and Business Model Innovation: The Case of Artificial Intelligence. Journal of Open Innovation: Technology, Market, and Complexity, 5(3):44. https://doi.org/10.3390/joitmc5030044 DOI: https://doi.org/10.3390/joitmc5030044

Mccapra, A. (2017). Conservation in the age of the robot. Journal of the Institute of Conservation, 40 (2), 190-197. DOI: https://doi.org/10.1080/19455224.2017.1317007

Morgan, G. (2011). Imagens da organização. Tradução: Cecília Whitaker Bergamini. 1. ed. São Paulo: Atlas.

Oliveira, V. (2018). Inteligência Artificial - Como Ampliar sua Adoção. Revista Inteligência Competitiva, 8(3), 111–116. https://doi.org/10.24883/IberoamericanIC.v8i3.310 DOI: https://doi.org/10.24883/IberoamericanIC.v8i3.310

Pavan, C. D., Faoro, R. R., Matte, J., Miri, D. H., Welchen, V., Chais, C., Ganzer, P. P., & Olea, P. M. (2020). Satisfação na Adoção de Tecnologias a partir da Usabilidade do Sistema e da Cultura Organizacional. Revista Inteligência Competitiva, 10(2), 22–39. https://doi.org/10.24883/IberoamericanIC.v10i2.363 DOI: https://doi.org/10.24883/IberoamericanIC.v10i2.363

Pires, F., Barbosa, J., & Leitao, P. (2018). Quo Vadis Industry 4.0: An Overview Based on Scientific Publications Analytics. In: IEEE 27th International Symposium on Industrial Electronics (ISIE). DOI: https://doi.org/10.1109/ISIE.2018.8433868

Russel, S., & Norvig, P. (2004). Inteligência artificial. Tradução: PubliCare Consultoria. 7. reimpr. Rio de Janeiro: Elsevier.

Russel, S., & Norving, P. (2014). Artificial Intelligence: a modern approach. 3.ed. Harlow (UK): Pearson Education Limited.

Sacks, R., Girolami, M., & Brilakis, I. (2020). Building Information Modelling, Artificial Intelligence and Construction Tech. Developments in the Built Environment, vol. 4, 100011, https://doi.org/10.1016/j.dibe.2020.100011. DOI: https://doi.org/10.1016/j.dibe.2020.100011

Schein, E. H. (2001). Guia de sobrevivência da cultura corporativa. Tradução: Monica Braga. Rio de Janeiro: José Olympio.

Segura, M. (2018). Inteligência Artificial Aplicada a Negócios. Revista Inteligência Competitiva, 8(3), 101–110. https://doi.org/10.24883/IberoamericanIC.v8i3.308 DOI: https://doi.org/10.24883/IberoamericanIC.v8i3.308

Semmler, S, & Rose, Z. (2017). Artificial Intelligence Application Today and Implications Tomorrow. Duke Law and Technology Review, 16 (1), p. 85-99.

Simões-Marques, M., & Figueira, J. R. (2018). How Can AI Help Reduce the Burden of Disaster Management Decision-Making? Advances in Human Factors and Systems Interaction, 122–133. DOI: https://doi.org/10.1007/978-3-319-94334-3_14

Silva, A. de O., & Janes, D. dos S. (2023). Challenges and Opportunities of Artificial Intelligence in Education in A Global Context. Review of Artificial Intelligence in Education, 4(00), e01. https://doi.org/10.37497/rev.artif.intell.education.v4i00.1 DOI: https://doi.org/10.37497/rev.artif.intell.education.v4i00.1

Srivastava, S. K. (2018). Artificial Intelligence: Way Forward For India. Journal of Information Systems and Technology Management – JISTEM, vol. 15, e201815004. DOI: https://doi.org/10.4301/S1807-1775201815004

Turban, E., Rainer, K. R., & Potter, R. E. (2005). Administração de tecnologia da informação: teoria e prática. 8 reimpr. Rio de Janeiro: Elsevier, 2005.

Zhang, J., Gu, Z., Jang, J., Wu, H., Stoecklin, M. P., Huang, H., & Molloy, I. (2018). Protecting Intellectual Property of Deep Neural Networks with Watermarking. In: ASIACCS - Proceedings of the 2018 on Asia Conference on Computer and Communications Security. Doi: https://doi.org/10.1145/3196494.3196550. DOI: https://doi.org/10.1145/3196494.3196550

Walton, R. E. (1993). Tecnologia de informação: o uso de TI pelas empresas que obtêm vantagem competitiva. Tradução: Edson Luiz Riccio. São Paulo: Atlas.