O USO DA INTELIGÊNCIA ARTIFICIAL (IA) NA GESTÃO DAS EMPRESAS
DOI:
https://doi.org/10.17564/2316-3143.2025v9n2p9-23
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ABSTRACT
This study aims to analyze the impacts of implementing Artificial Intelligence (AI) in business management, with a focus on operational efficiency, innovation, and competitiveness. Using a multiple case study method, two Brazilian organizations from different sectors and sizes were investigated — a multinational technology company and a small bakery business. Data were collected through semi-structured interviews, and the content analysis technique was applied. The results indicate that both companies achieved significant improvements in automation, productivity, and agility, as well as enhancements in customer service and service personalization. AI proved to be essential for maintaining competitiveness in dynamic markets. However, the adoption process presented challenges such as regulatory barriers, a shortage of qualified professionals, resistance to change, and ethical concerns related to data privacy and algorithmic bias. The study concludes that, regardless of organizational size, the effective integration of AI requires strategies focused on workforce training, data governance, and ethical alignment — positioning it as a competitive differentiator in the digital transformation of organizations.
Keywords: Artificial Intelligence; Business Management; Competitiveness; Innovation; Operational Efficiency; Digital Transformation.
