O papel da Inteligência Artificial: IA na criação de vantagem competitiva empresarial

Abstract

Today's society is strongly influenced by the technological advances of the Fourth Industrial Revolution, a scenario that creates the need for companies to adapt to the new reality. In this context of innovation, the growing impact of Artificial Intelligence (AI) in everyday life is evident, exerting influence, whether in the way people interact with each other or in the way that entrepreneurial organizations develop their strategies aiming to boost their businesses. For this reason, this research sought to analyze, through an exploratory, descriptive and qualitative literature review, the role of Artificial Intelligence in building competitive advantage for companies. Existing studies on the concepts of "Artificial Intelligence", "business competitiveness", "value creation" and "AI in companies'' were considered. In this sense, the results showed that AI enables competitive advantages for companies by increasing productivity through the automation of repetitive tasks, helping with support and problem solving with the analysis of large volumes of data and, therefore, in taking decisions and improvements in the customer experience. Furthermore, it helps create value through trust, service quality, process optimization and customer response time. This study is expected to help understand the impacts of adopting Artificial Intelligence in companies and its role in building business competitive advantage.