Use of AI in companies: heroine or villain of your business?

If before we talked about the expectations and fears surrounding the use of artificial intelligence in the business universe, currently this technology is no longer a future trend: it is our reality.

Even so, there is a certain amount of insecurity hanging over the issue, especially on the part of those brands that fear that AI may result in loss of control over processes.

But, after all, what is artificial intelligence: villain or ally? Come with Branddi and learn more about it!

The popularization of AI in companies

A artificial intelligence has been used more and more in the corporate environment. After all, it provides a series of competitive advantages, such as the automation of repetitive tasks, advanced data analysis, and the personalization of services on a scale that is impossible manually.

Proof of this is that, today, this use is already commonplace in more than 70% of companies, according to the survey “The state of AI in early 2024: Gen AI adoption spikes and starts to generate value” conducted by McKinsey.

This positive and hopeful facet about the uses of AI, however, is just one side of the coin. This is because, although it brings numerous benefits, such as improved operational efficiency and the possibility of faster and more accurate insights, as mentioned above, artificial intelligence also raises complex issues that cannot be ignored.

Among them, we can mention the use of this tool to create Deepfakes, fake profiles, and information manipulation that can seriously harm a brand's credibility and profitability. And it is because of these consequences that another study (this one carried out by Kaspersky) entitled “Cyber Defense and AI: Are You Ready to Protect Your Organization?” revealed that 85% of Brazilian companies still see AI as a threat.

But what is really the truth?

The Truth About Using AI in Companies

The big answer to whether artificial intelligence is a threat or ally for brands is: it depends. But how is it that way?

We can say this because, regardless of your position regarding this use, it is a fact that, at one time or another, your brand will be impacted by AI, either by your own decision or by the actions of scammers and violators.

In other words, this choice must reflect more than personal opinions and, yes, aim at what is necessary for sustainability and the strategic differential of your business. This is because companies that adopt artificial intelligence (also called AI-first) are already taking the lead, improving their operations, testing new business models and, even more importantly: protecting themselves more efficiently from the action of scammers.

How can AI protect your brand?

When your brand is being attacked by scammers using AI users, the situation can be challenging, but the good news is that artificial intelligence can also be a powerful ally in protecting and shielding your brand.

After all, it allows a quick monitoring for the detection of these cases, promoting a quick and effective response, equated to the speed of action of these violators.

And that's why here, at Branddi, we work day after day combining AI with human expertise to create exclusive solutions capable of keeping companies protected in an increasingly digital market with Shielding marketing.

And your brand: how are you preparing to face digital challenges and protect yourself against attacks?