# AI use in business: hero or villain for your company?

URL: https://branddi.com/en/blog/uso-de-i-a-em-empresa
Categoria: Inteligência Artificial
Publicado: 2025-03-27

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

Still, there is a certain insecurity that hovers over the subject, especially on the part of those brands that fear that AI could result in loss of control over processes.

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

The popularization of AI in companies

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

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

This The positive and hopeful facet about the uses of A.I., however, is just one side of the coin. This is because, although it brings numerous benefits, such as improving 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 manipulation of information that can seriously damage credibility and the profitability of a brand. 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 really is the truth?

The truth about the use of AI in companies

The big answer to whether artificial intelligence is a threat or an ally for brands is: it depends. But what do you mean?

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

In other words, this choice must reflect more than personal opinions and, rather, aim at what is necessary for the sustainability and strategic differentiation of your business. This is because companies that adopt artificial intelligence (also called AI-First) are already ahead, improving their operations, testing new business models and, even more importantly: protecting themselves more efficiently from the actions of scammers. 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. equal to the speed of action of these violators.

And that is 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 marketing shielding.

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