Event discusses how AI can be used in companies

This Wednesday (20), a event organized by Winnin proposed debates about how Artificial Intelligence can be used within business in a way that is not obvious.

Bringing together companies such as Google, Magalu, Sanofi, Unilever, Santander, among others, the challenge of how to make your brand relevant resulted in exchanges about mapping the audience to assist in decision-making.

On the Internet, 82% of content consumed is videos , which total 2.5 billion uploads and 130 trillion views. Analysis of these contents is essential to define the direction of large companies in the market.

Gian Martinez, co-founder and CEO of Winnin , explained that the platform was created 10 years ago, when AI was not even discussed yet. In this scenario, he saw an opportunity to create software that could interpret video consumption trends on the internet.

According to him, “there is science behind creativity”, which shows that it is possible to automate processes to understand what consumers want from that brand. With technology, it is possible to define the target audience for that content.

“When we look at the history of the world's great creative geniuses: Beatles, Marília Mendonça, or any other character who stood out creatively, they all have one thing in common which is method, means, a way of working. This helped them to constantly create relevant things in the culture”, commented Gian Martinez.

And he added: “Winin was born from this place of believing that creativity has science, it has a method behind it. Before, the name for this wasn’t Artificial Intelligence, it was method.”

However, adapting large companies to technologies that use Artificial Intelligence is not always easy. During the application of these tools, fear of replacement and resistance in mainly operational areas can make adherence difficult.

Igor Puga, former CMO Partner at Santander, comments that “There is a situation of vanity, ego, insecurity that blocks Artificial Intelligence from having the protagonism and the necessary volume of use that could already exist within companies”.

Furthermore, he commented on the lack of qualified labor in the country to deal with new Artificial Intelligence tools and implement them in decision-making within businesses.