Artificial intelligence in companies: impacts and main trends

Technology / Date: 04-20-2025

Artificial intelligence in companies consists of the use of digital tools capable of generating solutions and responses autonomously in the business context.
Continue reading and find out how artificial intelligence is used in companies, as well as other relevant data on this subject.

How has artificial intelligence been applied in companies?

Versatility is perhaps the word that best defines the way AI is used in companies.
The possibilities today extend almost indefinitely, such is the variety of purposes that this technology helps to achieve.
Although it is most widely used in conversational tools, there are many other applications.
This is because solutions developed with AI technology — and Machine Learning , in many cases — have the ability to test probabilities and make calculations that no human is capable of.
Furthermore, they are programmed with changeable algorithms, that is, they can be modified and “learn”.
Check out the uses that companies can make of this powerful solution.

Personalization

As data from the Statista website reveals , in most businesses (47%) the use of artificial intelligence in companies is mainly justified by the greater accuracy of the data collected .
This makes it possible to create reports and develop behavioral studies with much more accuracy than with traditional tools.
In this case, how can artificial intelligence in companies make a difference, considering the superior quality of the data they work with?
First, because data that requires less processing tends to generate faster responses and, in the business world, time has always been money.
No less important, the more relevant the data collected, the more it facilitates the personalization effort, which can, with AI, reach the individual level.

Fast service

A study carried out by American and Australian researchers also shows that service becomes more agile when companies apply AI solutions.
They concluded, based on questionnaires answered by 294 marketing professionals, that service became much faster with support provided by chatbots.
Greater agility in providing service at the time of sale and after-sales means a reduction in risks in the sense of reducing potential points of friction, especially due to waiting.
Thanks to AI, consumers have instant answers to most of their questions.
Companies also benefit from the reduced demand for telemarketing teams, which require high operating costs .
Although in certain cases humanized service is necessary, with artificial intelligence, much of the time that would be used to answer questions and provide guidance is saved.

Data analysis and predictions

The most aware leaders already know how artificial intelligence in companies can make a difference in business, through predictive analysis .
This is what an article from the International Institute for Business Analysis (IIBA) points out, which highlights the use of AI as an improvement tool .
They give as an example the use in conditions where data is limited.
In this case, AI can use generative models to simulate various scenarios, improving the accuracy of supply and demand forecasts.
Another situation in which artificial intelligence proves to be of great use in data analysis is when the available data cannot be easily interpreted .
This would be the case of a company whose data is stored in complex databases structured in Python language .
In situations like this, AI would serve as a kind of “translator”, making intelligible data that is too complex to be interpreted without a suitable tool.

Monitoring and security

The growth in the use of artificial intelligence in companies is justified not only by greater efficiency in highly complex tasks.
They are used for various purposes in this regard, including to curb the incidence of cybercrimes, preventing, for example, data leaks and other practices.

Sales and Marketing

Companies would not invest in artificial intelligence if it did not generate significant returns .
Evidence of this is in another survey by the Statista website (also in English), which projects growth of US$80 billion between 2023 and 2028 in the market for this technology.
Much of this growth is expected to be driven by the expansion of ChatGPT , which is bringing about a series of transformations in the customer experience .

People management

Another use that justifies the growth in the use of artificial intelligence in companies is the direct application in Human Resources management .
This is shown in an article in Forbes, which highlights the three main uses of this technology:

Facilitator of the decision-making process
Improved service delivery to employees (and potential candidates)
Increased efficiency of the HR service as a whole.

It is not difficult to understand why AI responds to such varied challenges in this strategic sector, especially when we consider its great power to analyze and interpret data.

For these and other reasons, those who quickly understand the impact of artificial intelligence on companies gain a huge competitive advantage.

What has been the impact of artificial intelligence on companies?

Also according to Forbes , examples of artificial intelligence in companies help to understand the real impacts of this technology on business.
It helps with everything from increasing efficiency through automation to driving innovation and personalized customer experiences .
Detail: we are just getting started, as the potential is vast.
Google itself seems to have surrendered to artificial intelligence, highlighting on its Think With Google website (content in English) the impacts of solutions in this category.
In a series of interviews, experts from different areas show how AI influences sectors such as education , advertising, marketing and the work of creative professionals .
Now that we understand how artificial intelligence in companies can make a difference, let's check out the advancement of related technologies.

Machine Learning

The term artificial intelligence presupposes the existence of some type of non-human consciousness capable of not only giving answers.
Along with the development of AI, Machine Learning, which we have already mentioned, tends to gain more and more strength.
Using this technology, AI-powered solutions are capable of not only responding to complex challenges, but also learning from every interaction with people .
They can also learn from automatic data processing, as long as they are integrated into a renewable bank.
This is expected, for example, with Gemini – formerly Bard – Google's conversational AI tool that draws on the search engine's gigantic data repository.

Natural Language Processing (NLP)

None of this would be possible if this technology were incapable of understanding human language .
In this regard, Natural Language Processing (NLP) technologies will certainly evolve much more in the near future, especially because they are already capable of amazing things.
One of these capabilities is the recreation of the human voice , in exactly the same timbre as that of real, specific people.
This technology is so impressive that it is sparking debates around the ethics of using AI for dubbing in audiovisual productions – even giving voice to deceased celebrities.

Deep Learning

Human learning is not linear and, likewise, machine learning also needs to be sophisticated.
The ability to play an instrument or speak a new language, for example, requires a type of learning made up of several layers .
Deep Learning technology enables machines to learn, if not identically, then very similarly to a human being.
So much so that this is considered a sub-area of Machine Learning, dedicated to the development of highly complex solutions .
Once again, Google stands out in this area, as its translation tool is based on Deep Learning technology for improving resources.