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Bradesco: o longo caminho das pedras da inteligência artificial

No IT Forum TrancosoFernando Freitasdo Bradescomostrou o extenso planejamento do banco para o uso de IA

Publicado: 26/04/2022 às 14:18

Marcelo Gimenes Vieira

Leitura 3 minutos

Fernando Freitassuperintendente executivo de inovação do Bradesco. Foto: IT Mídia — Foto: Fernando Freitassuperintendente executivo de inovação do Bradesco. Foto: IT Mídia

Apresentada ao mundo em meados de 2018a Biado Bradescoagora é muito mais do que uma assistente de atendimento. Um roadmap de evolução foi desenhado pelo banco desde a concepção do projetoe a caminhada rumo a esse objetivo é parte de uma extensa agenda de pesquisa e desenvolvimento da instituição financeira.

Quem lidera o esforço é Fernando Freitassuperintendente executivo do departamento de pesquisa e inovação do Bradesco – que tem entre outras iniciativas sob seu comando o inovabraecossistema de aceleração e fomento de startups. O executivo esteve no IT Forum Trancoso 2022 e detalhou parte considerável das iniciativas sob sua gestão aos CIOs presentes.

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“Quando falamos de IA em grande escala [o objetivo é] para fazer impacto na receita. Como isso impacta o negócio? As implicações para cada indústria são diferentes. No Bradescoa gente pensa em experiência do clienteeficiência e como gerar dinheiro”resumiu o executivo.

Segundo Freitasa Bia surgiu de um trabalho conjunto com a IBM (usando como base o Watson)com apoio acadêmico do Instituto de Tecnologia de Massachusetts (ou MITna sigla em inglês). O objetivo era permitir que o cliente interagisse com o banco por meio de um assistente capaz de dialogar e entender o que o cliente precisapara então fazer o trabalho transacional.

“Mas o trabalho não foi linear”disse o superintendente. “Fizemos um trabalho com o MIT para entender o que um assistente virtual deve ter para atender o clientequais problemas ela deve solucionar. Ainda estamos trabalhando para implementar tudo o que foi planejado.”

Os primeiros passos da Bia foram para auxiliar funcionários do banco com relação aos produtosde modo a reduzir a necessidade de uma central de atendimento. Depois ela passou a ser usada para atender também o cliente finale hoje é capaz de ofertar crédito com mais precisão para cada clientealém de outras operaçõescomo desbloquear cartões para uso no exterior etc. Tudo de acordo com o canal usado pelo cliente – sendo o mobile o atual preferido do público.

“O investimento da Bia vem escalandohoje é dez vezes maior do que quando começamos”disse o executivo.

Inovação e fronteiras

Segundo Freitasquando se pensa em inovaçãoa experiência do cliente em canais digitais conta muito. Existem serviços que o cliente prefere ter na tela (seja do celular ou do computador) ao invés de escutar uma resposta por áudio – investimentospor exemplo.

“Mas quando pensamos no futuro e pensamos no metaversoessa poderá ser a solução. Vamos ter a Bia no metaverso”adiantou o executivo. “Uma coisa que o nosso time decidiu é que a Bia não será humana. Não vamos transformar a IA em [um ser] humano.”

Parte do esforço em inteligência artificial do banco vem com ajuda de parceirosseja de startups do inovabra ou grandes fornecedores. Itens tecnológicos importantes como biometriarecuperação de créditogestão de manifestaçõesextração de dados de documentossatisfação do clientecontratação de funcionário e proteção à lavagem de dinheiro são atualmente executados com ajuda de terceiros.