OS IMPACTOS DO USO DE INTELIGÊNCIA ARTIFICIAL PARA EMPRESAS DE PEQUENO PORTE

Abstract

This work aims to investigate the potential and challenges of applying Artificial Intelligence (AI) in predictive analysis in Small Businesses (EPPs). Through a literature review, we explored how AI can promote process optimization, personalization of the customer experience and strategic decision making. The research addressed the benefits of AI in crucial areas for retail, such as inventory management, demand forecasting, customer segmentation and fraud detection, using examples of tools and techniques such as Machine Learning, Deep Learning, and Natural Language Processing. However, the study also identifies the challenges faced by SMEs in adopting AI, including the scarcity of financial resources and qualified personnel, the lack of maturity in data management, resistance to cultural change, and the scarcity of applied research on the subject in the Brazilian context. The literature analysis reveals a significant gap in case studies and empirical research investigating the reality of AI application in retail SMEs in Brazil. The work has concluded that, despite the challenges, AI presents a transformative potential for retail SMEs, and overcoming existing obstacles is crucial for these companies to thrive in an increasingly digital and competitive landscape.