Synthetic Intelligence is a trending matter globally, with many industries adopting and creating new functions of the expertise. LATAM is not any exception to this development, and whereas AI is blossoming in LATAM, there are nonetheless some challenges to contemplate.
Welcome to our first article in a collection devoted to synthetic intelligence in LATAM. This collection is meant to discover perceptions and utilization of AI within the area throughout completely different industries, higher perceive alternatives and limitations of the expertise, and present examples of how AI has been applied to this point. To start out this collection off, we sat down with Diana Pareja to debate AI’s evolution and its present standing in LATAM. Diana Pareja is a market analysis skilled and former professor on the Universidad de los Andes in Colombia. Diana has been finding out the implementation of AI in Latam for the previous a number of years.
The evolution of AI in LATAM.
Based on Diana, AI will not be one thing new or just lately found.
Quite a few industries have efficiently included AI into their automation processes, with info expertise (IT) being a main instance. The implementation of automated techniques has vastly elevated effectivity and productiveness, leading to streamlined operations and value financial savings.
AI has, nevertheless, skilled vital development over the previous decade because of the event of latest applied sciences. In newer years, AI has been a part of a advertising and marketing growth due to the launch of simply accessible instruments, like ChatGPT.
Diana: “With the current launch of ChatGPT, AI has had a variety of advertising and marketing and has been made extra accessible to everybody. These days, AI is taking extra relevance in all conversations, in any respect ranges and is including a variety of worth in lots of corporations and industries.
Many corporations in LATAM have used AI for years with out even realizing it as a result of their large expertise suppliers, resembling Fb, SAP, Monday.com, and others, these instruments all of us have heard of, had been already utilizing it as a part of their processes.”
Statistics concerning the rising curiosity in AI inside Latin America.
Information point out that ChatGPT has been positively adopted in LATAM. Based on Statista (2023), Brazil leads the rating of Latin American and Caribbean international locations with the best variety of visits to ChatGPT, with greater than 70 million visits registered between January 2023 and March 2023 alone. It’s intently adopted by Colombia and Mexico, with figures near 60 million visits. On a worldwide scale, these figures place the three international locations among the many prime 20 customers of this platform, accounting for two.2%, 1.9%, and 1.7% of its world visitors, respectively.
Adoption of AI in several industries
Based on Forbes (2023) and their article about AI-generated content material in Latin America, AI adoption is properly on its manner within the area. A current survey by IDC estimates that AI adoption averages 45% throughout the area, with Brazil main with 63% of corporations utilizing the expertise.
Firms in LATAM are investing in AI improvement and discovering strategic companions to assist them embrace technological modifications.
Diana: “Working with AI helps corporations be extra environment friendly, enhance the standard of the method, and get monetary savings in the long run. Moreover, many corporations need to be pioneers in relation to expertise, so this encourages them to embrace AI.
Particularly in LATAM, Brazil is among the main international locations by way of AI software, improvement, and laws as a pure results of the a number of tech corporations which have established their headquarters on this nation.”
With regards to particular industries adopting AI, Diana spoke about banking, training, and advertising and marketing and promoting.
Diana: “Banking is among the many leaders in AI utilization within the area. AI is efficacious for safety measures, like figuring out fraud and pretend profiles. And lots of corporations within the area have developed specialised safety software program to promote all over the world.”
At this time, many monetary establishments in LATAM promote their services and products by digital channels, and with the assistance of AI, they will now implement focused methods to help clients primarily based on their recognized monetary wants and behaviors.
Schooling has additionally begun adapting to AI as a sector.
Diana: “The training sector has developed to face the challenges of the AI revolution, and [AI] is presently being applied in lots of areas inside universities and different greater training establishments. This was anticipated contemplating that training should adapt to the worldwide challenges.”
Many universities are presently selling the inclusion of AI in lecture rooms as a part of their tutorial program. Professors aren’t solely educating about AI, but in addition utilizing it to assist their college students’ studying course of. Universities themselves are additionally making the most of AI to make their administrative processes extra environment friendly.
Diana: “A number of universities are even establishing partnerships with tech corporations to assist develop and promote AI utilization.”
With regards to advertising and marketing and promoting, AI is utilized to create focused methods primarily based on a number of standards, design higher advertisements, and analyze the effectiveness of the funding in several media to enhance price range spend (Neria, 2023).
AI out there analysis business:
Diana: “AI is fed by knowledge, and the market analysis business is a knowledge business, which implies that we are able to contemplate ourselves part of those that must be making the most of AI and implementing it in as lots of our processes as we are able to.
I’ve performed some exams utilizing AI instruments to make the questionnaires adapt to the questions requested within the in-depth interviews, in keeping with the solutions given by the contributors, and to have a degree of dialog similar to what a pollster or a moderator of in-depth interviews may have.
The reality is that the outcomes are spectacular. Typically I’d say that it nearly does higher than an individual. So, we have now some very attention-grabbing potential efficiencies.”
Nonetheless, knowledge bias is among the greatest dangers of utilizing AI in MR. Many individuals count on that utilizing AI to research knowledge or info would remove researcher bias, however it may have the other impact because the evaluation could also be impacted by the AI engine utilized and its personal info sources, the AI studying mannequin, and normal web conversations across the matter (Dakduk & Acevedo, 2023).
We nonetheless want a human researcher perspective to validate that the output is sensible contemplating the market context, and that the outcomes aren’t detrimentally impacted by unverified sources.
Limitations to accelerating the adoption of AI in LATAM
Diana: “We’d like skilled minds to make use of AI in all industries, and we have now wonderful universities that may begin occupied with utilizing AI in lots of areas inside completely different corporations. Nonetheless, after the pandemic, inflation is affecting varied markets, and plenty of corporations are limiting their price range to spend money on coaching in new applied sciences. I hope that may begin altering within the subsequent 12 months.”
Massive multinational corporations can play a big function in accelerating the adoption of AI within the area.
Diana: “In LATAM, many small and medium measurement corporations present assist companies to large corporations. I believe they need to associate up and work towards exploring the utilization of the expertise collectively.”
Moreover, there appears to be an inner notion that LATAM is behind different areas on this planet in relation to expertise.
Diana: “We have to change that mind-set and present that we’re able to creating best-in-class expertise.”
The present surroundings presents a wonderful alternative to indicate the world our nice capabilities.
Given the present and potential utilization of AI in LATAM, having an moral strategy and utilizing the expertise responsibly and positively is crucial, and all of us should promote its correct utilization throughout completely different eventualities.
Diana invitations everybody in Latin America to grab this pivotal second, embrace positivity, take satisfaction of our achievements, and acknowledge the constructive affect of AI within the area and worldwide.
About Diana Pareja:
Diana is a market researcher with over 17 years of expertise. She holds skilled levels in Anthropology and Enterprise Administration from Universidad de los Andes and a grasp’s diploma from Toulouse Enterprise Faculty. She has labored at Quala, Ipsos, and Nielsen, and based DEEP Market Analysis twelve years in the past. Presently, she runs the corporate and has been a professor at Los Andes College since 2013.
