Relatórios de tendência de inteligência artificial: uma análise de conteúdo pela perspectiva estratégica

Abstract

Digital transformation has become established as a strategic factor for organizational competitiveness, especially considering the advancement of emerging technologies such as Artificial Intelligence (AI). In this context, Generative Artificial Intelligence stands out as a key driver of digital transformation due to its ability to create content, automate processes, and support decision-making. This study aims to analyze how trend reports address the application of Generative Artificial Intelligence in the context of microenterprises, considering its functionalities, benefits, and limitations. To this end, a qualitative approach of an exploratory and descriptive nature was adopted, using documentary analysis as the methodological procedure. The research corpus consisted of 20 trend reports on Artificial Intelligence published between 2023 and 2025, which were analyzed using content analysis technique. The results indicate that AI has the potential to optimize processes, automate tasks, support management, improve customer service, and increase productivity while optimizing managers’ time. However, the adoption of this technology remains limited and faces challenges such as the shortage of qualified professionals, lack of system integration, financial constraints, and legal and ethical concerns related to data use. Therefore, although Generative Artificial Intelligence represents an important opportunity for microenterprises, its effective implementation requires strategic planning, professional training, technological integration, and the establishment of ethical and legal guidelines in order to ensure sustainable and effective value creation for businesses.