{"id":123702,"date":"2024-07-30T12:17:02","date_gmt":"2024-07-30T11:17:02","guid":{"rendered":"https:\/\/www.artefact.com\/blog\/orange-france-orange-spain-and-google-cloud-at-the-adopt-ai-summit-reinventing-customer-relationships-in-telco\/"},"modified":"2024-09-24T14:29:54","modified_gmt":"2024-09-24T13:29:54","slug":"orange-france-orange-spain-and-google-cloud-at-the-adopt-ai-summit-reinventing-customer-relationships-in-telco","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/br\/blog\/orange-france-orange-spain-and-google-cloud-at-the-adopt-ai-summit-reinventing-customer-relationships-in-telco\/","title":{"rendered":"Orange Fran\u00e7a, Orange Espanha e Google Cloud na C\u00fapula Adopt AI \u2013 Reinventando as rela\u00e7\u00f5es com os clientes no setor de telecomunica\u00e7\u00f5es"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 description\" style=\"--awb-text-color:var(--awb-color5);--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Principais aprendizados da discuss\u00e3o com Frederic Decaudin, Head of Data, Solutions &amp; AI Customer Engineers do Google Cloud, Anne-Laure Commault, Chief Digital, Data &amp; AI officer da Orange France, e Thibault Bonneton, Chief Digital Officer da Orange Spain, no Adopt AI Summit by Artefact - 5 de junho de 2024<\/p>\n<p>Perguntas feitas por Justine Nerce, Managing Partner e Artefact.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type button-primary-medium\" style=\"--button_text_transform:var(--awb-custom_typography_2-text-transform);--button_font_size:var(--awb-custom_typography_2-font-size);--button_line_height:var(--awb-custom_typography_2-line-height);--button_typography-letter-spacing:var(--awb-custom_typography_2-letter-spacing);--button_typography-font-family:var(--awb-custom_typography_2-font-family);--button_typography-font-weight:var(--awb-custom_typography_2-font-weight);--button_typography-font-style:var(--awb-custom_typography_2-font-style);\" target=\"_self\" data-hover=\"text_slide_down\" href=\"https:\/\/report.artefact.com\/l\/597421\/2024-06-27\/j2zzq7?utm_source=artefact.com&amp;utm_medium=website&amp;utm_campaign=2024-06-FR-REPORT-ADOPTAI&amp;utm_content=\" rel=\"noopener\"><div class=\"awb-button-text-transition  awb-button__hover-content--centered\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:670px;--awb-max-height:377px;--awb-align-self:center;--awb-width:100%;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/FjB_OkULHws?wmode=transparent&autoplay=0\" width=\"670\" height=\"377\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A Orange France lida com 70 milh\u00f5es de intera\u00e7\u00f5es com clientes anualmente, sendo 25 milh\u00f5es por meio de chamadas e 5 milh\u00f5es por meio de conversas por escrito. <strong>A empresa enfatiza os canais digitais, sendo que 100 milh\u00f5es de intera\u00e7\u00f5es s\u00e3o digitais.<\/strong> O objetivo \u00e9 otimizar os custos, melhorar a satisfa\u00e7\u00e3o do cliente e aumentar a receita por meio de agentes internos especializados com foco em conhecimentos espec\u00edficos.<\/p>\n<\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><blockquote>\n<div class=\"quote\">\u201cCome\u00e7amos com a IA e agora estamos aprimorando o caso de uso com a IA generativa para melhorar as mensagens e recomenda\u00e7\u00f5es que enviamos aos clientes, resultando em maiores taxas de cliques e transforma\u00e7\u00e3o.\u201d<\/div>\n<div class=\"quote-baseline\">Anne-Laure Commault, diretora de Digital, Data e IA da Orange France<\/div>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p><strong>O Google Cloud oferece suporte \u00e0s empresas de telecomunica\u00e7\u00f5es em todo o mundo para superar os desafios do atendimento ao cliente, implementando casos de uso avan\u00e7ados de IA.<\/strong> Isso inclui infobots de \u00faltima gera\u00e7\u00e3o, assist\u00eancia a agentes reais e an\u00e1lises aprimoradas para melhorar o conte\u00fado. Os aplicativos de IA tamb\u00e9m se estendem ao marketing, \u00e0 gera\u00e7\u00e3o de conte\u00fado personalizado e ao planejamento de capacidade no gerenciamento de rede.<\/p>\n<\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p><strong>A Orange Spain priorizou as melhorias no atendimento ao cliente orientadas por IA, com foco em agentes aumentados.<\/strong> Eles implementaram tr\u00eas casos de uso principais de IA: resumos inteligentes para ajudar os agentes a gerenciar v\u00e1rias conversas, um copiloto de bate-papo semelhante ao GPT que fornece respostas sugeridas e informa\u00e7\u00f5es t\u00e9cnicas e a hiperpersonaliza\u00e7\u00e3o das intera\u00e7\u00f5es com os clientes, que analisa as conversas di\u00e1rias para extrair insights e melhorar o atendimento.<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><blockquote>\n<div class=\"quote\">\u201cA confiabilidade da IA melhorou muito no \u00faltimo ano, mas, ainda assim, esses s\u00e3o sistemas que, por padr\u00e3o, por design, s\u00e3o probabil\u00edsticos.\u201d<\/div>\n<div class=\"quote-baseline\">Thibault Bonneton, Diretor Digital da Orange Espanha<\/div>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p><strong>A IA generativa transformou o gerenciamento do relacionamento com o cliente na Orange France.<\/strong> Eles desenvolveram mecanismos de recomenda\u00e7\u00e3o e infobots, que foram integrados em v\u00e1rios canais, incluindo lojas e interfaces digitais. Essa abordagem resultou em melhorias significativas na receita, nas taxas de cliques e nas taxas de convers\u00e3o de clientes. Eles tamb\u00e9m utilizaram a IA para gerar mensagens personalizadas, aumentando o envolvimento do cliente.<\/p>\n<\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p><strong>Os desafios na implementa\u00e7\u00e3o da IA para atendimento ao cliente incluem garantir alta confiabilidade e criar confian\u00e7a nos sistemas de IA.<\/strong> A plataforma Vertex AI do Google Cloud oferece solu\u00e7\u00f5es como gerenciamento de modelos, grandes janelas de contexto para enviar mais data aos modelos e fundamentar os resultados de IA com o Google Search para aumentar a precis\u00e3o. A industrializa\u00e7\u00e3o e a supervis\u00e3o s\u00e3o essenciais para manter a precis\u00e3o e a efic\u00e1cia das implementa\u00e7\u00f5es de IA.<\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type button-primary-medium\" style=\"--button_text_transform:var(--awb-custom_typography_2-text-transform);--button_font_size:var(--awb-custom_typography_2-font-size);--button_line_height:var(--awb-custom_typography_2-line-height);--button_typography-letter-spacing:var(--awb-custom_typography_2-letter-spacing);--button_typography-font-family:var(--awb-custom_typography_2-font-family);--button_typography-font-weight:var(--awb-custom_typography_2-font-weight);--button_typography-font-style:var(--awb-custom_typography_2-font-style);\" target=\"_self\" data-hover=\"text_slide_down\" href=\"https:\/\/report.artefact.com\/l\/597421\/2024-06-27\/j2zzq7?utm_source=artefact.com&amp;utm_medium=website&amp;utm_campaign=2024-06-FR-REPORT-ADOPTAI&amp;utm_content=\" rel=\"noopener\"><div class=\"awb-button-text-transition  awb-button__hover-content--centered\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>A Orange France lida com 70 milh\u00f5es de intera\u00e7\u00f5es com clientes anualmente, sendo 25 milh\u00f5es por meio de chamadas e 5 milh\u00f5es por meio de conversas por escrito. A empresa enfatiza os canais digitais, sendo que 100 milh\u00f5es de intera\u00e7\u00f5es s\u00e3o digitais. Seu objetivo \u00e9 otimizar os custos, melhorar a satisfa\u00e7\u00e3o do cliente e aumentar a receita por meio de agentes internos especializados com foco em conhecimentos espec\u00edficos.<\/p>","protected":false},"featured_media":123703,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[21936],"blog-language":[2991],"class_list":["post-123702","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-telecommunications","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog\/123702","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/123703"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=123702"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-category?post=123702"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-language?post=123702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}