{"id":130307,"date":"2024-08-06T13:44:24","date_gmt":"2024-08-06T12:44:24","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&#038;p=130307"},"modified":"2024-10-29T09:02:09","modified_gmt":"2024-10-29T09:02:09","slug":"bnp-paribas-artefact-at-ai-for-finance-by-artefact-transforming-commercial-banking-with-ai","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/br\/blog\/bnp-paribas-artefact-at-ai-for-finance-by-artefact-transforming-commercial-banking-with-ai\/","title":{"rendered":"BNP PARIBAS e ARTEFACT na AI for Finance by Artefact - Transformando o banco comercial com IA"},"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>C\u00fapula de IA para finan\u00e7as por Artefact - 17 de setembro de 2024 - Paris<\/p>\n<p>Principais aprendizados da discuss\u00e3o entre Pierre Ruhlmann, diretor de opera\u00e7\u00f5es do banco de varejo franc\u00eas do BNP Paribas, e Joffrey Martinez, l\u00edder global de servi\u00e7os financeiros da Artefact.<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 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-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 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\/opPEGl262fY?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-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">A estrutura de IA do BNP Paribas: Criando valor por meio de tribos e expertise<\/h2><\/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>Pierre Ruhlmann destacou como o banco estrutura suas iniciativas de IA em torno do valor. O programa \u00e9 baseado em tr\u00eas pilares: tribos que oferecem jornadas de clientes, uma f\u00e1brica de IA para solu\u00e7\u00f5es em escala e um centro de especializa\u00e7\u00e3o para avaliar o valor comercial e promover a alfabetiza\u00e7\u00e3o em IA. Essa estrutura organizacional foi implementada nos \u00faltimos quatro anos, marcando o fim da primeira fase.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Medindo o valor al\u00e9m dos retornos financeiros<\/h2><\/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);\"><p>Pierre enfatizou que o BNP Paribas mede o valor em v\u00e1rias dimens\u00f5es, n\u00e3o apenas em retornos financeiros. Embora a economia de custos e a efici\u00eancia sejam cruciais, o banco tamb\u00e9m prioriza a satisfa\u00e7\u00e3o do cliente e o envolvimento dos funcion\u00e1rios. O banco usa o Net Promoter Scores (NPS) para monitorar como os recursos de IA afetam as experi\u00eancias dos clientes. O envolvimento dos funcion\u00e1rios \u00e9 igualmente importante, garantindo que a equipe sinta os benef\u00edcios da IA, o que se alinha com o foco duplo do banco em clientes e funcion\u00e1rios.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Dimensionamento e industrializa\u00e7\u00e3o da IA<\/h2><\/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>Pierre compartilhou exemplos de como o banco dimensiona suas solu\u00e7\u00f5es de IA, especialmente em aprendizado de m\u00e1quina para pontua\u00e7\u00e3o e processamento inteligente de documentos. Embora o BNP Paribas tenha feito investimentos significativos nessas \u00e1reas, eles est\u00e3o menos maduros em projetos de IA generativa. Dois MVPs, \u201cGary\u201d e \u201cGenius Bar\u201d, est\u00e3o em desenvolvimento, com foco na gest\u00e3o de conhecimento interno e melhorias no atendimento ao cliente. Ambos os projetos precisam de mais otimiza\u00e7\u00e3o antes de serem totalmente industrializados.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Gary AI para gerenciamento de conhecimento interno<\/h2><\/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>O sistema Gary foi projetado para ajudar os funcion\u00e1rios com verifica\u00e7\u00f5es e procedimentos de produtos. Embora 90% da for\u00e7a de trabalho tenha adotado o sistema, surgiram desafios de implementa\u00e7\u00e3o, como inconsist\u00eancias na base de conhecimento em v\u00e1rios procedimentos. \u00c9 fundamental resolver essas inconsist\u00eancias antes que a solu\u00e7\u00e3o possa ser ampliada. Gary representa uma etapa crucial para melhorar os processos internos com IA.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Substitui\u00e7\u00e3o de chatbots desatualizados<\/h2><\/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);\"><p>O Genius Bar, o segundo MVP principal, tem como objetivo aprimorar o atendimento ao cliente, substituindo chatbots desatualizados por uma solu\u00e7\u00e3o de IA generativa. Com mais de um milh\u00e3o de intera\u00e7\u00f5es previstas para os pr\u00f3ximos dois anos, a industrializa\u00e7\u00e3o dessa solu\u00e7\u00e3o exige uma abordagem cautelosa. Os exerc\u00edcios de red-teaming foram essenciais para identificar problemas de seguran\u00e7a e confiabilidade, que foram corrigidos para garantir o dimensionamento suave do sistema.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">O desafio da ado\u00e7\u00e3o da IA<\/h2><\/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>Pierre enfatizou a ado\u00e7\u00e3o da IA, usando o Microsoft Copilot como exemplo. Um teste com 20 funcion\u00e1rios mostrou que, apesar do interesse inicial, metade parou de usar a ferramenta. Isso levou a um Champion Program e a um treinamento direcionado. O banco agora est\u00e1 ampliando o Copilot com cautela para garantir um bom retorno sobre o investimento.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-7 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Criar uma mentalidade cr\u00edtica de IA e lidar com os medos do trabalho<\/h2><\/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>Os desafios de ado\u00e7\u00e3o tamb\u00e9m incluem a promo\u00e7\u00e3o de uma mentalidade cr\u00edtica entre os funcion\u00e1rios para garantir que os resultados da IA sejam interpretados corretamente. Dada a natureza regulamentada do setor banc\u00e1rio, os funcion\u00e1rios precisam ser cautelosos ao confiar apenas em solu\u00e7\u00f5es geradas por IA. Pierre tamb\u00e9m abordou o medo de que a IA possa tirar empregos, assegurando aos funcion\u00e1rios que a IA aumentar\u00e1, e n\u00e3o substituir\u00e1, seu trabalho. Ele destacou o uso de testes AB para comparar o valor das tarefas realizadas com e sem IA, ajudando a promover a confian\u00e7a e a compreens\u00e3o do potencial da IA dentro da organiza\u00e7\u00e3o.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"<p>Principais aprendizados da discuss\u00e3o entre Pierre Ruhlmann, diretor de opera\u00e7\u00f5es do banco de varejo franc\u00eas do BNP Paribas, e Joffrey Martinez, l\u00edder global de servi\u00e7os financeiros da Artefact.<\/p>","protected":false},"featured_media":130308,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[21930],"blog-language":[2991],"class_list":["post-130307","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-finance","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog\/130307","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\/130308"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=130307"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-category?post=130307"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-language?post=130307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}