GenAI Cracks Brazilian Market with Productivity Promise

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Many enterprises in Brazil have overcome major concerns about generative AI and are using it to boost their productivity, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.

The 2024 ISG Provider Lens™ Generative AI Services report for Brazil finds that the rise of GenAI in 2022 and 2023 was initially greeted with fear, skepticism and organizational bans. Since then, companies have seen how problems such as hallucinations, data leaks, copyright violations and unpredictable costs can be solved.

"GenAI use cases in Brazil have delivered extraordinary results,” said Steve Hall, president and chief AI officer of ISG. "Service providers have largely removed barriers to adoption, and GenAI is poised to make enterprises more competitive.”

Companies in Brazil are implementing many applications that use GenAI’s ability to "learn” from vast amounts of structured and unstructured data, including text, images and audio, ISG says. In addition to summarizing content and answering questions about data, GenAI can build databases and generate analyses, which can include graphs and maps. One of the most valuable applications GenAI has opened up is personalized, automated customer service, which is replacing older service bots.

The technology is also changing how companies in Brazil carry out software development, the report says. It can translate legacy programming languages into modern ones, facilitating the migration of applications into cloud environments. GenAI also automates parts of the development cycle, such as generating test documentation and identifying bugs, leading to significant productivity gains.

Brazilian companies are investing in development and deployment services to minimize the challenges of rolling out GenAI, ISG says. For example, providers are helping large enterprises concerned about data breaches, hallucinations, biases and inappropriate material to implement control procedures. Many midsize companies that lack the data maturity to develop customized solutions are adopting preconfigured solutions as quick and efficient entry points to GenAI adoption.

Growing acceptance of GenAI in Brazil has also increased demand for strategy and consulting services that help enterprises integrate it into their organizations, the report says. Providers are helping large organizations identify the business problem at hand, assess the viability of GenAI as a solution and define an implementation strategy. Many midsize companies, such as law firms, are turning to providers for expert guidance in organizing and preparing their data for use with GenAI.

"Executives in Brazil want to avoid either using GenAI as a blanket solution or being too cautious and falling behind competitors,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. "Service providers can play a key role in guiding them toward success.”

The report also examines other GenAI trends affecting Brazilian enterprises, including the advent of digital agent generation platforms and considerations for GenAI in highly regulated industries.

For more insights into the GenAI-related challenges facing enterprises in Brazil, as well as ISG’s advice for charting a path forward, see the ISG Provider Lens™ Focal Points briefing here.

The 2024 ISG Provider Lens™ Generative AI Services report for Brazil evaluates the capabilities of 37 providers across four quadrants: Strategy and Consulting Services — Large Providers, Strategy and Consulting Services — Midsize Providers, Development and Deployment Services — Large Providers and Development and Deployment Services — Midsize Providers.

The report names A3Data, Accenture, BRQ, CI&T, Compass UOL, Deal, Inmetrics, Logicalis, MadeInWeb, NTT DATA, Peers and Stefanini as Leaders in two quadrants each. It names Deloitte and TIVIT as Leaders in one quadrant each.

In addition, BRLink is named as a Rising Star — a company with a "promising portfolio” and "high future potential” by ISG’s definition — in two quadrants. DXC Technology and GFT are named as Rising Stars in one quadrant each.

Customized versions of the report are available from A3Data, BRQ, MadeInWeb, Peers and TIVIT.

In the area of customer experience, HCLTech is named the global ISG CX Star Performer for 2024 among GenAI service providers. HCLTech earned the highest customer satisfaction scores in ISG's Voice of the Customer survey, which is part of the ISG Star of Excellence™ program, the premier quality recognition for the technology and business services industry.

The 2024 ISG Provider Lens™ Generative AI Services report for Brazil is available to subscribers or for one-time purchase on this webpage.

About ISG Provider Lens™ Research

The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Mexico, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage.

About ISG

ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 900 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including AI, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,600 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.

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