{"id":26455,"date":"2022-04-19T19:45:50","date_gmt":"2022-04-19T19:45:50","guid":{"rendered":"https:\/\/building.nubank.com\/artificial-intelligence-applied-to-financial-services\/"},"modified":"2024-02-22T17:17:33","modified_gmt":"2024-02-22T17:17:33","slug":"inteligencia-artificial-aplicada-a-servicos-financeiros","status":"publish","type":"post","link":"https:\/\/building.nubank.com\/pt-br\/inteligencia-artificial-aplicada-a-servicos-financeiros\/","title":{"rendered":"Intelig\u00eancia artificial aplicada a servi\u00e7os financeiros"},"content":{"rendered":"\n

Fazer a diferen\u00e7a na vida das pessoas e empoder\u00e1-las para que tomem as melhores decis\u00f5es financeiras \u00e9 o principal est\u00edmulo de uma transforma\u00e7\u00e3o nos servi\u00e7os financeiros \u2013 ou, no m\u00ednimo, deveria inspirar as empresas que almejam gerar um impacto significativo. No passado, a primeira fagulha dessa revolu\u00e7\u00e3o foi acesa pelos smartphones, que desencadearam a primeira onda de fintechs ao colocar um computador no bolso das pessoas. <\/p>\n\n\n\n

Mas o que vir\u00e1 a seguir? Como muitos devem imaginar, o Open Banking no Brasil<\/strong> iniciou um novo cap\u00edtulo dessa revolu\u00e7\u00e3o e tem como componente fundamental o uso respons\u00e1vel dos dados. <\/p>\n\n\n\n

O papel da Intelig\u00eancia Artificial no Nubank<\/h2>\n\n\n\n

Contudo, ao lado de um amplo leque de novas possibilidades, o Open Banking tamb\u00e9m traz novos desafios. O acesso, em conformidade com as regulamenta\u00e7\u00f5es, a dados de diferentes institui\u00e7\u00f5es financeiras n\u00e3o tem utilidade sem uma profunda compreens\u00e3o desses mesmos dados, capaz de extrair sinais de ru\u00eddo. <\/p>\n\n\n\n

\u00c9 aqui que entra a intelig\u00eancia artificial e o aprendizado de m\u00e1quina. Eles ajudam empresas inovadoras a limpar, padronizar e classificar todo o hist\u00f3rico de transa\u00e7\u00f5es para depois gerar insights sobre padr\u00f5es financeiros<\/strong> e jornadas de clientes para benefici\u00e1-los.<\/p>\n\n\n\n

H\u00e1 quase nove anos, o Nubank<\/a> encabe\u00e7ou a constru\u00e7\u00e3o de produtos e experi\u00eancias digitais superiores e enfrentou a complexidade com a transpar\u00eancia, redefinindo o que significar ser cliente de um banco<\/a>. Hoje, n\u00f3s vemos um potencial quase ilimitado para gerar valor neste novo paradigma tamb\u00e9m com base na intelig\u00eancia de dados transacionais. <\/p>\n\n\n\n

A integra\u00e7\u00e3o de clientes, decis\u00f5es de cr\u00e9dito e preven\u00e7\u00e3o de fraudes s\u00e3o as principais experi\u00eancias em potencial a serem reformuladas, que tamb\u00e9m abarcam a cria\u00e7\u00e3o de uma experi\u00eancia aut\u00f4noma e a melhoria do atendimento ao cliente, opera\u00e7\u00f5es, seguran\u00e7a, vendas cruzadas, upselling e muito mais.  Tudo isso ao mesmo tempo em que permanecemos fi\u00e9is ao nosso compromisso com a prote\u00e7\u00e3o de dados e com o empenho para melhores pr\u00e1ticas \u00e9ticas de IA.<\/p>\n\n\n\n

E por que esses novos servi\u00e7os s\u00e3o t\u00e3o relevantes no cen\u00e1rio atual?\u00a0<\/h2>\n\n\n\n

\u00c9 um fato conhecido que muitos brasileiros t\u00eam problemas financeiros. Sessenta milh\u00f5es deles, o que representa 40% da popula\u00e7\u00e3o adulta, possuem o nome sujo no Serasa, como costumamos dizer. A situa\u00e7\u00e3o se agravou durante a pandemia de Covid-19, com 52% afirmando que estavam estressados com seus gastos e compromissos financeiros. <\/p>\n\n\n\n

Apenas 21% afirmaram que sempre ou quase sempre guardam dinheiro, enquanto 44% guardam raramente ou nunca, de acordo com o Serasa<\/em><\/a>: <\/em>Pesquisa Mapa da Inadimpl\u00eancia e Renegocia\u00e7\u00e3o de D\u00edvidas no Brasil<\/em> .<\/p>\n\n\n\n

Dito isso, o aprendizado de m\u00e1quina \u00e9 uma ferramenta valiosa para expandir produtos de cr\u00e9dito de forma respons\u00e1vel enquanto dedicamos tempo para entender as dificuldades e aspira\u00e7\u00f5es dos clientes, educ\u00e1-los para que lidem com esses problemas e elaborar solu\u00e7\u00f5es financeiras para eles. <\/p>\n\n\n\n

A intelig\u00eancia artificial pode nos ajudar a alcan\u00e7ar a mesma experi\u00eancia de cliente em larga escala por meio da personaliza\u00e7\u00e3o, recomenda\u00e7\u00e3o de produtos e ferramentas para uma a forma\u00e7\u00e3o de h\u00e1bitos positivos e orienta\u00e7\u00e3o financeira. <\/p>\n\n\n\n

Por fim, n\u00f3s queremos um ecossistema alimentado por IA<\/strong> para o bem-estar financeiro que seja t\u00e3o bem desenvolvido e proveitoso quanto o ecossistema de bem-estar dos clientes \u00e9 hoje \u2013 levando em considera\u00e7\u00e3o os mais altos padr\u00f5es de privacidade e prote\u00e7\u00e3o de dados, e tendo em mente as aspira\u00e7\u00f5es e necessidades das pessoas que se beneficiam com os nossos servi\u00e7os.  <\/p>\n\n\n\n

A revolu\u00e7\u00e3o de dados pode promover a autonomia dos clientes<\/h2>\n\n\n\n

Em poucas palavras, imagine um banco capaz de, entre outras coisas, prever liquidez, iliquidez e eventos de gasto para fornecer ofertas, conselhos e experi\u00eancias personalizadas. Imagine um app capaz de, antes do dia do seu pagamento, aconselhar que voc\u00ea invista uma porcentagem do dinheiro com base no seu potencial de economia daquele per\u00edodo, ou antes do cheque especial causar uma lacuna de fluxo de caixa na sua conta, oferecer uma linha de cr\u00e9dito pessoal de curto prazo.  <\/p>\n\n\n\n

Esses s\u00e3o apenas pequenos exemplos de como a revolu\u00e7\u00e3o de dados pode promover a autonomia dos clientes e orient\u00e1-los, usando suas pr\u00f3prias informa\u00e7\u00f5es, a tomar decis\u00f5es conscientes.<\/p>\n\n\n\n

No Nubank, estamos come\u00e7ando uma jornada para extrair sentido de transa\u00e7\u00f5es banc\u00e1rias ao aplicar t\u00e9cnicas distintas de IA e aprendizado de m\u00e1quina. Ao usar modelos supervisionados e n\u00e3o supervisionados de aprendizado de m\u00e1quina para classificar essas transa\u00e7\u00f5es, n\u00f3s pretendemos fornecer ideias relevantes para que m\u00e1quinas e clientes possam compreender essas informa\u00e7\u00f5es e agir com base nelas.<\/p>\n\n\n\n

Por exemplo: Daniel foi ao mercado\u00a0<\/h2>\n\n\n\n

Vamos usar como exemplo uma transa\u00e7\u00e3o de cart\u00e3o de cr\u00e9dito t\u00edpica: o cliente Daniel fez compras no mercado. Nossos modelos primeiro separam a descri\u00e7\u00e3o da transa\u00e7\u00e3o em sublinhas que representam informa\u00e7\u00f5es como processador de pagamento, nome do comerciante, localiza\u00e7\u00e3o da loja e n\u00famero de parcelas. <\/p>\n\n\n\n

Em seguida, eles limpam, categorizam e enriquecem esses pequenos fragmentos de informa\u00e7\u00e3o ao pesquisar no nosso banco de dados as palavras e conceitos associados. A partir dessas informa\u00e7\u00f5es, as m\u00e1quinas podem prever novas transa\u00e7\u00f5es e fazer recomenda\u00e7\u00f5es personalizadas para que Daniel gaste menos e economize mais em compras futuras. Como resultado, n\u00f3s utilizamos o poder de dados de alta qualidade para ajudar os clientes a melhorar suas decis\u00f5es financeiras cotidianas.<\/p>\n\n\n\n

No fim, o cliente sempre deve estar na base das nossas decis\u00f5es corporativas, n\u00e3o importa qual revolu\u00e7\u00e3o tecnol\u00f3gica estejamos vivenciando. Agora, temos a oportunidade de criar uma experi\u00eancia aut\u00f4noma para dispositivos m\u00f3veis feita sob medida para as necessidades de cada cliente, em tempo real. Isso significa responder aos eventos dos clientes na mesma hora e possibilitar que os desenvolvedores construam rapidamente, criem, treinem e implementem o aprendizado de m\u00e1quina amparados por uma estrutura mais leve e mais r\u00e1pida. <\/p>\n\n\n\n

Os resultados desse casamento perfeito est\u00e3o logo \u00e0 frente. Voc\u00eas est\u00e3o preparados para o pr\u00f3ximo cap\u00edtulo?<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"

Novas ferramentas logo gerar\u00e3o mais valor com base na intelig\u00eancia de dados transacionais, possibilitando que empresas inovadoras elaborem ideias sobre padr\u00f5es e jornadas de clientes para benefici\u00e1-los.<\/p>\n","protected":false},"author":178110144,"featured_media":24246,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[2503,2502],"tags":[2541,2540,2855],"ppma_author":[2368],"class_list":["post-26455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-data-science-machine-learning-pt-br","tag-inteligencia-artificial","tag-machine-learning-pt-br","tag-thinking-tech-pt-br"],"acf":[],"yoast_head":"\nArtificial intelligence applied to financial services - 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