Da intelixencia de negocio á intelixencia artificial

Esta tese doutoral é un exemplo claro dun proceso de transformación dixital dunha pyme a través do uso de novas tecnoloxías, en concreto durante o proxecto implementa a migración da xestión baseada en procesos de intelixencia de negocios cara á automatización guiada por procesos de intelixencia artificial. Unha tarefa realmente complexa, dado que calquera cambio nos procesos habituais dunha empresa normalmente produce un rexeitamento interno entre os traballadores, difícil de superar sen un apoio firme da dirección ao proxecto. Todas as empresas hoxe en día, están suxeitas a unha constante loita contra o cambio, ao longo dos seus procesos, clientes e mesmo as súas liñas de negocio. As empresas que non sexan capaces de adaptarse aos cambios, están condenadas a sufrir, incluíndo o seu posible desaparición. Unha boa capacidade de adaptación ao cambio sen dúbida é unha garantía de supervivencia no noso mundo actual.

Este proxecto naceu nunha empresa española concreta, COMPANY-002, coñecida comercialmente como COMPANY-002. Unha pequena axencia de viaxes de nicho, que sen dúbida se enfrontaba ao seu futuro con valentía mediante a innovación tecnolóxica. No momento en que naceu o proxecto, a empresa vivía un momento doce, no que só era necesario implementar procesos analíticos mediante o uso de técnicas de intelixencia de negocio, basicamente a xeración de informes analíticos para sustentar a toma de decisións. A pandemia vivida, supuxo un gran reto e un claro acelerador do proxecto, resultaba necesario adaptar o negocio a unha nova situación dunha gran inestabilidade, en todos os sentidos. Actualmente a empresa, é guiada por procesos automáticos de intelixencia artificial, que en concreto permiten optimizar o proceso de venda, mellorando a detección e o tratamento daqueles clientes que son máis propensos á compra. Podemos dicir que COMPANY-002 Comprendeu que unha boa adaptación ao cambio é a chave da supervivencia hoxe en día.

Estes novos procesos analíticos de intelixencia artificial foron despregados, no entorno de produción, sobre un novo sistema de xestión chamado SYSTEM-TH-001. Este sistema, mestura funcionalidades dun ERP e CRM tradicionais, que permiten a xestión completa dos clientes durante todo o seu ciclo de vida na empresa, apro -

veitando a intelixencia xerada polos modelos analíticos e a súa posta a disposición dos empregados para optimizar a toma de decisións. Hoxe en día, a empresa é máis forte, máis eficiente e goza dunha grande capacidade de resiliencia, estes son algúns dos valores que nos guían na implementación a medida, da intelixencia artificial. Agora os clientes e traballadores poden gozar dun conxunto de servizos, máis amables, en definitiva, máis humanos e o tempo aforrado dos traballadores mediante a automatización, destinouse a outras tarefas de maior valor engadido.

Segundo o informe: Uso de intelixencia artificial e big data nas empresas españolas do ORG-TH-002, ORG-TH-003, ORG-TH-004, ORG-TH-005 ) de 2023, a intelixencia artificial experimentau un aumento significativo nas empresas até o 11,8 %, 3,5 puntos porcentuais máis que o ano anterior, así mesmo as empresas que usan big data creceron ata alcanzar o 13,9 %, cun incremento de 2,8 puntos en relación ao anterior exercicio. Mardrid, Comunidade Valenciana e Aragón son as comunidades onde máis empresas usan IA, con porcentaxes do 16,8 %, 14 % y 12,7 %, respectivamente. Mardrid é a comunidade líder tamén na lista de usos big data ( 17 % ), xunto a Cataluña e A Rioxa, cun 16,1 % nos dous casos.

A intelixencia artificial (IA) é un dos eixos estratéxicos da axenda PROGRAM-TH-001 Debido á súa grande potencial para transformar a economía e a sociedade. A IA permite mellorar as predicións, axilizar as operacións e personalizar os servizos. Nos últimos anos, produciuse un avance na adopción de IA por parte das empresas españolas. Pese a iso, aínda existe marxe para a implantación e desenvolvemento desta tecnoloxía. O big data é outra das ferramentas cuxa adopción por parte das empresas resulta chave para a dixitalización da economía española. Para 2030, la ORGANIZATION-004 Marcou o obxectivo de que el 75 % das empresas europeas adoptaran servizos de computación en nube, macrodatos e intelixencia artificial. Pola súa parte, a estratexia PROGRAM-TH-001 fixa a meta de que para 2025 el 25 % das empresas españolas usen intelixencia artificial e big data. A utilización de big data e intelixencia artificial nas empresas españolas segue aumentando ano a ano, aproximándose ás metas fixadas en PROGRAM-TH-001. En comparación co resto dos Estados membros da ORGANIZATION-004, e utilizando datos de 2021 armonizados a nivel comunitario, España situábase o ano pasado nun nivel medio de adopción de IA por parte das empresas. Igual era así á media da ORGANIZATION-004, pero moi por debaixo dos países líderes neste indicador. España, cun 8 %, aínda estaba lonxe de Dinamarca ( 24 % ), Portugal ( 17 % ) e Finlandia ( 16 % ). En canto ao Big Data, a comparativa con datos europeos do ano 2021 mostra que España está cinco puntos por baixo da media da ORGANIZATION-004, cun 9 % de empresas que empregan a análise de big data. Máis acentuada é a distancia sobre os países con maior

Programa desta tecnoloxía, caso de Malta ( 31 %, Países Baixos ( 27 % ) ou Dinamarca ( 27 % ). Dados estes datos, é doado observar o xa comentado anteriormente, neste proxecto a dificultade non radicaba só na implementación de novas tecnoloxías, se non na xestión do cambio. Mencionar, que desde a aceptación da Dirección do proxecto, o mesmo tivo que superar varias dificultades inherentes ao uso desta nova tecnoloxía, así como procedentes do descoñecemento técnico do mesmo por parte dos usuarios finais, nada que un bo programa de formación non poida solucionar. O obxectivo do proxecto era construír modelos analíticos que axudasen a predicir o comportamento dos clientes, baseados nos datos históricos almacenados da empresa, ao longo desta tese veremos algúns deles, así como o resultado que tivo a implementación en produción dos mesmos. Os resultados obtidos co tempo foron a mellor maneira de demostrar que a tecnoloxía resulta de grande utilidade tamén nunha pyme, tanto para a dirección como para os traballadores.

Ao longo deste documento realizaremos, con COMPANY-002, unha viaxe a través dun proceso de transformación dixital mediante o uso dos datos. O noso punto de partida será unha base de datos relacional da operativa da empresa e un conxunto de informes operativos de intelixencia de negocios, que sen dúbida permitían verme o éxito dun proxecto de automatización de intelixencia artificial. A nosa primeira parada serán as técnicas de machine learning, usando as cales xeramos o noso primeiro modelo de propensión á compra e que nos permitirá comprender mellor as relacións entre as diferentes variábeis do noso conxunto de datos. Posteriormente recalaremos nas técnicas de deep learning sobre textos non estruturados, mensaxes dos clientes, que nos permitirá crear un novo modelo, cunha funcionalidade e capacidade de transformación incribles. A seguinte parada será a creación dun modelo de Natural Language Processing, que servirá para afinar aínda máis a nosa modelización da propensión á compra, así como servir de base para futuros desenvolvementos, como podería ser o axente de viaxes virtuais. Por último demostraremos, como técnicas avanzadas de machine learning, como Support Vector Machíns, poden axudarnos en problemas de clasificación, en concreto crearemos un modelo para detectar o xénero do autor dun texto. Pode observarse claramente, que esta viaxe analítico con COMPANY-002, aínda que fose duro pola múltitude de etapas, foi sen dúbida unha grata experiencia.

No proxecto só se usaron tecnoloxías libres, isto demostra o alto grao de soberanía dixital, da empresa e do autor deste documento no seu papel pasado de CIO da mesma. Esta soberanía conseguiuse con independencia das fontes de tecnoloxía privativa. Ademais, para unha pyme, o que é máis importante, o uso de software libre, permitiu a redución drástica dos custos asociados ao proxecto, facendo interesante o mesmo para calquera tipo de negocio independentemente do seu tamaño. Tal é o éxito do proxecto, que o autor desta tese ha facer

creado un proxecto empresarial, para lanzar comercialmente a metodoloxía como as tecnoloxías de intelixencia artificial usadas para a resolución deste e outros problemas de negocio.

Por último, aínda que non menos importante, esta tese doutoral, serviu ao autor para se emboderar tecnoloxicamente na implementación das últimas técnicas de intelixencia artificial e converterse nun experto das mesmas. Desde o comezo do proxecto, a súa carreira profesional experimentau outro proceso de transformación Moreno- Esquerda ( 2024 ), demostrando deste xeito que estas tecnoloxías non só van cambiar a actividade das organizacións, senón tamén a actividade das persoas que as conforman, obviamente, sempre e cando estean listas para aceptar o cambio.

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