The human factor as a filter to develop Artificial Intelligence in corporations

Authors

  • Eduardo Campos Pellanda Pontifical Catholic University of Rio Grande do Sul image/svg+xml

DOI:

https://doi.org/10.11606/issn.2238-2593.organicom.2024.221332

Keywords:

Organizations, Artificial intelligence, ChatGPT, Methodology, App

Abstract

This study discusses the importance and challenges of handling information in organizations in the context of artificial intelligence (AI). This research offers a methodology to deconstruct and understand how generative AI systems work. It involves an application to record ChatGPT queries and responses, which resulted in response variations. This study stresses the need to better understand these AI systems for potential use in critical areas of organizations.

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Author Biography

  • Eduardo Campos Pellanda, Pontifical Catholic University of Rio Grande do Sul

    Doutor em Comunicação pela Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS). Professor Titular da PUC-RS.

References

MANOVICH, Lev. Software Takes Command. New York: Bloomsbury, 2013.

SAAD, Elizabeth. Comunicação organizacional contemporânea: o paradigma da digitalização. PAULUS: Revista de Comunicação da FAPCOM, São Paulo, v. 6, n. 12, p. 17-27, 2023. doi: https://doi.org/10.31657/rcp.v6i12.631

SANTAELLA, Lúcia. Há como deter a invasão do ChatGPT? São Paulo: Estação das Letras e Cores, 2023a.

SANTAELLA, Lúcia. A inteligência artificial é inteligente? São Paulo: Estação das Letras e Cores, 2023b.

STRAWN, George; STRAWN, Candace. Masterminds of Artificial Intelligence: Marvin Minsky and Seymour Papert. IT Professional, New York, v. 18, n. 6, p. 62-64, 2016.

Published

2024-05-27

How to Cite

PELLANDA, Eduardo Campos. The human factor as a filter to develop Artificial Intelligence in corporations. Organicom, São Paulo, Brasil, v. 21, n. 44, p. 15–27, 2024. DOI: 10.11606/issn.2238-2593.organicom.2024.221332. Disponível em: https://revistas.usp.br/organicom/article/view/221332. Acesso em: 10 feb. 2026.