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Evolução da banca num contexto de uma crescente utilização de plataformas digitais e inteligência artificial
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Orientador(es)
Resumo(s)
Com o avanço da Transformação Digital e o crescente uso de Inteligência Artificial (IA),
o setor bancário tem enfrentado profundas mudanças. As instituições financeiras
precisam de evoluir e de se adaptar rapidamente às novas exigências do mercado digital
e às expectativas dos consumidores. Este estudo investiga como os bancos em Portugal
estão a responder a estas mudanças e como a adoção de plataformas digitais e IA está a
transformar os seus modelos de negócio.
Para esta investigação, foi adotado um estudo de natureza exploratória, onde se utilizaram
métodos de recolha de dados primários por meio de questionário e entrevistas.
O inquérito foi direcionado a utilizadores de serviços bancários digitais em Portugal e as
entrevistas a gestores de alguns dos principais bancos em Portugal e a consultores
especializados no tema. O objetivo foi analisar as estratégias digitais adotadas pelos
bancos, os desafios enfrentados durante a implementação de novas tecnologias e o
impacto dessas mudanças na eficiência operacional e na experiência do cliente.
Esta investigação centra-se em quatro questões principais: O impacto da Transformação
Digital nos modelos de negócio tradicionais; O papel da IA nas operações e interações
com clientes; Os desafios e oportunidades da adaptação a um ambiente digital; As
mudanças no comportamento dos clientes.
Os resultados indicam que os bancos estão a implementar tecnologias avançadas de modo
a melhorar a eficiência e a personalização dos serviços, embora enfrentem desafios
relacionados com a legacy tecnológica e humana e a cibersegurança. A Transformação
Digital tornou-se essencial para a competitividade no setor bancário, modernizando
tecnologia e operações, alargando a oferta e melhorando a experiência do cliente.
With the evolution of Digital Transformation and the increasing use of Artificial Intelligence (AI), the banking sector has been facing profound changes. Financial institutions need to evolve and adapt quickly to the new demands of the digital market and consumer expectations. This study investigates how banks in Portugal are responding to these changes and how the adoption of digital platforms and AI is transforming their business models. For this research, an exploratory study was adopted, using primary data collection methods through questionnaires and interviews. The surveys were aimed at users of digital banking services in Portugal, while the interviews were conducted with managers from some of the main banks in Portugal and specialized consultants in the subject. The goal was to analyze the digital strategies adopted by banks, the challenges faced during the implementation of new technologies and the impact of these changes on operational efficiency and customer experience. This research focuses on four main questions: The impact of Digital Transformation on traditional business models; The role of AI in operations and customer interactions; The challenges and opportunities of adapting to a digital environment; Changes in customer behavior. The results indicate that banks are implementing advanced technologies to improve efficiency and service personalization, although they face challenges related to technological and human legacy, as well as cybersecurity. Digital Transformation has become essential for competitiveness in the banking sector, modernizing technology and operations, expanding service offerings and improving the customer experience.
With the evolution of Digital Transformation and the increasing use of Artificial Intelligence (AI), the banking sector has been facing profound changes. Financial institutions need to evolve and adapt quickly to the new demands of the digital market and consumer expectations. This study investigates how banks in Portugal are responding to these changes and how the adoption of digital platforms and AI is transforming their business models. For this research, an exploratory study was adopted, using primary data collection methods through questionnaires and interviews. The surveys were aimed at users of digital banking services in Portugal, while the interviews were conducted with managers from some of the main banks in Portugal and specialized consultants in the subject. The goal was to analyze the digital strategies adopted by banks, the challenges faced during the implementation of new technologies and the impact of these changes on operational efficiency and customer experience. This research focuses on four main questions: The impact of Digital Transformation on traditional business models; The role of AI in operations and customer interactions; The challenges and opportunities of adapting to a digital environment; Changes in customer behavior. The results indicate that banks are implementing advanced technologies to improve efficiency and service personalization, although they face challenges related to technological and human legacy, as well as cybersecurity. Digital Transformation has become essential for competitiveness in the banking sector, modernizing technology and operations, expanding service offerings and improving the customer experience.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Banca Transformação Digital Inteligência Artificial Estratégia Banking Digital Transformation Artificial Intelligence Strategy
Contexto Educativo
Citação
Escalda, Tiago Miguel Marcos Bordalo de Carvalho (2024). Evolução da banca num contexto de uma crescente utilização de plataformas digitais e inteligência artificial. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão