How companies can leverage AI and data without compromising privacy and trust

The potential of AI combined with data

The combination of artificial intelligence and large volumes of data enables businesses to personalize services, identify consumer patterns, and automate tasks. Advanced systems analyze data to uncover behaviors, predict demands, and streamline internal processes. Generative AI, which can create text, images, and other content, also offers the ability to summarize documents, query internal databases, and generate reports—provided the data quality is sufficient and results are verified.

Risks to privacy and data security

When employees input customer spreadsheets, confidential contracts, or purchase histories into AI tools without understanding the terms of use, the information may be stored or processed in ways not intended by the organization. Unauthorized sharing exposes personal data, internal documents, and trade secrets. Additionally, there is a risk that data may be reused for purposes other than those originally intended. The National Data Protection Authority (ANPD) warns about a lack of transparency and potential discriminatory biases in AI applications. The General Data Protection Law (LGPD) requires companies to assess the purpose, legal basis, and security measures for data processing—obligations that remain unchanged even when using AI.

Strategies to balance innovation and protection

A first step is to establish a clear internal policy outlining which tools can be used and which information should not be shared. Sensitive, financial, and confidential data require special care; whenever possible, teams should work with anonymized information or fictional examples. It is essential to evaluate vendors, review their privacy policies, and restrict access based on each employee’s role. Training and supervision help prevent critical decisions from being made solely on AI-generated responses. Companies that define responsibilities, protect their data, and monitor AI usage are better positioned to reap its benefits without compromising the trust of customers, employees, and partners.