Um Estudo de casos de adoção de IA Generativa em Pequenas e Médias Empresas

Abstract

This project, part of the Business Administration program with a focus on Operations and Innovation, investigates how the adoption of Generative Artificial Intelligence (AI) strengthens the dynamic capabilities—sensing, seizing, and transforming—of Brazilian small and medium-sized enterprises (SMEs) in the commercial sector. Based on Teece's Dynamic Capabilities Theory, the project adopts a qualitative, interpretive approach through multiple case studies, utilizing semi-structured interviews, document analysis, and non-participant observation. The unit of analysis is the company, with triangulation between managers, IT professionals, and employees involved in innovation processes. The study deliverables include: (i) a conceptual model demonstrating how AI drives dynamic capabilities; (ii) a management guide with steps, competencies, and metrics for AI adoption; and (iii) policy briefs on barriers and critical success factors. The aim is to identify the mechanisms by which AI enhances opportunity perception, value capture, and resource reconfiguration in SMEs. The project also seeks to map obstacles such as data gaps, skills gaps, and organizational culture gaps. The expected contributions involve theoretical advancements and practical recommendations for managers to invest more efficiently in AI, promote innovation, maintain jobs, and increase the competitiveness of their businesses.