A aplicação da inteligência artificial no combate a fraudes financeiras: benefícios, desafios e impactos em uma empresa do setor de marketing de experiência

Abstract

This paper investigates the application of artificial intelligence (AI) in combating financial fraud, analyzing its benefits, challenges, and impacts on a company in the experience marketing sector. The research starts with the problem: how can AI be applied to increase the security of corporate financial processes? The general objective is to analyze how intelligent tools can prevent and detect financial fraud, strengthening internal controls. The methodology adopted was a single case study with a qualitative-quantitative approach, through interviews, questionnaires, and document analysis in a company located in Teresina-PI. The results indicate that, although AI is perceived as a promising technology in detecting irregularities and increasing operational efficiency, its adoption faces structural obstacles, such as lack of technical support, low employee training, and resistance to change. Despite this, participants demonstrated positive expectations regarding the future of AI, recognizing its potential to transform the financial sector. The research concludes that the effectiveness of AI depends on the integration of algorithms, human supervision, receptive organizational culture, and data governance. Finally, it is suggested that successful adoption of AI requires continuous investment in training, specialized support and strategic alignment with business objectives, contributing to the construction of safer, more innovative and ethical corporate environments.