Banca de QUALIFICAÇÃO: RONKALY CARLOS SILVESTRE DE SOUZA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : RONKALY CARLOS SILVESTRE DE SOUZA
DATE: 04/09/2025
TIME: 10:30
LOCAL: Laboratório TEAM - Hibrido
TITLE:

Purposeful AI: Duna Labs and the ACORI Platform for the Real Estate Sector

KEY WORDS:

Artificial Intelligence; Innovation; Proptech; Real Estate Market; Service Automation; Startups; WhatsApp.

PAGES: 67
BIG AREA: Ciências Exatas e da Terra
AREA: Ciência da Computação
SUBÁREA: Metodologia e Técnicas da Computação
SPECIALTY: Sistemas de Informação
SUMMARY:

The accelerated dissemination of Artificial Intelligence (AI) has revealed a contemporary paradox. On the one hand, projections point to trillions of dollars in potential economic gains, and reports highlight its transformative power across different sectors. On the other hand, there is a high failure rate, with estimates indicating that between 70% and 85% of AI projects do not achieve their intended outcomes. In addition to this mismatch, another challenge arises from the excess of AI tools and solutions available in the market, often fragmented and disconnected from the real needs of users and companies. This scenario generates confusion, resource dispersion, and difficulties in adoption, especially when there is no mediation by specialists capable of guiding and translating technology into practical applications. The lack of human experts who can align technological choices with clear purposes and concrete problems broadens the gap between AI’s theoretical potential and its sustainable implementation.

The empirical object of this research is Duna Labs Creative Technologies, a startup based in Natal, Brazil, structured into three pillars: Education and Consulting, Creative Studio, and Solutions Development. Its mission is to democratize access to applied AI by fostering interaction between non-expert users and specialists, referred to as GuIAs. These professionals act as translators between technical language and practical needs, understanding user problems, suggesting adequate existing solutions, or developing new ones on demand. The focus is placed on solving the actual problem rather than on the tool itself, ensuring that the adoption of technology remains aligned with a clear and functional purpose.

The case study centers on Acori, an intelligent WhatsApp-first assistant for real estate agents, selected among the ten best startups by the Startup Nordeste program (Sebrae, 2025). The system integrates customer service automation, lead qualification, ad management, and reporting, supporting critical activities in the daily workflow of real estate professionals.

Methodologically, the research articulates three dimensions. The scientific dimension is based on authors such as Schumpeter, Agrawal, Gans, and Goldfarb, who frame AI as a prediction technology. The technological dimension covers the development of Acori through stages of proof of concept, minimum viable product, and productive implementation. The innovation dimension focuses on business modeling, user validation, and go-to-market strategies. The methodological approach also incorporates empirical references, such as market research and in-depth interviews with real estate agents, which guided the design of the product.

The results demonstrate that the purposeful application of AI can reduce barriers to technological adoption, generate immediate incremental value, and prepare the ground for more autonomous solutions. It is concluded that the alignment between real market needs, pragmatic use of technology, and viable business models constitutes an essential condition for overcoming the high failure rate of AI projects. In this sense, the study contributes to the field of Science, Technology, and Innovation by providing empirical evidence of how startups can act as vectors for the diffusion of artificial intelligence in traditional economic sectors.

COMMITTEE MEMBERS:
Presidente - 2459504 - AQUILES MEDEIROS FILGUEIRA BURLAMAQUI
Interna - 1753896 - ZULMARA VIRGINIA DE CARVALHO
Externo à Instituição - JOAO PAULO DAMASIO SALES - UFERSA