Female leadership and innovation: the strategic role of data and AI in business

Technology has ceased to be merely a "means" or a support tool and has become the heart of any modern organization's strategy. In today's landscape, a company's ability to survive and thrive depends directly on how it orchestrates three fundamental pillars: people, processes, and technology .

In this article, we explore key insights from the "Women in Tech" , featuring Vanessa Paulino (CIO and COO of Banco Carrefour) and Adriana Campanholo (Financial Director of Skyone). They share how female leadership is driving digital transformation, breaking down corporate silos, and the responsible adoption of Artificial Intelligence.

The new era of technology: from support to strategic protagonist

Historically, IT departments were seen as "enablers," foundational structures that allowed the business to operate. Today, this view is obsolete. Vanessa Paulino points out that, in the Banco Carrefour , technology is fundamental to ensuring the institution's longevity and sustainability.

This change requires a leadership profile that is not only technically proficient but also deeply connected to a business perspective. Vanessa's career path exemplifies this: coming from the product area, she took on the technology role to bring agility and scalability, proving that understanding customer pain points is the first step towards a successful technological implementation.

Breaking down corporate silos

One of the biggest challenges for large corporations is the existence of isolated departments that do not share information. Adriana Campanholo emphasizes that operational efficiency is only achieved when areas are connected. Finance, for example, can no longer be just a transactional back office; it must act as a strategic signal for decision-making.

Data: a company's most powerful asset

If technology is the engine, data is the fuel. For Grupo Carrefour Brasil, which serves nearly 60 million people and covers up to 60% of household consumption needs, data is a strategic weapon.

Governance and quality

data governance is essential . The quality of the input determines the quality of the output at the end. Vanessa emphasizes that structuring and identifying data ownership are crucial for creating personalized communications and assertive credit policies, especially for low-income populations in Brazil.

Data Literacy

Having advanced tools is useless if the team doesn't know how to use that information to generate business. The concept of "data literacy" applies to both data and Artificial Intelligence: it's the ability to transform numbers into actionable insights.

Artificial intelligence: between return on investment (ROI) and practice

Artificial Intelligence (AI) is a central theme in any current strategic planning, with over 60% of companies discussing the subject in a latent way. However, the rush for return on investment (ROI) can lead to strategic errors.

Analytical AI vs. Generative AI

Many believe that AI is a new thing, but the banking sector has been using analytical AI (such as machine learning) for years. At Banco Carrefour, 70% of the modeling—including credit, collections, retention, and fraud prevention—is already based on machine learning.

The next step is the evolution towards Generative AI and autonomous agents. The strategy advocated by the executives focuses on:

• Process automation: using agents to increase productivity and free up humans for higher-value tasks.
• Improving the experience: evolving chatbots and customer service processes to be more empathetic and fluid.
• Generating proactive insights: using AI to identify new opportunities for strategic growth.

Female leadership and diversity as drivers of results

One point of agreement between Vanessa and Adriana is that technological success is, ultimately, a matter of people and culture .

The value of the difference

Diversity in companies is not just a social issue; it's a win-win situation at the bottom line. Vanessa points out that people from different backgrounds and perspectives allow the company to better reflect the plurality of its own customers. Studies indicate that companies led by women can achieve up to 20% higher results due to their interconnection skills and holistic vision.

Leadership goals

For change to be real, it needs to be reflected in the company's KPIs. The Carrefour Brazil Group has set a goal of having 50% women in leadership positions by 2030. Groups like "Mulheridades" help train and support these professionals, ensuring they have the tools to advance and occupy C-level positions.

Tips for women who want to enter the tech market

For young women seeking a career in technology, these executives offer valuable advice:

1. Focus and dedication: eliminate noise and choose the path you want to follow.
2. Seek training: don't be intimidated by STEM fields. The field for women is booming.
3. Vulnerability and courage: be willing to embrace the vulnerability of the new; it's what takes you from your starting point.
4. Develop soft skills: hard skills are learned, but the ability to read the environment, manage people, and have a systemic vision are the great differentiators of female leadership.

"Leave your house to be better than you were yesterday, for yourself and for others." – Adriana Campagnolo

Listen to the full podcast!

This article is just a summary of this rich conversation about the future of technology and the impact of female leadership in business. Want to check out all the details, stories, and practical case studies shared by Vanessa Paulino and Adriana Campanholo?

🎧Click here to listen to the full episode of Elas em Tech on Spotify

Written by Skyone