William Marcelo Marques

I have 19 years of experience at Telefónica, where I have worked in various areas such as Marketing, Customer Experience and Channel Development. In 2018, I began a career transition to the area of Artificial Intelligence, focusing on how AI can transform the way we relate to customers and optimise business processes.

I currently lead the artificial intelligence product discovery area at Vivo, where my team is responsible for identifying needs within the company that can benefit from the use of AI, designing solutions, calculating their impact and prioritising projects. We focus on the initial phase of the AI product lifecycle, from conceptualisation to technical and business validation, before transferring developments to the delivery teams.

Today we manage a backlog of more than 100 initiatives, ranging from process automation to advanced solutions with generative AI. Our goal is to ensure that artificial intelligence is implemented strategically, efficiently and with real impact on the business.