{"id":89449,"date":"2026-07-07T19:06:18","date_gmt":"2026-07-07T19:06:18","guid":{"rendered":"https:\/\/degreed.com\/experience\/blog\/3-testes-dunnhumby-fez-coaching-personalizado-ia\/"},"modified":"2026-07-31T19:20:53","modified_gmt":"2026-07-31T19:20:53","slug":"3-testes-dunnhumby-fez-coaching-personalizado-ia","status":"publish","type":"post","link":"https:\/\/degreed.com\/experience\/pt-br\/blog\/3-testes-dunnhumby-fez-coaching-personalizado-ia\/","title":{"rendered":"3 testes que a dunnhumby fez com coaching personalizado por IA para fomentar a ado\u00e7\u00e3o de tecnologias"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Talvez a solu\u00e7\u00e3o dos desafios para a ado\u00e7\u00e3o da IA na sua organiza\u00e7\u00e3o n\u00e3o seja mais uma ferramenta de IA, mas sim um coach \u2013 que pode n\u00e3o ser de carne e osso.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cN\u00e3o podemos obrigar ningu\u00e9m a aderir \u00e0 aprendizagem aut\u00f4noma\u201d, reconhece Prachi Prasad, chefe global de T&D da dunnhumby. \u201cPor isso tivemos que criar as condi\u00e7\u00f5es e o ecossistema que estimulasse esse h\u00e1bito\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">Essa \u00e9 a hip\u00f3tese fundamental da <a href=\"https:\/\/www.dunnhumby.com\/tag\/pt-br\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">dunnhumby<\/a>, uma multinacional que atua na \u00e1rea de ci\u00eancia de dados de consumo e atende a grandes marcas como Tesco, Walmart e Nestl\u00e9.<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Skills, Values, and Self-Directed Learning: dunnhumby\u2019s Foundation for Workforce Capability\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/6ULtDPQY5s0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">O coaching est\u00e1 no cerne desse ecossistema, mas disponibiliz\u00e1-lo de maneira uniforme para 3.000 colaboradores em 25 pa\u00edses seria uma tarefa imposs\u00edvel para coaches profissionais.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cComo o pr\u00f3prio nome diz, a aprendizagem aut\u00f4noma inspira autonomia, mas acaba sendo uma autonomia sem apoio. Em algumas ocasi\u00f5es, \u00e9 um h\u00e1bito at\u00e9 solit\u00e1rio. Por isso, o coaching era algo que v\u00edamos como um problema de escala [&#8230;]. N\u00e3o dava para oferecer um padr\u00e3o de qualidade apenas com coaches profissionais. O c\u00e1lculo n\u00e3o fechava&#8221;, explica Prasad.<\/p>\n\n<p class=\"wp-block-paragraph\">Pensando nisso, a dunnhumby recorreu ao coaching por IA como complemento ao desenvolvimento de habilidades. A equipe experimentou de tudo: ferramentas prontas, solu\u00e7\u00f5es desenvolvidas internamente e uma solu\u00e7\u00e3o especializada. Prasad apresentou aos participantes do evento da Degreed tr\u00eas experimentos de coaching por IA que sua equipe estava testando para que os colaboradores desenvolvessem as habilidades necess\u00e1rias para utilizar as tecnologias disponibilizadas pela empresa. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-play-1-off-the-shelf-ai-coaching\">Experimento 1: coaching por IA gen\u00e9rico<\/h2>\n\n<p class=\"wp-block-paragraph\">O primeiro experimento foi uma ferramenta simples e gen\u00e9rica de coaching por IA que permite que os colaboradores se gravem apresentando um pitch, ensaiando uma apresenta\u00e7\u00e3o ou interagindo em uma conversa delicada. O coach analisa o ritmo e o conte\u00fado da fala, apresenta feedback e faz perguntas de sondagem. <\/p>\n\n<p class=\"wp-block-paragraph\">Os resultados iniciais foram t\u00e3o promissores que a dunnhumby disponibilizou esse coach por IA para sua equipe de tecnologia e ci\u00eancia de dados, que gostou da possibilidade de praticar sem estar sob o julgamento de outra pessoa. O NPS era alto, e a resposta extremamente positiva, de modo que o ganho de desempenho era percebido nas intera\u00e7\u00f5es com clientes.<\/p>\n\n<p class=\"wp-block-paragraph\">O problema era a interface incoerente na hora de apresentar feedbacks expressivos e pr\u00e1ticos. Al\u00e9m disso, o produto n\u00e3o oferecia tantas op\u00e7\u00f5es de configura\u00e7\u00e3o ou possibilidades de melhorias. Com base nisso, a equipe da dunnhumby resolveu ir em busca de outra solu\u00e7\u00e3o. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Resultado:<\/strong> o coach por IA funcionava bem, mas a interface deixava a desejar. Embora os usu\u00e1rios gostassem da solu\u00e7\u00e3o, os benef\u00edcios gerados n\u00e3o eram est\u00e1veis o suficiente.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-play-2-in-house-bespoke-ai-coaching\">Experimento 2: coaching por IA desenvolvido internamente<\/h2>\n\n<p class=\"wp-block-paragraph\">No segundo experimento, a dunnhumby apostou em uma cria\u00e7\u00e3o pr\u00f3pria e desenvolveu uma ferramenta de coaching por IA chamada \u201cChange the Conversation\u201d. O coach se baseava na metodologia 4D, exclusiva da dunnhumby, e funcionava diretamente no Microsoft Teams. <\/p>\n\n<p class=\"wp-block-paragraph\">Os cen\u00e1rios de pr\u00e1tica eram totalmente personaliz\u00e1veis e contavam com a confian\u00e7a dos colaboradores, pois eram criados conforme o contexto e a estrutura da empresa. Com isso, o engajamento era forte, e o NPS passava dos 60 pontos. <\/p>\n\n<p class=\"wp-block-paragraph\">Contudo, o custo de desenvolver uma ferramenta do zero era alto, e a manuten\u00e7\u00e3o dela demandava aten\u00e7\u00e3o e investimentos constantes.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cPrecisamos investir tempo e dinheiro\u201d, pontua Prasad. <\/p>\n\n<p class=\"wp-block-paragraph\">A curva de aprendizagem tanto da cria\u00e7\u00e3o quanto da manuten\u00e7\u00e3o foi acentuada. Ao desenvolver algo do zero, a empresa assume a responsabilidade por tudo, inclusive pelo preparo da estrutura organizacional para o uso da ferramenta. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Resultado:<\/strong> o modelo de desenvolvimento pr\u00f3prio conquistou a confian\u00e7a do p\u00fablico e foi amplamente utilizado. Por outro lado, os custos de desenvolvimento e de manuten\u00e7\u00e3o foram altos.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-play-3-career-development-ai-coaching-on-degreed-maestro\">Experimento 3: coaching por IA de desenvolvimento de carreira no Degreed Maestro<\/h2>\n\n<p class=\"wp-block-paragraph\">Embora o terceiro experimento ainda esteja acontecendo, \u201cele \u00e9 o mais pr\u00f3ximo do que est\u00e1vamos buscando em termos de desenvolvimento de pessoas\u201d, nas palavras de Prasad.<\/p>\n\n<p class=\"wp-block-paragraph\">Trata-se de um coach de desenvolvimento de carreira no Degreed Maestro. Diferentemente de qualquer ferramenta gen\u00e9rica de IA, o Maestro conhecia a dunnhumby. A estrutura de habilidades, os recursos de desenvolvimento de carreira, a metodologia 70\/20\/10 e os dados de habilidades dos colaboradores j\u00e1 estavam todos na Degreed. Em suma, o contexto j\u00e1 estava l\u00e1. <\/p>\n\n<p class=\"wp-block-paragraph\">Cada colaborador pode usar esse coach de desenvolvimento de carreira para identificar lacunas de habilidades, criar planos de a\u00e7\u00e3o e se preparar para reuni\u00f5es com gestores \u2014 sempre no seu pr\u00f3prio ritmo. Com o lan\u00e7amento, todo mundo passou a ter acesso ao coaching, onde quer que precisassem dessa ajuda, a qualquer momento.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cA ideia n\u00e3o \u00e9 tirar o fator humano dessas intera\u00e7\u00f5es de desenvolvimento, mas se, \u00e0s 23h, bater aquela ansiedade devido a uma quest\u00e3o profissional, voc\u00ea sabe que pode recorrer a algu\u00e9m\u201d, explica Prasad.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Resultado:<\/strong> o experimento ainda est\u00e1 acontecendo, mas a combina\u00e7\u00e3o de acesso constante e vasto contexto organizacional j\u00e1 est\u00e1 proporcionando experi\u00eancias de desenvolvimento mais fluidas.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-experimenting-with-the-ai-coaching-use-case\">Experimentos com aplica\u00e7\u00f5es de coaching por IA<\/h2>\n\n<p class=\"wp-block-paragraph\">Segundo Prasad, a primeira pergunta a ser feita \u00e9: \u201cEstou come\u00e7ando com a aplica\u00e7\u00e3o certa?\u201d Independentemente da tecnologia testada, quem n\u00e3o come\u00e7a com a aplica\u00e7\u00e3o certa, n\u00e3o ter\u00e1 os resultados certos. Depois, Prasad recomenda as seguintes reflex\u00f5es:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>O fluxo de trabalho \u00e9 claro o suficiente para a IA?<\/li>\n\n\n\n<li>Que fun\u00e7\u00e3o a IA deve ter de fato?<\/li>\n\n\n\n<li>A quais sistemas a IA deve se conectar?<\/li>\n\n\n\n<li>Quais s\u00e3o os n\u00edveis necess\u00e1rios de governan\u00e7a e de controle?<\/li>\n\n\n\n<li><strong>Como saberemos que a solu\u00e7\u00e3o est\u00e1 funcionando?<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Para a dunnhumby, o coaching era a solu\u00e7\u00e3o para um problema de aprendizagem aut\u00f4noma que a equipe n\u00e3o estava conseguindo resolver apenas com conte\u00fados. Esses tr\u00eas experimentos levaram a uma pergunta ainda mais espec\u00edfica: quais ferramentas poderiam oferecer coaching em larga escala, com disponibilidade constante e contexto organizacional suficiente para serem \u00fateis?<\/p>\n\n<p class=\"wp-block-paragraph\">Isso, sim, \u00e9 um experimento com IA com resultados pr\u00e1ticos. <\/p>\n\n<p class=\"wp-block-paragraph\">Saber o que n\u00e3o funciona \u00e9 t\u00e3o importante quanto saber o que funciona. As organiza\u00e7\u00f5es que est\u00e3o desenvolvendo suas habilidades de IA n\u00e3o est\u00e3o escolhendo as ferramentas mais famosas ou as mais f\u00e1ceis. Elas est\u00e3o fazendo testes at\u00e9 encontrarem a ferramenta <em>certa<\/em>, exatamente como a dunnhumby fez.<\/p>\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/degreed.com\/experience\/pt-br\/inteligencia-artificial\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/explore.degreed.com\/wp-content\/uploads\/2026\/02\/Maestro_Blog-CTA_pt_BR-scaled.png\" alt=\"\" class=\"wp-image-87864\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Talvez a solu\u00e7\u00e3o dos desafios para a ado\u00e7\u00e3o da IA na sua organiza\u00e7\u00e3o n\u00e3o seja mais uma ferramenta de IA, mas sim um coach \u2013 que pode n\u00e3o ser de carne e osso. \u201cN\u00e3o podemos obrigar ningu\u00e9m a aderir \u00e0 aprendizagem aut\u00f4noma\u201d, reconhece Prachi Prasad, chefe global de T&#038;D da dunnhumby. \u201cPor isso tivemos que [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":89345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[674],"tags":[],"post_folder":[],"class_list":["post-89449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-workforce-business-impact"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 testes que a dunnhumby fez com coaching personalizado por IA para fomentar a ado\u00e7\u00e3o de tecnologias - Degreed<\/title>\n<meta name=\"description\" content=\"De ferramentas internas a bots gen\u00e9ricos: confira os resultados de tr\u00eas experimentos da dunnhumby com coaching por IA e por que eles optaram por centralizar tudo no Degreed Maestro.\" \/>\n<meta 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