{"id":244700,"date":"2026-01-30T18:12:09","date_gmt":"2026-01-30T18:12:09","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=244700"},"modified":"2026-01-30T18:12:09","modified_gmt":"2026-01-30T18:12:09","slug":"carla-giaca-managing-director-cscompany-increderea-noul-kpi-al-afacerilor-in-era-ai","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=244700","title":{"rendered":"Carla Giaca, Managing Director, CSCompany: \u00cencrederea – noul KPI al afacerilor \u00een era AI"},"content":{"rendered":"

\nDatele \u015fi inteligen\u0163a artificial\u0103 nu mai a\u015fteapt\u0103 pe nimeni, un lucru devenit evident, \u00een acest an, pentru orice profesionist \u00een comunicare sau leadership. La fel de clar este \u015fi faptul c\u0103 tr\u0103im \u00eentr-o economie \u00een care datele, algoritmii \u015fi AI-ul se mi\u015fc\u0103 mai rapid dec\u00e2t capacitatea organiza\u0163iilor de a le explica. Iar acolo unde sensul lipse\u015fte, apare suspiciunea. Tehnologia f\u0103r\u0103 sens creeaz\u0103 ne\u00eencredere, iar ne\u00eencrederea cost\u0103 \u00eentotdeauna mai mult dec\u00e2t investi\u0163ia \u00een tehnologie. Conform Edelman Trust Barometer 2025, \u00eencrederea \u00een leadershipul corporativ continu\u0103 s\u0103 scad\u0103 la nivel global, mai ales \u00een contexte de transformare accelerat\u0103, automatizare \u015fi utilizare a AI. Angaja\u0163ii, consumatorii \u015fi partenerii nu reac\u0163ioneaz\u0103 negativ la tehnologie \u00een sine, ci la lipsa de transparen\u0163\u0103 privind scopul, impactul \u015fi limitele acesteia. \u00cen termeni de business, aceasta se traduce prin reputa\u0163ie ca KPI strategic: nu doar vizibilitate sau notorietate, ci indicatori cuantificabili lega\u0163i de loialitate, reten\u0163ie \u015fi conversie. Rom\u00e2nia nu face excep\u0163ie. Companiile locale investesc masiv \u00een digitalizare \u015fi AI, dar comunicarea acestor transform\u0103ri r\u0103m\u00e2ne adesea fragmentat\u0103 sau pur tehnic\u0103. Datele PwC Rom\u00e2nia arat\u0103 c\u0103 41% dintre angaja\u0163i nu \u00een\u0163eleg de ce au loc schimb\u0103rile digitale \u00een organiza\u0163iile lor. \u00cencrederea \u00een tehnologie \u015fi, mai ales, \u00een modul \u00een care aceasta este comunicat\u0103 \u00een organiza\u0163ie \u015fi \u00een pia\u0163\u0103, r\u0103m\u00e2ne fragil\u0103. Aceast\u0103 ruptur\u0103 de sens genereaz\u0103 anxietate intern\u0103, rezisten\u0163\u0103 la schimbare \u015fi, \u00een final, erodarea capitalului uman \u015fi reputa\u0163ional. Aici intervine marea eroare strategic\u0103 a momentului: companiile aloc\u0103 bugete semnificative pentru digitalizare \u015fi AI, dar nu comunic\u0103 suficient despre aceste transform\u0103ri. Tehnologia poate aduce eficien\u0163\u0103 opera\u0163ional\u0103, dar comunicarea este aceea care transform\u0103 eficien\u0163a \u00een \u00eencredere. Lipsa de explicare coerent\u0103 creeaz\u0103 \u201egoluri de \u00eencredere\u201d \u00eentre management \u015fi angaja\u0163i, \u00eentre brand \u015fi client, \u00eentre promisiunile tehnologice \u015fi percep\u0163ia public\u0103. O organiza\u0163ie f\u0103r\u0103 narativ digital este ca un GPS f\u0103r\u0103 hart\u0103: te duce undeva, dar nimeni nu \u015ftie unde \u015fi de ce.<\/p>\n

\nComunicarea ca infrastructur\u0103 de business <\/strong><\/p>\n

\n\u00cen economia bazat\u0103 pe date, reputa\u0163ia func\u0163ioneaz\u0103 asemenea unui activ financiar: poate fi construit\u0103, depreciat\u0103 sau capitalizat\u0103. Studiile Deloitte \u015fi EY arat\u0103 c\u0103 organiza\u0163iile care investesc constant \u00een comunicare strategic\u0103 \u015fi leadership narativ \u00eenregistreaz\u0103 rate de reten\u0163ie a clien\u0163ilor cu p\u00e2n\u0103 la 30% mai mari \u015fi un nivel superior de loialitate pe termen lung. Aceste rezultate transform\u0103 reputa\u0163ia dintr-un \u201enice to have\u201d \u00eentr-un activ financiar cuantificabil.  Practic, tehnologia livreaz\u0103 eficien\u0163\u0103, dar comunicarea livreaz\u0103 sens, iar sensul este moneda real\u0103 a \u00eencrederii. A\u015fadar, succesul nu mai depinde doar de viteza cu care implementezi AI, ci de c\u00e2t de bine explici \u201ede ce\u201d \u015fi \u201ecum\u201d schimb\u0103 via\u0163a angaja\u0163ilor, clien\u0163ilor \u015fi comunit\u0103\u0163ii.<\/p>\n

\n\"\"<\/p>\n

\nCum s\u0103 transformi eficien\u0163a \u00een \u00eencredere \u015fi loialitate<\/strong><\/p>\n

\nExist\u0103 exemple locale care demonstreaz\u0103 c\u0103 transformarea digital\u0103 comunicat\u0103 inteligent produce valoare real\u0103, \u015fi nu doar aparen\u0163\u0103 de inovare: Banca Transilvania s-a remarcat printr-un discurs constant despre utilitatea tehnologiei \u00een via\u0163a clien\u0163ilor. Mesajul nu este \u201eavem cea mai nou\u0103 tehnologie\u201d, ci \u201eaceast\u0103 tehnologie te ajut\u0103 s\u0103 faci mai u\u015for lucrurile care conteaz\u0103 pentru tine\u201d. Claritate plus relevan\u0163\u0103 egal cheia \u00eencrederii. eMAG a integrat AI \u015fi automatizarea \u00een logistic\u0103 \u015fi customer experience, comunic\u00e2nd schimb\u0103rile prin educa\u0163ie \u015fi transparen\u0163\u0103. \u00cen loc s\u0103 sperie sau s\u0103 cople\u015feasc\u0103, mesajul lor a explicat impactul asupra consumatorilor \u015fi partenerilor, transform\u00e2nd complexitatea \u00een \u00een\u0163eles concret: \u201eAI nu \u00eenlocuie\u015fte oamenii, \u00eei ajut\u0103 s\u0103 fie mai eficien\u0163i \u015fi mai conecta\u0163i cu clien\u0163ii\u201d. \u00cen sectorul energetic, companii precum OMV Petrom au \u00eenceput s\u0103 lege digitalizarea \u015fi automatizarea de teme mai largi: sustenabilitate, tranzi\u0163ie energetic\u0103, responsabilitate fa\u0163\u0103 de comunit\u0103\u0163i. Transformarea tehnologic\u0103 devine astfel parte dintr-o poveste mai ampl\u0103, iar \u00eencrederea nu mai este c\u00e2\u015ftigat\u0103 prin hype, ci prin coeren\u0163\u0103 \u015fi relevan\u0163\u0103 social\u0103.  Toate aceste exemple arat\u0103 un lucru esen\u0163ial: nu tehnologia diferen\u0163iaz\u0103, ci modul \u00een care este explicat\u0103. Pe scurt; f\u0103r\u0103 poveste, AI r\u0103m\u00e2ne doar un instrument invizibil. Cu poveste, devine diferen\u0163a \u00eentre un client fidel \u015fi un client pierdut.<\/p>\n

\nClaritate, \u00eencredere, competitivitate: regulile jocului \u00een 2026<\/strong><\/p>\n

\nPrivind spre 2026, mediul de business rom\u00e2nesc se afl\u0103 \u00eentr-un moment de r\u0103scruce. Transform\u0103rile tehnologice nu mai sunt op\u0163ionale, ci criterii de supravie\u0163uire \u015fi relevan\u0163\u0103. Investi\u0163iile \u00een inteligen\u0163a artificial\u0103 vor continua s\u0103 creasc\u0103, \u00eens\u0103 avantajul competitiv nu va mai apar\u0163ine automat celor care adopt\u0103 primii tehnologia, ci celor care reu\u015fesc s\u0103 o transforme \u00een pove\u015fti clare \u015fi conving\u0103toare. Mesajele de genul \u201esuntem primii care implement\u0103m AI\u201d sau \u201esuntem disruptivi\u201d nu mai impresioneaz\u0103 pe nimeni, ele devin zgomot de fond.  Organiza\u0163iile care se vor diferen\u0163ia vor fi cele care \u015ftiu s\u0103 transforme complexitatea tehnologic\u0103 \u00een \u00een\u0163elesuri concrete: ce impact are, cum schimb\u0103 experien\u0163a angaja\u0163ilor, cum influen\u0163eaz\u0103 deciziile clien\u0163ilor. \u00cen comunicare, claritatea este valuta real\u0103. F\u0103r\u0103 ea, tot ce faci r\u0103m\u00e2ne invizibil.  De asemenea, leadershipul va adopta din ce \u00een ce mai mult un rol narativ, nu doar opera\u0163ional. Povestea liderului devine busola organiza\u0163ional\u0103 \u00eentr-un teritoriu aflat \u00een schimbare, teritoriu \u00een care deciziile sunt explicate, provoc\u0103rile sunt recunoscute \u015fi \u00een care se articuleaz\u0103 un drum coerent \u00eenainte.  \u00cen acela\u015fi timp, angaja\u0163ii devin cei mai importan\u0163i stakeholderi ai transform\u0103rii digitale. Experien\u0163a lor de zi cu zi, gradul de \u00een\u0163elegere \u015fi nivelul de \u00eencredere \u00een noile instrumente vor determina succesul real al implement\u0103rilor. Dac\u0103 angaja\u0163ii nu \u00een\u0163eleg \u201ede ce\u201d \u015fi \u201ecum\u201d, schimbarea r\u0103m\u00e2ne un panou publicitar frumos, dar gol. Investi\u0163ia \u00een training, comunicare bidirec\u0163ional\u0103 \u015fi feedback devin fundamentul unei transform\u0103ri sustenabile. C\u00e2t despre reputa\u0163ia organiza\u0163ional\u0103, vizibilitatea f\u0103r\u0103 credibilitate nu mai valoreaz\u0103 nimic, este doar ecou \u00eentr-o pia\u0163\u0103 saturat\u0103 de zgomot. Companiile care vor conta nu vor fi cele care spun ce fac, ci cele care reu\u015fesc s\u0103 explice de ce conteaz\u0103 ceea ce fac. Astfel, \u00een 2026, companiile reziliente vor fi acelea care trateaz\u0103 \u00eencrederea ca pe un indicator strategic de performan\u0163\u0103, iar comunicarea ca pe o infrastructur\u0103 esen\u0163ial\u0103 a businessului, nu ca pe o cheltuial\u0103 auxiliar\u0103. \u00cen acest context, comunicarea explicativ\u0103 despre inteligen\u0163\u0103 artificial\u0103, sustenabilitate, automatizare \u015fi impact social devine un pilon central al strategiei de business, capabil s\u0103 transforme reputa\u0163ia \u00eentr-un activ m\u0103surabil \u015fi \u00eentr-un avantaj competitiv pe termen lung. Pentru c\u0103, \u00een final, reputa\u0163ia nu se mai construie\u015fte prin hype, ci prin \u00een\u0163elegere. <\/p>\n

\n <\/p>\n

\nSurse:<\/strong><\/p>\n

\n\u2022 Edelman (2025). Edelman Trust Barometer 2025<\/p>\n

\n\u2022 PwC Rom\u00e2nia (2024). Hopes and Fears Survey<\/p>\n

\n\u2022 Deloitte (2024). Global Human Capital Trends<\/p>\n

\n\u2022 EY (2024). Why Trust Matters in the Digital Economy<\/p>\n

\n\u2022 OECD (2023). Building Trust in the Age of AI<\/p>\n","protected":false},"excerpt":{"rendered":"

Datele \u015fi inteligen\u0163a artificial\u0103 nu mai a\u015fteapt\u0103 pe nimeni, un lucru devenit evident, \u00een acest an, pentru orice profesionist \u00een comunicare sau leadership. La fel de clar este \u015fi faptul c\u0103 tr\u0103im \u00eentr-o economie \u00een care datele, algoritmii \u015fi AI-ul se mi\u015fc\u0103 mai rapid dec\u00e2t capacitatea organiza\u0163iilor de a le explica. Iar acolo unde sensul […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,571,529,512],"tags":[62553,62554,87,204],"class_list":["post-244700","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-business-hi-tech","category-opinii","category-revista-bm","tag-carla-giaca","tag-cscompany","tag-opinie","tag-tehnologie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/244700","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=244700"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/244700\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=244700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=244700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=244700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}