Da distância psíquica a inteligência artificial : um modelo integrador para a internacionalização de empresas brasileiras de TI

Abstract

The internationalization of Brazilian information technology (IT) companies has intensified in a context marked by the digitization of markets and growing global economic interdependence. Although digital products reduce geographical and operational barriers, cultural, linguistic, and institutional differences continue to impact international negotiations, especially in business-to-business (B2B) contexts. In this context, this study aims to analyze the role of intercultural communication, mediated by digital technologies, in the internationalization process of Brazilian IT companies, in light of the main theories of internationalization, with an emphasis on the Uppsala Model. Methodologically, this is a qualitative, bibliographic study conducted through a narrative literature review, which allows for the integration of different theoretical perspectives and the construction of an interpretive analysis of the phenomenon. In light of the Uppsala Model, these challenges are understood through the concept of psychological distance, which influences the pace of international expansion and the building of trust in foreign markets. The main findings indicate that, although digital technology reduces operational barriers and expands international reach, cultural, linguistic, and institutional differences continue to exert a significant influence on international negotiations, making intercultural communication a strategic element. It is concluded that the successful internationalization of Brazilian IT companies depends on the convergence of intercultural competencies, the strategic use of technology, and integration into international networks, with intercultural mediation being fundamental for building trust and reducing uncertainty in digitized global environments.