AI Radar: Talent Shortages and New Professions — How to Navigate Accelerated Market Transformation

The artificial intelligence scenario in Brazil is revealing an interesting paradox: while AI adoption is skyrocketing in companies, we face a critical shortage of qualified professionals to implement these technologies. This situation is not only a challenge, but also represents a historic opportunity for those who know how to position themselves strategically.

The scarcity that holds back innovation

According to a recent study by Bain & Company, cited by Forbes Brazil, the demand for professionals with AI skills has grown by an average of 21% per year, a pace that the market simply cannot keep up with. In Brazil, the scenario is even more challenging: 39% of executives point to the lack of internal expertise as a major obstacle to implementing generative AI solutions in their companies.

This is no trivial concern. Lucas Brossi, partner and leader of artificial intelligence at Bain in South America, categorically states that the absence of these professionals is directly compromising the innovation capacity of Brazilian companies – precisely when we need it most.

Google estimates an alarming deficit of 530,000 IT professionals in Brazil by the end of this year, while data from Brasscom indicates that only 53,000 new talents will be trained in the area in the same period. The math is simple and worrying: we are training only 10% of the professionals needed.

Reconfiguring Work: Destruction and Creation

Meanwhile, AI has ceased to be a futuristic promise and has become the protagonist of profound changes in the job market, as Fábio Cassettari, managing partner of Career Group, rightly observed in an interview with State of Minas Gerais. Roles in sectors such as customer support, back-office and banking are being directly impacted by automation.

The World Economic Forum’s “Future of Jobs Report 2023” projects a scenario of massive transformation: 83 million jobs could be eliminated by 2027, while 69 million new jobs will be created. It is a restructuring on a global scale that has already begun to happen.

In my experience working with startups and companies undergoing digital transformation, I have observed that organizations that are able to attract and retain AI talent are developing substantial competitive advantages. It is no coincidence that salaries for these professionals are increasing by an average of 11%, as indicated in the Bain study.

The new professions of the AI era

A fascinating aspect of this transformation is the emergence of new professions. According to a report by Trade Journal, the evolution of AI is creating careers that didn’t even exist two years ago. Among them:

• Prompt Engineer: Expert in creating precise instructions for generative AI models
• AI Ethics Analyst: professional who assesses biases, risks and ethical impacts of AI systems
• Data Specialist for AI: responsible for managing and preparing data for model training
• AI Curator: professional who refines and supervises the results of intelligent systems
• Human-AI Integration Manager: specialist in the interface between human teams and AI tools

These professions represent not just an adaptation of the market, but a complete reimagining of the skills that are valued. In my mentoring work with professionals in career transition, I have advised on the importance of developing both technical skills and the ability to think critically about the impacts of technology.

The Perception Paradox: Using AI at Work

A curious and worrying fact emerges in a recent study by Duke University, mentioned by YOU INC.: People who use AI at work are often seen by colleagues as lazier and less competent.

This stigma represents a cultural challenge that we urgently need to overcome. Resistance to the adoption of new technologies is nothing new in human history, but it can be particularly damaging in the current context, where the speed of change demands adaptability.

As I’ve said in my talks about the future of work, it’s not about “humans versus machines,” but about “humans augmented by machines versus humans without them.” Those who resist integrating with new tools risk being left behind.

How to overcome the AI talent shortage

For companies that want to successfully navigate this transformational scenario, I recommend some strategies that I have seen work well:

1. Consistent technological modernization: companies with outdated infrastructure have a hard time attracting top talent
2. Promoting an integrated AI culture: technology needs to be seen as an ally, not a threat
3. Investment in internal training: training talent internally can be more efficient than competing in the market
4. Partnerships with educational institutions: create training programs aligned to specific needs
5. Aligning hiring profiles with business needs: identify which skills really add value

The good news is that there are increasingly accessible resources for those who want to train. Google, for example, recently made Cloud Skills Boost available, with 1,296 free technology courses, including 25 specific to generative AI, as reported by YOU INC..

Opportunities in AI Content Licensing

An interesting aspect of this transformation is the emergence of new business models. According to the Economic Value, startups are investing in creating and licensing content to train AI models, attracting significant investors.

This movement signals a major shift in how we understand intellectual property and data in the age of AI. Companies that understand and position themselves in this emerging market will have substantial competitive advantages.

In my WhatsApp group “AI for Business”, we have been discussing intensely how traditional companies can monetize their data and knowledge in this new context. It is a field full of opportunities that are still little explored in Brazil.

The time to act is now

What becomes clear when we analyze this scenario is that we are facing a historic window of opportunity. The shortage of AI talent represents a challenge, without a doubt, but it also creates favorable conditions for professionals who want to reposition themselves and for companies willing to invest in new approaches.

In my mentoring sessions, I have helped entrepreneurs and executives identify how their organizations can benefit from AI, not just by implementing tools, but by completely rethinking their business models. Future competitiveness will depend on this capacity for reinvention.

Companies that successfully attract, develop, and retain AI talent will not only survive the ongoing transformation, but will be positioned to lead their industries in the decades to come. Likewise, professionals who invest in developing AI-related skills—whether technical or strategic—will have access to extraordinary opportunities.

As I have said in my lectures on the future of work and CACACA (Creativity and Autonomy; Collaboration and Adaptability; Connection and Affection), the human differential will continue to be fundamental even in the scenario of AI advancement. The question is not whether technology will replace people, but how we can reinvent ourselves to work in symbiosis with it.

In my work with the AI Makers community, I have seen inspiring examples of how this symbiosis is already happening, with remarkable results in productivity and innovation. The future belongs to those who can combine the best of human capabilities with the transformative potential of technology.