Panorama of AI in Brazil: Between Fear of Substitution and the Race for Adaptation

Brazil on the frontier of transformation through AI

We are witnessing one of the greatest technological revolutions in human history. And like every great transformation, it is accompanied by mixed feelings: hope and fear, opportunity and threat. This is the scenario we find today in Brazil when we talk about artificial intelligence.

A recent survey by NordVPN, specialized in cybersecurity, revealed a fact that deserves our attention: 171% of Brazilians fear being replaced by AI in their jobs. It is a significant number, but what really caught my attention was another fact from the same study: 351% of those interviewed are actively studying the topic to better adapt in the future.

This tells me something powerful about us Brazilians: despite the uncertainties, we are more willing to adapt than to simply fear the future. This mindset of adaptation and continuous learning is exactly what I have been advocating for years in the innovation ecosystem.

Who should really care about AI?

One of the myths I need to debunk is that AI will mainly replace operational or lower-skilled jobs. The reality is quite different. According to experts cited by Exame, the professionals most impacted will be precisely those “in white collar jobs, with well-paid jobs and in sectors such as finance and technology”.

That’s because today’s AI is particularly good at structured cognitive tasks—the very kind of work performed by many graduates who never imagined their jobs could be automated. Think financial analysts, lawyers working with standardized documentation, journalists producing basic news content, and even programmers writing less complex code.

The irony is almost palpable: Those who invested in degrees, believing they were safe in their professional ivory towers, may be the very ones who will need to reinvent their careers most quickly.

On the other hand, many roles that require complex physical dexterity, genuine empathy or disruptive creativity – such as plumbers, therapists and conceptual artists – will remain relevant for longer.

The Brazilian paradox: champions in adoption, but are we prepared?

Another fact that caught my attention is that Brazil stands out for its highest rate of AI use compared to other countries, according to the same NordVPN survey. This is not an isolated fact – I have observed in my work with startups that Brazilians have a remarkable capacity for technological adoption.

We are eager for new things and tend to embrace new technologies with enthusiasm – a characteristic that sets us apart even among developing countries. While 241% of Brazilians already regularly use AI chatbots both in their free time and at work, this number is significantly lower in many developed countries.

But here’s the paradox: high adoption doesn’t necessarily mean high readiness. The same survey found that 271 percent of Brazilians believe AI is developing too quickly—a sign that despite the enthusiasm, there are legitimate concerns about the pace of change.

Real Cases: When AI Really Makes a Difference

Beyond fears and statistics, we need to look at concrete cases where AI is already transforming Brazilian businesses in a positive way. We have a notable example in Suzano, one of the largest pulp companies in the world, which implemented the virtual assistant Ana MarIA.

This generative AI, developed in collaboration with Microsoft, has managed to reduce the time to resolve problems in pulp production by up to 30%. This is an extraordinary gain in productivity in a traditional sector of Brazilian industry.

The Suzano case is emblematic because it shows that AI is not only transforming obviously digital sectors, but also traditional industries – and this is crucial for the Brazilian economy, where we have a strong presence in the primary and secondary sectors.

The continuous evolution: from chatbots to autonomous agents

If you’re still getting used to chatbots like ChatGPT, get ready: the next leap is already happening. Google Cloud executives say that intelligent systems that demonstrate reasoning and planning are the next step in AI.

We’re talking about AI “agents” – systems capable of not only answering questions, but also executing complex tasks, planning actions and acting with greater autonomy. This evolution promises to streamline complex workflows and become crucial to the future of work.

In practice, this means that while chatbots like ChatGPT can help draft an email or summarize a text, agents will be able to manage entire projects, coordinate virtual teams, and make tactical decisions based on strategic goals.

This transition from passive tools to active agents marks a fundamental shift in the human-machine relationship. And here is the question: are we preparing our professionals and companies for this new paradigm?

Impacts beyond work: AI and social transformation

The influence of AI goes far beyond the job market. A report highlighted by Forbes suggests that by 2035, artificial intelligence will profoundly transform cognitive development and social relationships.

This is a topic that particularly fascinates me. In my lectures on the future of work, I often talk about the concept of CACACA – an acronym I created for the six fundamental skills for the future: Creativity, Autonomy, Collaboration, Adaptability, Connection and Affection. These are precisely the skills that differentiate us from machines and that will be even more valued as AI advances.

The news about AI and religion exemplifies how no sphere of human life will remain untouched. When even our spiritual connection is mediated by technology, we are truly facing an unprecedented revolution.

On the other hand, phenomena such as “Job AIs” – adult content creation with virtual women – reveal that, like all powerful technology, AI can also amplify existing social problems, such as objectification and beauty stereotypes.

What You Should Do: Practical Strategies for Navigating the AI Revolution

In this scenario of accelerated transformation, what practical steps should we take? Based on my experience supporting thousands of startups and working with innovation, I share some recommendations:

For professionals:

• Discover the tools: Try out different AI systems, understand their capabilities and limitations. It’s not enough to just hear about them, you have to get your hands dirty.
• Develop skills complementary to AI: Invest in capabilities that machines don’t yet master well – critical thinking, non-linear creativity, emotional intelligence and complex problem solving.
• Learn to work WITH AI, not AGAINST it: Instead of fearing replacement, look for ways to use AI to amplify your own capabilities. The winners will be those who can build efficient teams with intelligent systems.
• Cultivate meaningful human networks: In an increasingly automated world, genuine human connections become valuable differentiators.

For companies and managers:

• Invest in training: Create development programs that prepare your teams to use AI tools productively. Remember that adoption without training leads to frustration.
• Rethink processes, not just tools: AI is not just a 1:1 replacement of existing tasks, but an opportunity to redesign entire processes.
• Develop a culture of responsible experimentation: Encourage your team to test new AI applications, but with clear evaluation and governance processes.
• Anticipate structural changes: Some roles will disappear, others will be created, and most will be transformed. Plan these transitions in a humane and strategic way.

For entrepreneurs:

• Search for specific niches: The most promising opportunities lie in the application of AI to specific problems in particular industries or segments.
• Build responsibly: Consider the ethical and social implications of your solutions from the outset.
• Combine AI with other differentiators: The most robust solutions combine AI with other types of innovation – whether in business model, user experience or distribution.

The future belongs to the adaptable, not the worried

As we move forward in this technological revolution, one thing becomes clear: the future does not belong to those who fear change, but to those who embrace and shape it. NordVPN’s research has shown that 351% of Brazilians are already studying AI to adapt – this is the way forward.

As I’ve seen in my work with startups, the greatest opportunities arise precisely at times of technological disruption. The question isn’t whether AI will transform your job or industry – that’s inevitable. The question is how you’ll position yourself in that transformation.

Will we simply react to changes or will we be the protagonists of them? As Brazilians, we have demonstrated a remarkable capacity for technological adaptation – now we need to complement this characteristic with strategic vision and investment in training.

In my mentoring work, I have helped entrepreneurs and companies identify concrete opportunities in this new scenario. And what I have observed is that those who view AI not as a threat, but as a tool for transformation, are finding promising paths.

The AI ship has set sail, and we have two choices: we can stay on the shore, watching with apprehension, or we can get on board and learn to navigate these new waters. The choice, as always, is ours.