AI Radar: From Virtual Presenter to the Future of Work — The Brazilian Panorama in 24h

The artificial intelligence scenario in Brazil is becoming increasingly defined. In the last 24 hours, we have witnessed everything from viral phenomena to initiatives that could redefine the country’s technological future. On one hand, the entertainment industry is experimenting with hyper-realistic avatars; on the other, Brazilian states are advancing in the race for cutting-edge infrastructure. Meanwhile, the job market continues its rapid transformation, raising urgent questions about how we prepare for this new world.

Goiás: Brazil’s New AI Hub?

The most promising news for the Brazilian innovation ecosystem comes from the Midwest. Goiás is preparing to become the first Brazilian state to receive artificial intelligence supercomputers from Nvidia in Latin America. The eight devices will begin operating at the Federal University of Goiás (UFG) in the second half of this year, representing a historic milestone for national AI research.

The UFG Center of Excellence in Artificial Intelligence (CEIA), which has had 800 researchers since its creation in 2019, caught the attention of Nvidia CEO Jensen Huang. And it's no wonder — we're talking about supercomputers equipped with Blackwell B200 chips, capable of performing calculations and data processing at a much faster speed than conventional devices.

I have been following the evolution of Brazilian technological infrastructure for years, and I can say with conviction: this initiative represents a unique opportunity for the development of tools in various areas, from agribusiness to Industry 4.0, including health and other strategic areas.

The most interesting thing is to observe how this movement combines academic research, private investment and public policies. Last week, the equipment was presented to representatives of the Ministry of Science, Technology and Innovation (MCTI), responsible for implementing the Brazilian Artificial Intelligence Plan. It is precisely this convergence of efforts that I have been advocating for years in my work on innovation ecosystems.

Marisa Maiô: The Virtual Phenomenon that Conquered the Networks (and Advertisers)

In the entertainment field, a virtual figure has captured national attention: Marisa Maiô, a presenter created entirely by AI who has become a phenomenon on social media. Using Google's Veo3 model, which allows the creation of ultra-realistic videos of up to eight seconds, the character simulates an auditorium and makes humorous jokes that have already accumulated more than 3 million views across Instagram, TikTok and X.

The most surprising thing is that Marisa has already signed a merchandising contract with Magazine Luiza, participating in a campaign for Valentine's Day. This marks a significant moment: virtual characters are beginning to take on traditionally human roles in marketing and communication.

The production of the videos, led by Raony Phillips (creator of the web series 'Girls in The House'), raises important questions about the consequences of this technology for the audiovisual market. As an entrepreneur who has always been at the intersection of technology and business, I see both opportunities and challenges in this trend.

On the one hand, a huge field opens up for content creators who master these new tools. On the other hand, we need to discuss fundamental ethical questions: how can we clearly identify what is generated by AI? What are the impacts on audiovisual professionals? How can we avoid manipulation and misinformation?

Apple: The Giant Stumbling in the AI Race

While some companies are moving quickly, others are facing significant hurdles. Apple Inc. is struggling to update its virtual assistant Siri, sparking investor pessimism about potential AI-related announcements at its annual flagship event.

According to industry sources, the company has been trying to build its own language models on top of the machine learning technology that powers Siri, but this has resulted in significant technical problems. Former executives have even said that this approach is problematic and that Apple may be missing an opportunity to become a leader in the AI field.

Apple’s case illustrates a point I often make in my mentoring sessions: Even tech giants face the challenge of disruptive innovation. The company that revolutionized smartphones and created an ecosystem of interconnected products now finds itself under pressure to demonstrate its ability to innovate in AI, especially as competitors like Google and Microsoft move quickly ahead.

Apple’s future will depend not just on how well it can update Siri, but also on its ability to monetize its recent initiative, Apple Intelligence, to compete with rivals like Google and OpenAI. It’s a reminder that in the world of technology, leadership is never guaranteed — something startup entrepreneurs know all too well.

The Impact of AI on the Job Market: Challenges and Opportunities

The area that concerns me most—and which I also see as a source of enormous opportunity—is the impact of AI on work. Two news stories from the past 24 hours illustrate this paradox perfectly.

The first reveals that AI is significantly impacting the careers of recent graduates and entry-level professionals. According to Dario Amodei, CEO of Anthropic, AI is expected to eliminate up to 50% of junior-level jobs in just 5 years. Industries such as law and programming, which rely on repetitive tasks, are already beginning to use AI to automate these functions.

At the same time, other news points out that AI agents are becoming “digital colleagues” in the workplace, requiring organizations to reevaluate their strategies and develop new ways to integrate human and machine talent.

In my work with hundreds of startups and organizations, I’ve seen this transformation unfold in real time. The companies that thrive are the ones that don’t think in terms of “humans versus machines,” but rather “humans augmented by machines.” This requires a new set of skills that I often emphasize in my future of work talks: what I call CACACA — Creativity and Autonomy; Collaboration and Adaptability; Connection and Affection.

AI and Recruitment: Is Your Resume Ready for Algorithms?

One worrying trend that deserves our attention is the growing use of AI in resume screening. Automated systems are analyzing applications before human eyes even see them, streamlining the hiring process but also raising questions about bias and diversity.

As someone who has always advocated for diversity as a driver of innovation, I am concerned about the risk that AI systems could perpetuate or even amplify existing biases in the job market. At the same time, I recognize the potential of these tools to create more efficient and objective processes — as long as they are designed with ethical awareness.

For candidates, the message is clear: tailor your resume with not just human recruiters in mind, but algorithms as well. This means using relevant keywords, structuring information clearly, and quantifying accomplishments whenever possible.

AI and Sustainability: A Promising Alliance

One particularly interesting piece of news highlights how AI can help drive sustainable capital flows to Brazil. With the growing urgency of investing in sustainable transitions, machine learning algorithms can streamline the processing of disparate data and automate analyses, enabling more efficient identification of sustainable projects.

The convergence between AI and other technologies, such as blockchain, promises to facilitate the implementation of transparent and auditable systems, promoting access to financing for communities and small entrepreneurs traditionally excluded from the financial system.

This is a perfect example of what I have always advocated: technology as a tool for inclusion and positive social change. In my work with startups, I have seen a growing number of entrepreneurs developing solutions that use AI not only to generate profit, but to solve complex social and environmental problems.

The Ethical Alert: Beware of Intimate Connections with AI

I couldn't fail to mention the warning made by Mustafa Suleyman, co-founder of DeepMind, about the risks associated with intimate connections with AI. In an interview with Estadão, he emphasized the need for a balance between innovation and ethics, highlighting the potential dangers of overly close relationships between humans and machines.

Suleyman also stressed the importance of collaboration between technology companies and governments to regulate the field of AI responsibly. This is a crucial point that I have been making in my talks and mentoring sessions: AI governance cannot be left solely in the hands of big tech or regulators — it needs to be a collaborative effort involving multiple stakeholders.

Final Reflections: Brazil at the AI Crossroads

The news of the last 24 hours paints a fascinating and complex picture of the AI landscape in Brazil. We are facing a technological crossroads that will define our economic and social future.

On the one hand, we have promising initiatives such as the AI hub in Goiás, which can position Brazil as a relevant player in AI research and development in Latin America. On the other hand, we face significant challenges in the labor market, where we need to prepare our workforce for a radically different reality.

As an entrepreneur who has experienced several waves of technological transformation, my message is clear: we need to embrace change responsibly. This means investing in technology education, promoting ethical debates about the use of AI, and creating public policies that maximize the benefits of these technologies while mitigating their risks.

In my mentoring programs, I have helped companies and professionals navigate this transition, identifying opportunities to use AI as an ally, not a threat. The key is to develop a strategic approach that combines the best of technology with what makes us human: creativity, empathy, and purpose.

The future of AI in Brazil will be determined by the choices we make today. How are you preparing for this transformation?