AI Radar in Brazil: Between Digital Monopolies and Corporate Adoption – What Happened in the Last 24 Hours

The Artificial Intelligence landscape continues to evolve rapidly, with developments that affect everything from court decisions to corporate behavior. In the last 24 hours, we have seen significant developments that reveal both the challenges and opportunities that AI brings to different sectors. Let’s analyze what is happening and how it impacts the present and future of business in Brazil.

Google and the Antitrust Dilemma: AI as an Extension of Monopoly?

One of the most emblematic cases I have followed in the last few hours involves Google and its market practices. The US Justice Department argues that the company could use AI to extend its already dominant monopoly in online search.. This case could completely redefine Google's role as an information portal and potentially transform the way we access knowledge on the internet.

According to attorney David Dahlquist, representing the Department of Justice, “strict measures will be needed to prevent Google from using artificial intelligence to reinforce its dominance over online searches.” Among the proposals of the American government are radical requirements, such as the sale of the Chrome browser and the licensing of search results to competitors. The final decision in this case will have global repercussions, including in the Brazilian market.

The most interesting thing is the court's perception of AI as a tool for extending market power. The judge has been asked to consider the future of competition specifically in the context of evolving AI technologies, such as ChatGPT. This judicial recognition of AI’s potential to alter competitive dynamics is an important milestone for technology regulation.

Google’s defense, naturally, argues that its AI innovations should not be limited, calling the government’s proposals a “wish list” for competitors. This clash perfectly illustrates the tension between innovation and concentration of power that has characterized the digital age.

The Corporate Adoption Paradox: Utility Without Training

Another piece of data that caught my attention comes from a Thomson Reuters survey, revealing that Approximately 90% of corporate professionals recognize that generative AI can be applied in their areas. This number is even more expressive in specific sectors: 90% in the legal sector, 92% in the tax sector and 88% among corporate risk professionals.

The paradox evident in the data is that while 95% of respondents predict that AI will be essential to their workflows in the next five years, 64% say they have not received any training on how to use these technologies in their industries.

This reflects a reality that I have observed repeatedly in my consulting with large companies: there is widespread enthusiasm about the potential of AI, but a critical deficiency in preparing teams to use it effectively. This gap between recognition and preparation represents both a risk and an opportunity for Brazilian organizations..

Brazilian Companies and the Cautious Implementation of AI

Looking at the Brazilian market, we see that large direct selling companies such as Natura, Hinode and Herbalife are starting to implement AI tools, but taking a cautious approach. This sector, which generated an impressive R$1.5 billion in revenue in 2024, is using the technology mainly to support its teams of consultants and improve customer service.

At Herbalife, for example, the acquisition of Pruvit brought a platform that uses AI to help consumers better understand their eating habits. Hinode is developing a virtual assistant called “Sol” that will analyze performance reports and offer personalized suggestions. Natura, as indicated by Gabriel Gimenez, is still in the early stages of implementation, prioritizing caution due to the risks involved.

This prudent behavior reflects a valid concern for data privacy and transparency in processes. As I have warned in my mentoring sessions for startups and established companies, responsible AI implementation should not be rushed in the name of innovation. – especially when we’re talking about sensitive consumer data.

The Danger of “AI-Washing”: When AI is Just Marketing

One particularly alarming case emerged in the US, where the Justice Department charged the former CEO of the startup Nate with fraud. The company promised to facilitate online shopping using advanced AI, but in reality it used human workers in the Philippines and Romania to perform the tasks manually.

Albert Saniger, the company’s former CEO, now faces charges of securities fraud and wire fraud, which carry a maximum sentence of 20 years in prison. This case exemplifies a phenomenon I’ve seen a lot: “AI-washing,” when companies claim to use AI only as a marketing strategy, without actually implementing the technology.

For Brazilian investors and consumers, this case serves as an important warning. Technical due diligence of startups claiming to use AI should include an in-depth analysis of the underlying technology – a piece of advice I always give to the angel investors and venture capital funds I work with.

Hallucinations and Reasoning: A Technological Paradox

OpenAI's new models, o3 and o4-mini, are demonstrating a curious phenomenon: the more advanced their reasoning abilities, the more they tend to “hallucinate” – that is, invent false information. According to OpenAI's own tests, the o3 model hallucinates 33% of the time when answering questions about people, while the o4-mini hallucinates 48% of the time.

This data is particularly relevant for sectors such as law, health and education, where the accuracy of information is crucial. Paradoxically, these same models show significant improvements in areas such as mathematics and programming.

We face a fundamental dilemma in AI development: how to balance advanced reasoning capability with factual accuracy? OpenAI admits it still doesn't fully understand why this is happening, highlighting how we are still in the early stages of understanding these complex technologies.

AI in Cinema: New Rules at the Oscars

The Academy of Motion Picture Arts and Sciences has set new rules for the 2026 Oscars regarding the use of Generative Artificial Intelligence. The main change indicates that the use of AI will not influence a film's chances of being nominated, either positively or negatively.

The new rule states that each judging body will consider “the degree to which a human being was at the heart of the creative authorship” when choosing the film to be awarded. This decision reflects a balance between recognizing technological innovation and preserving the value of human creation in cinema.

For the Brazilian audiovisual industry, which has stood out internationally, is an important reminder that AI should be seen as a tool to amplify human creativity, not replace it. – a principle I defend in all my talks about the future of work.

The Neuroscience Debate: AI as a “Threat” to the Brain?

Neurosurgeon Paulo Niemeyer, director of the State Brain Institute in Rio de Janeiro, offered a provocative perspective when he stated that “the brain is going through a moment of great threat, which is being replaced by artificial intelligence.” However, he quickly clarified that he does not believe this replacement will actually occur.

Niemeyer compared current fears with historical reactions to other disruptive technologies, and dismissed “posthumanist” theories about AI developing consciousness as “exercises in fiction.”

This insight from a human brain expert reinforces something I have argued consistently: AI is not a replacement for human cognition, but an extension of our capabilities. The true potential lies in the complementarity between humans and machines, not in their replacement.

AI and the Insurance Market: An Opportunity for Brazil

The “Global Insurance Report 2025” by McKinsey consultancy brought interesting data about the Latin American insurance market, highlighting that, despite representing only 3% of the global market, the region is the fastest growing, especially in the non-life insurance sector.

This growth is being driven by two main factors: partnerships between insurers and non-traditional companies (such as retailers) and the use of artificial intelligence for product personalization. The study also revealed that customers prefer a hybrid purchasing experience, combining digital search with human interaction to clarify doubts.

For Brazilian entrepreneurs, This is a perfect example of how AI can be used to create value in traditional markets., transforming the customer experience without completely eliminating the human element.

AI and Intellectual Property: Who is the Author?

A fascinating legal debate is brewing around copyright protection for AI-generated content. Cases like Dabus, where an invention was claimed to be generated solely by AI, raise fundamental questions about the need for attribution to a human inventor.

The discussion extends to texts, images and music generated by AI systems, and the importance of human contribution for this protection to be granted. This debate has profound implications for creators, entrepreneurs and investors. in AI-based technologies.

As I have observed in my work as an advisor to startups, clarity about intellectual property is one of the most crucial factors in valuing technology companies – especially when they involve AI content creation.

Strategic Perspectives and Considerations

Looking at the panorama of the last 24 hours, we can identify some clear trends:

• AI Regulation and Governance: The Google case demonstrates how regulatory authorities are increasingly aware of the potential of AI to consolidate dominant market positions.
• Cautious implementation: Brazilian companies are adopting AI gradually and responsibly, prioritizing security and privacy.
• Technological paradoxes: Even the most advanced models face fundamental challenges, such as balancing reasoning ability and factual accuracy.
• Training needs: There is a critical gap between recognizing the value of AI (90%) and effectively training teams (only 36%).
• Sector opportunities: Markets like insurance are demonstrating how AI can be a competitive differentiator through personalization and improved customer experience.

For Brazilian companies and professionals, these trends represent both challenges and opportunities. Strategic and responsible adoption of AI can be a significant competitive differentiator, especially for those who can navigate the regulatory and ethical complexities that are emerging.

Conclusion: Preparing for an AI-Driven Future

The news of the last 24 hours reinforces something I have been constantly arguing: we are just at the beginning of the AI revolution, and the real winners will not necessarily be the first to adopt the technology, but those who implement it strategically, ethically and in line with the real needs of their customers and employees.

For Brazilian companies to stand out in this new scenario, it is essential to invest in three fundamental areas:

• Team training: Continuous training not just on specific tools, but on the human-machine collaboration mindset.
• Data Governance and AI: Establishing clear processes to ensure the ethical and responsible use of technology.
• Strategic experimentation: Identification of high-impact areas for initial implementation, with robust results assessment mechanisms.

In my mentoring work with startups and established companies, I’ve observed that organizations that adopt this balanced approach—neither resistant to change nor blindly enthusiastic—are the ones that are able to extract the most value from AI technologies without exposing themselves to unnecessary risk.

The landscape is constantly evolving, and I will continue to closely monitor developments to provide relevant insights into how AI is transforming business and society. If your company is looking for strategic guidance on how to navigate this new world, feel free to reach out – helping organizations thrive in the age of AI is one of my core passions.