Google Democratizes AI in Portuguese While 77% Workers Report Higher Burden - Why This Paradox Reveals the Most Critical Moment for Responsible Adoption in Brazil

While Google finally brings its artificial intelligence into Brazilian Portuguese, a global survey reveals that 77% of professionals who use AI report an increase in workload. This paradox of the last 24 hours is not just a statistical curiosity - it is the most accurate portrait of the moment we are living in: between promises of democratization and the complex reality of responsible implementation.

Democratization Has Arrived: Google AI Overview in Portuguese

After months of waiting, Google has officially announced the launch of AI Mode for Portuguese searches, The AI Overview feature, which was previously only available in English, has been expanded. For those who follow the development of AI in Brazil, this is a historic moment.

The tool uses a customized version of the Gemini 2.5 model and allows you not only to search for information, but also to further research with additional questions, It can also be used to create comparison tables and generate detailed local recommendations. It's the kind of functionality that, just two years ago, would have cost a company thousands of dollars to implement.

But here's the fundamental issue: democratization doesn't automatically mean productivity. And that's exactly what the latest data shows us.

The Productivity Paradox: When AI Complicates Instead of Simplifies

One global survey by the Upwork Research Institute brought us figures that should make us stop and think: while 96% of executives believe that AI will increase productivity, 77% of employees who actually use these tools report increased workload and difficulties in meeting targets.

This mismatch is no accident. It reveals something I've observed in my work with startups and companies: there is an abysmal difference between having access to technology and knowing how to use it strategically.

Almost half of the employees who use AI admit that they don't know how to achieve the desired goals with these tools. It's like giving a Ferrari to someone who only knows how to drive a bicycle - the tool is powerful, but without the right knowledge, it can hinder rather than help.

Digital Burnout: When More Tools Mean More Problems

The data shows that 71% of employees show signs of burnout related to the inappropriate use of AI. This reminds me of the first waves of digital transformation, when companies implemented systems without adequately preparing their teams.

The difference is that we are now talking about technology that not only automates processes, but can also recreate, reimagine and rethink the way we work. Without proper preparation, this creates more confusion than clarity.

Brazil at the Crossroads: Regulation vs. Innovation

While we celebrate advances such as Google AI in Portuguese, Brazil is facing one of the most complex regulatory discussions in our technological history. Bill 2338/23, which regulates artificial intelligence in the country, is generating intense debates about copyright and economic impact.

One study by consultancy Ecoa estimates that the proposal to pay copyright for content used in training AIs could have a negative impact of R$ 21.8 billion on GDP over 10 years.

The Conflict of Interest No One Wants to Discuss

But perhaps the most worrying thing is what the Agência Pública revealedThe government of Paraná signed a five-year contract with Google Cloud, articulated by Alex Canziani, father of federal deputy Luísa Canziani, president of the Special Commission on AI in the National Congress.

This type of situation is not exclusive to Brazil, but it perfectly illustrates how AI regulation takes place in an environment where interests are not always aligned with the common good. We are regulating a technology that few people really understand, in a context where conflicts of interest can compromise the quality of decisions.

The Future of Work Is Being Redefined - But Not As We Expected

An analysis of TechTudo on the impact of AI on technology careers brings important insights: although the sector is still promising, intelligent automation has eliminated junior programming positions by automating basic tasks.

This reminds me of a conversation I recently had with a young developer. He said to me: “Felipe, I learned Python in six months, but when I get to companies, they want someone who knows how to use AI to program, not just to program”. This is the new reality.

The Skills That Really Matter Now

Low-code and no-code tools are expanding the creation of software for non-technical professionals, putting pressure on the demand for specialization. But here's what I've observed: professionals who combine technical mastery with creativity, critical thinking, ethics and emotional intelligence are becoming more valuable, not less.

Areas such as AI engineering and research, cybersecurity, software architecture, ethics and AI governance are in high demand. These are what I call “hybrid professionals” - those who understand both the technology and its human and social implications.

Case Studies: When AI Goes Too Far

A recent case caught my attention: the 4th panel of the Regional Labor Court of the 2nd Region fined for bad faith litigation a party who used artificial intelligence to insert false legal briefs, The "no-judges" are attributed to non-existent judges.

This case perfectly illustrates a point I always emphasize: the responsibility for the ethical use of AI always lies with the human user. The tool can “hallucinate” and create false information, but it is up to us to verify, validate and take responsibility for the content generated.

Music and Copyright: A New Frontier

Another interesting case was discussed in the Santa Catarina Court of Justice, in which the Spitz Aventura park argued that it should not pay a fee to Ecad for the public performance of a soundtrack created entirely by AI, without human authors.

This situation reveals the complexity of the issues we are facing. Brazilian law requires human authorship for copyright protection, but how do we deal with works created by AI that may derive from protected works? We are literally creating the future of copyright in real time.

ANPD and AI Governance: A Positive Sign

In the midst of so many challenges, there are positive signs. The National Data Protection Authority (ANPD) has approved three projects, including the creation of the Artificial Intelligence Laboratory for Data Protection and Consumer Protection.

This initiative represents something that I consider fundamental: the use of AI itself to regulate and supervise the use of AI. It's an intelligent approach that recognizes that we need advanced tools to deal with advanced technologies.

What it means for leaders and companies

As highlights Maíra Habimorad, CEO of Inteli, There is an urgent need for AI literacy programs for leaders and educators. In Brazil, only a minority of leaders are prepared to integrate AI into strategic decisions.

In my work with companies, I have observed three distinct profiles:

• The Skeptics: Resist adoption due to fear or lack of knowledge
• The Naive Enthusiasts: They implement AI without a clear strategy, generating the productivity problems we saw in the research
• The Strategists: Understand that AI is a tool that requires preparation, training and organizational change

Which of these profiles represents your company?

Agriculture as an Example of Intelligent Application

An interesting example of strategic application comes from agriculture. Nexo Jornal highlights how deep learning models can provide accurate, low-cost weather forecasts for farmers, especially in low- and middle-income countries.

This case shows how AI can be truly democratizing when applied with a clear purpose and an understanding of users' real needs. It's not just about technology, but technology with a positive social impact.

Freelancers: The Real Winners of the AI Revolution

An interesting fact from Upwork's research: while corporate employees struggle with AI, freelancers demonstrate greater efficiency and productivity, doubling results in innovation, agility, quality and revenue.

Why is that? In my experience, freelancers are naturally more adaptable and results-oriented. They don't have the organizational inertia and bureaucratic processes that often prevent the effective adoption of new technologies.

This suggests that the problem is not with AI itself, but with the way organizations are implementing these tools.

Reflections on the Current Moment

We are living through a unique moment in the history of technology. On the one hand, we have incredibly powerful tools being democratized - like Google AI in Portuguese. On the other hand, we have a gigantic gap between expectation and reality in practical implementation.

This contradiction reminds me of the early days of the commercial internet in Brazil. We had the technology, but it took years to develop the skills and frameworks needed to use it effectively.

The Challenge of Education and Digital Literacy

As the analysis on education highlights, if AI isn't incorporated strategically at all levels of education, we run the risk of creating a generation that has access to the most advanced tools in history, but doesn't know how to use them productively and ethically.

The development of these skills is not aimed at training programmers, but decision-makers capable of evaluating the responsible use of AI, ensuring transparency and human supervision.

The Road to Responsible Adoption

Based on an analysis of the news over the last 24 hours and my experience supporting more than 10,000 startups, I see five fundamental pillars for the responsible adoption of AI:

1. literacy before implementation

There's no point in democratizing access if we don't also democratize knowledge. Companies need to invest in education before they invest in tools.

2. Clear and Transparent Governance

The cases of conflict of interest in regulation show the importance of transparent and ethical processes in AI governance.

3. Focus on Results, Not Technology

The question shouldn't be “how to use AI?”, but “how to solve real problems using AI ethically and efficiently?”

4. Preparing for Changes in the Labor Market

Career changes are inevitable. We need to prepare professionals for a future where hybrid skills are essential.

5. Balanced Regulation

We need regulatory frameworks that protect rights without stifling innovation. The debate on copyright shows how complex but necessary this is.

Conclusion: The Most Critical Moment

The last 24 hours have given us a true picture of the moment we are living in: between the democratization of the most powerful tools in history and the practical challenges of responsible implementation.

Google AI in Portuguese is an important achievement for Brazil. But productivity data and regulatory dilemmas remind us that technology alone can't solve problems - skilled people using technology strategically make the difference.

This is the most critical moment in the adoption of AI in Brazil. We are defining not only how we are going to use these tools, but what kind of digital society we want to build.

In my mentoring and consulting, I have helped leaders and companies navigate exactly these challenges - from AI literacy to strategic implementation that generates real results. Because in the end, the AI revolution will not be defined by the tools available, but by how wisely we use them.

The future is not written. It is being built now, in the decisions we make today about how to adopt, regulate and democratize artificial intelligence. What about you? What role will you play in this construction?