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Artificial intelligence continues its relentless march through various sectors of Brazilian society. In just 24 hours, we have witnessed everything from the transformation of entertainment to advances in the financial sector, not to mention the troubling ethical questions that have arisen along the way. Let’s take a look at how these transformations are shaping our digital future and what lessons we can learn from them.

Marisa Maiô: When AI Reinvents Popular Entertainment

One of the most interesting phenomena in recent hours is the explosion in popularity of videos featuring the character Marisa Maiô, created by Rio de Janeiro native Raony Phillips. Using Google's generative AI technologies (Veo 2 and Veo 3), Phillips managed to create a virtual presenter who satirizes traditional Brazilian talk shows.

What strikes me most about this case is not just the technical quality of the productions, but how AI is enabling independent creators to produce content that would previously have required entire teams and substantial budgets. We are witnessing a true democratization of creative production tools.

Second The Globe, the videos have already accumulated millions of views on Instagram, demonstrating how receptive the public is to this new form of entertainment. This phenomenon perfectly illustrates what I have been arguing for years about how AI does not necessarily replace humans, but creates new possibilities for them to expand their creativity.

However, we need to recognize that there is another side to this entertainment revolution…

Veo 3: The Future of Gaming Entertainment?

While we celebrate Marisa Maiô’s creativity, we cannot ignore the legitimate concerns about the future of entertainment with the advancement of tools like Google’s Veo 3. This new tool, capable of transforming text into ultra-realistic videos, raises fundamental questions about misinformation and the future of the creative industries.

According to UOL article, during the Veo 3 launch presentation, several concerns arose about journalism, regulation and ethics. We are facing a powerful technology without a clear governance structure.

In my work with startups and technology companies, I have observed that the organizations that stand out are precisely those that manage to balance innovation with ethical responsibility. It is not enough to create disruptive technologies; it is necessary to think about the social implications of their use.

The Dark Side: When AI Becomes a Tool of Violence

Unfortunately, not all uses of generative AI are positive or even harmless. An alarming case was reported in Belo Horizonte, where students reported that their photos were manipulated by artificial intelligence to create pornographic content, which was then sold on Telegram groups.

Second G1 report, the Public Prosecutor's Office of Minas Gerais is already analyzing the case, while the school implements measures to accommodate the victims. This painful incident reminds us that, like any powerful technology, AI can be used both to create and to destroy.

This type of situation reinforces something that I always defend in my mentoring sessions and lectures: the urgent need for digital literacy and technological ethics at all educational levels. It is not enough to simply regulate technologies; we need to educate people about their responsible use and the real consequences of actions in the digital world.

Itaú Innovates with Generative AI in the Financial Sector

As we reflect on ethical challenges, it is also important to celebrate responsible innovations. Itaú Unibanco announced the launch of the “Investment Intelligence” tool, a generative AI-based agent that will assist clients in making investment decisions.

According to NeoFeed report, the solution will begin with tests for 10,000 Uniclass and Personnalité customers who do not have a human specialist advisor, with plans for gradual expansion throughout 2025 and 2026.

This initiative perfectly illustrates what I consider a balanced use of AI: does not completely replace the human element, but expands access to specialized services for people who would otherwise not have such assistance. AI as a tool for democratizing knowledge and services.

It is also worth noting that Itaú is placing security as a priority, aiming to avoid inappropriate applications – exactly the type of responsible approach we need to see more of in AI implementations.

Goiás: An Unlikely AI Hub in Brazil

One of the most surprising and inspiring pieces of news comes from the heart of Brazil. Goiás, traditionally known for its strong agribusiness, is positioning itself as an important hub for artificial intelligence in the country, demonstrating that technological innovation does not need to be restricted to traditional centers.

Second report from Folha de S.Paulo, the state has already received the first eight AI supercomputers from Nvidia in Latin America, which will start operating in the second half of the year.

The partnership with the Federal University of Goiás (UFG) and the raising of resources elevate the state to a new technological level, with a potential significant impact especially for the agricultural sector – creating a perfect bridge between the state's traditional vocation and the technologies of the future.

This case exemplifies something that I always defend in my consultancies on innovation ecosystems: regional technological development needs to connect with local vocations to generate real impactThere is no point in importing innovation models that are disconnected from the local economic reality.

What Can We Learn from This Panorama?

By analyzing these five stories from the last 24 hours, we can extract some valuable lessons:

• AI is redefining the boundaries of creativity – As we saw with Marisa Maiô, accessible tools are enabling independent creators to produce professional-quality content
• We need a robust ethical framework – Cases of manipulation of intimate images remind us of the risks of technology without adequate governance
• Decentralization of innovation is possible – Goiás proves that technology hubs can emerge outside of traditional axes when there is strategic planning
• AI can democratize access to services – As Itaú demonstrates, technology can expand the reach of specialized services
• Balance between innovation and responsibility is the way forward – The organizations that will stand out will be those that can reconcile technological advancement with ethics and positive impact

Preparing for the AI-Driven Future

The panorama of the last 24 hours reinforces something that I have been observing in my trajectory of more than 25 years in the innovation ecosystem: we are experiencing not only a technological revolution, but a profound cultural, social and economic transformation driven by AI.

For organizations and professionals who wish to position themselves competitively in this new scenario, it is essential to develop not only technical skills, but also a deep understanding of the ethical and social context in which these technologies operate.

In my mentoring sessions with startups and companies, I have emphasized the importance of adopting an approach I call “human-centric AI” – where technology augments human capabilities rather than simply replacing them. The stories discussed today reinforce this view.

Brazil has a unique opportunity to position itself as a global leader in responsible AI innovation, leveraging our cultural diversity and natural creativity to develop solutions that balance technological advancement with positive social impact.

Through my consulting and acceleration programs, I continue to support entrepreneurs and organizations that seek to navigate this complex landscape, transforming challenges into opportunities for growth and impact. If you are building an innovative project with AI or looking to implement these technologies in your organization, get in touch to discuss how I can help.

The AI radar will continue to watch for the transformations that shape our digital future. See you tomorrow!