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While the world still debates whether artificial intelligence is hype or revolution, the last 24 hours have brought numbers that don't lie. Salaries of up to US$10 million for AI engineers and a R$6 billion investment in a data center in the interior of Minas Gerais aren't just news—they're unmistakable signs that we're experiencing a profound economic transformation.

The Silent War for AI Talent

There is fierce competition going on behind the scenes in technology. According to a report by Terra, senior AI professionals are earning between US$$ 3 and US$$ 7 million annually, with exceptional cases exceeding US$$ 10 million — an increase of 50% since 2022.

Meta is paying between $186,000 and $3.2 million to its AI engineers, with bonus of up to US$100 million for the most outstanding talents. It's no exaggeration: it's recognition of the strategic value of these professionals.

This salary hike makes me think about a fundamental question: How is Brazil positioning itself in this race? Do we have universities producing these talents? Can our companies compete for these professionals? These are questions every leader should be asking.

The Brazilian Interior at the Global Vanguard

Perhaps the most surprising news of the last 24 hours is the announcement that Uberlândia will receive the first AI-focused data center in Southeast Brazil. RT-One, a North American company, will invest an initial R$6 billion in a 245,000 m² campus with an initial energy capacity of 100 MW, which could reach 400 MW.

This movement represents much more than infrastructure—it's a commitment to Brazil as an AI innovation hub. Two thousand permanent jobs in the first three years, liquid cooling technologies, and international zero-carbon certification. Uberlândia is positioning itself on the global AI map.

As someone who spent decades helping build the Brazilian innovation ecosystem, I see this investment as validation of the potential we've always championed. Brazil's interior can indeed be a key player in the digital economy.

The Transformation of Business Models

Meanwhile, communications agencies are completely rethinking their pricing models. According to Meio & Mensagem, the traditional model based on hours worked is being replaced by billing based on value, performance and results.

Agencies like Monks utilize hybrid models that combine human and AI capabilities in fixed-fee packages. Known offers AI platforms on a subscription basis. In 18 to 24 months, experts predict time pricing will disappear., consolidating the value-oriented model.

This transformation isn't limited to agencies. In almost every industry, we're seeing the same pressure: how do we price value when efficiency increases exponentially?

The Paradox of Shallow Adoption

But not everything is rosy. StartSe published a hard-hitting article about the superficiality with which many companies adopt AI discourse. Using buzzwords and symbolic actions doesn't equate to real transformation.

As the article highlights, becoming an AI-first company requires a profound change in organizational cultureIt's not enough to buy tools—you need to build teams, accept mistakes, constantly learn, and integrate AI into the core business.

This observation resonates with what I see in my consulting work. Many companies want the benefits of AI without doing the necessary homework. It's like wanting to drive a Formula 1 car without knowing how to shift gears.

The Future of Work Is Here

The Irresistible 2025 event, led by Josh Bersin, provided valuable insights into how AI is transforming HR. According to You HR, companies like Ericsson and Moderna already place HR as a protagonist in the data strategy and AI integration.

The concept of “superworker” — professionals who enhance their skills through AI — is gaining traction. The Fontainebleau Las Vegas resort used conversational AI to speed up the selection process and ensure high engagement.

But the event also highlighted that the biggest challenge is not technical, but emotional. An organizational culture with psychological safety is fundamental to the successful adoption of AI.

Reflections on the Economic Impact

As I discussed in my column in Estadão, AI has the potential to profoundly transform the Brazilian economy. It can increase productivity, efficiency, and innovation, generating wealth and new businesses. But it can also cause unemployment in traditional sectors.

The big challenge will be the equitable distribution of gains. Public policies are essential, with investments in education, reskilling, and technological infrastructure. Our startup ecosystem can be an important driver, creating solutions adapted to the domestic and global markets.

Harmony between economic growth and social inclusion will be necessary to ensure a sustainable future in the AI era.

Tools Democratizing Access

While we discuss the big investments, CNN Brasil highlighted How AI tools are democratizing photo editing. Adobe Photoshop, Canva, Remini, Cleanup.Pictures, and Luminar Neo are making complex tasks accessible to everyday users.

This democratization is a trend that I observe in several areas. AI is lowering barriers to entry across a range of sectors, enabling small businesses and individuals to access capabilities previously exclusive to large corporations.

The Human-Machine Partnership

Ethan Mollick of the Wharton School offers an optimistic perspective on working with AI without fear. According to Valor Econômico, his book “Cointelligence” emphasizes that AI should be seen as a tool to amplify productivity, creativity and decision-making.

Mollick's approach highlights the human-machine cooperation and suggests that the future of work will depend on preparation and a positive attitude towards digital transformation.

This insight aligns with my experience: companies that see AI as a partner, not a threat, are the ones that benefit most from the technology.

Success Stories and Transformation

Positivo Tecnologia is an interesting example of reinvention. According to InfoMoney, the company completed its transition to focusing on enterprise services, especially AI solutions. By 2024, 68% of revenue came from the enterprise segment.

Positivo's transformation from a PC manufacturer to an AI services provider illustrates how traditional companies can reinvent themselves. It's not about resisting change, but about strategically embracing it..

What This Means For You

Looking at this news together, I see three clear movements:

• Extreme appreciation of specialized talent: If you're in AI, there's never been a better time for your career.
• Decentralization of innovation: The Brazilian countryside is becoming a protagonist, not just São Paulo and Rio
• Transformation of business models: Pricing by value, not time, is becoming standard

For entrepreneurs and leaders, now is the time for action. It's no longer about adopting AI, but how to do it strategically.Companies that can balance investment in talent, organizational culture, and practical applications will come out ahead.

In my consulting and mentoring projects, I help startups and companies navigate this transformation in a structured way. The difference between success and failure in the AI era lies in strategy, not in the technology itself.

The future is being written now. The question isn't whether your company will be transformed by AI, but whether you will be a protagonist or a spectator in this transformation.