The AI Paradox in Brazil: Fearful CEOs, Smart Climate, and Controversial Opportunities

Following the advancement of AI in Brazil has been a fascinating rollercoaster ride. As I look at the panorama of the last 24 hours, I realize that we are facing a true paradox: on the one hand, business leaders admit their fears; on the other, young entrepreneurs embrace technology to create innovative solutions – some in controversial territories.

Executive Fear: When Leaders Admit Vulnerability

One piece of information that caught my special attention was released by Economic Value: A survey of 2,500 CEOs revealed that most are afraid of artificial intelligence. It’s not just about losing out to the competition, but something much more personal: the fear that they don’t have enough knowledge about the technology to ask the right questions of their boards.

This scenario sounds familiar to me. In my career supporting startups and leading innovation programs, I often encounter executives who feel intimidated by the speed of technological change. Insecurity in the face of new technologies is natural and, paradoxically, healthy – demonstrates humility and awareness of the complexity of the topic.

Despite this stated fear, 801% of CEOs plan to adopt or incorporate more AI into their businesses. The problem? Only 21% believe their companies are truly ready for it. This gap between desire and readiness represents both a challenge and an opportunity for consultants, mentors, and experts who can help organizations on this transformation journey.

AI and climate: when algorithms help save cities

In contrast to corporate fears, we see extraordinary applications of AI emerging in critical areas. According to the Home and Garden magazine, artificial intelligence is becoming a fundamental ally in tackling climate change in urban contexts.

What fascinates me about this application is its precision. While traditional methods are limited to scales of tens of kilometers, new AI-based methodologies can work at the scale of meters. This allows for detailed simulations of how green areas, urbanization patterns, and urban interventions affect the microclimate of each neighborhood or street.

Gabriel Perez, a PhD in climate science and co-founder of MeteoIA, developed the MIA system, which trains AI models for climate applications. Google created Heat Resilience, combining AI with aerial and satellite imagery to combat heat islands.

This AI application represents the kind of innovation I have been advocating for years: one that solves real problems, generates positive impact and creates business opportunities with purpose. In my mentoring with startups, I often encourage entrepreneurs to seek these intersections between advanced technology and urgent socio-environmental challenges.

Female pioneering: the first woman to graduate in AI in Brazil

One piece of news that filled me with hope was the story of Heloisy Pereira Rodrigues, 24 years old, highlighted by Poder360 as the first woman in Brazil to graduate in Artificial Intelligence. More than just obtaining this degree, Heloisy decided to undertake in the area, creating the startup Macall.

Macall develops AI solutions for the call center market, with three main products: a system to monitor call quality, a tool that assists agents with automatic suggestions, and an automation system that conducts all customer service through AI.

What makes this story even more relevant is the low female representation in technology fields. Heloisy mentioned the cultural barriers and lack of encouragement that women face in this field. With average salaries between R$8,000 and R$12,000 per month for graduates in the field, there is enormous potential for more women to occupy these spaces.

During my journey in the Brazilian startup ecosystem, I have always defended diversity as a crucial factor for innovation. Diverse teams produce more comprehensive solutions and more resilient businesses. Heloisy's pioneering work represents an important step forward and an inspiring example for other women who wish to enter this field.

The controversial frontier: AI and adult content

Not all AI applications follow such noble paths as the previous ones. A controversial trend was reported by Diary of the Center of the World: Brazilians are creating adult content with AI tools, in the phenomenon known as “job AIs” or “job girls”.

Using specific editing sites, creators simulate models and sell this material on platforms such as OnlyFans, Privacy and Fanvue. Elaine Pasdiora, 35, a pioneer in this market in Brazil, has already earned more than R$20,000 between January and March 2025, mainly from the sale of courses that teach how to create virtual characters.

This case perfectly illustrates what I have been discussing about the ethical dilemmas of AI. The technology itself is neutral, but its applications can raise complex questions. We are living at the beginning of an era that will require new regulatory frameworks, in-depth ethical discussions and much reflection on limits..

It is worrying that most “job girls” follow a specific aesthetic standard, reinforcing stereotypes. There are also legal issues involved, such as the misuse of photos of real people without consent – a practice denounced by content creators themselves, such as Elaine Pasdiora and Elisabete Alves.

While the Senate is discussing the regulation of AI use in Brazil, this market continues to grow, attracting both supporters and critics. Professor Cleber Zanchettin, from UFPE, highlights that the AI industry for adult content is a gigantic segment and tends to expand even further.

The future of AI in Brazil: preparation is key

Analyzing this diverse panorama of news from the last 24 hours, it is clear that AI is already a transformative reality in Brazil, with manifestations ranging from noble to controversial applications, including executive fears and female pioneering.

For businesses, the message is clear: there is no escaping AI-driven digital transformation, but it is crucial to prepare accordingly. CEOs and leaders need to seek out knowledge, experiment, create pilot projects and build internal capabilities.

For entrepreneurs, the opportunities are vast. Whether it’s developing AI solutions for climate challenges, creating tools to optimize call centers, or working on the frontiers of new applications (preferably with ethical responsibility), there’s room for innovation and value creation.

In my mentoring work with startups and executives, I have helped leaders navigate these complex waters, identifying opportunities aligned with meaningful purpose and developing strategies for responsible AI implementation.

Brazil has the potential to be a global player in AI, not only as a consumer, but as a producer of technology and innovation.. To do this, we need more stories like Heloisy's, more responsible applications like climate adaptation, and greater preparation of our business leaders.

The AI journey in Brazil is just beginning, and I will be here following, analyzing and contributing so that we can make the most of this technological revolution, minimizing risks and maximizing positive impacts.