The news story that caught my attention today has a provocative title: \u201cIf AI doesn\u2019t kill your company, it will make it stronger.\u201d It sounds dramatic, but it perfectly reflects the transformative moment we are living in. A study presented at the European Central Bank reveals something I have observed repeatedly in my work with startups and established companies: the implementation of AI generates initial turbulence before bringing real benefits.<\/p>\n
The data is clear<\/strong>: Early adopters of AI in manufacturing initially saw their productivity decline as they replaced workers with automated systems. However, those that managed to weather this turbulent phase began to show superior performance in sales growth, productivity and even job creation.<\/p>\n This is exactly the paradox of innovation that I always mention in my talks. Every profound transformation requires a period of adaptation, where results can get worse before they get better. It\u2019s like renovating a house while you\u2019re still living in it \u2013 there\u2019s an inevitable period of discomfort before the new environment reveals its true value.<\/p>\n In an interesting counterpoint, the respected professor Aswath Damodaran issued a warning that complements this view: \u201cFor most companies, AI will be a cost, not a revenue.\u201d According to Brazil Journal report<\/a>, he questions the over-optimism that AI products and services will become a US$1.5 trillion market, saying that many organizations will not see significant returns from trying to reinvent themselves quickly.<\/p>\n This apparent contradiction between the two news items actually reveals a deeper understanding of the phenomenon: AI is not a magic solution, but a tool that requires strategic implementation. Companies that see AI as just another technological cost, without rethinking processes and business models, are likely to be in the group of those that simply accumulate expenses.<\/p>\n On the other hand, organizations that understand that implementing AI is part of a broader transformation \u2013 involving people, culture and processes \u2013 have greater potential to reap the benefits described in the first study.<\/p>\n While companies debate costs and benefits, Brazilian consumers are already much more familiar with technology than many executives imagine. SimBis research<\/a> reveals that 58,62% of Brazilians already notice the use of artificial intelligence in interactions with brands.<\/p>\n Even more surprising: 541% of Brazilians report using generative AI, surpassing the global average. This indicates that our market is not only aware of, but actively engaged with this technology. The message for businesses is clear: your customers are already on board with the AI revolution, and they expect you to be too.<\/p>\n This data reinforces my conviction that Brazilian companies need to accelerate their digital transformation to avoid falling behind. The window of opportunity is open, but it will not remain that way indefinitely.<\/p>\n In the area of controversy, two news items have caught attention. The first involves the popular AI filter that transforms photos into the Studio Ghibli style, raising fundamental questions about copyright<\/a> in the age of AI. If the law does not protect artistic styles, but only specific works, what are the ethical limits for AI creation?<\/p>\n The second controversy comes from Elon Musk's own AI, Grok, which classified its creator as one of the main disseminators of misinformation<\/a> on social network X. This case perfectly illustrates the challenge of developing AIs that are both accurate and aligned with the commercial interests of their developers.<\/p>\nDamodaran's warning: AI as a cost, not a revenue<\/h2>\n
Brazilians already notice AI in their daily lives<\/h2>\n
Controversial uses of AI: from the Ghibli filter to disinformation<\/h2>\n