Artificial intelligence (AI), especially in its generative form, has ceased to be a distant promise to become a concrete reality in the business world. Although the theme has gained visibility recently, its advancement is not sudden: it is the maturation of a technology developed over decades, which now finds practical applications in almost every area of the economy.
In marketing, the impact of AI is evident. The sector, which for a long time was guided by intuition and repertoire, has gone through a transition towards a more data-driven approach in the last two decades. This movement has created an environment especially conducive to the adoption of artificial intelligence-based technologies. With massive accumulation of information on consumer behavior, campaign performance, and market trends, it has become essential to have tools capable of processing, intersecting, and interpreting data in real-time.
Generative AI has been used not only for data analysis but also to expedite the creative process. Today, it is possible to simulate consumer profiles, test different creative paths, and forecast the reception of a campaign even before it airs. Tasks that previously required weeks — or even months — of qualitative research with focus groups in different locations can now be accomplished in a few days with technology support.
This does not mean that traditional research has become obsolete. What occurs is complementarity: AI enables a preliminary stage of experimentation and validation, making the process more agile, efficient, and cost-effective. Decision-making based on data becomes an ally to creativity, not its replacement.
Outside of marketing, the use of artificial intelligence is also expanding in areas such as materials science, cosmetics, and animal welfare. Tests that relied on animal testing are being replaced by sophisticated computer simulations capable of predicting chemical reactions and interactions between compounds with a high degree of accuracy. AI, in this case, acts as a catalyst for an ethical and technical change at the same time.
More than just a standalone tool, artificial intelligence has become a kind of ‘orchestrator’ of other emerging technologies. When combined with automation, 3D modeling, big data, and the Internet of Things (IoT), it paves the way for solutions previously unthinkable—including the creation of new materials and the reconfiguration of entire supply chains.
The challenge now is not just to understand ‘whether’ AI will be incorporated into companies’ daily operations, but ‘how’ it will be done in a responsible, transparent, and strategic manner. The transformative potential of the technology is undeniable, but its implementation requires carefulness, ethical guidelines, and continuous training.
Contrary to what is supposed, artificial intelligence does not replace human intelligence—it enhances it. And businesses that can strike this balance will have a competitive advantage in an increasingly dynamic and demanding market.
