Although artificial intelligence (AI) remains one of the central topics in business discussions in 2025, nearly half of companies (45%) do not have a specific strategy focused on the tool, as indicated by a recent study published by ISC², an organization specialized in cybersecurity training for professionals.
“This means that, in practice, this gap prevents most companies from turning AI into a competitive advantage. It creates a cycle of limited innovation, which can be vulnerable to more advanced competitors,” comments Vera Thomaz, CMO (Chief Marketing Officer) of Unentel, a distributor of technological solutions for the B2B market.
Among the factors leading to this scenario, we can highlight training and professional qualifications, as AI requires specialized labor to be implemented and effectively utilized. Another barrier is the difficulty of integrating AI throughout the supply chain, mainly due to limited technological infrastructure.
“Without a solid and adaptable technological foundation, it becomes challenging to process large volumes of data and implement advanced solutions effectively. The lack of standardization and consistency in databases, coupled with dependence on outdated and inflexible systems, also makes AI adoption slow, complex, and expensive,” continues Vera.
Additionally, there are still doubts and uncertainties regarding the regulations and ethics of this type of technology, with concerns focused on the risk of data leaks, causing hesitation among some Brazilian entrepreneurs. However, contrary to what many think, digital security is another area improved by AI. Currently, there are multiple artificial intelligence models on the market that can facilitate real-time detection of fraud and cyber threats, protecting both company and customer data.
This type of technology also has the potential to optimize complex processes, perform predictive analyses, identify risks, and standardize and structure information dynamically, representing a strong competitive advantage, especially in terms of productivity.
“Companies that are investing in training, modernization, and AI integration into their operations will be one step ahead of the competition, gaining more agility, innovation, and profitability in the market,” concludes the CMO.
