Artificial Intelligence (AI) has been the protagonist of technological innovations in recent years, offering powerful solutions for companies of all sizes. According to the “Impact of Research in 2024” survey, conducted by the Institute of Electrical and Electronics Engineers (IEEE), more than 60% of respondents believe that the technology is the main trend in innovation in 2024. Additionally, according to a survey by Honeywell, 64% of respondents say that gains in efficiency and productivity are among the main benefits of the tool’s impact in the workplace.
The use of AI allows for cost reduction in economically uncertain environments, helping to alleviate workloads, remove administrative barriers, and improve service delivery. However, while it brings promising opportunities, it presents challenges that, if not carefully considered, can divert organizations’ focus and prevent them from achieving their most valuable goals. Amid the growing dependence on these technologies, it is essential to understand that the tool must be a strategic ally and not a dominating force in the business. The question that arises, then, is: how to use innovation, without losing sight of the human essence and the purpose that drives companies?
AI has revolutionized the way we work and interact with the world, offering everything from process automation to unprecedented scale data analytics. An example is the automation of various systems that, when interconnected, save time, reduce errors, and provide a flow of information in a more accessible, structured, and fast way. However, the accelerated adoption of this technology can lead to a common mistake: believing that the solution will solve all problems.
The real trap is in “techno-solutionism,” a belief that tries to convince us that any problem, whether social, economic, or political, can be solved only with technology. The enthusiasm for automation causes companies to lose sight of what really sets them apart – human capital and contextual nuances. Of course, AI performs many tasks better than people, at zero cost, and will take on a large part of manufacturing, delivery, design, and marketing. In addition, autonomous vehicles, household tasks, manual and specialized services can be performed without operators getting sick, without complaining, without pause, and without payment. But we must not forget that human creativity, empathy, and adaptability are essential, especially in times when contact and relationship are determining factors.
How can we implement AI consciously?
Before any AI implementation, it is essential to clearly define the objectives you want to achieve. Technology should be used as a tool that supports the company’s strategic objectives, rather than being a solution in search of problems. The focus should always be on how it can generate real value and enhance operations in a concrete and measurable way.
Although AI is extremely efficient in repetitive tasks, it cannot replace our sensitivity. Companies that can balance automation with genuine human interactions gain more trust and loyalty, both from customers and employees. According to a PwC survey, 64% of respondents believe that the lack of human elements in interactions and communications with their users has gotten out of control. In an increasingly digital world, this human touch becomes even more valuable, making it an important competitive advantage.
The implementation of AI needs to be accompanied by a solid governance, with clear guidelines on privacy, data security, and ethical responsibility. Organizations must have a well-structured plan to ensure that automated decisions are always in line with human and corporate values, avoiding risks and ensuring transparency.
Furthermore, digital empowerment is essential. Technological literacy should be a priority for leaders and teams, as AI should not be seen as a technical mystery reserved for specialists. When understood by everyone involved in strategic decision-making, it becomes a powerful tool. Investing in the development and training of employees is essential for the entire company to be prepared to face the opportunities and challenges of this new era.
In the contemporary world, AI helps companies provide employees with work flexibility, a better balance between personal and professional life, and a healthy environment. According to the research “HP Work Relationship Index“, employees who use this type of solution are 11 times happier in their work relationships compared to those who do not use the technology. AI allows for the right people to be placed in the right positions, valuing human skills such as creativity, intuition, curiosity, empathy, and emotions.
How can we build trust?
One of the main barriers to the effective adoption of AI is the lack of digital infrastructure and data quality. Organizations that do not invest in a solid technological foundation risk seeing it as an unfulfilled promise. Furthermore, misinformation about how technology can actually be used – without the exaggerations and fears that accompany many discussions on the topic – remains an obstacle. It is essential to strengthen digital trust and address cultural resistance.
It is essential to build a culture of digital trust, where leaders and employees trust technology, but always with a critical eye. AI needs to be a support, not a solution that becomes an end in itself.
How to value the human in an automated world
I believe that the symbiosis between AI and humanity is the key to the future of work, and we call this “the new human” — a concept that recognizes the solution as a tool to enhance human capabilities, without replacing what we have most valuable: our empathy, intuition, and creativity. Technology will lighten the workload in repetitive and administrative areas, allowing people to focus their time and energy on what is truly meaningful.
In this new scenario, human skills will be more in demand than ever. Creative, curious, and capable professionals of solving complex problems will be essential in a world where machines handle operational tasks, but humans create innovative solutions, generate connections, and interpret data with sensitivity.
The World Economic Forum predicts that by 2025, tools and automation may replace 85 million jobs but create 97 million new roles, focusing on skills such as data analysis, AI, and machine learning. Once technology superintelligence surpasses human intelligence, we will have the opportunity to reclaim our unique human value.
AI is undoubtedly one of the greatest innovations of our era, but its conscious use will determine the success or failure of many companies. The secret lies in adopting it as a strategic tool that supports business goals without overshadowing the importance of human capital. The future holds many opportunities, but it is up to us, as leaders, to ensure that this horizon is shaped ethically, balanced, and people-centered.
We are at a crucial point of transformation, where technology and humanity must walk together. The great differentiator will come for those who know how to use AI to unleash human potential – because, in the end, it is people who will continue to innovate, create, and transform the world around us.
