The adoption of artificial intelligence (AI) has been identified as a game-changer for companies seeking to innovate and optimize their operations. Its use has grown significantly in recent years, with 72% of global companies adopting the technology in 2024, up from 55% in 2023, according to McKinsey’s research “The state of AI in early 2024”. But the journey is not simple: understanding where and how to apply this technology remains a challenge for many business leaders.
“I see a strong focus on understanding how to generate impact with AI in business and measure return on investment (ROI),” says Tavane Gurdos, General Manager of Alura for Businesses. “Success is not just about adopting AI, but mainly about identifying areas where it can generate tangible impact. You can’t solve all challenges at once, it’s necessary to strategically evaluate so that the results are meaningful and bring gains in efficiency, scale, and personalization,” she comments.
According to the perception of leaders from different sectors, the path to maximizing AI’s potential requires planning, focus, and a culture of continuous learning. Discover below the secrets and main advice from successful C-level executives on applying AI in their businesses:
Tavane Gurdos, General Manager of Alura for Businesses
“For those who want to successfully apply Artificial Intelligence in their companies, it’s essential to understand exactly where it can add value to the business, avoiding bets on projects that are not strategic, as well as identifying areas with higher potential impact, such as experience personalization or automation of critical processes. Adopting an experimental mindset, with learning cycles, tests, and adjustments, is equally crucial, as is investing in team training to ensure effective use of the technology. AI will only be a powerful ally if there are people prepared to use it. Investing in team development is as essential as investing in the technology itself. It’s not enough to implement AI; you need to teach how to get the most out of it,” highlights Tavane.
Giulia Braghieri, Senior Director of Global B2B Business Development at NotCo
“Adopting AI is no longer optional. We are in the midst of a technological revolution comparable to the emergence of the internet in the 2000s, but with one difference: AI’s evolution is happening exponentially. The longer a company delays this journey, the greater the competitive gap will be compared to those who have already advanced. If you’re just starting, I suggest beginning with small projects and scalable tools. Beyond adopting specific tools, it’s important to foster an environment that integrates AI into daily routines and promotes an organizational culture with an ‘AI-first’ mindset. This means encouraging experimentation, continuous learning, and strategic use of data. A common mistake we see is trying to implement AI across the entire organization at once, which often results in frustration and internal resistance. At NotCo, we see many companies that have never worked with AI attempting a full technological integration right away—an approach that rarely works. My advice is to start with a priority pilot project for the company, gather valuable learnings, and then scale with confidence and consistency,” states Giulia.
Marcelo Mearim, co-founder and CEO of Sofya in Brazil
“Currently, the main challenges in AI adoption include the lack of structured data, internal resistance to change, and integration with legacy systems. To overcome them, it’s necessary to invest in data standardization, adopt pilot projects that show quick results, and build a data-driven culture with trained and engaged teams. Additionally, it’s important to focus on strategic use cases, such as cost reduction and improving customer experience, as well as establishing partnerships and planning scalability. Ignoring data preparation or focusing on technology without solving clear problems are very common mistakes. AI should be used strategically and constantly reviewed,” says Mearim.
Julio Viana, real estate market expert and CEO of Plaza“The adoption of artificial intelligence still faces barriers, mainly due to the need to overcome the technology’s acceptance curve, but this is overcome with clear communication about its benefits and the leadership’s commitment at all levels. AI should be treated as a new employee who needs initial training to integrate into the company’s processes, ensuring more consistent results after three to six months. The ideal is to start with specific areas, assess the impacts, and gradually expand, focusing on the overall positive return, even amid initial adjustments and learnings. This strategic approach is what maximizes the technology’s value in the long term,” advises Viana.
