Artificial intelligence (AI), especially in its generative form, has moved from being a distant promise to becoming a concrete reality in the business world. Although the topic has gained visibility recently, its advancement is not sudden: it represents the maturation of a technology developed over decades, which now finds practical applications in almost every sector of the economy.
In marketing, the impact of AI is evident. The sector, which was long guided by intuition and knowledge, has undergone a transition over the last two decades toward a more data-driven approach. This shift has created an especially favorable environment for adopting technologies based on artificial intelligence. With the massive accumulation of data on consumer behavior, campaign performance, and market trends, it has become essential to have tools capable of processing, cross-referencing, and interpreting data in real time.
Generative AI has been used not only for data analysis but also to accelerate the creative process. Today, it is possible to simulate consumer profiles, test different creative approaches, and predict the reception of a campaign even before it airs. Tasks that previously took weeks—or even months—of qualitative research with focus groups in different markets can now be completed in just days with technological support.
This does not mean traditional research has become obsolete. Instead, there is complementarity: AI enables a preliminary phase of experimentation and validation, making the process more agile, efficient, and cost-effective. Data-driven decision-making becomes an ally to creativity, not a replacement for it.
Beyond marketing, the use of artificial intelligence is also expanding in areas such as materials science, cosmetics, and animal welfare. Tests that once relied on animals are being replaced by sophisticated computational simulations capable of predicting chemical reactions and interactions between compounds with an extremely high degree of precision. In this case, AI acts as a catalyst for ethical and technical change simultaneously.
More than an isolated 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 previously unimaginable solutions—including the creation of new materials and the reconfiguration of entire production chains.
The challenge now is no longer understanding ‘whether’ AI will be incorporated into companies’ daily operations, but ‘how’ this will be done responsibly, transparently, and strategically. The technology’s transformative potential is undeniable, but its implementation requires care, ethical guidelines, and continuous training.
Contrary to what some assume, artificial intelligence does not replace human intelligence—it enhances it. And businesses that can strike this balance will gain a competitive advantage in an increasingly dynamic and demanding market.
