How does the Brazilian market deal with Artificial Intelligence?

The boom From artificial intelligence around the world, it continues to generate controversies wherever it goes, by impacting different areas and segments. the most recent is related to AI of Chinese origin – the DeepSeek -, which has been giving a lot to talk about, since it presents itself as an advanced model, having the ability to perform more complex tasks and with reduced operating costs.

the launch of DeepSeek-R1, one of the versions of AI, made the market – especially the financial one – be shaken, and shares of companies, such as Microsoft and Nvidia, registered significant drops in a short period. After all, no one expected the emergence of a competitor who puts himself at such a high level, bringing approaches that are apparently more accessible and efficient than the classic GPT chat, for example.

However, I always wonder about the efficiency of artificial intelligences. It is undeniable that they work and can be useful in various tasks and activities of our day to day, facilitating some aspects of the routine and making the delivery of certain activities faster and more practical. However, do people know the real impact of AI on the Brazilian market?

The truth is that most of the points involving AI in Brazil are still in a maturation phase and we can see this given the lack of ability of the authorities to deal with the issues, including their regulation, which has not yet been defined. I see many companies curious and interested in technologies such as DeepSeek, in the face of its apparent benefits, but without knowing for sure how to use it.

In this sense, I believe that for artificial intelligence to really impact the Brazilian market in a positive way, it is necessary to leave the frenzy and think about investments in resources and professionalization in a rational way. Because from the moment we have resources, it is feasible to have a better structure, which makes it possible to train talents, who will be qualified to deal with the different types of AI and the possibilities it offers.

According to the recently released balance sheets, investments in artificial intelligence from large companies such as Amazon, Microsoft, Google and Meta should reach US$ 320 billion in 2025. This just shows that despite the “scare” with the DeepSeek, American big techs intend to continue investing in technology. This reinforces the importance of Brazil also putting itself in this race, so that it does not lag behind.

In my segment, since the explosion of the chatgpt when it was launched, I saw professionals testing and ‘teaching’ the AI to build OKRs, including, posting their results on social networks in a proud way. I've seen executives talking with their mouths full that their okrs would now be built with the help of software with AI. However, the result I saw, both in the social network and in the software, remains the same.

That is, if you don't know how to use the tool, we won't achieve the benefit proposed by using it. Once again, we depend first on the free initiative of the citizens, after all, we have several qualified to surf this wave and generate value for individuals and for society. From the government, we expect regulation and adjustments in the legislation so that benefits can be reaped without harming individual rights.