Digital transformation, which has driven corporate modernization for years, is giving way to a new phase: the era of “AI-First” companies. This shift is not just about adopting new technologies but about reimagining operational and strategic models, placing AI at the center of corporate decisions.
While digital transformation focused on digitizing existing processes and implementing technologies to improve efficiency, the AI-First approach goes further. Now, companies are integrating AI from the conception of products and services, making it a fundamental pillar of their business strategies. This change is not limited to large corporations; small and medium-sized businesses are also adopting AI to gain competitiveness and innovate in an increasingly dynamic and demanding market. Those who effectively integrate AI will see not only operational improvements but also the opening of new frontiers for growth and development.
In reality, the question is no longer whether AI will transform business—but rather who will lead this transformation. The change has only just begun and promises to be far deeper than we imagine, especially with new players entering the race for more advanced AI models, further accelerating technological development.
Brazil: A concerning scenario?
A survey conducted by SAS last year ranked Brazil 11th in global generative AI adoption. Other studies indicate that Brazilian companies prioritize the technology but lack a clear vision of how or where to start. The main obstacles are the lack of adequate technological infrastructure, application quality, and skilled workforce.
Another study, developed by Meta in partnership with the Dom Cabral Foundation, found that 95% of companies consider AI essential, but only 14% have reached maturity in its use. Most organizations prefer to focus on simpler solutions, applying the technology to chatbots and predictive analytics tools.
For Brazilian companies—regardless of size or sector—to overcome initial barriers and accelerate AI adoption, it is crucial to invest in three key areas: infrastructure and data, talent and organizational culture, and business strategy.
The first point—regarding data and infrastructure—already marks a significant shift in how organizations in Brazil handle data. Investments are needed in systems capable of collecting, processing, and storing large volumes of information, as well as in data governance policies that ensure security and reliability. In many cases, this will require revising IT architecture and adopting cloud infrastructure.
The second point addresses an ongoing challenge in the tech sector: the lack of skilled labor. Investing in continuous training, partnerships with universities, and internal upskilling programs can help build a solid foundation of professionals capable of working with AI tools. However, the transformation isn’t limited to IT professionals: it’s essential to foster a culture of innovation across the organization, encouraging a mindset open to testing, learning from mistakes, and constant improvement.
Lastly, companies will need to restructure their strategy: AI should not be treated as a technological “add-on” but as an opportunity to redesign processes and create new revenue streams. Leadership must identify where AI can have the greatest impact—whether in customer relationships, internal process automation, or the creation of new products and services—and align these goals with long-term strategic planning.
An AI-driven future
There’s no doubt that AI is already redefining how we work, communicate, and create economic value. True business transformation requires companies to rethink their technological and strategic DNA, challenging traditional business models and positioning artificial intelligence as a key driver of innovation.
In the coming years, we will see increasing convergence between AI, the Internet of Things (IoT), 5G, and other emerging technologies. This scenario enables more integrated solutions capable of anticipating trends, optimizing resources, and creating personalized experiences for customers and employees.
Those who move quickly, adopting a bold approach and exploring opportunities for partnerships and continuous learning, will lead the way. Brazil, despite facing structural challenges, has enormous potential for growth and development in artificial intelligence. It is up to companies, leaders, and professionals to join forces and make this new era a reality, turning the promise of AI into concrete results for business and society.
By Marcelo Mathias Cereto, Head of the Selbetti IT Solutions business unit at Selbetti Tecnologia
