Artificial intelligence (AI), especially in its generative form, has ceased to be a distant promise to become a concrete reality in the business world. Although the topic has gained visibility recently, its advancement is not sudden: it is the maturation of a technology developed over decades, which now finds practical applications in almost every area of the economy.
In marketing, the impact of AI is evident. The sector, which for a long time was guided by intuition and repertoire, has over the past two decades undergone a transition towards a more data-driven approach. This movement has created an environment especially conducive to the adoption of artificial intelligence-based technologies. With massive accumulation of information about 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 paths, and predict the reception of a campaign even before it airs. Tasks that previously required weeks — or even months — of qualitative research with focus groups in different markets can now be done in a few days with technology support.
This does not mean that traditional research has become obsolete. What happens is complementarity: AI allows for a preliminary stage of experimentation and validation, making the process more agile, efficient, and cost-effective. Decision-making based on data becomes an ally of creativity, not its substitute.
Outside of marketing, the use of artificial intelligence is also expanding into areas such as materials science, cosmetics, and animal welfare. Tests that relied on the use of animals are being replaced by sophisticated computational simulations capable of predicting chemical reactions and interactions between compounds with very high precision. AI, in this case, acts as a catalyst for an ethical and technical change at the same time.
More than just a standalone 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 solutions that were previously unthinkable — including the creation of new materials and the reconfiguration of entire production chains.
The challenge now is no longer about understanding “whether” AI will be incorporated into companies’ daily lives, but rather “how” it will be done in a responsible, transparent, and strategic manner. The transformative potential of the technology is undeniable, but its implementation requires care, ethical guidelines, and continuous training.
Contrary to what is assumed, artificial intelligence does not replace human intelligence — it enhances it. And businesses that know how to strike this balance will have a competitive advantage in an increasingly dynamic and demanding market.
