Artificial Intelligence (AI) has been the protagonist of technological innovations in recent years, offering powerful solutions for companies of all sizes. According to the survey "The Impact of Research in 2024," conducted by theInstitute of Electrical and Electronics Engineers (IEEE)More than 60% of respondents believe that technology is the main innovation trend in 2024. Furthermore, according to aHoneywell survey64% of respondents say that efficiency and productivity gains are among the main benefits of the tool's impact in the workplace.
The use of AI allows for cost reduction in economically uncertain environments, helping to alleviate workloads, remove administrative barriers, and improve service delivery. However, while it brings promising opportunities, it also presents challenges that, if not carefully considered, can divert organizations' focus and prevent them from achieving their most valuable goals. Amidst the growing dependence on these technologies, it is essential to understand that the tool should be a strategic ally and not a force that dominates the business. The question that arises, then, is: how to use innovation without losing sight of the human essence and the purpose that drives companies?
AI has revolutionized the way we work and interact with the world, offering everything from process automation to data analysis on an unprecedented scale. An example is the automation of various systems that, when interconnected, save time, reduce errors, and provide a flow of information in a more accessible, structured, and rapid manner. However, the accelerated adoption of this technology can lead to a common mistake: believing that the solution will solve all problems.
The true trap lies in "techno-solutionism," a belief that tries to convince us that any problem, whether social, economic, or political, can be solved solely with technology. The enthusiasm for automation causes companies to lose sight of what truly differentiates them — human capital and contextual nuances. Sure, AI performs many tasks better than people, at zero cost, and will take over much of manufacturing, delivery, design, and marketing. Additionally, autonomous vehicles, household chores, manual labor, and specialized services can be performed without operators getting sick, complaining, taking breaks, or receiving payment. But we must not forget that human beings' creativity, empathy, and adaptability are essential, especially in moments when contact and relationships are key factors.
How can we implement AI consciously?
Before any AI implementation, it is essential to clearly define the objectives you want to achieve. Technology should be used as a tool that supports the company's strategic objectives, rather than as a solution looking for problems. The focus must always be on how it can generate real value and improve operations in a concrete and measurable way.
Although AI is extremely efficient at repetitive tasks, it cannot replace our sensitivity. Companies that manage to balance automation with genuine human interactions earn more trust and loyalty, both from customers and employees. According to aPwC research64% of respondents believe that the lack of human elements in interactions and communications with their users has gotten out of control. In an increasingly digital world, this touch becomes even more valuable, being an important competitive advantage.
The implementation of AI must be accompanied by solid governance, with clear guidelines on privacy, data security, and ethical responsibility. Organizations must have a well-structured plan to ensure that automated decisions are always aligned with human and corporate values, avoiding risks and ensuring transparency.
Furthermore, digital training is essential. Technological literacy should be a priority for leaders and teams, as AI should not be seen as a technical mystery reserved for specialists. When understood by all those involved in strategic decision-making, it becomes a powerful tool. Investing in the development and training of employees is essential for the company as a whole to be prepared to face the opportunities and challenges of this new era.
In the contemporary world, AI helps companies offer employees flexible work arrangements, greater work-life balance, and a healthy environment. According to the research“HP Work Relationship Index“Employees who use this type of solution are 11 times happier in their work relationships compared to those who do not use the technology. AI enables the placement of the right people in the right positions, valuing human skills such as creativity, intuition, curiosity, feeling, and empathy.
How can we develop trust?
One of the main barriers to effective AI adoption is the lack of digital infrastructure and data quality. Organizations that do not invest in a solid technological foundation run the risk of seeing it as an unfulfilled promise. Furthermore, misinformation about how technology can actually be used — without the exaggerations and fears that accompany many discussions on the subject — remains an obstacle. It is necessary to strengthen digital trust and address cultural resistance.
It is essential to build a digital trust culture, where leaders and employees trust the technology, but always with a critical eye. AI needs to be support, not a solution that becomes an end in itself.
How to value humans in an automated world
I believe that the symbiosis between AI and humanity is the key to the future of work, and we call this "the new human" — a concept that recognizes the solution as a tool to enhance human capabilities, without replacing what is most valuable: our empathy, intuition, and creativity. Technology will ease the workload in repetitive and administrative areas, allowing people to focus their time and energy on what is truly meaningful.
In this new scenario, human skills will be in higher demand than ever. Creative, curious professionals capable of solving complex problems will be essential in a world where machines handle operational tasks, but humans create innovative solutions, generate connections, and interpret data with sensitivity.
THEWorld Economic ForumIt is projected that by 2025, the tool and automation may replace 85 million jobs but will create 97 million new roles, focusing on skills such as data analysis, AI, and machine learning. Once the superintelligence of technology surpasses human intelligence, we will have the possibility to rescue our human value, which is unique.
AI is, without a doubt, one of the greatest innovations of our era, but its conscious use will determine the success or failure of many companies. The secret is to adopt it as a strategic tool that supports business objectives without overshadowing the importance of human capital. The future holds many opportunities for us, but it is up to us, as leaders, to ensure that this horizon is shaped ethically, balanced, and centered on people.
We are at a crucial point of transformation, where technology and humanity must move forward together. The great differentiator will come to those who know how to use AI to unleash human potential — because, in the end, it is people who will continue to innovate, create, and transform the world around us.
