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 is the maturation of a technology developed over decades, which now finds practical applications in almost all areas of the economy.
In marketing, the impact of AI is evident. The sector, which for a long time was guided by intuition and experience, has undergone a transition in the last two decades toward a more data-driven approach. This shift has created an especially favorable environment for the adoption of technologies based on artificial intelligence. With the massive accumulation of information on consumer behavior, campaign performance, and market trends, it has become essential to rely on 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 before it even airs. Tasks that once required weeks—or even months—of qualitative research with focus groups in different markets can now be completed in just a few days with the support of technology.
This does not mean that traditional research has become obsolete. What is happening is complementarity: AI enables a preliminary stage of experimentation and validation, making the process more agile, efficient, and economical. Data-driven decision-making becomes an ally of creativity, not its replacement.
Outside of marketing, the use of artificial intelligence is also expanding in areas such as materials science, cosmetics, and animal welfare. Tests that once relied on animal use are being replaced by sophisticated computer simulations capable of predicting chemical reactions and interactions between compounds with an extremely high degree of accuracy. In this case, AI acts as a catalyst for both ethical and technical change.
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 ‘if’ AI will be incorporated into the daily operations of businesses, but ‘how’ this will be done responsibly, transparently, and strategically. The transformative potential of the technology 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 manage to strike this balance will gain a competitive advantage in an increasingly dynamic and demanding market.
