Despite artificial intelligence (AI) continuing to be one of the central topics in business discussions in 2025, nearly half of companies (45%) do not have a specific strategy focused on the tool, as indicated by a recent survey published by ISC², an organization specialized in training for cybersecurity professionals.
“This means that, in practice, this gap prevents most companies from turning AI into a competitive advantage. It creates a limited innovation cycle that may be vulnerable to more advanced competitors,” comments Vera Thomaz, CMO (Chief Marketing Officer) at Unentel, a distributor of technological solutions for the B2B market.
Among the factors leading to this scenario, we can highlight professional training and qualification, since AI requires specialized labor to be implemented and effectively utilized. Another barrier is the difficulty of integrating AI throughout the supply chain, mainly due to limited technological infrastructure.
“Without a solid and adaptable technological foundation, it becomes challenging to process large volumes of data and implement advanced solutions effectively. The lack of standardization and consistency in databases, coupled with reliance on outdated and inflexible systems, also makes AI integration slow, complex, and expensive,” continues Vera.
Additionally, there are still doubts and uncertainties regarding the regulation and ethics of this type of technology, with concerns focused on the risk of data leaks, causing hesitation among some Brazilian business owners. But contrary to what one might think, digital security is another area enhanced by AI. Currently, there are multiple artificial intelligence models on the market that can facilitate real-time detection of fraud and cyber threats, protecting both company and customer data.
This type of technology also has the potential to optimize complex processes, perform predictive analyses, identify risks, and standardize and structure information dynamically, representing a strong competitive advantage, especially in terms of productivity.
“Companies that are investing in training, modernization, and integration of AI into their operations will be one step ahead of the competition, gaining more agility, innovation, and profitability in the market,” concludes the CMO.
