Artificial intelligence (AI) has established itself as one of the greatest technological revolutions in recent years. According to the study “AI Jobs Barometer 2024” conducted by PwC in 15 countries, 73% of CEOs believe the technology will deeply impact their operations in the coming years, but only 27% have implemented it on a large scale. A survey by Data-Makers, in partnership with CDN conducted in the country, identifies cultural resistance as the biggest obstacle to adoption, with 69% of interviewed CEOs and C-level executives pointing to rejection of the technology.
For Sylvestre Mergulhão, founder and CEO of Impulso, resistance to change is natural in any disruptive process. “With AI, it intensifies due to the lack of understanding about how the technology can complement and optimize human work rather than replace it,” he emphasizes. To contextualize, an Adecco study supports this view, revealing that although 70% of workers already use AI tools, many have not received proper guidance or training from their leaders.
Effective AI implementation requires more than adopting new technological tools. According to PwC’s study on analytical transformation, companies that combine this technology with clear strategies for empowerment and cultural change overcome internal resistance and achieve significant results. These organizations see up to a 40% increase in productivity and reduction in operational errors. “AI is not just a tool but a lever for organizational transformation. When implemented correctly, it improves efficiency and creates new opportunities for innovation and growth,” says Mergulhão.
However, full acceptance of AI requires clear communication, highlighting how the technology can benefit employees and become an ally. Continuous investment in training is also crucial. “Overcoming resistance to this solution requires a profound cultural change that starts with leadership and involves employee empowerment,” explains Mergulhão. “By engaging teams in the digital transformation process and showing how artificial intelligence can enhance their skills, all this opposition turns into adoption.”
Companies that invest in AI-focused training programs improve their internal performance and strengthen their competitive position. Mergulhão concludes by saying that “implementing the solution is one of the greatest opportunities for modernization in the corporate sector. However, adaptation involves not just technology but also organizational change management.”
Resistance to AI is not an insurmountable obstacle but requires a strategic approach that includes education, effective communication, and cultural adaptation. Companies that overcome these challenges will be better positioned to reap the benefits of the technology and stand out as innovation leaders in the market.
