Companies attuned to current market trends are potentially ahead of their competitors. It’s been clear for some time that adopting technological solutions has become an essential necessity for survival and long-term success in today’s business landscape, and the major challenge is knowing how and in which sectors to apply these solutions. But the real difference lies in how it improves the lives of employees or customers—in other words, people creating for people.
In Brazil, according to a 2022 IBM-commissioned survey, 41% of companies actively implemented artificial intelligence (AI) in their daily operations, with 73% of IT professionals accelerating investments over the past two years. For most participants, AI helps address skill gaps and labor shortages, especially since information security is a major challenge in data management.
However, for Eduardo Freire, CEO and corporate innovation strategist at FWK Innovation Design, caution is needed when approaching this topic. ‘We are in a scenario where the strongest competitive drive for using technological solutions is the need for data. When companies are born with technological implementation, they have a certain competitive advantage over those that don’t use technologies,’ he explains.
‘Technology can optimize internal processes and facilitate company management, thereby improving our educational service. This is fundamental. However, this approach is typical of traditional administration. When a company grows without using technology, it becomes necessary to incorporate it to enhance operations,’ he adds.
Having technology isn’t enough—you need to know why and how to apply it
According to the CEO, while technology benefits companies, careful study is needed on how and in which sectors to apply new technologies. ‘We must be careful not to sell technology for technology’s sake,’ he warns.
Below, he shares five essential tips to help companies avoid mistakes when trying to innovate and losing sight of what’s most important: business management.
1. Don’t apply technology just for the sake of it
‘The main advantage of technology is the possibility of creating an environment conducive to innovation. This process involves understanding the context, investing in knowledge, and ensuring technology is used strategically—not just because it’s trendy. It’s also crucial that the team is motivated and engaged to use the tool in business management,’ he analyzes.
2. Ensure the technology aligns with the company’s objectives
‘Once companies decide to adopt certain technologies, managers should involve employees from the beginning—even to promote an organizational culture that values innovation and continuous learning. A good example here is offering training to explain how the technology works, how it will assist in daily tasks, and how it should be used,’ he points out.
3. Plan the management strategy for the future
‘Simply implementing technologies isn’t enough; companies must remember that market trends are always changing and evolving. Thus, businesses must always be proactive and open to testing not just new technologies but also business models that can drive innovation and competitiveness,’ the CEO believes.
4. Know which sector to apply technology in
‘It’s necessary to analyze and understand that not all company sectors need technology. Those that benefit most from innovations brought by this tool are related to the core business, such as operations, customer service, and product and service development,’ he exemplifies.
5. Think outside the box
‘When we think outside the box, we can identify innovation opportunities. With technology, we can transform various sectors, but we must always focus on the value it can bring to customers and the company,’ concludes Eduardo Freire.
