O futuro do trabalho é uma parceria, não uma competição

Imagine creating a full video, with professional narration and transitions, using only voice commands on your mobile. Or generate a business presentation with custom graphics in less than 5 minutes. This is no longer science fiction or Black Mirror. 

One research a recent report by the agency Hedgehog Digital revealed that 75% of Brazilians who use AI do it through the smartphone, showing that the artificial intelligence revolution is literally in the palm of our hand. The phenomenon gained momentum after Google democratized tools such as Gemini Live, Imagine 4 and Veo 3, turning any Android phone or iPhone into a full-fledged creative studio.

“The same tools a tiktoker uses to create viral content at 2am are being used by executives to close billionaire business”, explains sales expert, technology expert, professor at the Getulio Vargas Foundation (FGV) and CEO of Predictable Revenue, Thiago Muniz.

When Gen Z and C-levels use the same tools

For the first time in history, a Gen Z influencer and a CEO are using the same tools to create content and often with different goals but similar effects: engagement, clarity and speed. The difference is no longer in access to technology, but in application strategy.

according to the prepTikTok in Brazil 2025, 39% of Brazilian TikTok users use social networks to track content from brands and companies.  

This cultural convergence between creator and executive is redefining what we call professional content.What was once separated by languages (institutional vs. informal), today is found in aesthetics, format and even humor.

“Platforms like LinkedIn are already full of videos that could be on TikTok, and they are. But now they talk about business models, performance metrics or competitive differentials”, says Thiago Muniz.  

A practical example of this convergence is a Kwara, platform that carries out the sale of goods, products and assets of any nature to all of Brazil, as explained by the co-founder and CTO of the company, Raimundo Onetto.“We want the shopping experience at Kwara to be as fluid as scrolling the feed of a social network. The artificial intelligence we are developing is able to understand the behavior of the user and anticipate their interests, as TikTok does. Our goal is that the customer no longer needs to look for a product (it will be found for what he wants, even without knowing exactly what he is seeking”. 

As Onetto points out, the secret of TikTok is its curatorship that manages to “guinhar the taste of users who, even without actively realizing it, have all this desired content passing directly on the screen of their mobile phone. It is this same ability achieved by the artificial intelligence of the social network that Kwara is developing for its auction site.

With impressive numbers 250,000 active users and over 5 million views per month & the company found that applying the visual language of social networks works perfectly to explain complex auction processes.The result has been millions of views and an engagement that many traditional companies would like to have.

How does it work in practice?

Expert Thiago Muniz listed 4 AI tools that can be used in the corporate environment and among creators, see below:  

1. For image creation (Imagine 4): Voice command: “Create an image of an executive in Sao Paulo, analyzing growth charts, with text ‘Your team is ready for the next JUMP’ in the bottom corner.” In seconds, you have a professional, editable, LinkedIn-ready image, presentation or campaign 'without designer, without complex software, without endless briefing.
   
2. For video production (Veo): Command: “Show a working factory, highlight technology, add narration explaining our competitive differentials.” Result: full institutional video, with transitions, synchronized audio and broadcast quality, all generated by AI from a casual conversation.
   
3. For strategy and content (Gemini Live): You show a PDF, talk about your goals, and get back complete campaigns, structured presentations, and content tailored for different platforms, all integrated into your Google Drive.
    
4. To create presentations (Gamma): For those who have difficulty creating Power Point presentations, for example, this interactive presentation creation platform uses artificial intelligence to transform ideas, texts or documents into visually professional slides without the need for design, or PowerPoint. Ideal for those seeking agility, clarity and visual impact in proposals, pitches or training. 

Democratization X specialization: the new labor market

“But will this end with designers and videographers?” The answer is more subtle. What will end is the manual and repetitive creation.What is emerging is the demand for professionals who know how to direct, validate and amplify what AI produces.

The value now lies in who knows how to make the right commands, understands content strategy, can quickly adapt to different contexts and masters the visual language that engages. “Iostumo say to my students I. YOU do not need to be a designer, nor videomaker. You need to know how to think with strategy, be the one who can direct what you want and know how to direct the rest to IA‘', says Muniz.

For the PME’s or consultants, the disruption is even greater. Because with mobile and these tools:

• You save weeks between ideas and executions.
• You position yourself with professional look without expensive team.

Google, among other artificial intelligence companies, has not shown tools for the future. It showed tools to take the delay of those who still depend on spreadsheet, manual briefing and visual rework. If you have the Gemini application, for example, on your mobile, you can: 

• Generate images with text for campaigns
• Create videos with narration for sales
• Produce explanatory content for customers
• Transform PDFs into multimedia presentations

And the best: without leaving WhatsApp, email or the mobile screen. 

The future of work is a partnership, not a competition

The mobile AI revolution is not here to replace professionals, but the difference between who will thrive and who will fall behind is not in resisting technology, but in embracing it as a work partner.

“The fear of AI usually comes from the unknown.When you start using these tools on a day-to-day basis, you realize they don't do the work for you com you, much more intelligently”, explains Thiago Muniz.

In practice, this means less time wasted on repetitive tasks and more energy for strategy, relationship and creativity. A designer can focus on the concept while AI solves the execution. An executive can devote more time to analysis while AI organizes the data. An entrepreneur can focus on business while AI takes care of visual communication.

The question is no longer “a AI will take my job?”, but rather “how can I use AI to make my job more interesting, more strategic and more efficient?”.

“Your cell phone already has the tools. The technology is already available. What is missing is just to start experimenting and discover how this partnership can transform your” work routine, concludes Thiago.