The adoption of artificial intelligence (AI) has been identified as a watershed moment for companies seeking to innovate and optimize their operations. Its use has grown significantly in recent years, with 72% of global companies adopting the technology in 2024, compared to 55% in 2023, according to McKinsey's "The state of AI in early 2024" survey. But the journey is not simple: understanding where and how to apply this technology is still a challenge for many business leaders.
"I see a strong focus on understanding how to generate impact with AI in business and measure return on investment (ROI)," comments Tavane Gurdos, General Director of Alura for Companies. Success is not just in adopting AI, but mainly in identifying areas where it can generate tangible impact. It is not possible to solve all challenges at once; it is necessary to evaluate strategically so that the results are meaningful and bring gains in efficiency, scale, and personalization," he comments.
According to the perception of leaders from different sectors, the path to maximizing AI's potential requires planning, focus, and a culture of continuous learning. Discover below the secrets and main advice from successful C-level executives in applying AI to their businesses:
Gurdos Ceilings, General Director ofAlura For Companies
“For those who want to successfully apply Artificial Intelligence in their companies, it is essential to understand exactly where it can add value to the business, avoiding investing in projects that are not strategic, in addition to identifying areas with the greatest potential impact, such as personalizing experiences or automating critical processes. Adopting an experimental mindset, with cycles of learning, testing and adjustments, is equally crucial, as is investing in training teams to ensure effective use of the technology. AI will only be a powerful ally if there are people prepared to use it. Investing in team development is as essential as investing in the technology itself. It is not enough to implement AI; you need to teach how to get the most out of it”, highlights Tavane.
Giulia Braghieri, Senior Director of Global B2B Business Development atNotCo
Adopting AI is no longer optional. We are in the midst of a technological revolution comparable to the emergence of the internet in the 2000s, but with one difference: AI evolution occurs exponentially. The longer a company delays this journey, the greater the competitive gap with those who have already advanced. If you are just starting, I suggest beginning with small projects and scalable tools. In addition to adopting specific tools, it is important to foster an environment that integrates AI into daily operations and promotes an organizational culture with an "AI-first" mindset. This means encouraging experimentation, continuous learning, and strategic use of data. A common mistake we see is trying to implement AI across the entire organization at once, which often results in frustration and internal resistance. At NotCo, we see many companies that have never worked with AI trying to achieve full technological integration right away — an approach that rarely works. My tip is to start with a priority pilot project for the company, gather valuable lessons, and from there, scale with confidence and consistency."affirms Giulia
Marcelo Mearim, co-founder and CEO ofSofiain Brazil
“Currently, the main challenges in adopting artificial intelligence include the lack of structured data, internal resistance to change, and integration with legacy systems. To overcome these, it is necessary to invest in data standardization, adopt pilot projects that demonstrate rapid results, and build a data-driven culture with trained and engaged teams. In addition, it is important to focus on strategic use cases, such as cost reduction and improving customer experience, in addition to establishing partnerships and planning for scalability. Ignoring data preparation or focusing on technology without solving clear problems are very common mistakes. AI must be used strategically and constantly reviewed,” says Mearim.
Julio Viana, real estate market specialist and CEO ofPlaza“The adoption of artificial intelligence still faces barriers, mainly due to the need to overcome the technology’s acceptance curve, but this can be overcome with clear communication about its benefits and the commitment of leadership at all levels. AI should be treated as a new employee who needs initial training to integrate into the company’s processes, ensuring more consistent results after three to six months. The ideal is to start in specific areas, assess the impacts and expand gradually, focusing on the overall positive return, even in the face of initial adjustments and learning. This strategic approach is what maximizes the value of technology in the long term,” advises Viana.
