Artificial intelligence (AI), especially in its generative form, has gone from being a distant promise to becoming a concrete reality in the business world. Although the topic has gained visibility recently, its advancement is not sudden: it represents the maturation of a technology developed over decades, which now finds practical applications in almost every area of the economy.
In marketing, the impact of AI is evident. The industry, which was long guided by intuition and repertoire, has undergone a transition toward a more data-driven approach over the past two decades. This movement has created an environment particularly conducive to the adoption of artificial intelligence-based technologies. With the massive accumulation of information on consumer behavior, campaign performance, and market trends, it has become essential to have tools capable of processing, cross-referencing, and interpreting data in real time.
Generative AI has been used not only for data analysis but also to accelerate the creative process. Today, it’s possible to simulate consumer profiles, test different creative paths, and predict the reception of a campaign before it even goes live. Tasks that previously required weeks—or even months—of qualitative research with focus groups in different markets can now be accomplished in just a few days with the support of technology.
This doesn’t mean that traditional research has become obsolete. What’s happening is complementarity: AI allows for a preliminary stage of experimentation and validation, making the process more agile, efficient, and cost-effective. Data-driven decision-making becomes an ally of creativity, not a substitute.
Outside of marketing, the use of artificial intelligence is also expanding in areas such as materials science, cosmetics, and animal welfare. Tests that once relied on animals are being replaced by sophisticated computer simulations capable of predicting chemical reactions and interactions between compounds with a high degree of accuracy. In this case, AI acts as a catalyst for both ethical and technical change.
More than just a standalone tool, artificial intelligence has become a kind of “orchestrator” for other emerging technologies. When combined with automation, 3D modeling, big data, and the Internet of Things (IoT), it paves the way for previously unthinkable solutions—including the creation of new materials and the reconfiguration of entire production chains.
The challenge now is no longer understanding “if” AI will be incorporated into companies’ daily operations, but “how” it will be done responsibly, transparently, and strategically. The technology’s transformative potential is undeniable, but its implementation requires care, ethical guidelines, and ongoing training.
Contrary to popular belief, artificial intelligence doesn’t replace human intelligence—it enhances it. And businesses that successfully strike this balance will have a competitive advantage in an increasingly dynamic and demanding market.
