The adoption of artificial intelligence (AI) has been identified as a game-changer for companies seeking to innovate and optimize their operations. Its usage has grown significantly in recent years, with 72% of global companies adopting the technology in 2024, up from 55% in 2023, according to McKinsey’s research “The state of AI in early 2024”. However, 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 the return on investment (ROI),” says Tavane Gurdos, General Director of Alura Para Empresas. “Success lies not only in adopting AI but mainly in identifying areas where it can generate tangible impact. It’s not possible to solve all challenges at once; it is necessary to strategically evaluate so that the results are significant and bring gains in efficiency, scale, and personalization,” she comments.
According to the perception of leaders from different sectors, the path to maximizing the potential of AI requires planning, focus, and a culture of continuous learning. Discover below the secrets and key advice from successful C-levels in applying AI to their businesses:
Tavane Gurdos, General Director of Alura Para Empresas
“For those who wish to successfully apply Artificial Intelligence in their businesses, it is essential to understand exactly where it can add value to the business, avoiding betting on non-strategic projects, as well as identifying areas with a higher potential impact, such as personalized experiences or automation of critical processes. Adopting an experimental mindset, with learning cycles, tests, and adjustments, is equally crucial, as well as investing in team training 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; it is necessary to teach how to extract the most from it,” emphasized Tavane.
Giulia Braghieri, Senior Director of Global B2B Business Development at NotCo
“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: the evolution of AI is happening exponentially. The longer a company postpones this journey, the bigger the competitive gap will be compared to those who have already advanced. If you are just starting out, 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 life and promotes an organizational culture with an “AI-first” mentality. This means encouraging experimentation, continuous learning, and strategic use of data. A common mistake we see is trying to implement AI throughout the organization all 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 off the bat — an approach that rarely works. My advice is to start with a priority pilot project for the company, gather valuable insights, and then scale with confidence and consistency.” affirms Giulia
Marcelo Mearim, co-founder and CEO of Sofya in 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 them, it is necessary to invest in data standardization, adopt pilot projects that demonstrate quick results, and build a data-driven culture with skilled and engaged teams. Additionally, it is important to focus on strategic use cases, such as cost reduction and improving customer experience, as well as establishing partnerships and planning for scalability. Ignoring data preparation or focusing on technology without solving clear problems are very common mistakes. AI should be used strategically and constantly reviewed,” says Mearim.
Julio Viana, real estate market specialist and CEO of Plaza“The adoption of artificial intelligence still faces barriers, mainly due to the need to overcome the technology acceptance curve, but this is overcome with clear communication about its benefits and leadership commitment at all levels. AI should be treated as a new collaborator that needs initial training to integrate into company processes, ensuring more consistent results within three to six months. Ideally, start with specific areas, assess the impacts, and gradually expand, focusing on overall positive returns, even in the face of initial adjustments and learning. This strategic approach maximizes the value of the technology in the long run,” advises Viana.
