How does the Brazilian market deal with Artificial Intelligence?

The boom The rise of Artificial Intelligence around the world continues to generate controversy wherever it goes, impacting different areas and segments. The most recent is related to AI of Chinese origin – DeepSeek -, which has been causing a stir, as it presents itself as an advanced model, capable of carrying out more complex tasks and with reduced operating costs.

The launch of the DeepSeek-R1, one of the AI versions, shook the market—especially the financial market—and saw significant declines in the stock market, with shares of companies like Microsoft and NVIDIA experiencing significant declines in a short period of time. After all, no one expected the emergence of a competitor that positions itself at such a high level, offering seemingly more accessible and efficient approaches than the classic Chat GPT, for example.

However, I often wonder about the effectiveness of artificial intelligence. It's undeniable that it works and can be useful in various tasks and activities in our daily lives, facilitating certain aspects of our routine and making the delivery of certain tasks faster and more practical. But do people understand the true impact of AI on the Brazilian market?

The truth is that most aspects of AI in Brazil are still in a maturing phase, and we can see this in light of the authorities' lack of ability to deal with these issues, including their regulation, which has not yet been defined. I see many companies curious and interested in technologies like DeepSeek, given its apparent benefits, but without knowing exactly how to use it.

In this sense, I believe that for Artificial Intelligence to truly impact the Brazilian market positively, it's necessary to move beyond the frenzy and think rationally about investing in resources and professional development. Once we have the resources, it's possible to have a better infrastructure, which enables the training of talent, who will be qualified to handle the different types of AI and the possibilities it offers.

According to recently released financial statements, investments in artificial intelligence by large companies such as Amazon, Microsoft, Google and Meta are expected to reach US$1.4 billion in 2025. This just shows that despite the “scare” with the DeepSeek, American big tech companies intend to continue investing in technology. This reinforces the importance of Brazil also participating in this race, so as not to fall too far behind.

In my industry, since ChatGPT's explosion when it launched, I've seen professionals testing and 'teaching' AI to build OKRs, even proudly posting their results on social media. I've even seen executives boast that their OKRs would now be built with the help of AI software. However, the results I've seen, both on social media and in software, remain the same.

In other words, if we don't know how to use the tool, we won't achieve the benefits it proposes. Once again, we depend primarily on the free initiative of citizens; after all, we have several capable individuals capable of riding this wave and generating value for individuals and society. From the government, we expect regulation and legislative adjustments so that the benefits can be reaped without compromising individual rights.