5 Real Ways to Apply Generative AI in Your Company
por Milton Pifano
Generative AI is no longer just a promise—it is already transforming the way Brazilian companies operate, make decisions, and engage with customers. However, there are still doubts about how to apply it in practice, achieving real returns without falling into technological illusions.
In this article, we bring together five concrete approaches to harness the potential of generative AI in organizations, based on real experiences and insights from experts in the field.
How to Apply Generative AI?
1. Start with the Digital Transformation Journey
The first step to successfully applying generative AI is to ensure unconditional support from top management, especially the CEO. Without this sponsorship, any initiative is likely to lose momentum.
From there, a structured journey unfolds in three stages:
Training: wave-based learning, from basic concepts for all employees to more technical training for IT teams;
Challenge: groups of employees propose optimization solutions using AI and present their ideas to a panel of leaders and experts;
Continuous implementation: perhaps the most difficult stage—turning generative AI into a long-term process, with ongoing monitoring and evolution.
This combination fosters engagement, digital culture, and practical results.
2. Bet on Fast Cross-Functional Initiatives
Many companies feel lost about where to begin. The best way forward is to start with a cross-functional initiative that is low-risk and high-impact.
A practical path is to hire specialists to showcase real use cases to leadership, creating a clear vision of opportunities. Next, select a relevant use case and develop a proof of concept within 3 months. The success of this stage serves as a springboard for expanding generative AI maturity.
3. Clearly Define Application Criteria
Generative AI is powerful, but not universal. Establishing clear criteria helps separate what can be applied now from what should wait.
Two common starting points are:
Chatbots and customer service: already widely adopted and showing consistent results;
Text- or document-intensive processes: areas where humans spend excessive time analyzing information.
Additionally, computer vision creates opportunities to optimize workflows involving image and video analysis.
4. Go Beyond Customer Service Automation
Although chatbots were the entry point, generative AI is already revolutionizing many other areas. Today, it is applied in:
Technical support and help desks;
Product usage support;
Debt negotiation;
Complaints and issue resolution;
Product and service sales.
In other words, it is a technology that expands efficiency across multiple customer interaction fronts.
5. Avoid Illusions and Common Mistakes
One of the biggest mistakes among Brazilian companies is adopting generative AI “because it’s trendy,” without assessing its real applicability to their processes. Another common misconception is believing there is a single tool that solves everything, when in reality each technology has its own context of use.
The best way to avoid pitfalls is to start small, with a relevant, measurable, and short-term use case. This provides clarity about the benefits and prevents frustration.
Generative AI Is About Strategy, Not Hype
Generative AI is already a reality in Brazil, but its success depends on strategic vision, executive sponsorship, and well-targeted choices. More than adopting technology for its own sake, it’s about understanding where it truly creates value.
With preparation, employee engagement, and quick proofs of concept, Brazilian companies can move forward with confidence—turning generative AI into real results.
