Generative AI is the turning point for businesses
by Milton Pifano
Generative artificial intelligence has evolved from a mere promise into one of the most transformative forces of our time. It’s no longer about opening a separate tab to chat with a bot — AI is now seamlessly integrating into our daily lives, becoming almost invisible, yet absolutely essential.
Productivity copilots
Tools like Microsoft Copilot and Google Gemini are already embedded within platforms such as Word, Excel, Gmail, and Docs, acting as true productivity copilots. Instead of simply answering questions, these systems help plan, summarize, correct, and create in real time, infusing intelligence into every step of the workflow.
This shift marks the transition from the “chatbot era” to the “copilot era” — where intelligent agents don’t just reproduce information but create, contextualize, and personalize interactions. When trained with each company’s proprietary data, they can deliver hyper-personalized experiences in customer service and sales, acting as real partners for commercial teams. Efficiency increases, costs drop, and customers enjoy a smarter, more relevant relationship.
New creative frontiers
Tools like Sora (OpenAI), Veo 3 (Google), and Runway are enabling video generation from text or images, profoundly transforming industries such as marketing, advertising, education, and even journalism.
Content production — once dependent on time, budget, and complex structures — can now be accelerated with partial or full AI support. Those who learn to harness this potential will gain a competitive advantage in a market where speed and originality are decisive factors.
Mass personalization
Another clear impact is large-scale personalization. With AI, companies can recommend products based on each customer’s history, email campaigns can adapt in real time to user behavior, ads can adjust to individual preferences, and even digital experiences can become unique.
This not only increases engagement and loyalty but also strengthens brand communities to an unprecedented level.
Data that becomes decisions
On a strategic level, companies can now use AI to extract information and insights through natural language access to data. By processing massive volumes of information through natural language prompts, AI democratizes data-driven decision-making, making it faster and more accurate.
The risk of missing opportunities due to a lack of clear vision decreases, while the ability to anticipate trends and respond quickly to change increases.
The race has already begun
Paying attention to these transformations is no longer optional — it’s essential. Understanding which technologies are on the rise allows innovation leaders to prioritize investments strategically.
Allocating budget to research and development before competitors mobilize can be the key difference between leading the race or just keeping up.
In 2024 alone, global investments in artificial intelligence reached US$ 235 billion, according to IDC data. By 2025, projections indicate US$ 644 billion — a leap of more than 76% in just one year.
The message is clear: we are witnessing an unprecedented transformation, and those who understand the power of generative AI early will hold one of the greatest competitive advantages of our time.
