The era of the AI-powered professional and how to take the first steps towards high efficiency

Generative Artificial Intelligence (GenAI) brings such a disruption to the market that it can be compared to the emergence of the internet: it completely changes how we interact, communicate, and live consumer experiences.

With the ability to listen, write, draw, and speak (among many other possibilities) simply and effectively, the current reality provided by generative AI opens up a new era: the era of the professional powered by AI.

If such technology, when used by individuals, is already an ally, when adopted at scale by companies, it becomes a competitive advantage. According to an optimistic research by McKinsey, by 2030, automation driven by Generative AI has the potential to free professionals from nearly 30% of routine tasks, allowing them to focus on more strategic and creative activities. This change improves work efficiency and creates room for a more rewarding and innovative professional environment.

This intelligent movement of professionals who are enhancing their performance with AI is at the core of one of the significant corporate trends of the future of work, in which the forecast is that technology will enhance people's capacity, replacing repetitive and mathematical tasks in their daily lives, opening up space for more human, inclusive, specialized reflections and positions.

The efficiency leap unleashes human cognitive capacity to act on what generates more value for companies and satisfaction for professionals and consumers, such as creating new business models exploring market opportunities with behavior analysis and diversity of perspectives - all orchestrating the application of Artificial Intelligence. This is the era of hyper-personalization.

A professional powered by AI is an expert in navigating complex journeys.

For companies, scaling up the adoption of Generative AI from individual to enterprise level is crucial to maintain data security and intelligence, as well as to enable understanding of what the learnings, experiments conducted, results obtained, and data sent to the tools are.

From the moment that Generative AI can organize information, perform tasks, and make decisions, human creativity becomes essential to orchestrate people, context, data, and all the possibilities that technology provides to leverage growth and differentiation for the business.  

Internally, processes can be automated and generate efficiency gain, while externally, expanding the reach and customer experience at all touchpoints throughout their brand interaction journey is possible. Both perspectives can optimize everything from day-to-day actions to provoking structural changes in the market, evolving and diversifying a company's business model, positioning it in new markets and with previously unimaginable customers. This is the true game changer and will potentially be responsible for 1/3 of the results in the next four or five years.

Take, for example, an automation that solves a specific problem, such as translating a text, another that can interact with customers in customer service by providing answers about a product, and a third one that identifies opportunities for creating new products. These three different automations can be orchestrated to communicate with each other, bringing much more accuracy, speed, and personalization. This example enables a contextualized conversation with customers anywhere in the world, allowing orchestrators to combine their knowledge and expertise to generate personalized insights and even create new products.

This end-to-end journey that puts technology and human creativity in constant interaction unlocks the potential for business generation, market expansion, and customer experience enhancement while increasing the company's quality level.

How to decide on investing in AI?

It is known that investment can be one of the main challenges related to the adoption of Generative AI. Therefore, the decision to include this technology in your processes should consider some factors to obtain the best result on this investment. Below are five big first steps to make this decision:

The fact is that Generative AI has arrived, and its limits are unpredictable. It is common for business leaders in disruptive scenarios to have uncertainties about which move to make. However, the risk of doing nothing is much greater than the risk of experimenting, creating trends, and getting ahead. Therefore, the way forward is to take action, embrace transformation, engage people, and avoid becoming a prisoner of change.