TALKING POINT
THE RACE FOR AI IN COMPANIES MAY BE ACCELERATING THE WRONG PROBLEM
Kaique Cirto Mafra, CEO, Taak
Artificial Intelligence( AI) has left the field of experimentation for good and has become the centre of strategic decisions. Currently, it is no longer discussed whether it is worth investing, but how much and how fast to advance. A global study by EY-Parthenon, a strategic consultancy, shows that about 30 % of Brazilian CEOs already place AI and digital solutions as a priority for 2026.
But amid this accelerating movement, a question arises that few leaders are actually facing: To what extent is this reliance on technology underpinned by a strong foundation rather than just expectation?
In recent years, AI has gained space on the agenda of leaders in different sectors, accelerating investments, pilots and initiatives in various areas of business. However, what many companies still underestimate is that technology alone does not guarantee consistency. Without a structured foundation, it can generate exactly the opposite of what is expected.
If, on the one hand, AI promises efficiency and scale, on the other hand, it also carries a relevant risk: amplifying inconsistencies. Technology depends directly on the quality of data, the integration between systems and the clarity of processes. As a result, when misplaced, it does not just make mistakes – it makes mistakes faster, at high volume and with the appearance of accuracy.
In practice, it is possible to come across this scenario in numerous projects involving CRM( Customer Relationship Management). In a recent case, a company sought to use AI to improve business recommendation and increase conversion. However, as the analysis deepened, it became clear that the problem was not the absence of intelligence, but the fragmentation of the operation. Inconsistent data, incomplete history and low integration between areas compromised any decision-making.
If AI had been applied immediately, the result would have been predictable: misaligned recommendations, low team buy-in and loss of trust in the tool. By reorganising architecture, integrating systems and structuring governance, technology began to operate with context, delivering improved conversion, reduced rework and increased productivity.
Brazil is already leading the advance in automation and AI in Latin America, according to Ecosistemas Global’ s Intelligent Automation Trends Report( IPA) 2026, but this movement has not yet translated into real business impact at the same speed.
While AI leads CEO priorities, there is also growing concern about risks, costs and uncertain returns. There is confidence in the potential, but still difficulty transforming it into consistent results. Therefore, before any investment, leaders should ask which decision they want to improve, with which data, in which process and with what financial impact.
Trusting AI does not mean delegating decisions without criteria. It requires discipline. Technology needs to operate within a clear framework, with reliable data, defined processes and wellestablished governance. Without this, the company does not gain efficiency. It only automates fragility.
The question that remains is not whether AI will transform business. This is already underway. The real question is another: is your company prepared to trust AI or is it still structuring the foundations for this trust to make sense? •
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