The rise of Generative Artificial Intelligence and Cognitive Automation is redefining the way companies operate, innovate and relate to customers. This transformation is not limited to incremental efficiency gains, but profoundly impacts business models, making traditional processes obsolete and creating new strategic opportunities.
AI Generative: Creativity and Efficiency at Scale
Tools like ChatGPT, DALL E and Midjourney are pushing the boundaries of creativity, allowing companies to automate content production, design and even product development. In the advertising sector, for example, Entire campaigns can be generated and personalized based on behavioral data, optimizing the impact of messages. In retail, Generative AI enables the creation of personalized visual catalogs and virtual assistants that offer hyper-personalized recommendations.
Process Automation: Efficiency Beyond Robotics
Process automation, previously restricted to repetitive and predictable tasks, now encompasses complex cognitive processes. Hyperautomation, that combines AI, RPA (Robotic Process Automation) and machine learning, is revolutionizing sectors such as healthcare, financial and legal.
“Many executives still treat AI as a side hustle, when it should be at the heart of business strategy.” Andrew Ng, AI expert and former director of Google Brain
In the banking sector, for example, intelligent systems analyze credit applications in seconds, considering a massive number of variables that would take a human analyst days to process. In health, AI-assisted diagnoses reduce medical errors and speed up patient triage, ensuring more efficient service.
Data-Driven Decision Making: The End of “I Think”
Companies that relied on intuition and experience now rely on predictive and prescriptive analytics for strategic decisions. AI models are capable of predicting demand, optimize supply chains and personalize customer experiences in real time.
A clear example of this change is in the streaming sector, where algorithms don't just recommend content, but also influence production, determining themes and formats most likely to be successful. Similarly, in the logistics sector, companies like Amazon use AI to predict regional demands and optimize inventories, reducing costs and increasing efficiency.
AI isn't just automating tasks; She's challenging entire business models. Companies that fail to adapt risk being overtaken by more agile, data-driven competitors.