Brazilian firms grapple with AI-driven changes in culture, marketing and governance

Artificial intelligence is moving beyond a tool to reshape corporate culture in Brazil. According to organisational culture expert Adeildo Nascimento, 88% of firms already use AI and nearly one in four workers handle generative‑AI tasks. He warns that the main risk is allowing AI to make judgments on hiring, promotions or dismissals, calling for clear ethical limits and re‑skilling of about 59% of the workforce by 2030.

CEO Odair Kayser of Blue More International Group and Yellow Ads Network is expanding AI‑powered digital marketing into more than 16 countries across the Americas, Europe and Africa. He credits AI with turning marketing into a “precision science” and has been recognised with the ANCEC Gold I award for innovation.

Grant Thornton Brasil reports that Brazilian companies continue to invest above the global average in technology, now seeing digitalisation as essential for governance, ESG reporting and operational resilience. The firm highlights the need for basic process modernization, data integration and audit‑ready systems to meet new IFRS S1/S2 and CSRD requirements.

Google has updated its privacy settings so that user data—including images, audio and video—can be used to train its AI models. Users can limit this through new controls such as “Service History” and “Personalised Recommendations”.

In the United States, analysts note that while free AI tools like ChatGPT are widely available, paid plans ranging from roughly US$7 to US$140 per month may be justified only when they deliver measurable time savings or higher‑quality outputs. Tokens limit usage even on premium tiers, and human oversight remains essential.