AI reshapes Brazil's job market and creative economy

Brazilian leaders and analysts say artificial intelligence is set to transform the country’s labour market and creative sectors. A proposed AI regulatory framework could overhaul the advertising and creative industries, while a World Economic Forum forecast warns that AI may replace up to 92 million jobs worldwide but generate 170 million new roles, underscoring the need for reskilling. The Forum estimates that about 59 % of the global workforce will require retraining by 2030, and Brazilian executives echo that “the competitive edge will belong to those who can work with AI.”

Domestic reports show the creative economy grew 4 % in 2023, adding 577 000 jobs and contributing R$ 393 billion (3.59 % of GDP). At the same time, concerns arise that AI is forcing older workers out of employment and cutting entry‑level positions. In response, the Ordem dos Advogados do Brasil (OAB) has launched a national study, in partnership with Stanford University, to draft ethical guidelines for AI use in legal practice. Meanwhile, President Luiz Inácio Lula’s administration has signaled a tighter stance on unregulated AI applications, and Google has defended its practice of providing free traffic to news sites rather than paying per snippet. Industry leaders stress that AI should augment human judgment rather than replace it, calling for governance, data quality, and AI literacy to capture the technology’s benefits while mitigating risks.