See which sectors used generative AI the most in 2024 in Brazil
Love it or hate it, artificial intelligence is here to stay. According to a recent survey by the global consulting firm Korn Ferry, more than 82% of senior leaders believe that AI will have a significant impact on their businesses. The Conference Board, a global nonprofit organization providing research and insights for leaders, concluded that 56% of workers are already using generative AI in their work. This means that every modern leader needs to become an AI expert—not necessarily a technical expert, but someone who understands the basics: what AI can and cannot do and how it can be applied to their own work. A key competency for leaders today is identifying the opportunities and challenges that AI may bring to their field. They must have the insight to evaluate the feasibility of AI solutions for their specific problems. Additionally, they need to monitor the performance and impact of AI systems in the business they lead. Only then will they be able to guide organizations through technological transformations.
The marketing and sales segments were the biggest users of generative AI in 2024. According to BRQ Digital Solutions in their study “Generative AI in Experience 2025,” most applications were focused on improving customer service.
The study shows that for the technology to reach its full potential, it is essential to ensure an ethical approach and a systemic vision. Data privacy and compliance with the General Data Protection Law (LGPD) were identified as essential pillars in this process, highlighting that the effective application of AI depends on responsible and secure management.
Another widely discussed point was how generative AI could be used to create strategies, including understanding the consumer’s tone of voice and how to use this to personalize interactions and strengthen the connection between brands and audiences.
According to the study, the marketing and sales sectors represented 34% of global applications, with an emphasis on content personalization and lead prioritization. Other sectors, such as product development (23%) and IT (17%), also benefited from the technology with solutions like chatbots and virtual assistants.
By 2025, most companies are expected to adopt generative AI in strategies such as social media engagement, automated workflows, and the creation of personalized interfaces for consumers and employees. This technology not only redefines customer experience but also democratizes access to creative tools, reducing costs and accelerating innovation.
According to the report, most organizations expect to use generative AI to enhance the following experiences:
- 81% Text-based customer chatbots
- 79% Social media engagement and management
- 74% Text-based employee chatbots
- 72% Customer and market research
- 72% Sales strategy and forecasting
- 70% Automated workflows
- 71% Voice-based customer chatbots
- 69% Dialogue creation for human agents
- 68% Customer segmentation
- 63% Voice-based employee chatbots
Source: Forbes
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