Artificial intelligence is no longer an isolated resource within companies. It is redesigning processes, changing skills and restructuring entire sectors. But despite all the technical sophistication, the big challenge for AI in Brazil is not technology, it's leadership.
And this difference has become even clearer with the findings of the Artificial Intelligence Jobs Barometer 2025by PwC.
1. AI is valuing professionals and accelerating productivity, but only where there is prepared leadership
The Barometer provides some compelling data: the sectors most exposed to AI show three times greater growth in revenue per employee.
In other words, when AI is used well, companies don't replace people, they empower people.
The report also shows that:
- professionals with AI skills are paid 56% more on average;
- skills change 66% faster in functions impacted by AI;
- all the sectors analyzed are expanding their adoption of AI, including traditional areas.
But the authors themselves warn: real gains do not appear in organizations that apply AI "technically", without a strategy.
Thiago Gonçalves, Inteli's Product Manager, highlights:
Ambidextrous professionals are in great demand on the market today. These professionals are fluent in both business and technology. Knowing artificial intelligence or management in isolation doesn't deliver the expected results.
2. Brazil collects a lot of data, but turns it into little result
Most Brazilian companies are already surrounded by data: customer behavior, operational performance, payment histories, efficiency indicators.
But the Barometer points out that much of this potential is not converted into value, because there is a lack of leadership capable of connecting technology and business.
Thiago adds:
We have often heard from executives of large companies here at Inteli that learning to deal with data to support decisions based on concrete information is no longer a differentiator but an indispensable prerequisite for leadership positions.
It is precisely this difference between knowing AI and leading with AI that defines the future of competitiveness.
3. Knowing AI is about tools. Leading with AI is about decisions
The PwC study reinforces that, although technical mastery is valuable, the competitive advantage comes from leadership:
- transforms data into actionable recommendations;
- identifies where AI generates efficiency, and where it generates revenue;
- translates business objectives into technical requirements;
- talking to technology teams as equals;
- creates governance and trust in the systems;
- understands the risks, biases and organizational impacts of AI.
Victor Machado, Inteli's Growth Manager, points out:
Around here we like to say that we train professionals who are able to debate ROI, Churn and LTV with the same skill and competence as they argue about generative AI, Machine Learning and Agents.
4. Brazil's big risk is getting stuck in the 'eternal pilot' mode
The Barometer and other international studies (such as Gartner and McKinsey) show that companies around the world are facing "pilot purgatory", AI initiatives that don't scale, integrate or connect to strategy.
In Brazil, this happens more often because:
- the leadership has not mastered the essential concepts of data and AI;
- lack of clarity on ROI, risks and prioritization;
- teams work in isolation (business, data, technology);
- AI is treated as a "project", not an organizational capability.
Victor reinforces:
Our teachers have not only theoretical knowledge, but also practical experience in businesses that already apply AI. The challenge of not only optimizing project efficiency but also understanding how to scale businesses is not trivial, but it is a necessary step for every leader in this new era.
5. The Inteli MBA is designed to train exactly this type of leader
The MBA in AI and Data for Business was born from a simple observation: Brazil needs managers who know how to use AI to decide, prioritize, communicate, lead hybrid teams and scale solutions.
It's not a technical MBA. It's an MBA for those who lead.
The student learns:
- translating business pains into predictive models, AI agents and efficient automations;
- building real AI business cases, with ROI, KPIs, governance and risks;
- to understand enough about the technology to discuss architecture, prototyping and scalability with developers and data scientists;
- leading the complete journey: diagnosis, prototype, decision, governance and implementation.
All this in 480 hours, 12 months, 100% PBL, with challenges based on real situations in Brazilian companies, logistics, churn, innovation, operational efficiency, AI scalability.
Thiago describes the program like this:
The MBA in AI and Data for Business is a complete program for professionals looking to develop skills in technology and business through a practical methodology connected to the current challenges of optimization and scale through generative AI. The hybrid format, with synchronous online classes and face-to-face meetings every 5 Saturdays, is ideal for those who hope to reconcile their work routine with the need to stay up-to-date and competitive.
6. Knowing AI puts you in the conversation
Leading with AI puts you at the decision-making table. The Barometer is clear:
AI is accelerating careers and valuing professionals, but especially those who can connect technology to real impact.
It is this critical, strategic and applied capacity that defines who will lead the next decade of Brazilian organizations.
And it is this capacity that Inteli wants to develop.
