{
  "id": 12229416,
  "title": "Adoção da AI nas empresas enfrenta a inércia humana",
  "url": "https://urgent.news/2026/10/05/adocao-da-ai-nas-empresas-enfrenta-a-inercia-humana",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-05T20:51:19.000Z",
  "source": {
    "name": "Brazil Journal",
    "slug": "brazil-journal",
    "url": "https://braziljournal.com/adocao-da-ai-nas-empresas-enfrenta-a-inercia-humana/"
  },
  "original_language": "pt",
  "account": "Adoption of AI in companies is facing human inertia, according to Frederico Trajano, CEO of Magalu, and Vinicius Martinelli, VP of AI technology firm CI&T. Trajano said during an event by consulting firm Galeazzi, \"I even said: I'm not replacing a human with AI, I'm swapping someone who doesn't use AI with someone who knows how to use it.\" The first thing that needs to change, he added, is the mindset: some people are ashamed to admit they used AI to prepare a presentation, but it's expected that they do.\n\nThree years ago, CI&T built its own AI development platform and expected adoption to be immediate, but that wasn't the case. Martinelli said it required a structured program to encourage use, including breaking resistance from those who believed they could do better without AI and fear of losing their jobs. Today, adoption is widespread with productivity gains, especially in software development. At Magalu, an area with about 2,000 engineers, AI won't significantly increase workforce growth for the foreseeable future. When implemented well, AI increases productivity, reducing the need for new hires at Magalu.\n\nHowever, the duo warned about the risks of workslop, AI-generated work that looks impressive but is superficial and insufficient to advance a task. For example, a lengthy presentation filled with generic conclusions and irrelevant data created by AI. Martinelli noted that one can tell when something was made by AI and often the presenter hasn't even seen the numbers. \"When information production is cheap, judgment is expensive,\" Trajano said. The value today is in deciding where to invest and measuring results. \"We need to train teams to exercise this judgment and not blindly outsource to technologies,\" Martinelli added. For the CI&T VP, the stage of pilots and proofs of concept has passed. \"That's largely validated.\" What will make a difference, he said, is the ability to quickly absorb AI innovations, choosing areas and processes where the technology can make a material difference in results.",
  "summary": "Convencer as equipes a adotar AI foi um dos maiores desafios do Magazine Luiza e da CI&T com a nova tecnologia, disseram Frederico Trajano, CEO do Magalu, e Vinicius Martinelli, o vp da empresa de tecnologia. “Cheguei a dizer: não vou substituir um ser humano por AI, vou trocar alguém que não usa AI por […] The post Adoção da AI nas empresas enfrenta a inércia humana appeared first on Brazil…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}