AI is key to the competitiveness and innovation of companies

Companies that want to survive the next decade must not only embrace new artificial intelligence tools, but also use them to truly solve internal business problems and challenges without losing sight of the ethical implications of its use.

Don't think about technology, think about what you want to achieve in your business, for example, selling more or making more money, which are not the same thing (...). Then, technology will be an enabler and, later, it becomes a tool that generates added value," explained Jahasiel E. Sevilla, head of innovation and digital transformation at Google Cloud.

Participating in UnlockedAI Woman, she explained that approximately 60% of the use of artificial intelligence worldwide is focused on operational efficiency—doing something faster, in less time, or more cheaply.

However, companies can continue to innovate by using this technology in other ways. Proof of this is that Deep Research in Gemini can generate customized and comprehensive reports, which can be used to transform an operational efficiency strategy into business intelligence.

For Irma Wilde, general manager of wim at AT&T Mexico, implementing these types of strategies in the country is a challenge because, according to data from the National Institute of Statistics and Geography, 75% of small and medium-sized businesses do not use technology for their business.

This could change considering that 95% of business leaders have a smartphone, which is a window into using new technologies.

The human factor

Zaira Zepeda, CEO of UnlockedAI, added that companies need not only more female leadership, but also a 4.0 mindset, that is, a digital mindset focused on innovation, business intelligence, inclusion, and sustainability.

"You don't need to be an expert, but you do need to become a CEO 4.0. It's not those who work the longest hours; it's those who know how to take advantage of the tools available," she emphasized.

Vincent Speranza, general manager of Endeavor Mexico, acknowledged that organizations also face the challenge of employees believing that artificial intelligence will replace them.

A few years ago, we said Excel was going to replace accountants, but no, it replaced accountants who don't use Excel. The same thing will happen; those who resist it, because they feel threatened or don't understand it, will likely be replaced," he emphasized.

The executive predicts that the future of work will focus on developing soft skills and embracing new technological tools.

The challenge of algorithms

Hannah Töpler, CEO of Intrare, commented that the potential of artificial intelligence is enormous, but it still faces challenges such as biases caused by the technology being programmed by people with their own prejudices.

It has been observed that some AI-powered recruiting platforms may prefer male or racially diverse candidates, which is biased.

Manuel Pliego, director of government affairs at Microsoft Mexico, indicated that to address this problem, ethics committees can be created to seek ways to protect models, self-regulate, and/or adopt international definitions.

Artificial intelligence has no borders; we can't do everything our way," he said.

Irma Wilde, general manager of wim at AT&T Mexico

“To have access to artificial intelligence and optimize our businesses, we don't need to have a sophisticated computer and understand how to create algorithms; it's all in our phones and connectivity.”

Zaira Zepeda, CEO of UnlockedAI

“It's not about working harder, but about working smarter, and at UnlockedAI we're democratizing this knowledge.”

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