72% of Brazilian companies are still in the early stages of adopting AI. – TI INSIDE Online

Most Brazilian companies are still in the early stages of adopting artificial intelligence (AI), despite the technology’s growing presence in daily corporate life. This is according to a new survey released by the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom), in partnership with the research firm Brazil Panels and the business school Lideres.ai. The survey indicates that 72% of companies are at levels considered beginner or experimental, suggesting a scenario marked by interest and curiosity, but still with low strategic maturity.
Even with limited official adoption, the practical use of artificial intelligence is already significant within organizations. According to the study, 47,4% of professionals claim to use AI tools unofficially in their work routines, a practice known as Shadow AI. This data highlights risks related to information security and governance, especially since 59,1% of Brazilian companies still do not have formal policies or clear guidelines for the use of this technology.
“Brazil is experiencing the biggest digital transformation movement since the popularization of the internet. Companies want to advance in artificial intelligence, but are hampered by a lack of structure, governance, and training. The great challenge now is to transform curiosity into strategy,” says Claudio Vasques, CEO of Brazil Panels.
The areas leading in the official use of artificial intelligence in companies are Marketing and Customer Service, both with around 24% adoption, followed by Sales and Information Technology. Sectors such as Human Resources, Legal, Purchasing, and Logistics show less presence of the technology, even though these are areas with great potential for automation and efficiency gains. For 70% of professionals, there are activities in their daily routines that could be automated by AI, which reinforces the perception of opportunity while also highlighting cultural and organizational barriers.
The fear of being replaced in the job market appears as one of the factors hindering the more structured implementation of artificial intelligence. Some respondents see the technology as a threat to employment, while others believe it should transform routines but not eliminate jobs. A third of professionals see AI more as an opportunity than a risk, indicating an environment divided between fear, adaptation, and strategic vision.
According to Mauricio Salvador, president of the AI ​​committee at Abiacom, the scenario demands immediate action from organizations. “If companies don’t invest in training, they will continue with teams lacking technical knowledge, afraid of innovation, or using tools in a hidden way, which can cause irreversible damage to competitiveness and security,” he analyzes.
Conducted through 200 interviews across Brazil between October and November 2025, the research reinforces that, despite its low maturity, artificial intelligence is seen as a priority. More than half of the companies consulted stated that they intend to invest in AI in the next 12 months, indicating that the topic should gain even more space in corporate strategies. The complete research is available for download on the Abiacom website.
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