The study “From adoption to scale: the maturity of artificial intelligence in Brazilian companies”, conducted by MIT Sloan Management Review Brasil and commissioned by TOTVS, added data to the debate. The quantitative survey interviewed 583 companies and showed that, although 80% already test or use AI, 93% have not yet actually incorporated it into their business strategy. Furthermore, 86% do not measure its cost and 88% do not measure the financial result obtained with the technology.
The plenary sessions expanded the discussion on changes in companies. Laércio Cosentino, founder and Chairman of TOTVS, linked succession and legacy to longevity and the speed of renewal of skills. For him, letting go is the hardest part of learning, as you have to let go of models and practices that no longer work, you have to respect experience, listen and learn.
Rishad Tobaccowala, writer and former global director of strategy and growth at Publicis Groupe, discussed collaboration between people and agents and continuous learning. In his reading about the future of work, he pointed out that the expansion of opportunities can coexist with fewer full-time jobs and greater participation of part-time professionals. He also advocated that leaders look beyond their own sector, where new opportunities and competitive threats may emerge.
The main stage of the event also hosted George Westerman, researcher and professor at the MIT Sloan School of Management, who discussed the path from pilot projects to generating value with AI. He highlighted that individual productivity gains need to be translated into results for the company, with the application of technology to defined processes and measurement of returns. He advocated that companies start from business problems, involve users from development onwards and evaluate results in real operating conditions.
Westerman highlighted six capabilities to sustain this transformation: shared ambition, governance, value capture, technology, culture and talent. The talk highlighted the importance of making the benefits clear to professionals, preparing teams for new ways of working and using governance to guide decisions and investments. Advancement depends on continuous learning and an organizational capacity to adapt to the evolution of technology.
Programming also opened space for the relationship between technology and creativity. The CEO of TOTVS, and Alok, DJ, internationally renowned Brazilian music producer and founder of Instituto Alok, talked about entrepreneurship, cultural diversity, social investment and the importance of sensory experience. The chat was followed by a show by the artist with hits from his international career.
On the topic of customer relationships, Gustavo Avelar, vice-president of TOTVS heading RD Station, started by talking about the mission of the RD portfolio within TOTVS: to make customers sell more and business grow. To this end, he stated that Continuous Marketing is the answer, integrating marketing, sales and service.
The approach combines deep context, predictable behavior, spiral growth and connected information, while also incorporating back-end data, such as inventory, margin and credit limit, into commercial actions. And for companies that want to self-assess their operation, a free tool was made available. There is also a free course developed by RD Station to present the concepts, fundamentals and applications of Continuous Marketing, allowing professionals to learn about and deepen the new discipline.
During the TOTVS Universe, the company also announced the names of the TOP 100 HR Personalities 2026, recognizing professionals who contribute to the evolution of people management in Brazil. The edition highlighted, in the TOP 3, Alessandra Lotufo, from Afferolab and HOB – House of Brains; Paula Valencia Ferrada, from The Walt Disney Company; and Silvana Machado, from Bradesco. Leaders were also recognized in ten categories, including organizational learning, diversity and inclusion, AI for HR and recruitment and selection.
In the special categories, TMG was recognized in Innovation – Lei do Bem; PROMAX BARDAHL, in Marketing & Sales; and DATAPREV, in HR. The cases highlighted, respectively, research and development, integration of the commercial journey and evolution of performance management.
The largest technology company in Brazil, TOTVS creates solutions to enhance the evolution of people and companies. With more than 70 thousand customers in Brazil and several countries in Latin America, it has a complete technology ecosystem: TOTVS Gestão, with ERPs, cross solutions and specialized systems that guarantee greater productivity, efficiency and governance; RD Station, with digital marketing, sales and relationship tools for companies to boost their business and grow; and Techfin ERP Finance, which offers B2B credit and payment solutions to expand, simplify and democratize companies' access to financial services. Over the last 5 years, TOTVS has invested R$3 billion in research and development, with emphasis on Artificial Intelligence, seeking to innovate more and more to be its customers' trusted advisor.
