Faced with the tsunami of Artificial Intelligence, do we let machines do the work for us?

But like any medicine, AI also has its B side, since only the trained ones know how to take advantage of it. In the middle, there is marketing tricks to get the client to invest in different programs leveraged on AI.

And so consultancies of all types and sizes emerge offering their guide service in that labyrinth, in a scenario of unusual acceleration about which the 2024 Nobel Prize winner in physics, Geoffrey Hinton, warns.

This pioneer in the development of automatic machine learning and artificial neural networks, maintains that AI at this stage is like a newborn growing into a level of autonomy and capacity superior to human.

But what Hinton warns of as danger, for others is pure opportunity. When I was in San Diego, United States, Juan Santiago, 53 years old from Córdoba and from the Grido ice cream family, started positioning companies and their stories on the web. It was 1998 and “clients ranged from traders to restaurant chains. Santex’s first office was in the World Trade Center in San Diego,” he tells Clarion in its Buenos Aires headquarters, an apartment in Palermo surrounded by plants and that seems suspended over the tops of the jacaranda trees.

Today it defines Santex as a technological and human integrator. The United States and Canada weigh in 82% of your turnover. His brother Alfonso, an engineer by profession, developed the company in Córdoba and from there they jumped to Latin America. They attend almost all sectors. “With Burger King we developed that from the phone and from the seat you could order the hamburger and it would be brought to your seat at the Super Bowl. A stadium with 80 thousand people,” he describes and even gets excited about the website developed for the Grammy Awards or what they achieved around the spectacle of a tightrope walker through the Grand Canyon of the Colorado for the Discovery Channel.

Santiago understands that for artificial intelligence to work it is very important that the company don’t have tech debt. “There is our business. It is about digitally connecting the entire organization, from the seller, production lines, distribution, finances, all that conglomerate of digitized data and integrated between them. “The data, to be intelligent, has to be contextualized,” explains.

For Mariano Wechsler of Teamcubation the recipe is to let the machine do it for you.

“Why assign people to unravel resolutions in the official bulletin, write emails, legal arguments, customer service, if the machine can do it. AI allows us to automate tasks, make the square meter more efficient. Our job is to turn the organization into a super organization, simply training its people to generate solutions. The mandate is efficiency,” he tells this newspaper.

Teamcubation works with the workforces of Macro, Comafi, Swiss Medical but one of its most challenging projects is with Mercado Libre in Brazil where it accompanies young people on the autism spectrum with AI tools.

In this strong technological pressure, there are those who observe an advantage for companies in Argentina. “In general they have fewer commitments to technologies of the past unlike large companies in European and United States markets. This benefits the incorporation of new technologies and especially AI,” says the former president of SAP, Claudio Muruzabal, from his office in Miami.

“The reality is that although there are euphoria to introduce AI, Very few companies have gone from carrying out one or several pilot cases to a scale implementation. This is the same in the United States and Europe. Using an AI tool (ChatGPT, Perplexity, etc.) is very useful for employees’ personal productivity, but it is far from making a significant contribution to the company”says Muruzábal, marking distance from the techno-optimists. “This is just beginning,” everyone agrees.