An expanding technology
Artificial intelligence evolves quickly. A tool that seems limited today may gain new capabilities tomorrow.
Put simply, AI can analyze information, recognize patterns and perform tasks that would normally require a person. Generative AI tools use large language models (LLMs) to process and produce text, among other functions.
Investment is helping drive this progress. In 2025, the figures cited in this article put AI at approximately half of global venture-capital funding, supporting more capable and varied models.
How much of this potential can your business use? This article explores practical applications.
Automating simple tasks
AI can be effective in clearly defined, repeated workflows where results are checked and used to learn, identify errors and improve the process. Automating routine work can save time: the article gives an example of a daily task going from 30 minutes to less than 1 minute.
For example, ask AI to examine a sales report: “Analyze this sales report and show the main results and opportunities for improvement.”
For upcoming payments, you could ask: “Organize this table and identify which invoices are due first.”
For supplier research, try: “Research suppliers of [product] and present suitable options, including company name, website, location and main products.”
AI can make mistakes and provide incorrect information. Always check results before using them, especially for important or financial decisions.
Marketing, advertising and design
The research cited here reports 42% usage in marketing, alongside sales. Before using these tools, understand the consequences of poor AI use in brand communication.
Remember: marketing, advertising and design shape how people see your company. Plan what to communicate, how and to whom.
Make your objectives clear. Otherwise, AI may produce copy for the wrong audience, inaccurate product claims or a poorly designed campaign.
Possible applications include:
Content creation: ideas for posts, articles, emails, videos, captions and scripts.
Improving materials: adjusting images, ad copy, audience-specific messages and product descriptions.
Report creation: organizing information into clear reports showing results, patterns and key points.
Images and graphic materials: creating images, banners, mockups and presentations.
When asking AI to place a product in a scene or mockup, remember that it does not automatically know the product's true size, packaging details or correct use. Supply clear instructions and detailed specifications to reduce errors.
Data analysis
AI can help organize large data sets, find patterns and compare results more quickly.
Retailers generate information about sales, products, customers, stock, prices and campaign performance.
Tools such as ChatGPT, Gemini and Claude can work with data in spreadsheets, tables, PDFs and other formats. They can help create summaries and reports, highlight trends and suggest possible explanations to be checked.
Chatbots
An AI chatbot is a digital assistant that can understand questions and respond in conversational language.
Unlike fixed-response systems, AI chatbots use language processing and machine learning to interpret questions and generate context-dependent answers.
In retail, they can support initial service and help direct potential customers to the sales team. The research cited here reports that 62% of consumers prefer a chatbot to waiting for human assistance.
How can you write a useful prompt?
Many prompting methods share a principle: be precise and clear. State the intended result, use direct language and organize the request naturally.
The PACEF method presented here uses five elements, named in Portuguese:
P — Role: specify the role or function the AI should perform.
A — Action: explain what you want it to do.
C — Context: provide the information needed to understand the situation.
E — Examples: include references or examples of the intended result when possible.
F — Format: define how the answer should be presented.
Using these elements produces prompts like the example below.
Will AI replace people at work?
AI changes how work is done and can take on many tasks. Human knowledge, creativity and judgment remain important. Combining people and technology can help businesses develop.
This year, Embrast celebrates 25 years and recognizes the people who built its story and continue to inspire its progress.
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