A is already considered one of the main engine of transformation of the global economy. Considered as the “new electricity” in terms of social impact, its developments and impacts on business was the subject of the Cortex Summit 2025.
Daniel Pires, CEO and co-founder of Cortex, lectured in the morning at the event, which takes place in São Paulo, and presented the company’s new brand positioning, which focuses on “Increased Intelligence”, which is defined by the union between AI and human intelligence.
“Only human intelligence can imagine scenarios and be creative. That’s why we believe in increased intelligence: the true symbiosis between humans and machines.”
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Cortex develops Big Data solutions and was going to support large corporation marketing, sales and communication areas, helping them identify opportunities, analyze markets and accelerate growth strategies.
The promise and reality of
Despite the potential, the adoption of AI still carries a paradox: if it promises to revolutionize business, why do companies have difficulty generating real value?
According to MIT survey released this year, 95% of companies fail to accelerate AI revenue.
At the same time, only 1% of business leaders consider their ripe organizations in the use of technology, according to McKinsey. For Pires, the biggest challenge is not in infrastructure or lack of talents, but in learning from feedback, adjusting context and improving over time. “Regardless of whether it is a supplier or business partner who brings these skills, this actually helps to extract more AI value,” he says.
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This process requires an organizational culture focused on experimentation, error tolerance and contained iteration cycles – principles that many companies still resist adopting.
Intelligence go-to-market: I was going to the commercial strategy
Another central theme discussed by the co-founders of the event was the so-called Go-to-Market intelligence, a concept defended by Cortex. The proposal is to use data and algorithms to enhance customers in any industry or business model, making them more able to make strategic decisions.
This approach connects AI directly to what matters most to companies: growing sustainably and predictable. By applying data intelligence to business and market strategies, companies can optimize from marketing campaigns to prospecting and prioritizing strategic accounts.
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Next, check out the full manifesto of the company:
“We know that it is not enough to have data. You need to know when and where to use them.
Therefore, we see what many do not realize. There is an intelligence that optimizes, streamlines
and makes the processes more efficient. This is artificial intelligence. But there is also one that enhances, questioning, which connects invisible points. It is human intelligence.
We believe the future is in adding. In raising to maximum power the meeting between humans and technology. This is our specialty: enlarged, collaborative intelligence. Increased intelligence.
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Made by those who understand. Fueled by the union between human intelligence and Ia.
Guided by a methodology that is ours. More than a tool, we are a way of thinking. This is being Cortex.
Where they risk, we calculate. Where they infer, we analyze. Where there is excess, we are accurate.
Our way of making decisions, accelerates its growth. From business to careers.
From teams to ecosystems. By our side everyone grows together.
Our intelligence delivers the answers to each challenge. It reveals opportunities, directs actions and strengthens reputations. Helps choose accurately: the physical point, the portfolio or even the next conversation.“
