Lack of structure and hasty decisions hinder the real use of technology, says PARS executive
The race for artificial intelligence has already begun, but most companies are not yet ready to take the first step. The search for more advanced solutions, especially in AI, has exposed an important problem.
Many organizations try to accelerate technology adoption without having the necessary foundation to support it. “There is a clear gap between the advancement of technology and the preparation of companies to absorb this advancement”, says Raphael Militino, manager of the infrastructure and cybersecurity unit at PARS.
According to him, the movement is driven by market pressure. Companies want to keep up with trends, but they still face basic limitations, such as a lack of infrastructure, disorganized data and the absence of a clear strategy.
“Today there is a lot of talk about artificial intelligence, but many companies still do not have the minimum infrastructure to support this type of technology. There is a lack of foundation, organization and clarity on how to apply this in practice”, he explains.
In practice, this means that the technology arrives, but does not deliver the expected results. Part of this problem lies in the way investment is viewed. For Militino, the view that technology is a cost and not a strategic element of the business still prevails.
“Many companies still treat technology as an expense. And, on a daily basis, they end up losing money by not investing in the correct way”, he says.
This loss does not always appear explicitly. It arises in rework, low productivity and decisions made based on incomplete or inconsistent information.
“When you put it at the tip of the pencil, what the company already loses internally can be several times greater than the value it considers high to invest”, he states.
Another common mistake is choosing solutions. In a scenario of pressure to reduce costs, many companies prioritize price and leave aside essential steps, such as consultancy, training and adequate implementation.
“Companies buy technology for the price, not for the delivery value. And this compromises the result”, he explains. To face this scenario, the solution is to adopt a more consultative model, which seeks to understand the customer’s real needs before recommending any solution.
“We don’t sell a ready-made solution. Our role is to show the customer where they are and what needs to be done to evolve”, he says. This work includes practical testing of technologies, allowing companies to evaluate the impact of solutions before making more structural decisions.
The objective is to reduce errors and increase investment efficiency. Despite the challenges, Militino assesses that the Brazilian market is evolving, albeit at different paces.
He cites agribusiness as an example of contrast. While some companies operate with a high level of technological maturity, others still face basic difficulties, even in more developed regions.
“What differentiates one company from another today is not its size. It is the level of knowledge and the way it sees technology”, he states. With accelerated growth, PARS ended 2025 with revenues exceeding R$1.2 billion and plans to maintain expansion in the coming years.
For Militino, the scenario should continue to put pressure on companies, but the main challenge should not change. “It’s not about having access to technology. It’s about knowing how to use it. And today, this is still the biggest bottleneck in the market”, he concludes.
