Technology already in the testing phase is betting on artificial intelligence as a decisive factor for growth and competition
Companies that do not yet use AI in a structured way have already started to lose competitiveness in Brazil. The assessment is from Tallis Gomes, CEO of G4 Educação, which is preparing the launch of its own AI platform with the potential to reach up to 100 thousand users this year.
Businesspeople who have already incorporated this type of technology have started to operate at a different pace. Decisions are made faster, based on data organized in real time, while competitors still rely on slower processes. The result appears directly in the margin, productivity and ability to grow.
This division is already visible in the market: on the one hand, companies that use AI to gain efficiency and scale; on the other hand, businesses that start to lose space despite maintaining the same level of effort. “There is no way anyone can compete with me today without using AI,” he says.
The tool, currently being tested with around 500 users, acts as a co-pilot: organizes tasks, prioritizes decisions and speeds up day-to-day execution. The movement marks a turning point in the G4’s positioning. The company no longer operates solely with executive education and moves forward as a provider of practical management solutions, with technology integrated into operations.
The new platform is the main step in this direction. The system brings together different artificial intelligence models in a single environment, maintains data history and suggests actions throughout the day. The proposal is simple: transform AI into a decision-making tool, not just a consultation tool.
The impact already appears in the numbers. In three years, G4 went from around R$100 million in revenue to more than R$500 million, with an increase of around 10% in the number of employees. According to Tallis Gomes, the efficiency gain is directly linked to the use of AI in the operation.
For the executive, the mistake many companies make is repeating an old pattern: adopting new technologies without changing the way they work. “Entrepreneurs change technology, but they don’t change the way they operate,” he says.
This mismatch helps explain why part of the market still does not capture value with technology. Even with broad access to tools, many companies continue to use AI in isolation, without connection to strategy and processes.
The result is predictable: the same problems repeat themselves. Difficulty growing, loss of margin, cash challenges and management bottlenecks appear in companies from different sectors. “Solving complex problems has become a commodity. What differentiates now is execution”, he says.
The trend, according to Tallis Gomes, is for this distance to increase. On the one hand, companies that incorporate artificial intelligence into their operations and gain scale. On the other, businesses that remain tied to traditional models and lose competitiveness.
With the launch of this platform, G4 is betting on precisely this scenario. The idea is to reduce the gap between knowing and doing, using AI to directly support decision-making.
In an environment where information is no longer an advantage, the difference now lies in the ability to act. And, in this new context, AI stops being a differentiator and becomes a basic requirement. And this is a movement of no return.
