Large firms start adopting GenAI for greater agility, productivity as remote work, new technologies reshape work practices, ISG Provider Lens report says
“GenAI adoption is the latest dimension of workplace transformations triggered by new technologies, changing expectations and economic and social forces”
The 2024 ISG Provider Lens™ Future of Work Services report for Brazil finds that companies are initially using GenAI to increase agility and productivity by automating tasks, giving professionals more time to do creative work. Brazilian firms, especially large ones, are adopting GenAI despite the challenges of investing in infrastructure, training employees and addressing data privacy and security concerns.
“GenAI adoption is the latest dimension of workplace transformations triggered by new technologies, changing expectations and economic and social forces,” said Dee Anthony, Americas lead, Future of Work, for ISG. “Providers are heavily investing in solutions to help Brazilian companies join this trend,” Anthony added.
In Brazil, as in other countries, many enterprises have maintained hybrid work practices begun during the COVID-19 pandemic, the report says. They are adopting models that combine face-to-face and remote work to retain employees and cut operating costs, often implementing videoconferencing platforms, project management tools and virtual workspaces. These initiatives continue despite conflicts in some companies caused by the persistence of a traditional corporate culture that values physical presence.
Many enterprises are investing in employee well-being and professional development programs, a particularly important practice in Brazil, where social and economic inequality can affect worker engagement, ISG says. The programs include partnerships with universities and establishment of innovation labs where young people can find training opportunities, which may facilitate direct hiring.
Workplace transformations have led companies to invest in a wide range of technologies in and beyond IT, including advanced chatbots and robotic process automation (RPA) in areas such as HR and finance, the report says. In Brazil, small and midsize companies face challenges in adopting new technologies, often due to economic instability, so they often seek creative solutions to maximize limited resources.
Enterprises in Brazil, as in other countries, also face growing pressure to adopt sustainable practices that align with consumers’ expectations, ISG says. Many Brazilian companies are more focused on sustainability around socioeconomic issues than around carbon emissions, introducing training, education and inclusion programs.
“Workplaces are changing in Brazil despite cultural and structural challenges,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Many organizations remain committed to the digital transformation of work.”
