"Everybody's free to commit to lifelong learning"

I was listening to the radio this morning and suddenly it was Baz Luhrmann’s “Everybody’s free (to wear sunscreen)” playing on. And of course, it hit me – because it is a song you don’t listen often on radio, because it is a very different song and I like it and there was something about it addressing “the class of 99” with advice for their next 20 years (so… around now, I would guess). But also, because wearing sunscreen is really one of the simplest and best habits you can have for your health and skin, if you commit to it daily and in the long run. And then my mind wandered, I was thinking what advice would I give for someone for the next 20 years.

 

And I guess “Everybody’s free to commit to lifelong learning” struck a chord in me. It’s probably the best long-term advice I would give for the next 20 years (and, by the way, it’s exactly the same advice I would give myself 20 years ago).

 

“If I could you only one tip for the future, lifelong learning would be it,

Long-term benefits of lifelong learning have been proved by scientists” (that’s an adaptation of the original song, by the way)

 

The first benefit is exactly the one you are thinking about. In a fast-paced and rapidly evolving job market, fueled by innovation and technology advancements, required skills sets are quickly changing. To stay relevant, and surf this continuous wave, one must embrace education as an always-on activity, committing to learning new things, skills and competences every day. Today we are talking about AI and Sustainability, 20 years ago we were speaking about Performance Marketing and E-Commerce, in 5 years-time we will be building on whatever new is coming.

Lifelong learning enhances career prospects by expanding one's skill set and opening doors to new opportunities. It fosters creativity and problem-solving abilities, enabling professionals to tackle complex challenges in an ever-changing work environment – so, you can look at things from different dimensions, and if you are lucky enough, even bridge different experiences. But with this comes an additional benefit - it boosts confidence and job satisfaction, as we feel more capable and valuable in our roles.

But lifelong learning goes beyond career prospects and our professional angles. It keeps the mind sharp, encourages curiosity (and that’s probably one of the human brain’s greatest assets), and cultivates a growth mindset. So, what I am saying here is that it also has a positive impact on your cognitive health and overall well-being.

 In essence, committing to lifelong learning is an investment in oneself, ensuring continued relevance, adaptability, and personal fulfillment in an increasingly dynamic and tech-driven world.

But don’t forget. Life-long learning is like wearing sunscreen. It requires daily long-term commitment. And trust me on this.

AI and RX importance

We live in a very fast and evolving world – and that is especially true in marketing. AI is actually changing the marketing world in an incredible way. One dimension is about AI Agents. Because, in a world where purchasing decision making is increasingly done by AI Agents, marketing will necessarily need to be a lot about influencing robots. Not only humans, but robots. And the question is, are we ready for this?

Don’t think this is in a distant future. In some industries, it’s months away. In others, it is happening already! Think about the way purchasing happens in financial markets or digital ads – you basically brief the AI consols and they will automatically look for, buy (and sometimes sell) assets, products or digital advertising space. And think about commodity markets (power / electricity, insurance, banking,…) where there are already agents that you can upload your data and latest bills, and the agents will give you back the best providers and products for your profile – this is already happening in Portugal and throughout Europe.

The impact of these purchasing-side agents on marketing will be huge:

-            Data-driven approaches: AI agents will rely heavily on data for decision-making. Marketers will need to ensure their products have robust, accurate, and easily accessible data points that AI agents can analyze.

-            Algorithm optimization: Understanding and optimizing for the algorithms used by AI agents will become crucial. This may involve tailoring product information and pricing strategies to align with AI decision-making processes.

-            API integration: As buyer-side AI agent APIs become more prevalent, marketers will need to develop strategies to interact effectively with these APIs, potentially creating seller-side AI agents to broker interactions.

-            Reputation management: AI agents will likely prioritize factors such as reliability, quality, and customer satisfaction. Maintaining a strong digital reputation will be critical for influencing AI purchasing decisions.

I feel you have a question when reading this – what about humans? Don’t worry. We still play (and will play) a significant role. Despite the rise of AI agents, human oversight and intervention will remain important – and don’t forget we will be the ones briefing the agents, or, at very least, experiencing the products these agents will buy for us.

But we shouldn’t ignore this new dimension of marketing that is rising. As Professor Pedro Moreno said yesterday at an IE Business School session in Lisbon, we are seeing the dawn of RX – Robot-Experience. As AI agents become more prevalent in purchasing decisions, marketers will need to develop new strategies and skills to effectively influence these digital decision-makers while maintaining ethical standards and adaptability.

42% of CEOs don't believe...

In a recent PwC study, it became clear that in an era of unprecedented transformation, businesses face a critical juncture. A staggering 42% of CEOs believe their companies won't survive the next decade without dramatic change, highlighting the urgency for innovation and adaptation. This sentiment is echoed by the majority of business leaders who recognize the need for a fundamental shift in how value is created, delivered, and captured in the coming years.

I believe that at the heart of this transformation lies a dynamic triangle of forces: technology (particularly AI), sustainability, and people – and I think we are all having the opportunity to witness firsthand how these elements can either support or conflict with each other. The challenge – and opportunity – for businesses lies in effectively managing this interplay to drive growth and innovation.

Let’s look at Gen AI as an example by itself. While 46% of CEOs believe Generative AI will lead to greater productivity, only a fraction are currently reaping significant gains from its adoption. Moreover, many leaders lack confidence in successfully integrating AI into their company systems. This gap between potential and realization underscores the need for strategic guidance in navigating the AI landscape.

By aligning people, technology, and sustainability, businesses can not only survive but thrive in this new era. And as we stand at this crossroads, the question becomes: How can each organization (and yours) harness these forces to create sustainable growth and innovation?

AI: Climate champion, not Climate killer

Artificial Intelligence: Climate Champion, Not Climate Killer

As AI adoption accelerates, there is a debate that I would like to address – and that is the concerns about AI’s energy consumption and its impact on climate goals. Recent predictions suggest AI could significantly increase power demand, potentially hindering companies' net-zero ambitions. However, I believe this perspective overlooks AI's tremendous potential as a climate champion.

While it's true that AI requires substantial computing power, its ability to drive efficiency across industries far outweighs its energy footprint. AI-enabled use cases have already helped organizations reduce greenhouse gas emissions by 13% and improve power efficiency by 11% in just two years - in a @CapGemini study. According to the same research, by 2030, AI-enabled solutions have the potential to help organizations fulfill 11-45% of their 'Economic Emission Intensity' targets under the Paris Agreement. You can already see that in the positive impacts brought by @Google Gemini (cutting energy demand by 40% in data centers) or overall smart grid management.

AI's impact on sustainability extends beyond energy efficiency:

-             It's revolutionizing climate modeling, enhancing our understanding of climate patterns, and improving disaster preparedness. We use it a lot at @Iniciativa Dragoeiro to foster the right tree plantation at the right time and spots.

-            In agriculture, AI optimizes water usage and crop yields, reducing environmental stress (look at @Taranis and @FarmWise use cases).

-            In manufacturing, AI-driven predictive maintenance and process optimization lead to reduced waste and energy consumption (have a go at how @flexport and @cargoAI optimize freight, reducing empty cargo space).

-            In retail, the smart concept behind microstores from @Reckon.ai minimizes  shopping specific trips by placing fully functional AI-powered stores in commuting hubs – thus reducing shopping carbon footprints.

The key to harnessing AI's potential as a climate champion lies in responsible development and deployment. As we continue to innovate, we must focus on creating more energy-efficient AI systems and powering them with renewable energy sources. By doing so, we can unlock the tremendous efficiency power of AI and ensure AI remains a committed ally in our fight against climate change, driving both business efficiency and environmental sustainability.

Deepseek vs ChatGPT

DeepSeek has taken the Generative AI world by storm! And it is threatening to take the central spot that ChatGPT carved for itself. So, let’s take a look at both tools, from a user perspective.

One of the most notable distinctions is accessibility; DeepSeek is currently available for free, while ChatGPT operates on a freemium model - DeepSeek's free availability may make it more accessible to a wider range of users compared to ChatGPT's tiered pricing structure.

In terms of performance, DeepSeek reports that it excels in speed for complex tasks (math, physics, reasoning,…) and demonstrates strong capabilities in coding. ChatGPT, from its side, offers proved multimodal functionalities, processing and generating text, images and audio, and integrates various tools (like web browsing and data analysis tools) that enhance user experience.

Language support is another area where these two platforms differ. DeepSeek primarily supports English and Chinese, while ChatGPT boasts broader language coverage, making it more versatile for a diverse user base – it is actually quite good at Portuguese, let me tell you. Additionally, both platforms provide integrated search features, but many users find ChatGPT's interface to be more user-friendly and organized.

Another significant difference lies in their underlying structures: DeepSeek is based on an open-source model, which could provide potential customization and integration options for developers, while ChatGPT is a proprietary service. Having said this, ChatGPT’s ability to create specific solutions for a non-developer user (as myself) never has never let me down.

However, it's crucial to consider some caveats regarding DeepSeek. The platform has raised concerns about data privacy since user data is stored in China and may be subject to local regulations requiring data sharing with authorities. Additionally, DeepSeek has been found to be more vulnerable to jailbreaks which can bypass safety mechanisms and potentially generate harmful or inappropriate content. Furthermore, DeepSeek exhibits self-censorship on sensitive topics, particularly those related to China, which could lead to biased or incomplete information. These factors may limit its reliability for users who require unbiased insights or have heightened privacy concerns. Lastly, while DeepSeek performs well in certain areas, like coding and reasoning tasks, it can still produce inaccuracies or hallucinations like any other generative AI model

Users should weigh these considerations carefully when deciding between the two platforms. What has been your experience with these AI chatbots? I'd love to hear your thoughts!

Maybe we need to have a serious conversation

Over the past few months, OpenAI announced both Sora and Operator - none of them available in the EU. If you think AI’s over regulation won’t affect productivity… well… think again…

The top three concerns of Portuguese marketers

"Artificial Intelligence", "Brands" and "Sustainability" are the top three concerns of Portuguese marketers, according to the latest study from APPM - Associação Portuguesa dos Profissionais de Marketing . And I would say it is not by chance!

The fusion of AI and Sustainability isn't just a trend; it's a necessity for future-proofing businesses. By leveraging AI, we're not only optimizing operations but also finding innovative ways to promote sustainability and customer experience. This dual focus reflects our commitment to both technological advancement and environmental stewardship - and, together, with strong customer-meaningful brands, will be key for navigating a very dynamic future!

The next 10 years will be exciting! And it will be for all of us if we decide to proactively create the right opportunities on this evolving landscape, or if we sit on the side and passively let be engulfed by change.