Every week, I hear a business leader announce that their company is “already using artificial intelligence.” It almost always means the same thing: licenses purchased, a couple of training sessions, and a few enthusiasts chatting with different models. And months later, the conclusion tends to be similar: the tool was there, but the way people worked barely changed.
My conviction, after more than a decade building a digital logistics company in Latin America, is that we are attacking the wrong problem. AI adoption is not primarily a technological challenge; it is a cultural one.
The first reason is simple: the definition of “good work” has changed. For decades we trained professionals to execute a sequence of steps correctly. That still matters, but valuable work today also demands knowing how to describe precisely what is needed, evaluating with judgment what the technology delivers,…
