Transformação Digital
Estrategas e tecnólogos ajudando organizações a navegar os desafios técnicos, culturais e comerciais da transformação digital
Speakers Associates represents 234 speakers on Transformação Digital, including Rahaf Harfoush, Purna Virji, Itai Green, Limor Ziv, Tom Goodwin, Daniel Trabucchi & Tommaso Buganza, Jeremy Blain, Dr Sidney Shapiro, Blake Morgan e Marc Saltzman.
Corporate innovation budgets keep rising, yet most large organisations still struggle to convert startup engagement into commercial outcomes. The tension is structural. Procurement cycles, risk committees and quarterly targets collide with the speed and failure tolerance that make startups useful in the first place, and leaders need a clear map of which engagement model actually fits which strategic problem.
Most boards have approved AI strategies. Very few have AI in production at the heart of a regulated business. The gap between pilot enthusiasm and operating reality is where strategy stalls, governance gets nervous, and customer-facing teams quietly lose faith in the technology.
China is no longer a back-office manufacturing story. It is now the source of consumer behaviours, retail formats and platform economics that arrive in Western markets two or three years later, and most boards still treat it as a market they sell into rather than a market they learn from. The cost is missed product cycles, marketing assumptions that no longer match the consumer, and a digital playbook designed for a slower internet.
Boards are being asked to deploy AI faster than they can govern it. The question is no longer whether to adopt the technology but how to make decisions about it that hold up under scrutiny from regulators, employees, and the public. Most organisations have no working model for that, only policies that lag the systems they are meant to oversee.
Most marketing organisations collect more data than they act on and run more campaigns than they can defend. The gap between dashboards and decisions has widened with generative AI, not closed. Senior leaders need a way to connect customer intent, measurement and commercial outcomes without handing the argument to the loudest vendor in the room.
Most large organisations have funded AI programmes and run pilots. Most of those pilots never reach production. The gap is not technical capability. It is the absence of an outcome architecture that connects experimentation to structural change. Meanwhile, boards are approving AI investment without the governance frameworks to manage the risks that sit inside AI agents and automated decision-making systems.
Most leadership teams have formally committed to AI and data as strategic priorities. The harder problem is what comes next. Boards and executive committees that cannot interrogate vendor claims, distinguish genuine capability from hype, or set coherent data governance policy become dependent on specialists whose priorities may not align with theirs. Strategic intent without strategic fluency produces expensive, poorly governed technology programmes – and the gap is widening faster than internal capability is growing.
Most large companies still confuse digital activity with commercial reinvention. They run pilots, refresh apps and back venture funds, then wonder why challengers keep eating their margin. Building genuinely new business models inside a corporate envelope requires founder instinct that almost no executive team has on its bench.
Retail and consumer brands are being asked to behave like logistics companies without losing what made the brand worth choosing in the first place. The marketing team owns customer experience that now depends on a delivery driver, an app, and a supply chain. Most organisations have not redesigned how brand, commerce and operations work together to make that handoff feel like one company.
Most companies treat customer experience as a stated priority while routinely delivering something that contradicts it. The gap between the language used in board decks and what customers actually receive keeps widening, even as technology budgets grow. The real question for leaders is how to turn CX from a yearly aspiration into a daily operational decision.
Boards want the upside of founder-led growth without the chaos that usually comes with it. Most corporates cannot tell the difference between a genuine scaling business and one that simply spends fast. The gap between how operators build and how incumbents invest is where value is lost.
Banking, payments and customer trust are being rewritten by code, and most incumbent institutions are still organising around branches, products and quarterly earnings. Boards know the platform players, embedded finance and AI agents are reshaping the economics of the industry. The strategic question is how far to push, how fast, and what kind of institution remains on the other side.