Business
'AI Is a Tool, Not an Oracle,' Says Josiele Saugo
At the CMO Summit and SXSW, the artificial intelligence debate converges on the central role of human relationships.
Josiele Saugo examines how artificial intelligence should support human relationships rather than replace them. Speaking on Marketing - The Podcast, she explores takeaways from the CMO Summit, the limitations of trend forecasting, and the value of in-person connections.
A tool rather than a ready-made answer
Josiele Saugo, Marketing Coordinator at HiGestor, joined Bruno Gimenes on Marketing - The Podcast to discuss the centrality of human relationships amid the rapid advance of artificial intelligence. While the episode covers broader business and career topics, it highlights key takeaways from major industry gatherings like the CMO Summit and SXSW, where conversations about technology inevitably circle back to people management and collective behavior.
"AI comes in as a tool, not as an oracle or a ready-made answer," Saugo notes. In her view, the market often seeks external answers in technology when the real challenge requires professionals to evaluate their own positioning and consider how their actions impact colleagues in the workplace.
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The limits of forecasting and behavioral shifts
Reflecting on recent discussions at SXSW and industry events, Saugo points out that predicting future scenarios is no longer sustainable given the speed of global change. Industry focus has shifted away from trying to forecast the future and toward understanding behavioral shifts and generational transitions.
"Forecasting trends today is no longer sustainable; it's simply not something we can maintain because the world is changing so rapidly, and putting ourselves in the position of making predictions is almost outdated," Saugo emphasizes. For her, artificial intelligence is already embedded in daily workflows and has ceased to be a standalone differentiator, demanding a collective mindset shift toward using these tools to build and strengthen real connections.
In-person presence and the value of human exchange in marketing
Growing physical distance and an overreliance on screen-based work have heightened the need for direct, interpersonal interaction. Saugo references Zygmunt Bauman's concept of liquid modernity when analyzing the weakening of interpersonal bonds, arguing that industry events gain their greatest value from face-to-face, one-on-one conversations.
"AI cannot replace what makes us human—our emotions, our ability to feel and understand one another—but to do that, we first need to be physically present," Saugo explains. The full video above offers a detailed exploration of the discussion and the context of the insights gained across these industry gatherings.
Bruno observes that the isolation of remote work and exclusive interaction with AI limit our ability to pick up on nuances and nonverbal communication. Both participants agree that marketing and creativity fundamentally rely on shared human experiences to solve real business challenges.
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