Generative AI and the transformation of Work in Latin America -- Brazil

2025-05-14

AI Summary

This study investigates the impact of generative AI (GenAI) on employers and employees across five occupational categories in Brazil—sales, customer service, graphic design/photography, journalism/content creation, and software development—with a focus on microenterprises. Employing a mixed-methods approach—including structured surveys, cross-sectoral comparative analysis, and in-depth interviews—the research systematically assesses GenAI adoption status, disparities, and challenges across six labor dimensions. It provides the first empirical evidence of pronounced structural heterogeneity in GenAI deployment across Brazilian industries; identifies high-potential yet underutilized application scenarios; and proposes a context-sensitive policy framework that balances inclusive growth with worker protections. The findings establish a critical empirical foundation for AI governance and labor market transformation in Latin America, offering actionable insights for policymakers, practitioners, and scholars engaged in equitable digital transition strategies.

Technology Category

• Philosophy and Ethics of AI: AI & Jobs/Labor
• Humans and AI: AI for Accessibility
• Natural Language Processing: Ethics — Bias, Fairness, Transparency & Privacy

Application Category

• Economics, Online Markets and Human Computation: Trust and reliance of crowd workers and data experts on GenAI
• Social Networks and Social Media: Generative AI / large language models and their impact on social systems
• Responsible Web: Machine-in-the-loop, human agency and autonomy

Abstract

This survey explores the impact perceived by employers and employees of GenAI in their work activities in Brazil. Generative AI (GenAI) is gradually transforming Brazil workforce, particularly in micro and small businesses, though its adoption remains uneven. This survey examines the perceptions of employers and employees across five sectors: Sales, Customer Service, Graphic Design or Photography, Journalism or Content Production, and Software Development or Coding. The results are analyzed in light of six key dimensions of workforce impact. The findings reveal a mix of optimism, apprehension, and untapped potential in the integration of AI tools. This study serves as a foundation for developing inclusive strategies that maximize AI's benefits while safeguarding workers' rights. The IIA-LNCC supports open research and remains committed to shaping a future where technology and human potential progress together.

Problem

• Explores GenAI's impact on Brazil's workforce across sectors
• Analyzes uneven adoption in micro and small businesses
• Assesses optimism and concerns in AI integration strategies

Innovation

• Survey on GenAI impact in Brazil workforce
• Analysis across five key business sectors
• Strategies for inclusive AI integration