Artificial intelligence thinks. But who feels? We still do.

▤ Summary

Ricardo Soares, CEO of Apollotec, argues that AI is already ubiquitous across business, education and daily life but cannot feel or truly understand context. He warns that prioritizing efficiency alone risks losing authenticity and empathy in brand and customer interactions. He emphasizes that AI learns patterns but humans must define tone, intention and purpose to avoid generic, cold outputs. He advocates using AI as a tool to amplify creativity and productivity while keeping human judgment, personalization and ethical choices central. The piece positions the strongest future companies as those that combine technological capability with a human-centered approach to communication and decision-making.

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