The year 2023 marked a turning point in how Artificial Intelligence is perceived and discussed. With ChatGPT's launch in late 2022 and its rapid popularization, we witnessed not just a natural expansion of interest in the subject, but also the emergence of a new phenomenon: the proliferation of "instant experts" in Artificial Intelligence.
This phenomenon isn't new - we have recent examples with cryptocurrencies and the Metaverse boom. In all cases, social media has been the channel that enables and accelerates the spread of "Gurus," promoting and amplifying the hype that often leads to oversimplification and misinformation.
Artificial Intelligence advances represent a legitimate and transformative technological revolution. The challenge here isn't questioning its importance, but distinguishing between practical, realistic applications of the technology and the empty promises of immediate opportunism. And while Instagram influencers naturally ride these waves, they aren't really a concern - after all, their influence on corporations remains limited. The bigger issue lies with approaches where all solutions are now "based on Artificial Intelligence," incorporate "autonomous agents," are "AI-integrated," "GPT by design," even for the most basic problems - which that old Excel formula, without "copilot," would solve - are now targets of the miraculous Artificial Intelligence and its promised paradise.
Add to this the avalanche of training offers masquerading as advanced specialization, which only inflate the hype and create a false sense of expertise, making it difficult to distinguish between genuine knowledge and empty marketing.
The path through this complex scenario requires developing a critical eye and seeking proper technical foundation. Artificial Intelligence is a powerful tool, but it's not a magic wand. Before embarking on "powered by AI" projects or solutions, it's crucial to ask: what's the real problem we need to solve? Is AI really the best approach? Are there simpler, more efficient solutions? A good indicator is to be skeptical of promises that sound too good to be true or solutions that present themselves as revolutionary without clearly demonstrating their practical value. The current moment requires organizations to develop internal competency to critically evaluate AI proposals, preferably supported by professionals with solid training and experience. The technology is there to be explored and can bring real benefits, but should be adopted strategically and rationally, not as an automatic response to the fear of falling behind or market pressure for "AI-first" solutions.

This article expresses solely the Author's opinion and is not associated with any companies, educational or research institutions.Original article in Portuguese. English translation performed by AI.