AI is here to stay – Side by side with us (opinion article at Executive Digest)

By Guilherme Ramos Pereira, Head of Strategic Development at 99x Portugal (original article in Portuguese published at Executive Digest)

This isn’t the first time technology has made us ‘tremble’. When I first entered the outsourcing world in 2008, there was widespread skepticism around the value proposition of tech consulting. But the benefits - cost reduction, process optimization, and agile access to highly specialized talent - were clear. In the end, the market adapted.

Today, we’re facing another moment of major disruption (read: innovation!). There’s a need to empower organizations, equip decision-makers, upskill professionals, and cultivate a company culture open to change. And once again, we must embrace transformation and adapt to it.

These are permanent phenomena, but they tend to peak in waves - moments of rapid acceleration where everything seems to shift all at once. The rise of Artificial Intelligence is one of those moments. Just like what happened with Cloud, Mobile, and Outsourcing itself, it’s a new cycle we need to face with intelligence, vision, and adaptability.

But what will become of us in the age of AI?

I see, and hear, this concern all around. Companies whose core is technical teams building software are rethinking their business models. And developers are asking themselves what role they’ll have in a world where AI does it all, instantly, and alone. And yes, some of that anxiety is justified. There is real disruption happening.

As always in these moments of upheaval, it’s important to look beyond the noise. Will AI automate tasks? Yes. Will it replace some of the work currently done by people? Also yes. But does that mean the end of tech consulting? I truly don’t think so.

After leading Portugal Outsourcing through a period of intense technological change, I broadened my scope and, in 2018, dove into the world of Data Science and Artificial Intelligence as Executive Director of the Data Science Portuguese Association. In that pioneering organization, we promoted AI literacy, helped define a code of ethics for the sector, and created key certifications for professionals. We brought knowledge to decision-makers, companies, and students - a true commitment to the future.

That journey, from outsourcing to AI, is now a valuable asset in my role at 99x Portugal, where we integrate data and artificial intelligence with business focus, ethical responsibility, and executional excellence.

A few days ago, I read an article by a respected industry voice that said: "The next decade won’t just be about AI that performs tasks, but about intelligence that collaborates, learns, and pushes the boundaries of what’s possible."

I couldn’t agree more. But it’s also essential to remember that we are facing a new paradigm. Henry Kissinger warned about the existential weight of this shift, pointing out that AI changes not just how we work, but how we think, decide, and relate to knowledge itself.

And because technology is moving at a speed that challenges our social, ethical, and philosophical structures, the true role of tech consultancies must be to help organizations and society navigate this moment with vision, responsibility, and humanity.

We need to live through this transition in an attentive, integrated way. Instead of seeing it as a threat, we must embrace it as an ally. Clients still need tailored solutions and real problem-solving technology, and that doesn’t come in the form of a chatbot. It requires vision, context, and the ability to make informed decisions. It requires people.

Consulting is indeed evolving. AI, as powerful as it may be, still can’t grasp regulatory challenges or translate business vision into impactful solutions. But we can - with expert, agile, multicultural teams that not only master the tools, but know how and why to use them.

We’re entering a new phase: one where value no longer lies solely in writing great code, but in thinking critically about what to build. Where success means combining AI with human experience. Creating solutions that blend automation with creativity, data with empathy. That requires more strategic, more conscious, more business-aligned consultants. More human. More side by side.

In fact, all this reminds me of those early days when we had to explain what tech outsourcing was all about. Today, we’re doing that again but with experience, with proven success, and with renewed enthusiasm. Yes, the game has changed. And so have we.

Artificial Intelligence is here to stay. With us. Co-creating a smarter, more human future.