Digital Evolution in Companies: What Is This Transformation?
Digital evolution is an undeniable reality, often driven by the need to adapt to constant changes in the corporate landscape. According to an IDC report, the IT market in Latin America is expected to grow by 11% by 2024, with Brazil leading the region at a projected annual growth rate of 12%. These figures surpass not only those of neighboring countries like Colombia but also those of the United States (it would be interesting to include the U.S. rate for comparison).
This progress is profoundly reshaping corporate dynamics, bringing a series of technological innovations that enhance operational efficiency. From task automation to advanced data analytics and Artificial Intelligence technologies, companies are adapting to meet the demands of an ever-changing market.
In this article, we will explore how digital evolution is a continuous transformation, capable of creating new business models, overcoming challenges, and unlocking opportunities.
What Is Digital Evolution?
Digital evolution is essential—it is not just about adopting innovations but represents a complete shift in how companies operate, communicate, and serve their customers, suppliers, and entire ecosystem. This approach spans all aspects of a business, driving efficiency, fostering innovation, and strengthening competitiveness. However, it is often associated with the term “digital transformation.” While digital transformation is still relevant, many companies have already gone through the process and are now digitally mature. This does not mean they should stop reassessing their business models and how to remain competitive in their markets.
“The key difference lies in how the term is perceived. ‘Transformation’ may suggest a drastic change, encompassing the entire company, such as a complete business model overhaul. On the other hand, ‘evolution’ is more subtle and flexible, involving incremental and progressive changes,” explains Bruna Miranda do Amaral, Executive Manager of the Meta Hub for Digital Strategy.
Digital transformation has shaped a significant part of corporate strategic agendas in recent years. Between 2020 and 2022, in particular, this movement was crucial for business survival in a hyperconnected world, where remote work and the consolidation of online consumption became the new norm. Companies across various industries had to reinvent themselves.
Today, this movement remains important and ongoing, reinforcing the idea that digital “transformation” is continuous. In other words, the current imperative is “evolution,” which signifies a constant pursuit of optimizations, improvements, and adaptations to new consumption patterns and trends.
Thus, digital evolution is a major strategic priority, guiding discussions across various business fronts—whether it be employee experience, customer journey, operational efficiency, or the transformation of the company’s business model and market presence.
Why Invest in Technology?
Investing in technology enhances business models, making them more efficient and adaptable to change. According to Bruna, this approach offers a series of benefits with the potential to positively transform how institutions operate and interact with their customers. Here are the key reasons:
- Improved Operational Efficiency – By implementing automation, operations significantly reduce the time and resources needed to perform certain tasks. This makes processes more agile and efficient, representing the main advantage of this approach.
- Greater Customer Insight – By adopting innovative solutions, companies can analyze detailed customer data, providing valuable information to personalize interactions and improve user experience.
- Expansion of Customer Service Channels – Advanced solutions offer a variety of tools and platforms that enable organizations to expand and diversify customer service channels, ensuring efficient communication.
- Innovation in Products and Services – With the support of technological resources, institutions can innovate in their products and services, creating unique and distinctive solutions that meet customer demands and expectations.
- Flexibility and Agility – The integration of new technologies provides greater flexibility and responsiveness to market changes and immediate customer demands.
- Integration of Sales Channels – Implementing advanced tools allows organizations to integrate multiple sales channels, ensuring a seamless and consistent shopping experience.
- Culture of Innovation – Investing in technology fosters a culture of innovation and experimentation, encouraging employees to be imaginative and seek creative solutions.
- Advanced Data Analysis – Leveraging technology enables the efficient collection, processing, and interpretation of vast amounts of data, allowing institutions to create strategies based on precise and relevant insights.
These benefits span various business areas and can be essential for driving results, strategically preparing organizations to handle challenges and seize opportunities in today’s market.
Challenges and Opportunities of Digital Evolution
Beyond recognizing the evident benefits of digital evolution, it is crucial to address the challenges encountered in this transformation. Dealing with uncertainty and resistance to change can be significant barriers to successfully implementing new strategies.
“Digital evolution is crucial for maintaining business profitability and efficiency in today’s market,” emphasizes Bruna. She highlights that the market is highly competitive and unforgiving to companies that fail to adapt. While investments in technology may come at a cost, they are essential for ensuring long-term relevance. Therefore, it is important to ensure that the resources invested yield measurable outcomes and tangible results.
Bruna also points out that data management and effective digital integration will be key drivers of this transformation. Technologies such as augmented reality and digital-physical interaction are expected to play a larger role in bridging the gap between digital and physical experiences. “The adoption of wearable devices, such as smart glasses and smartwatches, will become increasingly relevant, and companies must be prepared to integrate their applications into these devices,” she adds.
By employing the right strategies, companies can overcome these challenges. Investing in training programs and internal communication initiatives can mitigate resistance to change, while robust cybersecurity measures and best practices can protect operations from digital threats. By addressing these obstacles proactively, businesses can turn challenges into opportunities for growth, innovation, and competitive differentiation in today’s market.
To effectively leverage innovations like IoT, AI, and Machine Learning, Bruna underscores that “a university degree alone will not be sufficient; professionals must also develop analytical thinking, learning agility, curiosity, and a commitment to their company.” She adds that “the future workforce must be creative, engaged, and committed. Even those who don’t see themselves as creative can develop these skills throughout their careers.”
These perspectives highlight the importance of an adaptive approach and a commitment to continuous learning, ensuring professionals and companies alike are equipped to navigate challenges and capitalize on opportunities in the corporate landscape.
How to Use Artificial Intelligence?
In the context of digital transformation, leveraging Artificial Intelligence (AI) is essential for companies seeking to stand out and lead in innovation. AI offers a wide range of opportunities to enhance operations, improve customer experience, and drive business growth. By understanding and maximizing AI’s capabilities, business and IT teams can develop effective strategies to tackle market challenges and gain a competitive edge.
Bruna explains that “Artificial Intelligence is evolving not only as an administrative support tool but also as a key player in decision-making, utilizing Machine Learning to analyze both internal and external data while ensuring compliance with regulations such as the LGPD (General Data Protection Law) and information security protocols.”
AI accelerates digital evolution by automating tasks and analyzing vast amounts of data, enabling businesses to identify patterns and trends more effectively. As Bruna notes, AI is not just a support tool but plays a crucial role in data-driven decision-making, offering businesses valuable insights.
She also emphasizes the importance of regulatory compliance when implementing AI solutions, ensuring adherence to data protection laws and security standards such as the LGPD.
Meta’s Role in Driving Innovation
Creativity plays a vital role in ensuring the sustainability and long-term success of organizations. Digital evolution helps businesses become more efficient, innovative, and competitive in today’s market. In this scenario, Meta stands out by providing tailored solutions that drive operational efficiency and enhance both employee and customer experiences.
Through automation-driven solutions, Meta has supported organizations like Sicoob, which successfully reduced operational costs by up to R$3 million and scaled its automation processes from 4 to 30 using RPA technology. Beyond quantitative benefits, this partnership also catalyzed cultural and strategic changes at Sicoob, leading to industry recognition through the 2021 Banking Transformation Award in the Operational Efficiency category.
As Bruna states, “We are in a period of economic rebuilding, which includes the need for internal innovation, efficiency gains, and automation to streamline operations.” She further emphasizes the importance of executive leadership in digital evolution, adding that “Without strong support from top leadership and alignment with business objectives, progress becomes difficult.”
Adaptation is no longer an option—it is a necessity for companies looking to thrive in an ever-changing market.
