Jovem Pan São José dos Campos aired, in the week leading up to the event, a report on the 13th edition of Innovation Week, held from August 25 to 27 at PIT, the Technology Innovation Park of São José dos Campos. Aptabit took part as one of the event's sponsors, and Pedro Baesso, CTO and co-founder of the company, was interviewed about where artificial intelligence is generating economic impact today. The report is in Portuguese.
The real value is not in the shop window
"The greatest impact is where the public ends up not seeing it. We get the impression that the chatbot, which is the shop window, is what creates the value. But the real value, its impact, is backstage."
In the interview, Pedro points to four fronts where that impact concentrates: software engineering, customer operations at scale, marketing and sales automation, and research and development. He cites McKinsey studies indicating that roughly 75% of the value of generative AI is concentrated in those four areas.
"What it impacts economically is not talking to a machine, but the way it reorganizes how work is produced."
The CTO also comments on the technology's effect on infrastructure, with rising investment and the recent increase in the cost of electronic equipment, but stresses that the most concrete return remains in those four areas of work.
About Innovation Week
According to Marcelo Nunes, vice president of business at PIT, this year's edition carried the theme "explore new ideas" and expected between 6,000 and 10,000 visitors across the three days. The event brings together companies, government, investors and specialists, and puts technology solutions for industry, retail and smart cities in front of municipalities and large companies. Artificial intelligence and corporate sustainability were the central themes of this edition.
What Aptabit brought to the event
It was at Innovation Week 2026 that Aptabit announced four launches: Aptabit Data Lakehouse, Aptabit Desktop, Aptabit IoT and perpetual licensing for the public sector. The details are in the official release.