AI Applied to Business: from automation to the era of the augmented human

How Artificial Intelligence is transforming companies: insights from the INCENTEA webinar.

This initiative, led by Carlos Vaz (Director at INCENTEA) and Ruben Cunha (Sage Iberia), offered a practical, strategic view of how Artificial Intelligence is redefining the business landscape, and aimed to show how technology can optimize processes and boost productivity by turning AI into a sustainable competitive advantage.

Frontier Firms: the technology-leading organizations

One of the central points of the session was the analysis of a recent IDC study (provided by Microsoft) on AI adoption. Although 68% of companies already use generative AI, only 22% are classified as “Frontier Firms”, the companies that truly lead and extract real value from the technology.
By contrast, 39% of organizations risk falling behind due to barriers such as costs, governance failures, lack of team readiness and information security concerns.
The leading companies adopt an “AI First” approach, integrating AI into their critical functions and core areas (such as tax, finance and marketing), achieving returns up to three times higher.

Trained models to raise the level of personalization

In Carlos Vaz’s presentation, it was shown that success lies not only in general-purpose AI, but in personalization.
About 58% of top companies use models trained on their own internal data. During the webinar, a fictional practical case was presented on implementing a Digital Product Passport at an industrial company.

AI in Sage ERP: Copilot and factual information

Ruben Cunha, from Sage, presented the news in Sage X3 (version 2025 R2), which already incorporates AI natively. Unlike general-purpose tools, this AI is specific and focuses on factual ERP data, which ensures there are no “hallucinations” in sensitive business information.
The highlighted features include:
– Proactive insights: The system automatically identifies late orders or unvalidated shipments, allowing direct navigation to the problem.
– AP Automation: AI decodes supplier invoices (in PDF or image) and automatically generates drafts in the system, learning from the user’s corrections to improve future effectiveness.

SSM: The powerful voice assistant in sales

The demonstration extended to SSM-Sage Sales Management, a CRM focused on mobile sales teams. This AI solution allows voice interactions to get customer summaries, create sales charts on the spot and even summarize meetings simply by dictating what happened. The system automatically structures the report, creates tasks in the calendar and fills in complex forms through voice commands, eliminating the administrative burden on sales teams.

The era of the “Augmented Human”

The future of work will not be a competition between humans and machines, but the era of the “human augmented” by artificial intelligence. Companies that want to survive and thrive must prepare to manage not only teams of people, but ecosystems of humans and AI agents that collaborate for faster, more accurate results.

Watch the webinar recording and learn about the benefits of AI applied to your business.