La Faculty of Engineering of the Universidad Austral carried out the launch day of the new Master in Artificial Intelligence. The event, titled "AI FACTOR: Are we ready for the jobs of the future?"It brought together leaders from the technology industry, data specialists and journalism experts to analyze the transformative impact of artificial intelligence (AI) on production processes, decision-making and organizational culture.
The opening was carried out by Emilio López Gabeiras, dean of the Faculty of Engineering of the Universidad Austral, who stressed that, in the face of the technological uniquenessIt is not possible to predict the future with accuracy, but it is imperative to prepare. "We don't aim to teach tools that will last for months, but rather the fundamentals for learning to navigate uncertainty. We want them to leave with the best possible compass."the dean stated.
Sofía Guidotti , Managing Director of Oracle for the region , highlighted the unprecedented speed of generative AI adoption. While Spotify took years to reach 100 million users , Chat GPT achieved it in just two months.
Sofia emphasized that organizational culture is key in this process and that transformation occurs at the intersection of technology, business, and people. She also stressed that this vision must extend beyond the organizational chart and requires everyone's participation to generate real impact.
What problem do we want to solve with AI? The expert emphasized that “we want to do many things, we try many things, but then we get stuck along the way.” “We have to start small, measure it with KPIs and OKRs, and then scale it . ”
Guidotti differentiated between "10x" profiles (individuals with exceptional technical ability, comparable to the "Messis" of technology) and "Superhumans" (people with critical soft skills to connect the dots, empathize, and lead human-machine interaction).
"AI isn't going to replace people, but people who use AI will replace those who don't." — Sofia Guidotti, Oracle.
Leaders of major corporations shared how they are integrating AI into their critical operations and business models. Agustina García Hernández , Chief Data Officer at AB InBev, shared that
“AI must have a purpose. ROI is only measurable if it is clear which business KPIs are being targeted.”
He also emphasized the importance of defining which level of the process will be fully automated and when there is significant risk. In those cases, human beings remain essential to provide judgment and context.
Andrés D'Ambrosio , Principal Engineer specializing in AI for Customer Experience at Mercado Libre, explained that thanks to AI they were able to scale their customer service model to support the significant growth they experienced on their platforms. Furthermore, D'Ambrosio emphasized that the role of the programmer is evolving into that of a "product orchestrator," where vision is more important than writing lines of code.
Cecilia Raimundo , Director of Data & Customer Intelligence at Aeropuertos Argentina, highlighted the success of ADA , the airport's virtual assistant, which achieves a satisfaction rating of 4.73/5 thanks to natural language processing. She also shared that at Aerolíneas Argentinas, it was crucial to collect and transfer data to all areas of the airports to ensure the experience is designed and tailored to each passenger profile.
Lenovo representatives analyzed how AI is redefining competition in Formula 1 and global football.
María Belén Rotelli , Solution Marketing for Enterprise AI, and Daniel Gomez , Brand Manager at Lenovo, explained that Formula 1 generates 600 TB of data per event through 400 sensors on the track. This information is processed in real time to decide, in milliseconds, pit stop strategies or fuel management.
Looking ahead to the 2026 World Cup, Lenovo and FIFA unveiled innovations such as:
FIFA AI Pro: A platform to democratize performance data analysis for all 48 national teams.
3D Avatars and Smart Stadiums : Use of cameras to create hyper-realistic replays and intelligent stadium management (security and people flow).
The final panel focused on the role of the media, discussing ethics and truthfulness in the age of deepfakes and automatic content generation.
Juan Brodersen , a journalist specializing in technology and cybersecurity at Clarín, described AI as a spectacular "sidekick" for technical tasks such as transcription and editing, but cautioned that working with human sources remains the irreplaceable core of journalism. He further emphasized, "There's a more philosophical problem, which is not understanding what's right in front of us."
Gastón Roitberg , editor of La Nación, emphasized the importance of ethical guidelines. "It's better to arrive well than to arrive first ," he stated, highlighting that trust is the most valuable asset in the face of the mass production of synthetic content. He mentioned the use of AI for the analysis of complex data, such as tracking public discourse.
Finally, Matías Di Santi, media director at Chequeado, warned about the "relativism of truth." Using the example of a fake photo of Gonzalo Higuaín that went viral, he explained how human curiosity and journalistic methods are the only effective barriers against disinformation.
The day concluded with a reflection on Claudio Righetti director of the Artificial Intelligence department of Universidad Austral, who emphasized that the new master's program seeks to help students with different backgrounds have the best tools to navigate this forest that is AI today and that grows day by day.
La Master in Artificial Intelligence from the Universidad Austral It thus positions itself as a space to train professionals capable of designing, leading and applying these technologies responsibly, prioritizing critical judgment and the human vision over technical automation.
If you want to relive the event, click on the following link: https://www.youtube.com/watch?v=X3m_FVWjvno
