{"id":99311,"date":"2026-01-14T08:00:05","date_gmt":"2026-01-14T11:00:05","guid":{"rendered":"https:\/\/abes.org.br\/?p=99311"},"modified":"2026-02-04T11:08:02","modified_gmt":"2026-02-04T14:08:02","slug":"o-risco-de-automatizar-o-caos","status":"publish","type":"post","link":"https:\/\/abes.org.br\/en\/o-risco-de-automatizar-o-caos\/","title":{"rendered":"The risk of automating chaos."},"content":{"rendered":"

\"\"By Caio Maselli<\/em><\/p>\n

 <\/p>\n

Automation has become the "new gospel" of the corporate world \u2014 but at what cost?<\/strong><\/p>\n

In the corporate world, talking about automation has become synonymous with modernity, efficiency, and innovation. Those who are not automating are seen as outdated, inefficient, or out of the game; in other words, they are "falling behind," "spending more than they should," or "losing competitiveness.".<\/p>\n

This appears to be the\u00a0new gospel<\/strong>\u00a0for those who want to survive in the market. But are we really reaping the rewards of this digital transformation? Or\u00a0We are simply shifting inefficiencies.<\/strong>\u00a0\u2014 now even more cleverly disguised by sophisticated dashboards and algorithms that few understand?<\/p>\n

This is a question we need to ask honestly. Because when everyone repeats like a mantra that process automation is the solution, that's exactly when we need to stop and reflect.<\/p>\n

The risk of automating chaos.<\/strong><\/p>\n

Automation is undoubtedly a powerful ally. It can reduce costs, eliminate repetitive tasks, improve customer experience, and free up time for more strategic activities. But it also has a dark side: when applied indiscriminately, without process redesign, or without a clear understanding of what really matters to the business, it becomes just a more expensive way to keep the chaos running.<\/p>\n

Tools like RPA, AI, BPMS, and CRMs are undoubtedly powerful. But when used without process redesign, a clear strategy, or team engagement, they solve nothing\u2014they only mask inefficiencies.<\/p>\n

It is common to see organizations implementing sophisticated solutions to automate poorly defined workflows, which generates rework, misalignment between areas, and increased operational complexity.<\/p>\n

Automation without clarity does not generate efficiency. It generates frustration.<\/strong><\/p>\n

I have been closely following the reality of companies of different sizes and sectors. And it's common to see organizations implementing RPA, bots, CRMs, and BPMS with complex integrations\u2014all without first mapping their real processes, without understanding their operational bottlenecks, or without involving the right people in decision-making. The result? Rework, low adoption, internal resistance, and a system that, although modern, only automates inefficiency and poorly designed, immature processes.<\/p>\n

In this scenario, automation ceases to be a strategic lever and becomes an obstacle disguised as innovation. It's like giving a high-precision tool to someone who doesn't yet know what they're trying to build.<\/p>\n

More than asking \u201cWhat can we automate?\u201d<\/strong>, The correct question should be:\u00a0\u201c"Does it make sense to automate this now?"\u201d\u00a0<\/strong>or\u00a0\u201c"How can this process be redesigned to generate value continuously?"\u201d<\/strong>. Because true efficiency doesn't stem from technology, but from a deep understanding of workflow, customer needs, and organizational culture.<\/p>\n

The question every company should be asking.<\/strong><\/p>\n

Before choosing a tool or hiring a consultant, the question should be:<\/p>\n

\u201c"Which processes really make sense to automate?"\u201d<\/strong><\/p>\n

This reflection changes everything. Because effective automation doesn't start with technology. It starts with a deep understanding of the operation, the real bottlenecks, and the opportunities for improvement.<\/p>\n

Technology without a prepared culture is a waste.<\/strong><\/p>\n

Another overlooked aspect is organizational culture. What good is investing in technology if leadership is misaligned, teams operate in silos, and there's no clear strategic vision?<\/p>\n

Without a solid foundation, technology only amplifies the noise instead of generating value.<\/strong><\/p>\n

Therefore, true automation begins with process mapping, goes through a journey of integration between areas, requires data governance, and culminates in the training of people.<\/p>\n

The automation of the future \u2014\u00a0the one that brings sustainable gains<\/strong>\u00a0It's collaborative.\u00a0It doesn't eliminate the human factor; quite the opposite, it demands more human intelligence to make sense.<\/strong><\/p>\n

Intelligent automation: the future is collaborative.<\/strong><\/p>\n

The most successful cases are not those that replace people, but those that...\u00a0amplify human capacity<\/strong>. A good example is the use of generative AI to provide predictive analytics in marketing, allowing talent to be redirected to more strategic areas without layoffs.<\/p>\n

Automation that works is automation that unlocks people's potential \u2014 not automation that tries to eliminate them.<\/strong><\/p>\n

They used technology to enhance decision-making, optimize investments, and most importantly: redirect talent to where they add the most value.<\/p>\n

These companies didn't adopt automation as a magic bullet. They treated it as part of a clear strategy, focusing on continuous learning, flexibility, and process improvement. The gain, in this case, is not just operational\u2014it's cultural, strategic, and long-lasting.<\/p>\n

Automation is a strategic decision, not a technical one.<\/strong><\/p>\n

Automating intelligently requires:<\/p>\n