Those of a few years old will remember (and we will tell others) that it was very common to find on public transport – especially on buses – street vendors offering all sorts of products, some of which, in view of their size, convenience and usefulness, were offered Suitable for “lady’s bag and man’s pocket”.
What is this? We are approaching that time of year when, one way or another, we have to take stock. Analysis of what happened in the year and the perspectives that will define the challenges of 2026.
If we look at the world of digital business, there is no doubt that the year 2025 witnessed a phenomenon that is no longer a promise, but rather a habit: Natural integration of artificial intelligence into everyday life. In other words, although GPT chat has been with us for a while, this was undoubtedly the year that a significant portion of the community started using AI.
Without major disruptions or fanfare, AI-based tools have been integrated into personal and business operations thanks to more intuitive interfaces, greater ease of use, and almost organic integration into the applications and services users already manage. Technology stopped feeling like an isolated innovation and started working As a basic functional layer.
This shift, and the fact that AI is moving into a woman’s wallet and a man’s pocket, explains the profound changes in the digital ecosystem. Traditional media, content platforms and search engines are beginning to record the migration of audiences towards AI-driven consulting models.
In this sense, it is not only the speed of response that makes the difference. Rather, it is the ability to process complex information, organize it, and return it in a useful way. The world of chatbots and conversational agents (in many cases invisible to those not immersed in this world) has focused on the most important developments of the period.
Unavoidable doubt
Aside from the fact that AI is starting to be widely used, a debate has emerged that divides opinions: Is it big or is it really all-encompassing? Evidence points to the latter. Existing models already allow the automation of tasks previously associated with data collection, organization and operational processing.
Historically, human activities have moved toward systems that solve problems more efficiently and at lower cost. The challenge is not to stop progress, but to ensure that roles are reshifted towards more valuable jobs, away from repetitive tasks that will cease to exist. As other analysts say. Leverage their efficiency to focus on most human tasks.
Competition between companies generates its own noise. Is there a bubble that will burst soon? It’s not so much about that, it’s a race to drive functions that will become standard in the coming cycles. Ten companies trying to solve the same problem are inflating the supply, but the industry dynamics are well-known: only a small group will be able to merge, while others will merge, pivot, or disappear.
Landmarks and viewpoints
Beyond AI, the industry has also recorded progress in business automation, digital infrastructure and solutions that seek to unify experiences fragmented by the proliferation of tools. The mainstream movement seems to be moving toward integration, meaning fewer loose platforms and more cohesive systems that operate as an invisible service.
Regarding the 2026 outlook, the focus of investment will continue to be towards elements capable of reliably simulating human tasks. From advanced chatbots to engines that manage your entire workflow. The trend seems to be to incorporate automation without eroding the user experience. In this sense, the Technology will appear less on the surface, and work more deeply.
On the other hand, there are opportunities that have not yet been fully addressed. One of them is the silver economy. People over the age of 60 and 65 are living longer, arriving at this point in better health, more resources, and an increased desire to participate in cognitive, recreational, and well-being activities.
However, they are still receiving a technological presentation that is rare, poorly adapted and far from their reality. From cognitive support tools to mobility and preventative health services or digital experiences designed for this population, the scope of innovation is broad and the coming year could be news in this area.
The technology industry is going through a constant process of reshaping. Artificial intelligence is no longer something new, but has become part of people’s daily lives. This, among other things, opens up a renewed space to rethink where real value is generated. Opportunities are not only at the frontiers of development. Also in sectors where technology has not yet solved deep human needs.
MBA Professor and Academic Director of Sports and Leisure Management, Torcuato di Tella University.