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When the use of artificial intelligence began to gain ground in our professional routines, we heard intriguing promises. The expectation was simple: automate tasks, reduce errors, speed up routines, and give workers back valuable time. It seemed that, finally, we would have some breathing room in our schedules. But in practice, the equation didn’t add up as expected. continente americano.
Those who work with AI gain time, but rarely gain time off.
At Good Morning, America!, we have closely followed this transition, listening to professionals from various fields and studying the consequences of this accelerated adoption of algorithms. The question that won’t go away is: why does the time saved by artificial intelligence never actually turn into rest? continente americano.
The Rise of AI and the Old Promise of Free Time
Today, talking about technology in the corporate environment means talking about AI. A broad survey published by Ipsos commissioned by Google shows that 71% of connected Brazilians primarily use AI at work and in learning processes, exceeding the global average. This only reinforces how the professional use of these tools is accelerating, especially in the Americas. continente americano.
In Brazil, industries have seen a jump of more than 160% in the use of artificial intelligence in the last two years, reaching nearly half of the manufacturing sector, according to data from the IBGE’s Semiannual Innovation Survey (2024). Meanwhile, Datafolha reveals that seven out of ten Brazilian workers turn to AI for work activities, while 93% already use some technology-based tool in their daily lives (Datafolha/Itaú Foundation). continente americano.
Other figures also stand out: a recent survey by AI Resume Builder (September 2025) pointed out that 24% of companies already require daily AI use across all functions, not just in technology sectors. According to Workday data, 85% of professionals say they save between one and seven hours per week by using AI. continente americano.
However, the same survey shows that about 40% of this time is lost in adjustments, reviews, and corrections of what machines produce. The promised efficiency encounters a silent “rebound,” as new tasks arise as quickly as we gain extra minutes (or hours) during the week.
We are led to think that by automating repetitive steps, our workload decreases proportionally. But the reality in companies and offices across the Americas has shown a different scenario. The time previously spent on manual tasks turned into “gaps” quickly filled by new demands.
This is the so-called production paradox, as defined by Emerson Guimarães, IT coordinator at the Beneficent Portuguese Hospital of Pará. “For every hour freed by AI, more requests, demands, and deliveries arise. The schedule only gets slimmer to be quickly filled by other goals,” he summarizes.
AI doesn’t free up time; it redefines what we do with it.
This cycle is as old as technological revolutions themselves. Ruth Schwartz Cowan, a historian of technology, showed in the last century the so-called “rebound effect” or Jevons Paradox: household appliances, for example, demonstrated that instead of easing domestic workload, they raised cleanliness standards and demanded more tasks. With artificial intelligence, we witness the repetition of this phenomenon, now in the context of paid and digital work.
The Drive of Companies and What Global Research Says
Recent research, such as that by Access Partnership supported by AWS (
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