Reducing the conversation about artificial intelligence to its most immediate gains —automating tasks, speeding up responses, producing property descriptions faster — is not enough. The more relevant question, argues João Cília, CEO of Porta da Frente Christie's, in an opinion piece for Executive Digest, is what business models this technology makes possible, and who will exploit them first.
João Cília identifies three decisive areas: the data layer, the starting condition without which no AI can generate sustainable value; execution, which calls for a different skills profile, with more analysis and fewer repetitive tasks; and governance, which must accelerate adoption while controlling risk at the same time. He reveals that Porta da Frente has, over the past year, built a governance model spanning the company's different areas, so that AI initiatives can move forward in a coordinated way.
Published in Executive Digest, August 19, 2026.
