How artificial intelligence is transforming the way we use digital services

A shift in how we interact with technology

Traditionally, to order food, book a hotel, or create a presentation, users would open an app, find the desired function, and follow a series of steps. Now, a new approach allows users to simply express what they want and let the technology handle the process to achieve the result.

Integration of assistants with popular services

In October 2025, OpenAI announced the integration of apps into ChatGPT, enabling users to interact with services like Spotify, Canva, and Booking.com during conversations. The solution combines natural language commands with task-specific interfaces.

Apps still have their place

In the short term, both models are expected to coexist. Apps remain relevant when tasks require detailed visual control, specific settings, or device-specific features. Meanwhile, AI assistants can take over steps that previously required users to switch between multiple platforms.

Distribution challenges for businesses

If consumers start discovering services through an assistant, having a presence on that interface could become as crucial as attracting downloads to the app itself.

Training for AI professionals

Understanding this transformation requires practical knowledge of AI tools. Saint Paul’s Pre-MBA in Artificial Intelligence is designed for professionals who already use these technologies at a basic level and want to apply them more strategically.

The program consists of four online practical classes—three recorded and one live—covering around 20 tools, including ChatGPT, Claude, NotebookLM, Manus, ElevenLabs, and HeyGen. Upon completion, participants receive a certificate and 30 days of access to Inner AI Pro, a paid platform that includes over 50 tools. The investment is R$ 37.