At a time when educational institutions are seeking greater efficiency and personalization, we are also experiencing a technological leap that has turned technology into an important ally. The maturation of applications and language models, such as ChatGPT, brings us closer to a long-held ideal in education: a tutor for every student and an assistant for every teacher. This is no longer a distant future—we are already seeing these possibilities take shape.

At the same time, we are facing an extremely challenging period from a financial standpoint. Building solutions that can compete head-to-head with Big Tech companies requires capital. Just as an example, Google has launched more than 30 generative AI-based tools for free to users of Workspace for Education. And the numbers don’t lie: at its peak in 2021, driven by the pandemic, the EdTech sector saw 117 deals totaling $503 million invested in Latin America. Last year, there were only 23 investments totaling $35 million. And so far this year, things aren’t looking any better (Data from Distrito’s “EdTech Report 2025”).

For those on the front lines of school administration, however, the challenge is clear: how can they keep operations running smoothly without missing out on the opportunities for transformation that this moment offers? This article, therefore, aims to inspire and prompt reflection among school administrators and EdTech leaders so they don’t get lost in the hype and can focus on what truly matters.

From the perspective of educational technology, there are four fundamental principles that remain constant and should guide any short- and long-term strategy.

• Usability first. The classic mistake made by many edtech companies is to build solutions based on the personal experience of the developers themselves. This perspective is often prioritized, yet it stems from a reality that differs from that of the average student and the teacher on the front lines. Without active listening and empathy, no technology can sustain itself. In this sense, a good product is one that solves the user’s problem, not one that reinforces the entrepreneur’s personal convictions.
   
• Technology should simplify, not complicate. Products that require extra effort, complex inputs, and manual processes only overwhelm users who are already stretched to their limits. Technology needs to be an ally to teachers and the school community, not yet another layer of difficulty.
   
• The key difference still lies in people. Technology can—and should—take on repetitive tasks, but what truly transforms the learning journey are meaningful human interactions. A good use of artificial intelligence is one that frees up time for educators to focus on what makes them irreplaceable—beyond the purely pedagogical: listening, providing support, mediating conflicts, and building relationships.
   
• The goals of education remain the same. Regardless of technology, education will always focus on preparing students to think critically, collaborate, solve problems, and adapt to a constantly changing world, while developing the skills, competencies, and values that prepare them for life in society.

Building on these pillars, we can explore some concrete opportunities that AI is already bringing to the education sector, such as the personalized creation of content. It has never been more feasible to produce materials that can be adapted to different learning levels and contexts, with lower costs and more agile production processes.

See also:

• Educational Assessments in a World Dominated by Artificial Intelligence
• Beyond the Hype: How Technology Can Make a Difference in Education
• What role do school leaders play in the ecosystem in which they operate?

Another important opportunity is language and writing instruction with real-time feedback. With AI, tasks that were once repetitive and operational—and required specialized tutors—can now be streamlined and scaled while maintaining high quality. Automated text correction and fluency tools are gaining traction and democratizing access to language skills.

We can’t fail to mention assessments. AI enables shorter and more accurate assessment cycles. Teachers don’t need programming skills to use the data to their advantage; they simply need to access the tools so that feedback and analyses are provided in a more straightforward way.

In addition to assessments, some tasks—such as lesson plans, homework lists, and answering students’ basic questions—can be partially delegated to a virtual assistant. This frees up the teacher’s time for what really matters: teaching with purpose.

When it comes to personalized tutoring at scale, we have examples such as Khan Academy. The organization is already testing AI-powered tutors that teach by asking questions to stimulate students’ thinking. The goal is to scale individualized and responsive support, with the tool serving as a supplement to teachers. States such as São Paulo, Paraná, and Ceará are examples of places that are already using this technology.

The truth is that the education sector as a whole has been increasingly impacted by technology. Those who can integrate these tools intelligently and responsibly will have a chance to deliver what Brazil has always sought: personalized, accessible education on a large scale.

AI will not replace teachers, coordinators, or administrators. Machines and people are fundamentally different. While AI recognizes patterns and processes data at scale, humans are irreplaceable when it comes to understanding, creativity, and ethical judgment. The key lies in the combination: technology should enhance our work, not compete with it.

With so many changes, edtech companies need to be resilient, since survival in the medium and long term requires strategic experimentation and the adoption of new technologies that are constantly emerging. It’s time to set aside—even if only a small portion—of their time and budget to test, learn, and adapt to this new era that is already upon us.

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