ABSTRACT
With the consolidation of the fourth industrial revolution, machines assumed an even more prominent role in operations, answering for a considerable and increasing portion of companies’ output. More than a passing trend, automatization seems to be a solid business tendency, encompassing nearly all sorts of processes. At the same time more complex and efficient learning algorithms are developed, new internet of things technologies significantly diminish machines’ dependence on human action. Along with empirical research, the transition towards this ‘machine-driven world’ demands the construction of robust conceptual bases, particularly around its emerging benefits and challenges. In that direction, the present article addresses some of the potential advantages of technology over human-based activity. Building on the perspectives of two distinguished Brazilian figures, the absence of ego-defense strategies is then argued to be one of the key factors supporting the development of machine learning, stretching the performance gap between creators and creation.
