Termômetro da Construção 2026 e Panorama da IA no setor

Name: Termômetro da Construção 2026 e Panorama da IA no setor
Uploaded: 2026-01-08T17:43:02.000Z
Duration: 2 h 16 min 23 s

Integration and Opportunities in the Construction Industry

Introduction to the Live Session

The session discusses opportunities for enhancing productivity, predictability, and operational efficiency in the construction industry through digital transformation.

Emphasizes three decades of experience in the sector, building a robust portfolio that connects all stages of the construction chain from pre-construction to post-sale.

Welcome and Overview

Lúcio Júnior welcomes participants to the first live event of 2026 on CING's YouTube channel, encouraging audience interaction via chat.

The focus is on how integrating end-to-end processes can boost profitability for construction and incorporation companies in 2026.

Guest Introductions

Lúcio introduces Cristiano Gregório, Executive Director at Starian Indústria da Construção, who shares insights about market readiness post-holidays.

Cristiano highlights the relevance of discussing integration and data utilization as key themes for today's conversation.

Discussion on Integration and Data Utilization

Cristiano outlines his role overseeing various business operations aimed at assisting the construction market with process integration.

He expresses enthusiasm about starting discussions on such a significant topic for their sector.

Event Promotion: Constru Summit 2026

Lúcio promotes ticket availability for Constru Summit, providing a QR code link for easy access to registration.

Cristiano describes Constru Summit as a leading event focused on technology, innovation, and management within the construction industry scheduled for July 1st and 2nd in Florianópolis.

Insights from Luís Gustavo Santos

Luís Gustavo Santos joins as a senior advisor from Falcone; he acknowledges current market challenges including political complexities affecting profitability.

He notes an evolution in project management practices among corporations but emphasizes ongoing opportunities related to integration and data-driven decision-making.

Introduction to the Discussion

Engaging with the Audience

The host encourages audience participation by inviting questions and comments in the chat, emphasizing that likes help expand the channel's reach.

Overview of Key Research

The discussion centers around two significant research studies, starting with a survey called "Termômetro do Setor," conducted in 2025 in partnership with Falcon and Sienge, targeting high-level executives from construction companies.

Context of the Research

Importance of Industry Insights

Luiz highlights the satisfaction of conducting this annual research aimed at identifying key challenges faced by executives in the construction sector and assessing management practices across strategic, tactical, and operational levels.

Evolution of Management Practices

The goal is to provide an overview of how companies are evolving their management strategies and addressing executive concerns regarding industry challenges.

Artificial Intelligence in Construction

AI Utilization Report

A report produced by CEN and GRU emphasizes that while AI tools are available to professionals, there is a gap in integrating individual usage into broader company strategies.

Contextualizing AI's Impact

Cristiano expresses gratitude for collaboration with Luiz and Falcone, noting their long-standing partnership aimed at enhancing market professionalism and operational efficiency within the construction industry.

AI Adoption Trends

Shift Towards Corporate Integration

Cristiano discusses how 2025 marked a deeper exploration of AI within corporate environments beyond basic inquiries, indicating a shift towards practical applications in various business processes.

Comprehensive Market Analysis

The collaborative effort involved researching diverse companies across Brazil to discern genuine applications versus superficial uses of AI technology within administrative processes and on-site operations.

Research Findings & Future Directions

Distinguishing Hype from Reality

The aim was to differentiate between trends that are merely hype versus those yielding tangible results, providing clear insights into leaders driving transformation versus those lagging behind.

Accessing Detailed Reports

A comprehensive report will be made available for download later; today's conversation will utilize findings as guidance for discussing new technologies' positive impacts on consulting firms and developers.

Connecting Technology with Business Outcomes

Emphasizing Strategic Decisions

Lúcio notes that discussions often focus too much on specific project issues rather than broader strategic decisions affecting overall business outcomes.

Systemic Perspective on Challenges

Luiz agrees that while progress has been made regarding project timelines, many companies still lack a holistic view of their business operations. He cites examples where firms fail to conduct viability assessments or financial planning effectively.

Systemic Business Vision and Incorporation Processes

Evolution of Business Management

The speaker emphasizes the importance of a systemic view in business, noting significant progress made by teams like Soft Plan and Cenge in professionalizing management in Brazil.

Acknowledgment is given for the dedication shown in organizing events and mobilizing people, highlighting the need to continue evolving beyond just construction projects.

Understanding Incorporation

The concept of an incorporator is introduced as a series of tasks that can be summarized into processes or macro-processes, including land acquisition and defining profit goals.

Different methods are used to assess land acquisition viability, with some companies employing amateurish calculations while others utilize more professional approaches involving present value and discount rates.

Project Viability Stages

The process includes two key moments: initial viability assessment upon land purchase and a second review before product launch, ensuring profitability remains intact.

The timeline from project initiation to technical assistance can span up to 10 years, making financial planning crucial for successful project execution.

Financial Planning Importance

The role of financial planning is highlighted as critical; the second most important person after the CEO is identified as the financial planner who oversees long-term projections across multiple simultaneous projects.

Various support processes such as purchasing, customer relations, HR, IT, legal affairs, accounting, and administrative functions are essential for maintaining operational efficiency.

Contribution Metrics for Profitability

Key performance indicators (KPIs) from different departments—new business development, incorporation timelines, sales velocity—are necessary for assessing overall contribution to profitability.

Efficiency metrics related to project execution impact gross margins significantly; delays or inefficiencies can lead to reduced profitability at launch.

Managing Costs and Financial Challenges

Sales strategies must account for potential post-delivery sales; managing commercial expenses effectively is vital for maintaining budgetary health.

Operational costs should ideally remain around 12% of total revenue (VGV), with specific benchmarks set at 6% each for commercial and administrative expenses.

Navigating Financial Pressures

In challenging economic conditions with high interest rates (Selic), companies face pressure on profit margins; discussions on alternative financing methods are encouraged.

Innovative financing solutions may involve partnerships or technology-driven platforms that allow investors to participate in funding projects while reducing financial burdens.

Integration in Construction and Incorporation Processes

Importance of Managing Key Elements

The discussion emphasizes the need to manage a set of 15 key elements crucial for project success, ensuring adherence to timelines and overall project course.

Attention is drawn to the integration of various components that contribute to profitability during acquisition and launch phases.

Addressing Planning and Engineering

A question arises regarding whether the focus includes engineering planning or solely sales, highlighting the interconnectedness of these areas.

The conversation stresses that discussing integration requires a holistic view, considering all aspects of construction and incorporation processes.

Challenges in Fragmented Markets

The market is described as fragmented, with companies managing multiple simultaneous projects, which complicates integrated operations.

It’s noted that successful delivery hinges on connecting various business processes from feasibility analysis through budgeting and supply chain management.

Integration as a Pathway to Success

Effective integration between different operational areas—such as feasibility studies, project planning, procurement—is essential for timely project completion without excess inventory issues.

Managers are encouraged to leverage data effectively across all fronts—from land selection to sales strategies—to avoid potential business failures due to poor planning or market fluctuations.

Role of Technology in Integration

The discussion introduces Ceng's ecosystem aimed at using technology to facilitate process integration within construction firms, enhancing data flow from initial viability assessments through post-construction support.

Emphasis is placed on breaking down silos within organizations by utilizing technology for better collaboration among departments involved in construction projects.

Challenges in Strategic Planning for Construction Companies

Importance of Unified Business Vision

Fernando Rocha from CCL emphasizes the need for a unified vision within companies to understand their impact on overall results.

The discussion highlights the challenges faced by the construction sector, referencing data from a study by Falcone and Ceng.

Current State of Strategic Planning

Only 31% of companies have strategic planning, indicators, and goals in place. This statistic raises concerns about industry preparedness.

A simplified view of strategic planning includes having a five-year outlook on projects, including stages, locations, and sales forecasts.

Developmental Insights

Companies must assess their current assets (e.g., land value) to determine necessary actions for future project launches.

Effective strategic planning involves identifying opportunities and threats while establishing clear actions to achieve set goals.

Indicators and Performance Measurement

The lack of comprehensive strategic planning is evident as only 31% integrate these practices into their operations.

Concerns are primarily focused on project execution aspects like costs and labor availability rather than broader business strategies.

Systemic Challenges in the Industry

Rising interest rates are identified as a significant factor affecting profitability due to increased financial burdens on companies.

The limited scope of strategic focus indicates an opportunity for improvement in holistic business management approaches.

The Need for Comprehensive Planning

Broader Strategic Considerations

Effective management requires not just project-level planning but also consideration of market dynamics and team capabilities.

There is a noted deficiency in systemic planning that encompasses all operational elements beyond just cost and time metrics.

Concerns Over Lack of Long-Term Goals

Cristiano expresses concern over the 22% of companies lacking long-term goals or clarity in objectives, which can hinder team engagement and project success.

Implications for Future Growth

Without clear indicators or plans, businesses risk unsustainability despite recent growth trends within the construction sector.

Understanding Strategic Planning in Business

The Importance of Structured Analysis

The speaker emphasizes the uncertainty surrounding business decisions, highlighting that favorable conditions do not guarantee profitability without structured analysis based on clear indicators.

Concerns are raised about future planning for 2026, particularly for entrepreneurs acquiring land for projects without a solid viability analysis.

Impact of Tax Reform on Project Viability

The discussion shifts to the implications of tax reform on the construction sector, specifically mentioning new taxation models like IBS and CBS that will affect project execution.

Key considerations include timing for project initiation relative to tax reforms and their impact on contracts with suppliers and labor costs.

Challenges in Construction Management

The speaker notes challenges related to labor management and tax equality between onsite and offsite construction, stressing the need for strategic planning to navigate these complexities.

A lack of performance indicators can lead to ineffective project execution, impacting budgeting, material procurement, and pricing strategies.

Survival Post-Reform: A Call for Strategic Integration

It is suggested that businesses lacking strategic planning (22% identified in a survey) may struggle to survive post-reform by 2032 due to increased competition and complexity in operations.

For those partially engaged in planning (47%), there is hope they will recognize the growing importance of effective management amidst evolving regulations.

Financial Management: Avoiding Surprises

The concept of "management by shock" is introduced; companies often face financial surprises due to inadequate systemic planning.

Emphasizing proactive financial management can mitigate unexpected cash flow issues, which are symptomatic of poor integrated planning across multiple projects.

Clarifying Project Cost Structures

A question arises regarding cost structures related to land acquisition within project budgets. This highlights the need for clarity in financial expectations when managing real estate developments.

Cost Analysis and Permuta in Real Estate

Understanding Land Costs Relative to VGV

The cost of land typically ranges from 9% to 13% of the VGV (Valor Geral de Vendas), indicating significant variability based on market conditions.

Emphasizes the importance of time value in real estate, where money today is worth more than the same amount in two years due to the cycle duration of eight years.

Highlights the strategy of minimizing initial cash outlay when purchasing land, as retaining capital has greater future value compared to immediate expenditures.

The Role of Permuta

Discusses how permuta (exchange agreements) can alleviate upfront cash requirements, allowing for better financial planning and reduced need for corporate debt.

Notes that some companies achieve 100% permuta, which significantly reduces their initial cash flow burden during land acquisition.

Challenges and Opportunities with AI in Construction

Addressing Future Challenges

Introduces AI as a potential solution for upcoming challenges faced by businesses in 2026, suggesting a proactive approach to technology adoption.

Current State of AI Utilization

Reports that 76% of employees within construction consulting firms are currently using AI tools, reflecting a shift towards technological integration similar to early internet adoption.

Contrasts past resistance to technology with today's environment where employees freely use AI across various devices without corporate restrictions.

Corporate Policy on AI Usage

Points out that less than 30% of companies have established formal policies regarding AI usage despite widespread employee engagement with these technologies.

Areas for Effective Implementation

Identifies key areas where AI can provide tangible benefits such as construction sites, administrative processes, and customer service through sales development representatives (SDRs).

Future Directions for AI Integration

Predicts that while 2025 will focus on testing and experimentation with AI tools, by 2026 firms must prioritize understanding real gains from these technologies.

Stresses the necessity for leadership within firms to identify specific business processes that could benefit from automation rather than simply mimicking competitors' strategies.

Challenges and Opportunities in AI Integration

Identifying Problems and Leveraging Technology

The effectiveness of AI is highlighted in structured, repetitive processes with a solid data foundation. Without this, automation may exacerbate existing issues.

Emphasizes the importance of integrating company processes and ensuring fluid data flow for informed decision-making and effective KPI tracking.

Data Structure and Process Mapping

Successful AI implementation requires well-structured data and clearly mapped processes to avoid merely automating poorly executed tasks.

Leadership engagement is crucial; understanding the specific problems to solve before investing in AI technology leads to better outcomes.

Metrics and Performance Indicators

The necessity of having structured metrics is discussed as foundational for identifying gaps that AI can help address.

Clear communication of goals across departments is essential; misalignment can hinder overall performance.

Addressing Silos within Organizations

Highlights the issue of departmental silos where different teams have conflicting goals, which can prevent achieving overarching objectives.

Uses a metaphor comparing disconnected teams to train cars that do not communicate, emphasizing the need for cohesive strategies.

Utilizing AI Effectively

Stresses that while AI should be utilized extensively, it must align with business needs to enhance productivity and profitability.

Discusses the importance of targeting marketing efforts effectively by analyzing lead generation against defined customer personas.

Understanding Technical Assistance Issues

Raises questions about measuring technical assistance causes; knowing these could inform better use of AI for process improvement.

Suggesting that identifying root causes behind technical issues could allow for more strategic application of AI solutions.

Exploring Data and AI Implementation in Business

The Importance of Data Connection

Discussion on the relevance of data in understanding various pathologies (A, B, C, D) and its connection to technical assistance costs not exceeding 1.5% of project costs.

Emphasis on the need for rationalizing data origins to improve business outcomes and enhance existing processes.

Leadership's Role in AI Integration

Inquiry into how companies can internalize AI as a cultural standard by 2026; highlights the necessity of leadership involvement.

Observations from client interactions indicating that effective engagement stems from leadership recognizing the importance of AI initiatives.

Compliance and Governance Challenges

Concerns about compliance regarding data sharing within organizations; leaders must clarify what can be shared or utilized with AI tools like GPT.

Discussion on setting boundaries for AI implementation while ensuring quick wins through manageable projects.

Strategic Implementation Steps

Recommendations for starting small with key projects that have measurable KPIs to demonstrate ROI before scaling up efforts across the organization.

Importance of top-down engagement from leadership, clarity on compliance issues, and willingness to learn from imperfect AI outputs.

Metrics and Problem Identification

Insight into problem-solving: identifying gaps between current results and goals requires clear metrics; without them, solutions are unnecessary.

Critique of reactive leadership tendencies; proactive approaches are essential for long-term success in integrating technology with business objectives.

Final Thoughts and Resources

Invitation to access important sector studies via a provided link; acknowledgment of ongoing improvements in technology within construction sectors.

Encouragement to connect through LinkedIn for further insights into industry trends and developments.

Discussion on Industry Challenges and Opportunities

Importance of Reports and Data

Acknowledgment of the significance of a recent report, highlighting its relevance to ongoing industry discussions.

Emphasis on the richness of materials available for download, which can provide essential insights into sector challenges as 2026 begins.

Economic Context and Sector Challenges

Discussion on current economic conditions, including high interest rates (15%) with a potential decrease to around 12%, impacting the construction sector.

Recognition that increased access to data from reports can enhance operational effectiveness in addressing daily challenges faced by businesses.

Community Engagement and Resources

Encouragement for audience engagement through QR codes linking to resources, social media channels, and community platforms related to Cend.

Assertion that Cend aims not only to provide technology but also to share industry trends and provoke meaningful discussions about real estate market issues.

Upcoming Events and Networking Opportunities

Announcement regarding ticket sales for Constru Summit 2026 scheduled for July 1st and 2nd in Florianópolis, promoting participation among attendees.

Invitation for viewers to subscribe to Cend's YouTube channel for future content updates, reinforcing community involvement.

Vision for the Future of Construction

Description of the construction industry's complexity and disconnection while framing it as an opportunity for enhanced productivity through digital transformation.

Highlighting three decades of experience in building a robust portfolio aimed at improving results across all stages of construction processes.