Rota Brasil <-> Mundo: Ricardo Bloj

For nearly four decades, Lenovo has built its reputation as one of the world’s largest computer manufacturers. But for Ricardo Bloj, president of Lenovo Brazil, the company’s future depends on a profound redefinition: being recognized not only as a hardware company but as a provider of AI-driven technology and services. “We view artificial intelligence as a force for transformation. Today, we talk about smart transformation, not just digital transformation,” says the executive, who has been with Lenovo since 2015 and has over 25 years of experience in the IT sector.

Ricardo Bloj, presidente da Lenovo Brasil. Foto: Daniel Teixeira/Estadão Blue Studio

Founded in 1984 in Beijing, Lenovo became a global company in 2005 after acquiring IBM’s personal computer division. Today, it operates in 180 markets; a key factor in the advancement of its Brazilian operations, according to Bloj. “This global positioning greatly supports the development of new markets. We have the strength of worldwide products and services that we can quickly bring to Brazil, along with investment and innovation,” he explains.

The local operation also serves as a creative hub. Lenovo invests around R$200 million per year in research and development in Brazil, and part of the technologies embedded in its global devices are created there. One example is the diagnostics and management system installed in more than 800 million computers worldwide developed by Brazilian engineers and analysts. “It’s not just about receiving technology. We also generate innovation from here,” emphasizes Bloj.

The AI Revolution

The advance of artificial intelligence, especially generative AI, is viewed by Bloj as the most significant technological transformation of the past 40 years. “What we’re going to see in the next ten years cannot be compared to what we’ve experienced with personal computers, the internet, or smartphones,” he says. For him, the pace of adoption is a clear indicator: while the internet took seven years to reach 50 million users, generative AI reached the same mark in just five weeks. “That shows the scale of the disruption,” he notes.

Lenovo has been preparing for this new phase for years. Its latest computers already feature dedicated neural processors capable of executing AI tasks directly on the device, without fully relying on the cloud. This evolution, says Bloj, marks the beginning of a new generation of intelligent devices, capable of handling more complex workloads, such as generating videos and presentations in real time.

But the company’s leap forward goes beyond hardware. Lenovo has been solidifying its transition toward a business model centered on offering customers a wide range of options,from the concept of “device as a service,” where companies pay for usage instead of purchasing equipment, to complete cloud infrastructure platforms. “It’s no exaggeration to say Lenovo is a services company. That’s exactly where we’re headed. Our DNA is hardware, but the future lies in combining it with value-added services,” explains Bloj.

Responsible Data Use

With more than 600 internal AI projects underway, Lenovo also stands out for its governance practices. Every project goes through approval committees and follows strict security, ethics, and sustainability protocols. “Governance is essential. It’s not about implementing AI for the sake of it. You must know the project’s purpose, how it will be executed, and what impact it will generate,” says Bloj. He reinforces that the company’s environmental, social, and governance (ESG) principles guide all initiatives ranging from responsible data use to inclusion and diversity.

The CIO Playbook survey, conducted by Lenovo with over 200 technology leaders across Latin America, shows that 65% of companies already have some form of AI project in place, with most involving generative applications. “Companies are seeing AI not just as a productivity tool, but as a way to reinvent their business. Those who don’t look at it now will be left behind,” warns Bloj.

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The Interview Series: Brazil <-> World Route is a space for guests to share their perspectives and insights on the commercial relationship between the Brazilian and global markets. The information and opinions expressed in this article are the sole responsibility of the author. This text does not necessarily reflect the views of Estadão.