Artificial intelligence (AI) is often seen as a threat to well-established professions and companies in a wide range of industries. But it has also proved to be a powerful ally in advancing innovation in health and well-being.

The market is full of recently launched innovations, with an increasingly visible presence in people's lives and in the sector's businesses. They range from algorithms that personalize workouts to platforms capable of detecting signs of depression.

Issues such as the privacy of sensitive data, algorithmic bias and inequality in digital access still require attention from companies, users, regulators and professionals in the field. And we can't ignore the human element as the central point of the market.

But the progress made so far indicates very promising solutions, both in terms of the impact on the well-being of individuals and on society and companies, with direct repercussions on productivity.

One of the main fronts for the use of AI is in the personalization of products and services at scale. In the health and wellness market, this form of technology application has made it possible to create applications capable of combining behavioral data, health histories and individual preferences to offer tailor-made fitness, diet and meditation plans.

US company Peloton, for example, uses AI to automatically adjust the intensity of customers' workouts on its treadmills and "smart" bikes. It does this based on performance and heart rate, measured in real time. The company also offers live and on-demand classes. To increase engagement and retention, content is recommended by algorithms according to the user's profile.

Real-time monitoring of health indicators is also at the heart of several companies. Wearable devices, such as those from the US company Whoop, aimed at the high-performance sports public, for example, offer information on sleep, stress, recovery and physical effort. This information is generated from the continuous analysis of indicators such as heart rate variation, which allows alerts to be sent to the user.

In Brazil, there are several use cases in the corporate segment, hospitals and health clinics. According to a recent study by PwCmore than 60% of private organizations in the sector use AI in their daily operations. Applications include increasing efficiency in bed management, analyzing tests more efficiently and speeding up and supporting clinical decisions. In laboratories, the technology is used to analyze the imaging tests of 10,000 to 140,000 patients a month.

But perhaps one of the most delicate and promising frontiers of AI, due to its potential gains, is that of mental health, which today is often affected by users' relationship with new technologies, such as AI itself, and by the pace of routine in modern societies. The topic is one of the most relevant for workers and company HR, as recent studies by by Catho and MIT Sloan Management Review Brazil.

The solutions available on the market still have serious limitations, such as generic and superficial answers, and are no substitute for psychologists and other professionals in the field. But they can act as complementary tools in simpler cases and help to reduce access barriers and stigmas linked to mental health.

In other countries, platforms such as Wyza and Headspace have tried to occupy this space. They offer AI-based emotional support, with the possibility of access to human therapists. In both cases, they cater for both individual users and companies. These services are constantly evolving, with plenty of room for progress as generative AI matures over the coming years.

What is certain is that a growing number of entrepreneurs, large companies and investors are paying attention to the potential scale and return of AI in the health and wellness sector. As with other technological revolutions, the key will be knowing how to combine innovation with listening to people's real needs. Because, however much AI is used in production processes, chemical analysis and medical prescriptions, without the human element there is no health and wellness market. The human consumer must be at the center of attention at all times.

* Fabiano Zettel is the founder of Moriah Asset, the first investment vehicle in Brazil to focus exclusively on health and wellness companies.

** Originally published on the IstoÉ website.