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New Profession in the Technology Market Challenges Large Brazilian Companies by Offering High Salaries but Faces a Shortage of Qualified Professionals Specialized in Generative Artificial Intelligence. Scarcity Concerns the Sector and Drives the Search for Training.
The rapid evolution of Artificial Intelligence (AI) in Brazil has created an urgent demand for new professionals, such as prompt engineers, a role that can pay up to R$ 35 thousand per month and is already facing a shortage of qualified labor.
Large national companies, including Itaú Unibanco, Natura, Magazine Luiza (Magalu), and Ambev, report difficulties in finding generative AI specialists in the labor market in 2025.
The prompt engineer is responsible for formulating precise commands and questions for generative AI platforms, such as ChatGPT, Gemini, and Claude, in order to ensure effective, creative, and safe responses for different areas of activity.
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According to reports from companies and recruiters, the demand for professionals capable of strategically interacting with these tools has increased rapidly over the past year.
According to information from LinkedIn, Glassdoor, and Indeed, there was a growth of over 150% in the search for prompt engineers between July 2024 and July 2025.
In international markets such as the United States, Canada, and the United Kingdom, annual salaries reach up to US$ 300 thousand, a figure that exceeds R$ 35 thousand per month considering the current exchange rate.
In Brazil, the starting salary for beginners in the sector is approximately R$ 10 thousand per month but can exceed the average depending on experience and specialization, according to recruitment consultancy data.
The shortage of qualified professionals is related to the lack of specific university courses and the speed of technological transformations.
HR specialists explain that most prompt engineers are self-taught, developing skills through practice, hands-on training, and constant updates.
What Does a Prompt Engineer Do
Among the responsibilities of a prompt engineer are:
- Developing commands and questions that maximize the quality of AI responses;
- Structuring dialogue flows for process automation and customer service;
- Evaluating, testing, and refining AI responses according to business objectives;
- Creating optimized content for areas such as marketing, advertising, and communication;
- Ensuring digital security and ethics, in compliance with national and international standards.
According to industry professionals, to occupy the role it is necessary to have proficiency in natural language, logical reasoning, contextual understanding, and often advanced technical English.
Profile and Required Professional Education
According to surveys of companies and recruitment specialists, there is no mandatory academic training for prompt engineers.
Professionals from fields such as Literature, Journalism, Communication, Marketing, Advertising, Design, Engineering, Computer Science, Law, Business Administration, and Human Resources can stand out, provided they invest in short courses, workshops, and continuous training in AI tools.
Platforms like Coursera, Udemy, Alura, OpenAI, Google, and Microsoft offer training aimed at developing these skills.
Data from the education sector indicates a significant increase in the demand for specific prompt engineer courses since 2023.
New Professions in Artificial Intelligence
In addition to the prompt engineer, other roles related to generative AI are on the rise, according to specialists:
- AI Content Curator, responsible for validating and adjusting automatically generated content;
- Conversational Experience Designer, who develops intelligent interactions for businesses;
- AI Ethics Specialist, focused on ensuring compliance and responsibility in the use of technologies;
- AI Automation Analyst, who integrates intelligent systems into business processes;
- AI Trainer for team training.
These professions reinforce the advancement of digital transformation in Brazilian organizations and the growing need for qualified professionals.
Impact on the Brazilian AI Market
According to executives in the technology and human resources sectors, companies like Itaú, Natura, Magalu, and Ambev have been implementing generative AI tools in various operational and strategic areas since 2023.
The trend is that demand for prompt engineers and generative AI specialists will increase until 2026, reinforcing the need for expanded courses, training, and partnerships with universities.
Industry entities advocate for greater investment in technical training and research encouragement to prevent Brazil from losing international competitiveness.
According to market professionals, the rapid pace of technological changes requires constant updates and adaptability from everyone involved.
Do you think the Brazilian market will be able to train and retain specialists in generative AI at the necessary speed to meet the global demand for prompt engineers?
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