Artificial intelligence is everywhere. But are businesses actually seeing results from their AI investments?

On this special edition of AwesomeChat, Michael Sorg talks with Victor Coimbra, Partner and CTO Americas at Artefact, about what it really takes to transform exciting AI technology into something useful, scalable, and profitable.

Victor explains why AI adoption isn't simply about giving employees better tools. It's about rethinking how businesses operate, how they generate revenue, and how humans collaborate with increasingly autonomous AI systems.

Topics include:

• Why employee enthusiasm for AI doesn't always translate into measurable business results.

• The difference between productivity improvements and AI-powered revenue generation.

• Why token usage and increasingly complex AI systems can drive up operating costs.

• How AI agents differ from traditional chatbots and what happens when we delegate work to them.

• The opportunities and uncertainties AI creates for workers, entrepreneurs, and businesses.

• Why undocumented institutional knowledge is a major obstacle to successful automation.

• How small businesses can prepare their processes for AI-powered workflows.

• The future of hybrid human-AI workplaces and emerging AI capabilities.

• How AI priorities differ between the United States, Europe, and other regions.

• A preview of the Adopt AI Summit, taking place December 3–4, 2026, in Paris.

The big takeaway: Before attempting to automate your business, start documenting how your business actually works. The experience, judgment, and context behind daily decisions may become your most valuable AI resource.

Guest: Victor Coimbra, Artefact
https://www.artefact.com/

Adopt AI Summit:
https://adoptai.artefact.com/

Host: Michael Sorg

More from AwesomeCast: https://awesomecast.com/

Support the show: https://www.patreon.com/awesomecast

Support AwesomeCast: Tech and Gadget Talk

In AwesomeCast 802, Michael Sorg, Katie “Dudders” Dudas, and Dave Podnar get geeky about useful security tools, Apple's newest hardware and creator software, retro tech, and the delightfully strange corners of the internet.

In this episode:

• QR-code scams and mobile security: Katie demonstrates Sophos Intercept X for Mobile, including suspicious QR-code checks, network scanning, and device-security warnings.
• Apple hardware roundup: Dave discusses the new iPad mini, M6-powered iMac, and entry-level 14-inch MacBook Pro—and questions the iPad mini's 60Hz display.
• The next MacBook Pro? The hosts discuss rumors, as of recording, about a higher-end OLED touchscreen MacBook Pro. These are not confirmed specifications.
• Apple's creator tools: Pixelmator Pro's generative-fill features and changes to Final Cut Pro, Motion, Compressor, and other Creator Studio apps lead to a hands-on AI experiment.
• AI that nags—usefully: Sorg shares how Muse surfaced ignored messages, built a plan for a looming business deadline, and raised questions about giving an AI access to email.
• The iPod turns 25: A look back at Apple's original music player, early MP3 rivals, FireWire, and the iPod models the hosts owned.
• Chachi Says Video Game Minute: A fast roundup touching on the Street Fighter movie, Grand Theft Auto VI, Team Vitality, and BioWare/Mass Effect news discussed on the show.
• MapQuest is back: Katie revisits its seasonal characters and navigation experiments.
• Firefox's nostalgia play: A new ad brings back classic internet meme personalities while emphasizing more user choice around AI.
• IdeaLab AI: The crew tries an AI-assisted startup-idea database that matches possible ventures with people's skills and budgets.
• Halloween technology and oddities: Roku screensaver Easter eggs, a Ghostbusters-inspired Rivian video featuring Bill Murray, and sidewalk delivery robots.
• Pittsburgh makers: A quick mention of Katie's recent interview with Protohaven and more videos from local robotics coverage.

Have an awesome thing of the week? Join the conversation on AwesomeCast.

Support Pittsburgh tech conversations and get access to bonus aftertalk content: https://www.patreon.com/awesomecast

Find more from the Sorgatron Media network: https://www.sorgatronmedia.com

Thanks to our sponsors: Slice on Broadway — https://www.sliceonbroadway.com — and Sidekick Media Services — https://www.sidekickmediaservices.com

Episode links from show notes that were discussed

Story links mentioned in the episode's show notes

• Sophos Intercept X for Mobile — https://apps.apple.com/us/app/sophos-intercept-x-for-mobile/id1086924662
• M6 14-inch MacBook Pro — https://9to5mac.com/2026/10/27/apple-unveils-new-14-inch-macbook-pro-powered-by-m6/
• New M6 iMac — https://9to5mac.com/2026/10/27/apple-launches-new-imac-with-powerful-m6-chip/
• iPad mini — https://9to5mac.com/2026/10/26/new-ipad-mini-features-release-date-price/
• Rumored OLED touchscreen MacBook Pro — https://9to5mac.com/2026/10/27/last-minute-leak-reveals-new-touchscreen-macbook-pro-details-pricing-new-cooling-system-more/
• Apple Creator Studio / Pixelmator Pro update — https://fstoppers.com/news/apples-creator-studio-update-brings-generate-fill-pixelmator-pro-905216
• Original MP3 players and iPod-era nostalgia — https://www.reddit.com/r/nostalgia/comments/1ivd67e/the_advent_of_portable_mp3_players/
• Firefox's retro-internet ad — https://www.facebook.com/reel/1895455387900133
• IdeaLab AI startup database — https://idealab.ai/#database
• Bill Murray / Rivian Ghostbusters-style reel — https://www.facebook.com/reel/4824461954541951
• MapQuest navigation reel discussed — https://www.instagram.com/reel/De0T-AZDB9f/?utm_source=ig_web_copy_link&psln=MzRlODBiNWFlZA==&srtk=MzRlODBiNWFlZA==

00:32 Welcome to AwesomeCast 802
02:14 QR-code scams and Sophos Intercept X
08:25 Apple's iPad mini and M6 Mac news
10:42 OLED touchscreen MacBook Pro rumors
13:32 Apple Creator Studio, Final Cut, Pixelmator
16:55 Testing new AI tools in Final Cut
21:49 Muse AI calls out missed emails and deadlines
25:03 When an AI assistant feels like an intern
31:15 25 years of the iPod and MP3 nostalgia
37:28 Chachi Says: Video Game Minute
38:46 Patreon supporters and community updates
39:45 MapQuest's seasonal navigation features
43:42 Firefox reunites classic internet memes
45:35 IdeaLab AI finds startup ideas
51:10 Roku's Halloween screensaver Easter eggs
52:48 Bill Murray's Ghostbusters-style Rivian ad
54:47 Sidewalk delivery robots in the wild
57:00 Protohaven, new interviews, and wrap-up

Support AwesomeCast: Tech and Gadget Talk

The panel breaks down how AI tools became genuinely useful in everyday workflows, from content production and health tracking to decision-making and trend analysis. Rob shares why Bambu Labs 3D printers represent a turning point in consumer and professional 3D printing, removing friction and making rapid prototyping accessible for creators, engineers, and hobbyists alike.

The episode also covers the evolving role of AI in media creation, concerns around over-reliance and trust, and why human-made content may soon become a premium feature. Intern Mac reflects on changing career paths into media production, while the crew revisits their 2025 tech predictions, holds themselves accountable, and locks in bold forecasts for 2026.

Plus: Chachi’s Video Game Minute, AI competition heating up, Apple Vision Pro speculation, and why “AI inside” may need clearer definitions moving forward.

Support AwesomeCast: Tech and Gadget Talk

Perfect for fans of AI tools, travel tech, and real-world innovation.

Support AwesomeCast: Tech and Gadget Talk