---
title: "AtherAI Studio: when the market shrinks, artificial intelligence stops being a tool and becomes a criterion — Marsanne Studio AI watch"
description: "An opinion piece by AtherAI Studio links the crisis facing Argentine SMEs to AI, citing MIT's finding that 95% of AI pilots had no measurable impact."
url: "https://marsanne.studio/en/ai-watch/atherai-studio-when-the-market-shrinks-artificial-intelligence-stops-7c2b21/"
lang: "en"
---

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Opinion · 31 August 2026

# AtherAI Studio: when the market shrinks, artificial intelligence stops being a tool and becomes a criterion

Original title, in Spanish: “AtherAI Studio: cuando el mercado se achica, la inteligencia artificial deja de ser una herramienta y pasa a s...”

**Publication**

Perfil (Argentina) · subscribers only

**Author**

[Patricia Merigo](https://www.perfil.com/autores/pmerigo)

**Published on**

31 August 2026 · read in the page structured data · updated on 31 August 2026

## Summary

An opinion piece by the cofounders of AtherAI Studio, an AI consultancy, argues that in the context of a contracting Argentine market (rising bankruptcies and SME closures), AI is no longer a growth tool but a criterion of operational structure. The authors explain that they only automate processes showing three signs: high manual time, return that cannot be measured, and identical repetition. They cite an MIT study of 300 implementations, according to which 95% of AI pilots generated no measurable impact, attributing this failure to the lack of a prior process diagnostic rather than to the technology itself. They also cite Insight 21 (Universidad Siglo 21): 64% of Argentine companies have not started any process to define how they will integrate AI.

Summary based on the full text of the article.

[Read the article on Perfil →](https://www.perfil.com/noticias/guia-de-profesionales-pnt/atherai-studio-cuando-el-mercado-se-achica-la-inteligencia-artificial-deja-de-ser-una-herramienta-y-pasa-a-ser-un-criterio.phtml)

## Figures cited

-   95 %
    
    share of AI pilots that generated no measurable impact (MIT study, 300 implementations)
    
    300 AI implementations analysed, study published the previous year
    
    > « Un estudio del MIT publicado el año pasado, sobre 300 implementaciones, encontró que el 95% de los pilotos de IA no generó ningún impacto medible. »
    
    Source: MIT
    
-   64 %
    
    share of Argentine companies that have not started any process to define how AI will be integrated into their operations
    
    Companies in Argentina
    
    > « En Argentina, según Insight 21 (Universidad Siglo 21), el 64% de las empresas no inició ningún proceso para explicar cómo integrará la IA a sus operaciones. »
    
    Source: Insight 21, Universidad Siglo 21
    

## Classification

**Country**

Argentina

**Company size**

SMEs

**Industries**

All industries, or industry not specified

**Companies**

MIT (study author), AtherAI Studio (supplier), Universidad Siglo 21 (study author)

**Keywords**

pymes, automation, process diagnostic, AI adoption, Argentina

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Perfil and its author. Entry translated from French by Claude Sonnet 5.5.