ZERLOTTI SIGNAL / PRIVATE ADVISORY FOR THE AI TRANSITION
Move before the curve reshapes your industry.
Zerlotti Signal is a private advisory practice helping senior leaders navigate the strategic implications of AI and emerging technologies. Drawing on over 30 years of experience forecasting technology shifts, Rodrigo Zerlotti works with a limited number of C-suites and boards to make forward-looking decisions, well before competitive pressure forces reactive moves.
The Signals
Early intelligence memos on the moves that will define your industry.
Each Signal is a short, direct brief on a technology shift that will force a strategic decision, usually before most leadership teams realize it is coming. No commentary. No trend summaries. Just the implication for whoever is in the room when it matters.
Signal
Strategy
The CEO who asked the difference between ChatGPT and Claude
The article explains why the difference between ChatGPT and Claude is the wrong question for leaders who still treat AI as a vendor choice. Its central thesis is that operational advantage appears when a company learns to operate with agents in real work, before that gap becomes an order-of-magnitude difference.
~6 min readSignal
Strategy
The short window: why adaptation speed will decide who survives the next 24 months
The article argues that the coming wave of layoffs and lost market share will not be caused by AI replacing workers, but by companies failing to reorganize their processes, culture, and structure at the speed the technology now demands.
~5 min readSignal
AI at Work
AI Is Not Making the Best People Work Less
Inside companies adopting AI seriously, a strange thing is happening. The best users are not getting their afternoons back. They are working harder, shipping more, and quietly making the rest of the organization look slow. This is not a burnout story or a job displacement story. It is the moment the gap between operators becomes visible inside the same office.
~4 min read
How we work
Three layers. One decision.
Every AI decision happens on three levels at once. Most leaders only see one. Zerlotti Signal works all three together.
01 / TECHNOLOGY
What is real, what is marketing.
Separating production-ready capabilities from the ones still in promise. Technical depth without jargon, at the level of detail a C-suite needs to decide, and nothing beyond that.
02 / STRATEGY
Where the curve changes the game.
Mapping which AI moves reposition your industry and which are noise. Identifying where competitive advantage is forming, before the market prices it in.
03 / DECISION
What to do now.
Translating technical and strategic reading into concrete choices: capital, organization, timing. The final deliverable of the advisory is not understanding. It is decision.
Why Zerlotti Signal
The read nobody improvises.
Four waves, one consistent read
Internet, cloud, mobile, SaaS. Now agentic AI, the wave that compresses all the others. Thirty years reading the same curve.
Four companies built and sold
DbLive (IoT/weather, patent granted), Suiteplus (NetSuite Brazil), Rezolve (e-learning on ERP frameworks, acquired by DOT Digital Group), Enlizt (recruitment). Operator, not commentator.
C-suite at global scale
CAIO, CTIO, and COO at DOT Digital Group. GM LatAm at Avalara. Operations across the US, Brazil, and Latin America.
Foundational engineering, not stage opinion
Aerospace Engineering from ITA. Graduate work and research in computing at the University of Texas at Austin.
Most leaders will wait for the curve to become obvious. Some will read the signals first. This advisory is for them.
Rodrigo Zerlotti