Deliberate Friction

Tiago Godinho

Tiago Godinho has a background in Engineering from Instituto Superior Técnico and over ten years of experience as a trainer, lecturer, and consultant in Digital Transformation and Artificial Intelligence. His work focuses on helping organizations adopt emerging technologies through a combination of team training, development of digital solutions, and strategic advisory.

Although trained as an engineer, Tiago never followed a traditional engineering path. Instead, he discovered his true strength in creating spaces where people feel at ease to talk about who they are, what they do, and what motivates them — a skill that naturally complements his work in AI adoption and change. Guided by curiosity and a hands-on mindset, he enjoys researching, experimenting, and learning by doing.
FACILITATOR

“In the era of AI, friction and intention need to be deliberate”

“In a world where the cost of thinking is falling every day,” something fundamental is changing. AI reduces effort and accelerates answers, but Tiago Godinho introduces a different question: what should we not remove? “We need to consider what we should set aside and what we should delegate.” The instinct is to eliminate friction, but friction is not always waste — sometimes it is where thinking happens, where judgment is formed. The new skill is not efficiency, but discernment: “knowing when to embrace friction and when to delegate the thinking.” This is no longer a technical decision, but a human one.
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