<p>This study investigates the main barriers to implementing Industry 4.0 in the Brazilian cement industry, emphasizing its relevance to manufacturing and sustainability. Through an exploratory and quantitative research involving 193 professionals from the cement industry in Brazil, 12 barriers were identified and evaluated using the Fuzzy AHP method. The results show that lack of strategic alignment (22.56%) is the most significant barrier, followed by a lack of understanding of the benefits of Industry 4.0 (16.17%) and lack of organizational culture (15.56%). Considering these results, mitigation strategies are proposed, including development of strategic plans, implementation of training programs, and investment in technological infrastructure. The study concludes that overcoming these barriers is essential to increase the sector’s competitiveness, sustainability, and innovation. Although technology plays a fundamental role in the Industry 4.0 journey, the study outlines as a managerial contribution that the major barriers are internal and associated with soft skills, reinforcing the need for people development and strategic vision.</p>