The world of work is changing, but corporate education still seems stuck in the past century. Long lectures, generic courses, and unintuitive platforms are still the reality for most Brazilian companies. The result? Lack of engagement, low content retention, and teams unprepared for the real challenges of everyday life.
It was precisely this frustration that led executive Marcel Nobre to exchange a solid career in large companies like Citi, Ambev, Arcor, BRF, and Heinz to found BetaLab, a Brazilian edtech that has been shaking up the market by combining artificial intelligence, neuroscience, and innovative teaching formats, such as TikTok Learning. In just over two years, the startup has already trained more than 10,000 professionals from large companies.
“The logic of current corporate education does not work. Companies demand innovation and productivity, but offer training that no one can bear to watch to the end. It’s no use chasing technology if people don’t have the mental preparedness and repertoire to use it. Without education, technology becomes wasted,” explains Marcel.
AI is not the future, it’s the present
For BetaLab’s founder, the digital transformation that companies often preach does not happen without an educational shock. According to him, the use of artificial intelligence in companies is just beginning and, many times, it starts wrong: “The first wave of AI adoption is pure hype. Companies implement tools without purpose, just to appear innovative. But the real impact comes when people understand how to use this technology to solve real problems.” The BetaLab works with customized tracks for each business, connecting neuroscience with practical learning. In addition, it bets on short formats, inspired by the logic of TikTok video consumption, to make learning accessible, flexible, and applicable in the daily lives of teams. End of the traditional career
Another topic that Marcel is not afraid to discuss is the end of the traditional career model. For him, the future of work will be decentralized, with professionals working on various projects simultaneously, and companies will have to adapt to this new scenario.
“This fixed work model, from 9 am to 6 pm, stuck to a position, no longer makes sense for the new generation. People will prefer to build a repertoire, move through different businesses, and get involved in projects that make sense. Those who insist on rigid structures will lose talents,” he warns. More than education: transformation
In addition to consulting and educational projects, Marcel also brings this debate to lectures and events, challenging executives and managers to rethink how they train their teams. For him, it’s not just a matter of innovation, but of survival: “Businesses that are no longer balanced, sustainable, and human-centered will disappear. Transformation is not an option, it is an urgency.”
