With the theme "Connections that strengthen businesses," RD Summit 2025 concluded its 11th edition, registering 20,000 participants per day and more than 200,000 leads generated by sponsoring brands. Organized by RD Station, a business unit of TOTVS, RD Summit marked the definitive turning point for AI-driven marketing and sales in Brazil—with real-world applications, products, and cutting-edge conversations about impact, culture, and technology.
Day 5 – Futurism and the end of the ready-made Playbook
On the first day, Neil Redding argued that AI has ceased to be a tool and has become infrastructure, requiring detachment, delegation, and training as "a new member of the team." Walter Longo reinforced the urgency: AI is not an incremental wave, it's a "tsunami." And the VP of RD Station, Gustavo Avelar, alongside Rafael Mayrink (Neil Patel Brazil), showed that growth today demands a living strategy: "It is fundamental that everyone understands this new moment we are living in, reviews their assumptions, rituals, and processes, and adapts their operations more frequently. RD, as a business unit of TOTVS, reinforces its role as a trusted advisor to clients, helping in the selection of the best strategies for businesses to grow, in addition to following the market education mission that has existed since the beginning of RD Station. The best playbook is the one we write together," says Avelar.
Day 6 – Non-neutral technology and brand strength
On the second day, Andrew McLuhan reiterated his grandfather Marshall's thesis: there is no neutral technology. Each medium reorganizes perception before reorganizing content. On the same day, influencer Mari Maria and Rudy Loures discussed how authenticity and consistency have become vectors of value in the attention economy.
TOTVS CEO Dennis Herszkowicz and Amazon's General Manager in Brazil, Cléber Morais, discussed how the country can convert technology, data, and digital infrastructure into competitive growth. The conversation highlighted that innovation needs to be adapted to the Brazilian context and not simply imported. Herszkowicz emphasized that leadership and competitiveness in the country depend on people, on the ability to train, develop, and mobilize talent. "In the world of technology, people are the raw material," stated the CEO.
In another panel, Vivian Broge, VP of People at TOTVS, showed that branding is a continuous process and that "putting the human being at the center is what makes a brand relevant."
Bruno Ghisi, co-founder and director of engineering and product at RD Station, presented the new generation of Prisma and the company's AI advancements, including Rê da RD, an AI co-pilot present in all our products, which assists users in all operations, data analysis, and identifying opportunities to drive business growth; MCP (Model Context Protocol), a new technology that allows connecting AI tools (such as co-pilots and virtual assistants) to product data; and Radar GEO, a free tool that analyzes your website's content and indicates how prepared it is to be correctly mentioned by LLMs, and RD Tracker, a feature that recommends products based on user browsing behavior.
Day 7 – Culture and living brands
Nelson Motta and Christian Roças showed that a brand's strength doesn't stem from isolated performance, but from how much it integrates into the cultural landscape. And Gabriela Prioli closed the edition with a direct message: communication is not an appendix, but the link that transforms what is done into perception, and perception into results.
