The world of work is changing, but corporate education still seems stuck in the last 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 daily work.
It was precisely this frustration that led executive Marcel Nobre to leave a solid career at major companies like Citi, Ambev, Arcor, BRF, and Heinz to found BetaLab, a Brazilian edtech that is shaking up the market by combining artificial intelligence, neuroscience, and innovative teaching formats like TikTok Learning. In just over two years, the startup has already trained over 10,000 professionals from large companies.
“The logic of current corporate education doesn’t work. Companies demand innovation and productivity but offer training sessions nobody can sit through until the end. It’s no use chasing technology if people lack the mental preparation and knowledge to use it. Without education, technology becomes waste,” explains Marcel.
AI isn’t the future—it’s the present
For BetaLab’s founder, the digital transformation that companies preach won’t happen without an educational shock. According to him, the use of artificial intelligence in business has only just begun—and often 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.”
BetaLab works with customized learning paths for each business, connecting neuroscience with practical learning. Additionally, it bets on short formats inspired by TikTok’s video consumption logic to make learning accessible, flexible, and applicable to daily team operations.
The end of the traditional career
Another topic Marcel isn’t afraid to discuss is the end of the traditional career model. He believes the future of work will be decentralized, with professionals working on multiple projects simultaneously, and companies will have to adapt to this new reality.
“This fixed work model—9-to-5, tied to a single position—no longer makes sense for the new generation. People will prefer building knowledge, moving across different businesses, and engaging in meaningful projects. Those who insist on rigid structures will lose talent,” he warns.
More than education: transformation
Beyond consulting and educational projects, Marcel also brings this debate to talks and events, challenging executives and managers to rethink how they train their teams. For him, it’s not just a matter of innovation but survival: “Businesses that don’t become more balanced, sustainable, and human-centric will disappear. Transformation isn’t an option—it’s an urgency.”
