International Data Protection Day gains maturity

International Data Protection Day, celebrated for the fifth year in Brazil on January 28, grows in maturity while the risk scenario becomes more sophisticated, driven by actively operating artificial intelligence — both for defense and for attack. AI models, information flows and training data have become new surfaces of vulnerability, while hybrid environments, multicloud and SaaS applications expand the circulation of sensitive data. according to the IDC Latin America Security Report, 721tp3 T of organizations in the region plan to increase investments in data protection and digital governance, a direct reflection of the perception that security is no longer a technical theme and has become a strategic imperative.

Despite the challenges, Brazilian companies advanced in the adoption of practices such as zero trust, Continuous Observability, Security from Design and Robust Policies of data loss prevention, recognizing that secure communication, AI governance and granular control of accesses are pillars of business continuity. Data protection is no longer reactive and has become preventive, allowing information — the true jewel of the crown of organizations — to be treated as a safe asset, with more visibility, predictability and resilience.

Check out the comments of some players in the market below.:

“ The maturation of data protection in Brazil happens in parallel with a radical change in the risk scenario. AI starts to operate at scale on both sides, with increasing automated attacks and increasing use of agent-based defenses. At the same time, models, training data and information flows become new attack surfaces. Protecting data today means combining AI governance, identity control, data protection and observability as the foundations of any security strategy.” claudio bannwart, country manager of netskop in Brazil.

“Celebrating the International Data Protection Day, in its fifth year in Brazil, is to reaffirm a value that moves us deeply: trust. At Teletex, we understand that each data represents a story, a choice, a life. Therefore, our responsibility goes beyond technology — it is a human, daily and non-negotiable commitment. We work to make each person feel safe in an increasingly digital world, because protecting data is protecting relationships, and relationships are what sustains the future we want to build.” Christian Buss, CEO of teletex

“ Information security is no longer an isolated component of the IT infrastructure and has become a strategic business requirement. Today, organizations operate in increasingly distributed environments, with data moving between cloud, SaaS applications, personal devices and partner ecosystems, which significantly expands the surface and risks of attacks. Protecting personal data requires an integrated approach based on principles such as zero trust, granular access control and continuous observability. At Citrix, we understand that this protection goes beyond regulatory compliance and is directly linked to the ability to ensure visibility, governance and operational resilience, especially in the face of the increasing adoption of artificial intelligence”. Luciana Pinheiro, Director of Citrix LATAM in Brazil.

“For a long time, talking about data protection was just thinking about files and systems. Today, most of the sensitive information of companies travels through the network: calls, recordings, integrations and data in real time. Protecting this data necessarily involves ensuring the availability, integrity and reliability of the telephony infrastructure. Secure communication is not just a technical issue, it is a pillar of the strategic continuity of the business.” Cristiano Alves, Commercial Director of tip brazil.

“ On National Data Protection Day, it is clear that the risk is not only outside the companies, but also inside them. Many organizations still do not have visibility into how sensitive information circulates through email and across the network. In a real scenario, the absence of data loss prediction It was only noticed when an attempt to send confidential data came to the surface during a proof of value. From there, technology began to act as an ally of compliance and governance. Protecting data today is anticipating risks before they see incidents. Protecting data in a preventive way turns information into a safe asset, with more visibility, predictability and less risk.” Isabel Silva, Director of Security Business Development at add value.

“ International Data Protection Day is an opportunity to reflect on how the role of data protection has become profoundly in Brazil over the past five years. What was once an infrastructure-centric discussion evolved into a broader set of data management challenges. As AI accelerates creation, movement and valuation of data, it also resets the threat scenario, making cyber attacks faster, automated and disruptive. In this context, protecting data is no longer just a matter of preventing violations and has started to involve the ability of organizations to respond and recover at the same speed as the attack. Leaders who adopt a data-centric cyber resilience strategy, integrating governance, sovereignty, security, and rapid recovery will be more prepared to build consistent operational resilience in the AI era.”  Paul of Godoy, Country Manager, Pure Storage Brazil.

“ Cybersecurity is no longer just a defensive measure to becoming an inseparable part of the digital presence of people and companies, being an indispensable commitment to strengthening reputations and boosting innovation. Adopting robust digital security practices strengthens the relationship with customers and partners, as well as being a pillar for the reputation and sustainability of any organization. Investing in integrated data protection solutions is critical to ensuring freedom, privacy and business continuity in an increasingly connected world.” Bruno Rigatieri, Commercial and Marketing Director at wdc networks.

“ Data protection is no longer a topic restricted to conformity or isolated technology. In an increasingly distributed environment, where applications, data and operations are scattered across data centers, cloud and edge, protecting information means ensuring continuity, availability and recovery capacity. Companies that see data protection just as a defense are always reacting; those who treat it as part of the business strategy build resilience, confidence and digital sustainability over the long term.”  Jose Roberto Rodrigues  – Country Manager & Alliances Manager at  adistec brazil .

“Protecting data is, above all, protecting people. In a scenario where digital attacks exploit behaviors even before technology, true defense is born from consciousness, continuous education and the insertion of security in the culture, DNA and day to day of organizations. When employees understand their role and become an active part of information protection, security is no longer an obligation and becomes value, strengthening trust, ethics and business sustainability in the digital world.” Glauco Sampaio, CEO of beefish.