Meta, the parent company of platforms such as WhatsApp, Instagram and Facebook, announced that Brazil will be left out of the latest launch of its artificial intelligence (AI) platform.The decision was made due to local regulatory“” and a standoff with the National Data Protection Authority (ANPD).
The news generated frustration among companies and users who planned to integrate the new functionality into their business strategies. According to data from We Are Social and Meltwater from 2023, about 95% of Brazilians between 16 and 64 years old use WhatsApp, representing almost 170 million people. The exclusion of Brazil from this innovation significantly impacts communication and business strategies in the country.
Concern about compliance with the General Data Protection Law (LGPD) is one of the main factors affecting the implementation of new technologies, not only for Meta, but for any institution that uses personal data. Paulo Carvalho, Practice Leader of the AI department at Lima Consulting Group (LCG), highlights the importance of companies focusing on collecting first-party data to prepare ethically and responsibly for any regulatory environment.“Possessing their own data allows companies to boycott large platforms and build their own”ary customer experiences, he says.
Anderson Paulucci, CDO and co-founder of triggo.ai, reinforces that the use of AI in messaging applications should prioritize privacy and transparency.“It is crucial to adopt strict data minimization practices, collecting only the information indispensable for the functioning of AI and using anonymization techniques to protect the identity of” users, explains Paulucci.
Henrique Flores, co-founder and manager of Contractor, highlights the transformative potential of integrating WhatsApp with AI. “This integration allows a more natural communication with customers and facilitates payment methods directly in the application, making the process more efficient and convenient for both companies and consumers”, comments Flores.
Despite the restrictions, experts agree that AI is a powerful tool that needs to be closely monitored. Ethical implementation and compliance with regulations are essential to ensure user privacy and maximize the benefits of new technologies.
Brazilian companies should therefore structure their data protection processes and be aware of technological innovations to avoid future problems and make the most of available resources.
