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 unprepared teams for the real daily challenges.
It was precisely this frustration that led executive Marcel Nobre to leave a solid career in 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 such as TikTok Learning. In just over two years, the startup has trained more than 10,000 professionals from major companies.
"The logic of current corporate education doesn't work. Companies demand innovation and productivity, but offer training sessions that no one can stand to watch until the end. There's no point in chasing technology if people lack the mental preparation and repertoire to use it. Without education, technology becomes waste," explains Marcel.
AI is not the future, it is the present
For the founder of BetaLab, the digital transformation that companies so preach does not happen without an educational shock. According to him, the use of artificial intelligence in companies is just beginning and often starts off 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 tracks for each business, connecting neuroscience with practical learning. Furthermore, it invests in short formats, inspired by the video consumption logic of TikTok, to make learning accessible, flexible, and applicable in the daily lives of teams.
End of the traditional career
Another topic that Marcel does not fear discussing is the end of the traditional career model. For him, the future of work will be decentralized, with professionals working on multiple projects simultaneously, and companies will have to adapt to this new scenario.
"This fixed work model, from 9 am to 6 pm, tied to a position, no longer makes sense for the new generation. People will prefer to build their repertoire, move through different businesses, and get involved in projects that make sense. Those who insist on rigid structures will lose talent," 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 focused on human development will disappear. Transformation is not an option, it's an urgency."
