Meta, the parent company of platforms like WhatsApp, Instagram, and Facebook, announced that Brazil will be excluded from the latest launch of its artificial intelligence (AI) platform. The decision was made due to "local regulatory uncertainties" and a deadlock with the National Data Protection Authority (ANPD).
The news generated frustration among companies and users who planned to integrate the new feature into their business strategies. According to data from We Are Social and Meltwater in 2023, about 95% of Brazilians aged 16 to 64 use WhatsApp, representing nearly 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), emphasizes the importance of companies focusing on first-party data collection to ethically and responsibly prepare for any regulatory environment. "Having proprietary data allows companies to boycott large platforms and build their own customer experiences," he/she/they states.
Anderson Paulucci, CDO and co-founder of triggo.ai, emphasizes that the use of AI in messaging apps should prioritize privacy and transparency. "It is crucial to adopt rigorous data minimization practices, collecting only the essential information for the AI's operation and using anonymization techniques to protect users' identities," explains Paulucci.
Henrique Flôres, co-founder and manager of Contraktor, highlights the transformative potential of integrating WhatsApp with AI. "This integration allows for more natural communication with customers and facilitates payment methods directly within the app, making the process more efficient and convenient for both companies and consumers," comments Flôres.
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 must, therefore, structure their data protection processes and be aware of technological innovations to avoid future problems and make the most of available resources.
