The expansion of data automation systems, big data, and specialized artificial intelligence models places us once again in a moment of great technological transformations. We see an exponential growth in the AI market — a study by Grand View Research indicates an annual growth rate of 37.3% until 2030. From retail to healthcare, these applications have been expanding each year, helping companies and clients improve their processes and some decision-making.

It's no different in the financial market. "By investing in automation and AI technologies, they not only perceive internal benefits such as simplified and more agile operations but also significant improvements in the customer experience, delivering real value gains," says Willian Conzatti, co-founder of Concrédito, a fintech specializing in payroll loans and accessible financial solutions. "This technological transformation drives the company's growth and, I dare say, the entire market's growth, as it improves competitiveness and service offerings," he continues.

Next, the specialist lists the main benefits of the technology, based on their experiences leading the fintech. Check it out

1. Faster and more efficient service

With process automation, customers enjoy faster service. AI enables the execution of operations, such as hiring services, in record time, without the need for human intervention. This means less bureaucracy and more convenience for users, who can resolve their issues quickly and securely.

2. Customized solutions

Artificial intelligence is capable of analyzing large volumes of data in real time, allowing fintechs to understand the specific needs of each customer. With this, companies offer customized solutions tailored to the profile and expectations of those seeking their services. This customization ensures a unique and high-quality experience — which guarantees access to solutions that meet not only current needs but also potential future demands.

3. Cost reduction and more competitive conditions

Automation reduces operational costs, a benefit that can be directly passed on to customers. With more efficient processes, the company is able to offer more advantageous conditions than competitors, such as reduced rates and flexible deadlines, making its products and services more accessible to the target audience.

4. Smooth communication and anticipation of needs

No generic answers. By responding to questions and requests quickly—with appropriate dialogue based on the institution's previous interactions, a skill acquired throughmachine learningAI enables more efficient communication with consumers.

Technology anticipates needs, offering solutions even before the customer identifies the problems. Thus, it creates a relationship of trust and closeness, reinforcing the audience's satisfaction.

5. Security and reliability

Automation and AI also ensure greater safety in operations. With advanced data analysis systems, it is possible to identify and prevent potential risks, protecting the information and interests of clients. This reliability is essential for those seeking peace of mind when hiring financial services.

In an increasingly competitive landscape, marketplaces have been seeking new ways to monetize beyond traditional commissions. One of the most promising strategies is Retail Media, which transforms the platform into a true media channel, allowing sellers to promote their products directly within the digital environment.
 

According to a study by Boston Consulting Group (BCG) in partnership with Google, the global retail media market is expected to generate approximately $75 billion by 2026, with an average annual growth of 22%. And although this practice is already established in markets like the United States, especially with Amazon, which today dominates the segment with substantial investments in paid advertising within the platform itself, in Brazil this movement is still gaining traction.
 

What we see in the United States is a maturity in the use of internal advertising, mainly on Amazon, where investment within the marketplace already surpasses that made on platforms like Google, explains Rodrigo Garcia, CEO of Petina Digital Solutions. In Brazil, we are still beginning this journey, with highlights from Mercado Livre and Shopee, which have been expanding the use of internal ads and affiliate models.

Rodrigo shares below 4 key Retail Media strategies for marketplaces looking to accelerate their monetization

1. Sponsored ads

This is the most direct way to generate revenue. By allowing sellers to pay to highlight their products, whether on the homepage, search results, or strategic areas of the site, the visibility of the offers increases exponentially.

"It works like a digital billboard. Sellers can stand out among thousands of products, and the marketplace, in turn, generates revenue from the exposure," says Rodrigo.

2. Partnerships with brands and companies

In addition to the sellers already operating on the platform, it is possible to attract major brands for exclusive actions. "These companies see the marketplace as a powerful showcase. Partnerships for banners, special campaigns, and exclusive discounts create new revenue streams and make the user experience richer," points out Rodrigo.

3. Affiliate and influencer programs

Inspired by successful models like Shopee's, which allows influencers to promote products directly from the platform in exchange for a commission, this strategy is growing. "It's an effective way to segment campaigns. You choose the creators most aligned with your audience and share the revenue with them," explains Rodrigo.

With the arrival of TikTok Shop, this trend is likely to intensify, creating a network of micro-influencers directly connected to the marketplace.

4. Geolocated advertising

For marketplaces operating regionally, segmenting ads by location is a powerful strategy. "Geolocation enables more relevant campaigns, with a higher conversion rate. This makes the experience more personalized and increases effectiveness for sellers," he concludes.

Focus on the customer, based on a relationship approach centered on courteous service in stores and loyalty programs. If this is still the proposal of many companies, it's time to change. The consumer's purchasing behavior has evolved. Digitalization has transformed retail for years, but now artificial intelligence (AI) is fundamentally redefining consumption, automating and personalizing purchasing decisions, often invisibly.

And this change is just beginning. According to McKinsey consulting, by 2030, 70% of purchasing decisions could be made without human intervention. This means seamless journeys, voice shopping, 24-hour service without queues, and increasingly demanding consumers. Additionally, 42% of consumers say they are more likely to buy from brands that offer personalized recommendations.

"Being customer-centric today requires more than just listening to the consumer. It is necessary to understand how technology influences their choices and to make ethical decisions about how to use it. Transparency, empathy, and digital responsibility must go hand in hand with innovation," says Andrea Rios, omnichannel specialist, founder of Orcas, and guest professor at Fundação Getúlio Vargas's MBA.

According to the specialist and CEO of Orcas, it is also possible to rely on AI in different sectors and purposes, such as organizing complete trips, from flights and hotels to tours. Furthermore, it can already be used to offer financial services based on the user's history. Not to mention the routine grocery or pharmacy shopping, where the algorithm almost "guesses" the customer's shopping list.

Therefore, Andrea cites 3 changes that AI has brought to the consumer purchasing journey:

• Automated preferences curation

The trend is increasingly that the entire purchase journey is guided by AI. "In the discovery phase, AI acts as a preference curator, suggesting products even before the customer expresses a need. The example of TikTok, Amazon, and many other platforms that use algorithms to anticipate desires proves this," explains Andrea Rios.

• Smart comparison and dynamic pricing

In the consideration phase, virtual assistants and AI synthesize reviews and compare products, while dynamic pricing systems adjust values in real time, creating highly personalized experiences. The purchase, in turn, is completed by chatbots, with smart checkouts and minimal human interaction.

• Fast and effective customer service in after-sales

In after-sales, these solutions solve problems, prevent cancellations, and keep the consumer engaged. In the market, AI is already a reality; the Indian company Meesho, for example, already uses generative AI for customer service. With over 160 million users, the platform implemented a voicebot that responds in English and Hindi and resolves 95% of inquiries. Technology has reduced call center costs by 75%, providing greater efficiency for the company and faster service for the consumer.

"Faced with the increasing control of AI throughout the entire journey, many ethical questions arise. Who truly makes the decisions? The consumer or the AI, serving interests that are not always clear? How to leverage the benefits this transformation offers while maintaining transparency and ethics with the customer?" questions the specialist.

The answer lies in how companies choose to use AI. From a support tool, it becomes an essential strategic pillar. "Those who know how to combine data intelligence, digital empathy, and ethical automation will have a huge competitive advantage. More than efficiency, the challenge is to create delightful experiences without losing the human touch to attract and retain increasingly demanding consumers, driven by data and influenced by systems they don't always understand. Brands that act with intelligence and sensitivity will lead the way," he concludes.

With over 183 million Brazilians connected to the internet and 144 million identities linked to social networks in the country, according to the Digital 2025: Brazil report by Meltwater and We Are Social, being present in digital environments is no longer a choice, but a necessity for entrepreneurs.

But among likes, filters, and trends, many entrepreneurs still get lost when creating a professional profile that conveys the essence of their business and engages with their target audience. To assist in this mission, designer and content creator Caroline Soares, who manages several successful social media profiles such as Yluminarh, a consultancy in human and organizational development, and has produced content for brands like Disney and Warner, lists the essential elements for those who want to have a profile that truly functions as a showcase and sales channel.

"Being on social media doesn't mean being well positioned. Having a professional profile requires more than just good aesthetics: it requires strategy, clarity, and consistency," emphasizes Caroline.

Check out the tips pointed out by the specialist

1. Strategic and objective bioThe bio is the "business card" of the profile. It should include what you do, who it's for, preferably with a call to action. "Many people forget that the bio needs to be clear and inviting. It should quickly answer: who are you and how can you help?"
2. Coherent visual identityAccording to Caroline, a harmonious and aligned feed with the brand identity conveys professionalism and builds trust. It's not about having a perfect feed, but about having an aesthetic that communicates who you are. Colors, fonts, and styles need to harmonize with each other and with the audience you want to reach.
3. Bet on content with creativity and a touch of humorTo stand out on social media, it's not enough to follow a ready-made formula — you need to be bold and connect authentically. According to Caroline, incorporating humor and creativity into content is a powerful strategy to generate identification and engagement. "When you create something that makes someone smile or think 'that's so me!', the chances of sharing and connection increase greatly," he explains. This was a sure bet on Mona Ácida's profile and also on other projects that Caroline produced. "Using good humor intentionally is a differentiator. It helps to convey serious messages in a light and accessible way, as well as naturally reinforcing the brand's positioning," she adds.
4. Don't post just to post, post with purpose:Publishing just for the sake of publishing does not generate results. "Entrepreneurs need to think about content that educates, engages, or sells — in a balanced way. A good profile alternates between showing behind-the-scenes, giving tips, presenting products, and telling real stories," he says.
5. Organized and functional highlightsThe highlights are like shelves in a store. Caroline recommends organizing them by strategic themes, such as: 'Testimonials', 'Services', 'About Me', and 'FAQs'. And remember: the highlight covers are also part of the profile's design. Don't forget to apply your visual identity to every possible detail.
6. Calls to action (CTA)Finally, the specialist recalls that many profiles fail by not encouraging interaction. We need to tell people what we want them to do: comment, save, send a message... Profiles that convert have clear and well-placed CTAs.