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New Brazilian AI promises to eliminate the chaos of the marketing routine

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New Brazilian AI promises to eliminate the chaos of the marketing routine

With 8 out of 10 professionals already using AI in marketing strategies, according to a study by IAB Brazil, the search for real and applicable intelligence has never been more urgent. With that in mind, Deskfy — a Brazilian SaaS platform that transforms operational processes into strategic efficiency for marketing teams — announces the launch of MIA: Marketing with Artificial Intelligence.

A new feature, already available for use within the platform, was developed to enhance the productivity and strategy of marketing teams, offering intelligent and contextualized support.

In a scenario of high operational demand and tight deadlines, MIA emerges as a differentiated tool. Unlike generic AIs that offer standardized responses, MIA wastrained with solid marketing concepts, based on references such as Philip Kotler and April Dunford. This training allows her to deeply understand the context and positioning of each client's brand, ensuring more accurate solutions and simplifying the teams' tasks.

“MIA was born from what we learned from over 200 brands: marketing needs real intelligence that solves tasks with context and strategy. It's not enough to respond — you need to think together", says Victor Dellorto, CEO of Deskfy.

The main advantage of MIA lies in itsspecialization and contextualizationShe fills the gap of AIs that deliver volume without depth, offering an approach already applied to professionals' daily routines. The tool acts asstrategic and operational supportfrom idea conception to task planning and organization.

MIA: uma especialista multifacetada para o marketing

MIA is no longer an artificial intelligence; she is a true strategic and operational partner for marketing teams. Designed for the daily routine, its features were developed to simplify and speed up tasks.

Starting withgeneration of ideasthe tool makes it easierbrainstormingscontextualized, deliveringinsightsinnovative and aligned with the brand. This intelligence extends tocontent creation, assisting in subtitle production,copiesand in the planning of actions with precise materials adapted to the company's positioning.

For thedaily managementMIA allows navigation and quick access to essential data within the Deskfy environment, instantly responding to questions about priorities, active campaigns, and pending approvals. Furthermore, it speeds up thecollaboration and executionwith task creation via command and shared conversations, where the team can refine strategies.

The tool also facilitates collaboration with shared conversations, where the entire team can refine information and strategies with its help, and offers routine reports that provideinsightsvaluable for continuously optimizing processes.

The future of interaction with platforms

Deskfy believes that interaction with platforms will become increasingly seamless, mediated by artificial intelligence. MIA represents the company's first and significant step in this movement, promising to be an indispensable ally for marketing teams seekingagility, standardization, and assertivenessin their daily tasks, leaving free time for professionals to focus on what truly matters: the brand's strategy and growth.

Midwest leads startup growth in Brazil, and Goiás stands out as a reference

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Midwest leads startup growth in Brazil, and Goiás stands out as a reference

The innovation ecosystem of the Central-West region has been undergoing a significant transformation. Between 2020 and 2024, the number of startups in the region grew by 189% among the companies mapped or served by Sebrae Startups – the highest proportional rate in the country, according to data from the Startup Report Brazil 2024, published by the Sebrae Startups Observatory.

The states of Mato Grosso do Sul, Mato Grosso, Goiás, and the Federal District currently have more than 1,800 active startups, with Mato Grosso do Sul leading (595), followed by Mato Grosso (525), the Federal District (481), and Goiás (327). In this scenario, Goiás shows remarkable growth, with 82 new startups created in 2024 alone, representing a 43% increase compared to the previous year – the highest ever recorded in the state.

This advancement is directly connected to the strengthening of strategic sectors such as agriculture, logistics, and govtech, and to the presence of robust innovation ecosystems, such as the Hub Cerrado, based in Goiânia.

The Cerrado Hub is today the largest innovation ecosystem in the Midwest and one of the main ones in the country. With over 527 resident companies, 80 startups in operation, and an active presence in 17 Brazilian states, the Hub already represents more than R$20 billion in share capital.

In 2024 alone, more than 37 events were held and 200 hours of training with specialists were conducted, impacting approximately 12,900 people. The Hub is responsible for initiatives such as:

* Closed for Startups

Strategic Innovation Council

* Innovation Routes

During its 6 years of operation, Hub Cerrado has driven the growth of relevant startups, such as:

* TudoMed – corporate health management

* AgroSkills – accelerator for young leaders in agriculture

* Industrycare – data analysis and insights platform for the industry.

* ⁠sou.agrosolucoes – logtech for grains and inputs in agriculture.

* sittax – tax intelligence SaaS for accountants.

National and international recognition

The Cerrado Hub secured 1st place in the 100 Open Startups Ranking in 2024, in the Ecosystems category, and has been gaining international recognition through initiatives such as:

* Small Committee with representatives from Canada and Saudi Arabia

* Technical Mission Routes of Innovation, which positions Goiânia as the Capital of Artificial Intelligence

* Structure and strategic programs

With over 3,000 m² of physical infrastructure, the Hub offers coworking, private rooms, an auditorium, and a collaborative lounge, as well as programs that strengthen the innovation environment:

* Acelera Cerrado – acceleration for early-stage startups

* AgroCerrado – technological solutions for agribusiness

* Cerrado Angels – network of investors and training of new investors

* Cerrado Lab – consultancy in corporate innovation and access to tax benefits and startups.

The Hub also has an Innovation Strategic Council composed of nationally and internationally renowned figures, such as Jefferson Nesello (Zaxo M&A Partners), Celso Camilo (PhD, AI Center of Excellence – UFG), Bruno Klassman (CFO, Alun), Daniel Leipnitz (former-ACATE), and Paulo Santana (Founder, IPOG).

With this scenario, Goiás establishes itself as one of the main protagonists of the new map of Brazilian innovation – more digital, connected, decentralized, and committed to sustainable development.

Is it possible to sell online without an online store? See 5 tips

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Is it possible to sell online without an online store? See 5 tips

Contrary to what many entrepreneurs think, starting to sell on marketplaces like Shopee, Amazon, Magalu, or C&A does not necessarily require having your own online store or making heavy investments in technology. For the retailer who already has a physical store and wants to test digital with what they have on hand, there are simple, accessible, and scalable ways.

The most common mistake of those trying to enter this market is believing that they need to master multiple e-commerce platforms before taking the first step, as explained by Zoltan Schwab, the executive director ofvhsys. "Many people give up before they start because they think selling online requires complex infrastructure, an online store, technical staff. But there are ways to access marketplaces directly from the management system that the retailer already uses, without complicating the operation," he explains.

Considering the most common challenges faced by small business owners, the expert has gathered five practical tips for those who want to start selling on marketplaces safely and with low investment:

1. Start with marketplaces that have good traffic and consolidated logistics

Large marketplaces, such as Shopee, Magalu, Amazon, or Renner, already attract millions of monthly visits and offer ready-made payment, shipping, and security infrastructure for the customer. This means that, even without an online store, small retailers can start selling with greater visibility and leverage the reputation of these platforms to gain trust.

2. Use a system that centralizes everything

Managing sales across multiple platforms can be confusing. The recommendation is to use a management system that consolidates orders, inventory, and product registration on a single screen. This prevents operational errors and saves time, without needing to learn how to operate each platform separately.

3. Pay attention to pricing on marketplaces

Each platform charges fees on sales, and ignoring this can compromise profit. It is essential to calculate the price considering commissions, shipping costs, and possible discounts. A good practice is to use price simulators and review the values whenever there are changes in the marketplace.

4. Automate stock and order updates

Avoid the risk of selling a product that is already out of stock. With integrated systems, the stock is automatically updated with each new sale, across any channel. This ensures more control, prevents rework, and protects your reputation with clients.

5. Use marketplaces as a laboratory to grow

Entering marketplaces can be the first step to test the potential of your products in the digital space. It is possible to validate what sells best, try promotions, and reach new audiences. After that, the retailer can decide more confidently whether it's worth investing in their own online store or expanding to other channels.

dLocal launches SmartPix and redefines the Pix payment experience in Brazil

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dLocal launches SmartPix and redefines the Pix payment experience in Brazil

As part of its ongoing customer-focused innovation, dLocal announced today the launch of SmartPix: a cutting-edge solution that takes the Pix experience to a new level. Developed entirely by the payment platform, SmartPix allows users to operate with Pix securely to make occasional or variable-amount payments without having to manually authorize each transaction. It is ideal for use in e-commerce and transportation applications, for example.

Pix, the most used payment method in Brazil, surpassed 63.8 billion transactions in 2024 — more than all cards and traditional methods combined — and already accounts for 29% of total online purchases. Until now, each transaction had to be individually authorized by the user, which caused friction in business models based on frequent or variable value transactions.

"SmartPix has arrived to simplify the shopping experience: it allows merchants to offer truly integrated payments, without QR codes or repeated validations, and to maximize the potential of Pix in complex scenarios, such as event payments or variable amounts. It is a technology designed to scale without losing security or control," explained Gabriel Falk, product manager of SmartPix at dLocal.

SmartPix, an update for clients and suppliers

SmartPix enables instant, secure payments without QR codes using Pix: the user's initial authorization is transformed into a secure identifier — a "token" — that allows making payments to the same provider (Uber, Amazon, Temu, among others) without having to repeat the manual process each time. In this way, payments with Pix function as a saved credential, similar to the use of a stored card.

Thanks to this update, commercial establishments can:

  • Increase user conversion and retention.
  • Charge variable amounts, adapted to each transaction.
  • Avoid using QR codes.
  • Avoid delays due to finalizations/checkoutsrepeated.
  • Establish automatic payments without adding friction.

“We managed to solve the challenge of tokenizing the Pix experience in Brazil. While Automatic Pix allows for recurring payments with predictable frequency, SmartPix enables on-demand charges with variable amounts and without the need to redo the checkout process. No QR codes. Without friction. A 'Pix on file' experience fully tokenized. With SmartPix, we are redefining what Pix is capable of from now on," explains Gabriel Falk, product manager at dLocal.

Among the sectors that will benefit the most from this solution, the following stand out:

  • Transport and delivery apps, where each trip or order has a different value.
  • E-commerce and marketplaces, with multiple purchases per user at different times and for different amounts.
  • Advertising platforms that require dynamic payments based on active campaigns.

With SmartPix, dLocal ushers in a new era of digital payments: simpler, faster, and frictionless, expanding the boundaries of the Pix ecosystem and redefining how digital payments are made in Latin America.

TikTok's advancement in data and attribution changes the role of the platform in campaigns, say experts

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TikTok's advancement in data and attribution changes the role of the platform in campaigns, say experts

For a long time, TikTok was regarded by the market as an experimental environment focused on creativity, trends, and brand visibility. But the 2025 edition of TikTok World marked a turning point in this stance. By presenting a series of tools focused on measurement, attribution, and campaign structuring, the social network signals its intention to compete directly with Google and Meta for performance media budgets.

The route change reflects a clearer ambition of the platform to establish itself as a complete journey solution. For Bruno Cunha Lima, founder of theKipai, a media, data, and performance specialized agency, the set of launches presented, including TikTok One, TikTok Market Scope, and integrations with Marketing Mix Modeling (MMM) models, reinforces the network's intention to establish itself as a media channel delivering at all stages of the funnel.

"The platform understood that, to participate in the core strategies of brands, it needs to go beyond awareness and demonstrate impact on conversion, business, and real results. And it is building technology for this," says Lima.

In the expert's view, the platform no longer relies solely on creative appeal and instead offers a more robust operational logic, based on data, measurement, and integration with other channels. The centralization of creative solutions on TikTok One and the deepening of measurement through MMM should accelerate this transition.

"The landscape changes when the brand has access to a creative structure connected to data and a solid attribution model. This transforms the way a campaign is planned, executed, and measured within the network," he analyzes.

Despite the technical advancement, the maturity of the brands is still seen as an obstacle to the full adoption of this new model. Many still operate with fragmented structures, with little integration between media, content, and data intelligence.

There is a gap between what the platform is already capable of offering and how many brands currently use it. TikTok is ready to be a performance channel, but many companies still treat it as an isolated space, for one-off or viral actions, he notes.

Bruno sees this movement as an opportunity to redesign workflows and align strategies with an increasingly comprehensive and demanding platform landscape. The challenge, however, lies less in technology and more in the organizational structure of the advertisers.

"The tools are available. But without integration between departments and a data-driven operation, this potential is lost. The bottleneck today is much more internal than external," concludes the executive.

Gamification consolidates as a UX strategy and reduces app abandonment

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Gamification consolidates as a UX strategy and reduces app abandonment

Apps like DuoLingo, Strava, and Fitbit have established a model that goes beyond entertainment. Gamification, the use of typical game elements in non-gaming contexts, has become a significant user experience (UX) strategy, with a direct impact on reducing the abandonment rate, which can reach 90% in the 30 days following download, according to Quettra's survey.

To face this challenge, Brazilian companies have been investing in dynamics such as rewards, rankings, missions, and progression systems, with the aim of encouraging continuous use of the platforms. "Through challenges and achievements, we manage to turn routine actions into engaging experiences. This generates real engagement and increases the time spent on the app," he states.Rafael Franco, CEO yesAlphacodecompany specialized in developing digital solutions for major brands.

According to Franco, the model is already established in Chinese super apps like Temu, an e-commerce platform that adopts gamification mechanisms to encourage interactions and stimulate rewards. "It is very common to use virtual coins, cumulative rewards, and daily missions. This pattern is also expected to gain strength in Brazil as local brands recognize the potential of these tools to increase screen time and repurchase," explains the businessman.

The strategy is especially adopted by applications focused on education, physical activity, productivity, and well-being. A study by the Health Enhancement Research Organization shows that users who participate in group challenges are 50% more likely to maintain an exercise routine, a factor that directly impacts loyalty rates. "Gamification creates a cycle of continuous motivation. When the user perceives progress, they feel encouraged to continue," the executive adds.

In addition to increasing engagement, the features also contribute to user retention. "The biggest challenge today is not attracting downloads, but keeping the app installed." Franco evaluates. According to him, functionalities like loyalty programs create effective barriers to app exclusion. "When there is an accumulation of points or coupons, deleting the app begins to represent a loss. It is an effective exit barrier."

Success stories have encouraged startups and large companies to replicate the logic in sectors such as food, mobility, and health. "Strava, for example, uses rankings and weekly goals to create a sense of community. DuoLingo, on the other hand, adopts immediate feedback and knowledge trails to encourage continuous learning," explains the CEO of Alphacode.

For him, the combination of gamification and artificial intelligence tends to further enhance the results. With AI, it is possible to adapt challenges to each user's profile, offering a more seamless and personalized experience. According to Franco, behavior analysis integrated with design and automation makes apps more responsive to the needs of the public.

Alphacode is responsible for developing applications for brands such as Madero, China In Box, and Domino’s, with over 20 million monthly users in the delivery, health, and fintech sectors. Among the recent projects are platforms that integrate gamification with data-driven recommendation systems. "It's not enough to have a functional app. It needs to be interesting and relevant in the user's daily life. Gamification is one of the most effective ways to ensure this," concludes Rafael Franco.

Research by Loja Integrada reveals the obstacles that hinder good performance in e-commerce

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Research by Loja Integrada reveals the obstacles that hinder good performance in e-commerce

The dream of entrepreneurship online continues to motivate thousands of Brazilians in search of financial independence. But the reality of e-commerce demands more than good intentions. A survey by Loja Integrada, one of the largest e-commerce platforms in the country, reveals that the biggest difficulty is not in technology, but in the journey of those trying to sell online without prior knowledge, strategy, or support.

The survey analyzed the behavior of 505 active platform merchants and gathered over 1,150 responses from 45 questions applied to beginner entrepreneurs. The data, cross-referenced with internal indicators, covers the period from January to April 2025. The analysis shows that 61% of retailers start without knowing what they will sell and 33% expect immediate returns, even without prior experience or minimal operational structure.

Despite the significant growth in the number of stores opened, the study reveals that only a small portion of retailers are able to make sales in the first month. In April 2025, for example, out of the 7,800 stores created, only 123 recorded at least one sale. These data, however, are not related to platform performance, but rather to the structural difficulty faced by entrepreneurs who start without guidance, strategy, or clarity about the business model. This reality is not exclusive to Brazil: a study cited by Huffington Post and Marketing Signals shows that 90% of e-commerce businesses worldwide close within 120 days after launch, mainly due to lack of preparation and strategic positioning.

ToLucas Bacic, CEO of Loja IntegradaPeople arrive at the platform motivated by a dream, the dream of having their own business, but they encounter technical and emotional barriers right at the first steps. "Without guidance, many shop owners get lost in their first decisions and give up before even properly activating the store or making their first sale," he states.

Why don't the stores sell?

Among the main obstacles faced by those starting in e-commerce are product promotion (40.2%), store structuring (32.5%), pricing (16%), and technical setup (7.3%). Despite the interest in learning, most shop owners still rely on free and easily accessible content, such as social media (49.7%), online videos (22.4%), and Google searches (18.6%), while only 1.9% invest in paid courses. The data reveals a gap between the amount of available information and the actual ability to apply that knowledge in practice.

The portrait is of a beginner audience, emotionally motivated, but who still enter e-commerce without clarity about what to sell, without operational structure, and with somewhat unrealistic expectations about the results. This misalignment between expectation and preparation helps explain the high dropout rate in the first few months.

"Our goal is to provide smarter support from the beginning of the journey so that the entrepreneur can focus on what only they can do. Create, sell, and serve," says Bacic.

Currently, Loja Integrada has a total of 2.7 million stores created in Brazil, but only 24,000 are active. The die reinforces the size of the challenge of keeping the digital business operating consistently and sustainably over time.

Asaas launches Ian, its Artificial Intelligence for Business on WhatsApp

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Asaas launches Ian, its Artificial Intelligence for Business on WhatsApp

Have you thought about checking your balance, issuing invoices, or even receiving financial insights via WhatsApp, with the same ease as sending a message to a friend? This is the news of theBasic, a leading platform in financial solutions for small and medium-sized enterprises (SMEs), announces 'Ian', its Artificial Intelligence for business on WhatsApp.

Integrated with the platform's digital account, Ian automates financial tasks directly through WhatsApp, using artificial intelligence to make management faster and more accessible.

The solution was developed by Nexinvoice, a company acquired by Asaas last year, and is part of the company's portfolio evolution strategy, driven by an investment of R$820 million, the largest amount ever recorded in a Series C round by a company in Latin America. With rapid growth, the platform recently reached half a billion in annual recurring revenue (ARR), and continues to invest in technology, operational expansion, and strategic acquisitions.

"The product is designed to help our clients have more time to focus on what truly matters: caring for and growing their business. With the convenience of WhatsApp, they can create invoices, pay bills, receive alerts, and even get insights about expenses and receivables. This accessibility aims to make a real impact on the more than 200,000 entrepreneurs and business owners who use our platform every day," emphasizes Rodrigo Schittini, CEO of Nexinvoice.

Ian, the artificial intelligence from Asaas, is already available to some clients and will be gradually released to the entire base of over 200,000 active companies on the Asaas platform by the end of this year.

"We developed the solution over the past year and began testing at the beginning of this year with the Nexinvoice customer base. The results exceeded our expectations, with high engagement and continuous use of the tool. Now, we are proceeding with a gradual rollout to the entire Asaas customer base," adds Schittini.

How will it work?
Clients can now enable Ian within the Asaas platform. After activation, simply contact the official assistant's number via WhatsApp and send commands by text or voice message. The AI will respond based on the client's account data, generating charges, performing inquiries, payments, and other actions with complete security and convenience.

The conversations will be available on the client's WhatsApp, ensuring continuous access to past information and interactions. The journey is smooth and adaptable: the functionality understands different forms of requests and guides the customer to the best solution.

With continuous investments in cutting-edge technology and machine learning applied to customer behavior, Asaas aims to position its AI as a financial co-pilot for businesses. The company also closely monitors the new opportunities opened by Central Bank regulations, such as the new Pix rules, in order to make the solution increasingly intelligent, present, and strategic for business management.

Back-to-school period increases risks of online scams

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Back-to-school period increases risks of online scams

The return to school drives the demand for school supplies, electronics, and accessories between July and August. With the increase in sales, the opportunity for more sophisticated digital fraud also grows. According to theBrazilian Public Security Yearbook of DataSenadoIn 2024, Brazilians suffered losses of over R$2.3 trillion due to cybercrimes. The Visa of Brazil reveals that the average ticket of fraudulent transactions was 60% higher than legitimate purchases in the same period.

In this scenario, Nethone, a digital fraud prevention solution, offers artificial intelligence models that analyze hundreds of user and device signals in each transaction, with accuracy and without relying on manual review. The technology is trained with labeled historical data and continuous customer feedback, evolving and adapting to the specificities of each operation.

"Our focus is to empower the client: the AI model does not replace the process, but complements it. Innovation is done together, with continuous learning based on real e-commerce data," explains Thiago Bertacchini, fraud prevention specialist and Head of Sales atNethoneHe emphasizes that the effectiveness of AI is directly related to the quality and quantity of available data — the richer the transactional database, the more effective the fraud prevention.

The growing adoption of so-called agentic commerce—practice in which AI agents perform automated tasks such as shopping and browsing—brings convenience but also unprecedented risks: credential exposure, injection attacks, and malicious bots that simulate human behavior. "With bots as well-trained as legitimate ones, fraud becomes harder to detect. That's why it's essential to have a prevention approach that analyzes context and behavior, not just static rules," warns Bertacchini.

One of the most critical challenges when returning to school is avoiding incorrect blocks on legitimate consumers, which can compromise conversion. Nethone uses proprietary technology to map thousands of signals in real time — from behavioral patterns to variations in the shopping environment — thereby reducing false positives while maintaining a smooth shopping cart flow.

"Security doesn't need to hinder sales. With AI and behavioral data, it's possible to protect e-commerce without creating barriers to the user experience — especially during times of high demand," concludes the expert.

69% of Brazilians will spend up to R$250 on Father's Day, survey shows

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69% of Brazilians will spend up to R$250 on Father's Day, survey shows

This year's Father's Day will be celebrated with more affection than consumption. According to a survey by Hibou, a market research and insights company, conducted in partnership with Score Group, 69% of Brazilians plan to spend a maximum of R$250 on celebrations. The survey interviewed 1,233 people between July 20 and 22 across Brazil and shows an important change in consumer behavior: less focus on gifts and greater appreciation of family time.

Tight purse for nearly 4 out of 10 BraziliansAccording to the survey,38%Two interviewees said that their budgets are tighter this year and that they will spend less than in previous years. Others10%They also consider themselves to have a fairer budget, but they will not give up family tradition. To39%, the financial situation remains the same as last year, while only1%said he was in better condition and willing to spend more.

Celebration at home with loved onesStaying at home without receiving visitors will be the choice of 18% of Brazilians, while 15% are expected to visit their father or father-in-law. Another 10% will host relatives at home and 8% plan to go to restaurants. Visits to other relatives amount to 7%, and 20% have not yet defined their plans. Some will connect remotely via video call (4%), travel to the beach (4%), or to the countryside/outside (3%). Three percent intend to visit their children or grandchildren.

Commercial data loses ground to family recognitionIf in 2024 Father's Day was seen as purely commercial by 27% of respondents, that number dropped to 21% in 2025. On the other hand, the number of those who associate the occasion with recognizing and valuing the paternal figure (27%) and with family gatherings (22%) increased. Longing is also significant: 18% say that the date brings memories of parents or children who have already passed away.

Presence is worth more than a giftThe traditional family lunch at home is cited by 39% as something that cannot be missing on Sunday. Respect (30%), unity (25%), health (24%), harmony (22%), and family stories (18%) were also mentioned. Only 12% consider gifts indispensable, while 11% highlight the importance of special foods and 8% mention dining out at a restaurant.

Father, husband, and... myself: who will be the one to receive the giftThe father is the main honoree (50%), followed by husbands (37%). But the interesting highlight is in self-love: 17% of respondents say they intend to buy a gift for themselves. In-laws (10%), children who are already parents (9%), siblings (7%), grandparents (5%), step-parents, uncles, and brothers-in-law (2% each), and godparents (1%) were also mentioned. The number of people who will not buy a gift has dropped to 15%, compared to 26% last year.

Consumption guided by utility, desire, and budgetFor 33%, the present ideal is what fits in the pocket. Already, 25% value useful items in the father's daily life, and 24% say that the true gift is the presence of family. Another 16% seek to give something the father truly desires, 15% enjoy surprising him, and 10% choose personalized items. Only 1% mentioned a preference for renowned brands.

Clothes, barbecue, and technology are among the favoritesThe most remembered categories for the gift are clothing (62%), footwear (41%), perfumes (29%), food and beverages (26%), barbecue items (19%), electronics (19%), and technology such as cell phones, games, or TVs (14%). Books (12%), entertainment (11%), watches and jewelry (10%), travel (10%), football items (9%), wellness such as spa days (7%), and appliances (6%) were also mentioned, along with subscriptions (5%), household utilities (5%), aesthetics (4%), and crafts (4%).

What parents would like to receiveAmong parents and paternal figures, gift preferences remain similar to children's choices: clothing (47%), footwear (34%), travel (31%), perfumes (27%), and electronics (25%) lead. Food and beverages account for 25%, followed by wellness (16%), appliances (15%), cosmetics (13%), books (10%), barbecue items (10%), and gifts related to the football team (8%).

"The research shows a consumer who is sensitive, rational, and attentive to what truly matters. Gifts still are part of the celebration, but presence is what stands out the most. Brands that understand this movement and communicate with respect, empathy, and authenticity will have a much greater chance of creating connection and trust," statesLigia MelloCSO of Hibou.

Countries leave more than memories: they leave a legacyAccording to the survey, 41% of respondents inherited manual skills from their father, such as cooking or doing small repairs. Love for animals and the favorite team appear with 35%, travel with 34%, and musical taste with 32%. Religion was mentioned by 24% and the professional path by 23%. Already 16% said that their father was not present in their lives, while 23% claim they did not inherit significant references.

Streaming must dominate family SundayThe television will be on in 55% of households during Sunday. The preference is for streaming: Netflix (41%), followed by Globo (35%) and paid channels (29%). Amazon Prime (17%), YouTube (16%), Disney+ (11%), Globoplay (12%), SBT (13%), Record (11%), and HBO Max (10%) were also mentioned.

"More than a commercial date, Father's Day has become a moment of emotional connection and affirmation of values. Consumers are paying attention to what truly matters: presence, recognition, and emotional bonds. This does not mean the end of consumption, but a new logic where the symbolic value of gestures weighs more than the financial value of the gift. For brands, it is time to listen, move with authenticity, and understand that real impact comes from respecting people's journeys and emotions." analyzes Albano Neto, CSO and CCO of Score Group.

Campaigns move people, but don't always convinceWhat attracts the audience the most are messages with values such as respect and love (27%), emotional stories (22%), good humor (20%), and originality (19%). Promotions (19%), identification with the father's profile (18%), and creativity in the approach (17%) also count. Representation was remembered by 16%, soundtrack by 14%, and aesthetic quality by 13%. Only 1% are attracted to celebrities, and 27% say they don't usually pay attention to Father's Day campaigns.

When advertising hits the pain10% of respondents have already felt uncomfortable due to data campaigns. The main reasons were the forced tone of the messages (42%), the feeling of embarrassment for not being able to buy gifts (23%), being in an emotionally vulnerable moment (21%), facing illnesses in the family (20%), or remembering the loss of a father or child (19%).

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