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Technology has a more revolutionary potential when applied together with human intelligence

Thales-Zanussi
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Technology has a more revolutionary potential when applied together with human intelligence

Talking about business innovation nowadays is inevitably talking about technology — especially artificial intelligence. Still, the transformation does not originate from the machine. Because, even though systems advance at an exponential speed, it is the human being who continues to decide the direction of the business and operate the tools. Therefore, when we discuss digital changes, we are also talking about strategy, culture, and people.

AI, for example, is already optimizing operations on different fronts. On one hand, it allows automating repetitive tasks and reducing errors. The other helps customize customer service at scale through virtual assistants and predictive analytics that guide more targeted campaigns. According to Gartner, by 2026, more than 70% of companies worldwide will use the feature to improve customer experience and internal efficiency. And those who know how to do this in alignment with human intelligence will get ahead.

The impact is even clearer when we look at the issue of productivity. A McKinsey study shows that the adoption of AI and automation can boost team performance by up to 40%. In other words, the machines take on part of the operational effort, and professionals have more time for strategic decisions and higher-value activities. However, this only happens when there is a well-thought-out integration between the solutions and the business processes.

At this point, we can mention gamification, which, despite often being underestimated, has been gaining ground as a powerful tool when it comes to combining technology and the human factor. Applying typical game elements in corporate environments may seem like an ineffective and even inappropriate strategy, but the results are significant. Reports indicate that gamification increases employee engagement by up to 60%. More than a fun feature, it is a continuous motivation mechanism that turns goals into challenges, recognizes achievements, and encourages overcoming.

The effect is also significant for the customer. Loyalty programs based on missions and rewards have been highlighted as an alternative to increase audience engagement with businesses. According to Deloitte, companies that adopt gamification experience an average increase of 47% in customer engagement. It is a way to generate value without relying on large investments, just by making good use of available technologies.

However, it is not a matter of choosing between one resource or another. The greatest gain comes from the combination of them. By combining AI with gamification, it is possible to create fully personalized experiences, with challenges tailored to each user's profile, whether they are a consumer or an employee.

The central point is: no tool delivers results on its own. Regardless of what it is, the tool must serve a well-defined strategy, and it is also necessary to understand how to apply the human factor together. More than choosing which technology to adopt, it is necessary to know for what, when, and how to use them. And, mainly, to prepare people to operate them with autonomy and critical thinking. The machine can represent speed and efficiency, but it is the human being who will make the difference. In the end, innovating is knowing how to combine resources, processes, and talents. And everything in the same measure.

The revolution of influencer marketing is in scale – and Unilever has just proven it.

Rapha Avellar
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The revolution of influencer marketing is in scale – and Unilever has just proven it.

When a message comes directly from a brand, it is already suspicious — and it's not just me who says that. The words that symbolize a change in mindset in advertising logic were spoken by Fernando Fernandez in his first interview as CEO of Unilever. In the conversation with the journalist ofThe TimesThe executive announced a new strategy that has been the subject of debate among brands, agencies, and market professionals: under Fernandez's leadership, the consumer goods multinational will reduce investment in brand-created advertising and increase the budget allocated to influencers by 20 times.

The subject generated immediate repercussions in the global market because it not only represents a huge transformation in how a brand is made visible, but also is a response to the changing consumer behavior. If they are skeptical about traditional advertising, what's the point of continuing to invest rivers of money in campaigns that the audience has already learned to ignore?

I understand that, if people no longer trust brands as much to make their purchasing decisions, it is evident that there is a need to establish this connection in another way. No wonder, Unilever's CEO named the new strategy "social-first," prioritizing social channels and human voices as the main interface with the audience.

This does not mean, of course, that brands of Unilever's size are only now discovering the power of influencer marketing. It would be completely naive and mistaken to analyze the news from that perspective. The question, in fact, concerns the scale. Instead of concentrating funds on a few high-profile vehicles or a dozen famous spokespersons, there is a movement to be present in different spaces, engaging with diverse consumers.

In my assessment, such a change is related to the awareness that that mega celebrity with an exorbitant fee is not really a "universal voice." In other words, she does not build genuine connections with diverse niches, nor does she represent the average consumer. An influencer can already engage with specific audiences because they cultivate a close relationship with their followers, know their audience, and speak with legitimacy, context, and empathy. This is exactly the type of connection that Unilever is seeking by stating that it wants to have at least one influencer in each municipality — and up to 100 in some. It involves activating local voices, micro-leaders of communities, who speak the language of each regional audience. An impossible strategy to execute with global stars, but entirely feasible and scalable with creators. And this is an even greater truth when it comes to micro and nano creators.

Anyone who knows me knows that I always insist on this point: brand strategies need to value this profile. And this is simply because micro and nano creators demonstrably form much more engaged communities with a close trust relationship. Yes, the so-called confidence that the Unilever CEO wants to restore.

Proof of this is in the results of a recent BrandLovers survey: a R$1 million campaign distributed among micro creators achieved an average cost per view of R$0.11 (9.1 million views), while the same budget with macro creators resulted in R$0.31 per view (3.2 million views). In other words, the reach per real invested was 65% higher using micros.

Ignoring these data that show the maximization of a campaign's reach without increasing the budget can only be explained by an attachment to the old model — an attachment that also manifests in a certain resistance to using technology.

I know there are several success stories of brands that have incorporated artificial intelligence and data intelligence into their marketing strategy. However, I dare to say that the vast majority still suffer from operational amateurism disguised as tradition, which is a problem considering that well-executed influencer marketing is one that goes beyond the multiplication of influencers. He seeks, above all, to multiply intelligence. The old methods of manual selection and betting on isolated celebrities are already showing clear signs of exhaustion, with huge inefficiencies, so the future belongs to those who combine data, technology, and human creativity to turn creators into highly effective media.

Unilever is signaling to the market that the game has changed. However, the big question is: how many brands will know how to make this move strategically? The increase in investments in creators only makes sense if it is accompanied by operational efficiency, predictability, and real-time measurement. Without this, we are just inflating a market with poorly distributed money.

Scaling influencer marketing without technology is like trying to buy programmatic media over the phone: unsustainable. Only with platforms that automate selection, activation, and measurement — as we have been doing for years in digital advertising — can we transform influence into a scalable, efficient channel with measurable ROI.

We need to understand once and for all that the big differentiator is not in who spends more on their marketing strategy. Instead, the standout result comes from a brand's ability to use technology to ensure that every real invested in influence is translated into genuine impact. This requires a new mindset: one that prioritizes data, authenticity, and smart strategies.

Retailer, the choice of the insurer can determine the success of your marketplace

Salomão Lacerda
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Retailer, the choice of the insurer can determine the success of your marketplace

Choosing an insurance company to be your business partner is not just a matter of cost or convenience. In retail, where the customer experience defines the success of the brand, this decision can directly impact your trust and satisfaction. So, what should be taken into account before closing this partnership?

First of all, analyze the insurer's reputation. Looking at indicators such as complaint index, average response time, and resolvability can prevent headaches in the future. Additionally, consulting companies that already work with the partner helps to understand their operation in practice.

Technology: simplification or complication?

If the insurer does not offer a seamless digital experience – with intuitive platforms, automated processes, and simple integration with your systems – you may end up with a problem, not a competitive advantage. Before signing any contract, try the service as if you were a customer. Is the enrollment process easy? Is the support quick? If the answer is no, maybe it's time to look for another option.

In addition to usability, assess whether the insurer keeps up with technological trends, such as Artificial Intelligence to optimize customer service, predictive analysis to identify risks, and process automation. Those who invest in innovation tend to offer more efficient and adaptable solutions to the needs of the retail market.

Negotiation: more than prices, value

Price is important, but it should not be the only criterion. A good partnership must offer advantageous commercial conditions that balance profit margin and added value for the customer. This includes everything from commissioning to contractual clauses that ensure stability and security for your business. Remember: a negotiation that seems very favorable at the beginning may hide long-term traps.

Also evaluate the additional benefits that the insurer may offer. Some companies provide training programs for the sales team, specialized support, and joint marketing campaigns to boost insurance offerings. These factors will make all the difference when choosing between one player or another.

Customer service: who responds when something goes wrong?
Imagine a customer has an issue with the insurance purchased at your store and cannot get quick support. The negative impact falls on your brand. Therefore, assess the quality of the service. Does she have multichannel support? Solve the problems quickly? An insurer that does not prioritize customer service can become a major risk to its reputation.

In addition to speed and efficiency in serving the end consumer, it is important to offer an exclusive channel for the retail partner. Having direct access can optimize problem-solving and improve the experience for everyone involved.

Financial solidity: guarantee of stability
Finally, but no less important, the insurer's financial health needs to be analyzed. Companies with a history of instability may have difficulty honoring commitments, which creates insecurity. Research financial indicators, payment history, and sector evaluations.

Another aspect is its ability to operate in different markets. Companies with established operations have a greater ability to respond in crisis situations and offer a more robust portfolio of solutions.

The right choice strengthens your brand
Closing a partnership with an insurance company goes beyond a contract. Therefore, before making any decision, ask the right questions and don't rush. Choosing a company that adds value to your brand is essential to build a long-term relationship that benefits all parties involved. After all, in Retail, trust is one of the most valuable assets.

Five strategies to boost sales on Mother's Day

E-Commerce Update
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Five strategies to boost sales on Mother's Day

With Mother's Day approaching, retailers across Brazil are mobilizing to make the most of the occasion and boost sales. Traditional high-volume sales date, it still records growth each year. According to data from the Cielo Expanded Retail IndexICVA), sales during Mother's Day in 2024 increased by 6.8% compared to the same period of the previous year. The survey also indicated a 7.3% increase in physical sales and a 2.3% increase in e-commerce.

To help entrepreneurs prepare efficiently, Zahra Jivá, Global Director of Sales Strategies at Pipedrive, lists five essential tips to sell more on Mother's Day. Check it out

1. Plan your marketing strategy

The first step to success is solid planning. Set priorities, identify your target audience, establish goals, and structure promotional actions. The use of tools like CRM can optimize marketing campaigns, ensuring customer acquisition and loyalty.

2. Use Artificial Intelligence to your advantage

Among the companies that adopted AI, 79% report increased productivity as their main motivation, according to the report.State of AI in Business. The most common AI applications among companies include text and content creation (75%), content summarization (52%), transcriptions (29%), research (24%), and sales report generation (17%).

AI also enhances lead qualification and can improve the efficiency and personalization of product demonstrations.

3. Organize the client information

With different consumer profiles, it is essential to use organization tools to store and manage detailed data of each customer. This allows for a more personalized approach, increasing the chances of conversion.

4. Invest in long-term relationships

In addition to attracting new clients, it is essential to maintain a strong bond with current ones. Building trusting relationships contributes to customer loyalty and generates ongoing sales opportunities throughout the year. Run promotions, share discount coupons to also attract the attention of those who already know your product.

5. Use the data to your advantage

The collection and analysis of qualitative customer data are important to understand their motivations and needs. These insights can be crucial for closing sales and ensuring success on Mother's Day. AI-powered CRMs will increasingly deliver hyper-personalized experiences by analyzing vast datasets and tailoring each interaction to the customer's individual preferences and behaviors.

How do automation and artificial intelligence benefit banking and fintech customers?

E-Commerce Update
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How do automation and artificial intelligence benefit banking and fintech customers?

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.

With the 'canal for equity' model, Atomic Ventures presents itself as the future of startup acceleration in Brazil

E-Commerce Update
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With the 'canal for equity' model, Atomic Ventures presents itself as the future of startup acceleration in Brazil

The Atomic Group, an innovation and technology hub aiming to generate R$ 35 million in revenue by 2025, is introducing to the market the 'canal for equity' model from Atomic Ventures, one of the seven companies that make up the group. The model offers differentiators that position Atomic Ventures as the future of startup acceleration in Brazil.

Atomic Ventures offers entrepreneurs sales channels to activate their products within the group's active customer base, at no cost. Currently, this database has over 2,500 clients from multiple economic activities. It also offers strategic mentorship for growth. The model converts part of the revenue into proportional equity (shareholding).

In this way, a fairer model is achieved, as highlighted by the founder and CEO of Atomic Group, Filipe Bento. Respect the founder's timeline as well, in a process consisting of two main stages: pre-acceleration, "an initial period of strategic mentoring and validation before signing the acceleration," and the actual acceleration program.

The pre-acceleration phase includes simplified due diligence, with initial legal and financial analysis; an investment and/or acquisition preference agreement while the startup is incubated; and mentorship with specialists, assessing key points such as business model, scalability, initial traction, and corporate structure.

Acceleration involves a legal stage (formalization of investment terms, including equity and strategic objectives); and the deliverables of Atomic Ventures. They are: the initial capital for connection with the Bitrix marketplace; a network of mentors and specialists in product, marketing, sales, and finance; and connections with investors for future funding rounds.

"We transform founders into scalable and profitable business leaders, so they can be the owners of their own destiny," emphasizes Bento.

The executive also notes that the Atomic Ventures model integrates an innovation and technology ecosystem composed of the other companies of the Atomic Group – Br24 (representative of the international platform Bitrix), Atomic Apps, Atomic Education, Atomic Partners, Atomic Capital, and Atomic Data.

From this ecosystem, Bento cites two 'cases' that illustrate its potential. One of them is the PowerZap WhatsApp API for Bitrix24, which integrates communication with the customer on WhatsApp within Bitrix24.CRM. In two years, the monthly revenue of this solution grew more than six times: it went from R$ 71,000 in July 2022 to R$ 468,000 in July 2024.

Another 'case' is that of PowerBot from Br24, a chatbot created in the Bitrix24 system. It allows the implementation of powerful solutions quickly. In the first four months of the solution's implementation, the number of clients increased sevenfold (28 in September 2024, 144 in December), with the same revenue growth (from R$ 7,000 to R$ 50,000 monthly).

"Companies that fit with Atomic Ventures' model receive well-structured investments, technology-focused solutions rather than manual services; proven MRR [monthly recurring revenue], financial potential, and validated product," emphasizes the CEO of Atomic Group.

The Era of "Self-Healing IT": Autonomous systems that fix failures without human intervention

Fernando Baldin
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The Era of "Self-Healing IT": Autonomous systems that fix failures without human intervention

We have definitively entered the era of Self-Healing IT. A new technological model in which digital systems and infrastructures not only identify failures but also make decisions and execute corrective actions autonomously, without waiting for human validations or relying on support teams' availability. I see this advancement as more than an innovation; it is an urgent necessity in the face of the growing complexity of modern digital environments.

Over the past few years, we have witnessed the evolution of IT management shift from a reactive model to a proactive one, with intensive use of monitoring tools and alerts. But even with this evolution, we continue to operate within a limited cycle, where failures still need to be interpreted and resolved manually. The result is response time limited by human capacity, delays in incident resolution, impact on user experience, and operational performance indicators.

The Self-Healing IT approach breaks this cycle. It represents the consolidation of a truly intelligent model, where automation is combined with analytical and predictive capabilities to anticipate problems, apply real-time corrections, and continuously learn from the incidents faced. It's not just about automating specific tasks or running correction scripts; we're talking about a model where artificial intelligence (AI), machine learning, and native integration with IT Service Management (ITSM) systems enable systemic and scalable self-healing.

In my experience, I have been implementing this vision through the combination of robotic process automation (RPA), AI resources, and a deep integration layer with systems. This architecture allows events triggered by failures, such as server overloads, a service that stopped responding, or an anomalous spike in memory consumption, to be handled automatically, from detection to resolution. Automation goes far beyond simply "restarting a service"; it involves contextual logic, root cause analysis, automated opening and closing of tickets, and transparent communication with the stakeholders of the business area.

I see the positive impact of this approach daily. To illustrate, let's consider a hypothetical situation of a financial sector institution that faces thousands of recurring tickets every month, such as support requests, password resets, and even more complex infrastructure issues. By adopting a platform focused on Self-Healing IT, the company's number of manual tickets can drop drastically, reducing the average resolution time and increasing operational efficiency. In addition to being able to free up technical teams to focus on strategic initiatives rather than repetitive and low-value tasks.

It is essential to understand that the concept of self-healing IT is not a futuristic luxury; it is a practical response to current demands. With the increasing adoption of distributed architectures, multicloud, microservices, and hybrid environments, the complexity of IT operations has become so high that manual oversight is no longer sufficient. The human capacity to monitor, interpret, and act is being surpassed. That's where Self-Healing IT comes in, as a layer of intelligence that ensures continuity, resilience, and performance without overloading teams.

I firmly believe that the future of IT lies in intelligent automation with self-correction. A future where platforms are proactive, resilient, and increasingly invisible because they simply work. This new era requires a change in mindset. Stop seeing automation as something isolated and start viewing it as a self-healing and integrated ecosystem. Self-Healing IT is the foundation for this. It does not replace humans, but enhances their work by redirecting the focus of operational tasks towards real innovation. I am convinced that this journey is inevitable.

Commercial data drives retail, but the technology behind sales needs to evolve

E-Commerce Update
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Commercial data drives retail, but the technology behind sales needs to evolve

Major commercial dates, such as Easter and Mother's Day, which are approaching, as well as Black Friday, Consumer Day, and Valentine's Day, represent sales peaks that boost both digital and physical retail. However, the exponential growth of transactions can pose operational challenges for companies developing software for the sector. Stability of e-commerce platforms, integration with POS systems, and efficiency in issuing invoices are critical challenges for software houses developing solutions for retail.

According to the Brazilian Association of Electronic Commerce (ABComm), Brazilian e-commerce generated R$ 204.3 billion in 2024, a 10.5% increase compared to the previous year. In addition to positive revenue, there were 414.9 million orders recorded, representing an average ticket of R$ 492.40. In total, the number of online buyers reached 91.3 million. By 2025, Brazilian e-commerce revenue is expected to exceed R$ 234 billion, with nearly 15% growth, an average ticket of R$ 539.28, and three million new buyers, according to ABComm.

The Brazilian Association of Credit Card and Service Companies (Abecs) indicates that this year's Easter is expected to generate R$ 5.3 billion, 26.8% more than last year. In a competitive market, artificial intelligence stands out as an essential tool, being adopted by 70% of online stores for data analysis and automations that ensure more personalized and effective experiences, according to Ebit/Nielsen research.

"Commemorative dates boost retail, and technology plays an essential role in ensuring sales success. In our solutions hub, practices such as integration between management systems and marketplaces, automation of financial processes—including payments and transfers within the ERP itself—and the agile issuance of Electronic Consumer Invoice are adopted with the aim of enhancing retailers' performance. The challenge is to continuously evolve these technologies to keep up with demand peaks without compromising the consumer experience. Discussing these trends and innovations is fundamental to ensuring stability, scalability, and security in digital operations," affirmsJonathan Santos, CEO of TecnoSpeed.

Corporate Efficiency as Artificial Intelligence

E-Commerce Update
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Corporate Efficiency as Artificial Intelligence

Have you ever wondered what it would be like to have more agile operational processes, capable of identifying bottlenecks and providing accurate data for strategic decisions? The answer may be in Artificial Intelligence (AI). Beyond automating tasks, AI is a powerful tool for mapping and optimizing processes, allowing companies to focus on more creative and strategic activities, resulting in significant improvements in efficiency and productivity.

Bruno Castro, an expert in Artificial Intelligence, process standardization, and human development, explains how this technology can revolutionize business processes by identifying waste and providing detailed reports that enable quick and effective adjustments. "AI is not just about automation. It provides valuable insights that enable more efficient and accurate management. By freeing up employees' time for strategic activities, it enhances results and allows for sustainable growth," says Bruno.

But how exactly does AI do that?

The key lies in the Artificial Intelligence's ability to provide immediate and detailed feedback on process performance. This feature allows identifying patterns, correcting faults, and adjusting operations in real time, which is essential for an increasingly competitive market.

A recent survey by Access Partnership, in collaboration with Amazon Web Services (AWS), revealed that 68% of employees expect task automation to be the main benefit of AI. But the gains go far beyond automation. By using this technology to map processes, companies can identify operational bottlenecks, eliminate waste, and implement improvements that provide efficiency and profitability.

However, one of the biggest challenges companies face when implementing new technologies is employees' natural resistance to change. In this regard, Bruno Castro also offers training focused on developing employees' mindset, using Neuro-Linguistic Programming (NLP) techniques to facilitate the acceptance of technological innovations and promote engagement with the company's strategic objectives. "Humans have a natural tendency to resist change. Working on employees' mindset is essential to ensure they are prepared to embrace AI as an ally in process improvement. NLP is a powerful tool to engage the team and promote a culture of continuous learning," emphasizes the specialist.

Faced with a scenario where optimization and innovation are essential, B.Castro Business Consulting, Bruno Castro's company, offers a comprehensive approach that combines efficient processes, advanced technology, and human development to ensure extraordinary results. "The AI revolution is just beginning, and the future of your company can be shaped by strategic decisions you make today," concludes Bruno.

Linx introduces new feature for efficient marketplace management

E-Commerce Update
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Linx introduces new feature for efficient marketplace management

Linx, a technology specialist for retail, launches a new marketplace management feature in Microvix, its ERP solution for managing stores, chains, and franchises. Developed in partnership with Plugg.to technology, Linx's marketplace integration hub, the new feature simplifies operational processes and optimizes sales results, ensuring greater efficiency and integration in the digital environment.

With the new feature, small and medium retailers can connect their products to over 70 marketplaces in Brazil without the need for parallel systems. The solution offers seamless integration with marketplace hubs, automated ad enrichment, and unified financial management within the ERP itself, reducing complexity and increasing operational accuracy.

Among the channels integrated into the new feature is theTikTok Shop- an integrated shopping platform within the TikTok app that allows users to discover and purchase products without leaving the social network. The official launch of TikTok Shop in Brazil is scheduled for the dayMay 8, andMCX Marketing clients using Microvix will be able to participate in the platform's debut, making their products available at launch.This direct integration with TikTok is made possible by the new Marketplaces feature, reinforcing Linx's commitment to offering solutions aligned with the main trends in digital retail.

"The expansion into marketplaces is an opportunity for retailers to increase their sales and reach new consumers. The new feature aims to eliminate technological and operational barriers, ensuring that merchants can focus on growing their businesses without sacrificing efficiency and management control," Rafael Reolon, Retail vertical director at Linx.

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