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Companies with women in leadership grow 21% more, says research

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Companies with women in leadership grow 21% more, says research

The female presence in the labor market has been growing, along with women's prominence in strategic areas. In the technology sector, there are still challenges to overcome, but the changes are visible. According to the Softex Observatory, they already represent 25% of professionals in the field, and this number is expected to increase with initiatives aimed at inclusion.

When we look at entrepreneurship, the outlook becomes even more promising. In recent years, female participation in this sector has been growing rapidly. Currently, they represent one-third of expanding entrepreneurs, according to the 2023/2024 Female Entrepreneurship Report from the Global Entrepreneurship Monitor (GEM). Furthermore, one in ten women is starting new businesses, while among men, the ratio is one to eight. These numbers show that, more and more, women are gaining space and creating opportunities in the market.

Even in startups, where female presence is still lower, change is happening. According to the Brazilian Association of Startups (ABStartups), 15.7% of these companies already have women in leadership. Furthermore, many companies are rethinking their processes to ensure fairness. An example of this is the first Salary Transparency and Compensation Criteria Report, released by the government, which revealed that 39% of companies with more than one hundred employees already implement actions to promote women to leadership positions.

Against the tide of inequality, some companies are already showing that diversity yields tangible results. A Atomic Group, a startup accelerator and the main technological connection platform to empower technology channel owners and startups in generating equity, is an example of this. With more than 60% of its team composed of women, the company emphasizes the importance of creating an equal and innovative environment.

"Our focus has always been to hire the best talent, regardless of gender. What happened at Atomic Group was a natural consequence of a culture that values competence, innovation, and dedication. This reinforces that when opportunities are given equally, female presence grows organically," explains Filipe Bento, CEO of Atomic Group.

Diversity within the company goes beyond representation; it has become a strategy for innovation. "The presence of women strengthens collaboration, empathy, and strategic vision. Diverse teams make better decisions and create more innovative solutions," highlights Bento.

Women-led companies have also demonstrated above-average performance. According to McKinsey consulting, businesses led by women experience, on average, 21% higher growth than companies led solely by men. Rizzo Franchise's research reinforces this trend, showing that franchises managed by women generate about 32% more revenue. Furthermore, Hubla, a digital product sales platform in Brazil, found that women-led businesses experienced revenue and average ticket growth three times higher.

This reality is reflected within Atomic Group, where women hold strategic positions and drive the company's growth. "They are at the forefront of key decisions, leading initiatives that strengthen our market positioning," says the CEO.

"We have a significant representation of women employees in the group, who today make up about 60% of our workforce. With a composition ranging from executive level to analysts and interns. It is a privilege to be part of a heterogeneous team that achieved this index not through quota plans, nor intentionally, but through a culture that values the competence of professionals and, consequently, increasingly recognizes the prominence of women as high-level professionals who deliver what they set out to do," says Fernanda Oliveira, executive director of BR24, who is part of the group.

Since its founding, the company has actively invested in the professional development of its employees. "We have women in strategic areas and constantly encourage their professional advancement. Creating real opportunities is essential to strengthen representation in the market," emphasizes Bento.

Even with the advances, challenges still exist. Access to leadership positions and work-life balance are some barriers that many women face. However, companies that invest in equity reap direct benefits. "We value equity, ensuring that everyone has a voice and space to develop," emphasizes Bento.

Diversity is not just a social agenda, but a competitive advantage for the company's success. "Diverse teams generate more creative and effective solutions, directly impacting the products and services offered. When we bring together different perspectives, we avoid biases and are better able to meet market needs," highlights the CEO.

Atomic Group's commitment to equity also involves inclusion policies and fair compensation. "Here, merit and competence are the basis for any decision. We work with objective evaluation criteria to ensure equal opportunities for everyone," he emphasizes.

According to Bento, this mindset can inspire other companies to follow the same path. "It's not just about having more women on the team, but about providing real conditions for them to take a leading role in their areas," says Bento.

Looking to the future, the company intends to continue growing sustainably and positively impacting the market and society. "Our goal is to strengthen our team, invest in talent development, and continue as a reference in innovation and people management," concludes the CEO.

If more companies adopt this model, the job market will become more balanced and prepared for future challenges. "Diversity is not just a concept, it is a competitive advantage," concludes Bento.

Brand x Consumer: who sets the rules now?

Renan Cardarello
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Brand x Consumer: who sets the rules now?

In recent years, there has been a growing increase in consumers' purchasing decision power for various types of products, becoming more selective in choosing brands that represent the desired item or commodity. In light of this new market authority, is the power of companies in this relationship diminishing? Who now sets the rules of this game? And how can entrepreneurs prepare themselves to try to have a little more authority over sales?

The relationship of buying and selling has been developing in our society since ancient Egypt. In an article titled "A Short Story of Branding," the author highlights that the first commercial use of trademarks was as a sign of ownership. By placing their name or symbol on a good, such as cattle, the owner could mark their possession. The ancient Egyptians were the first to use marks as signs of ownership at least 5,000 years ago. And it was from there, of course, that the word 'brand' came about.

In essence, brands nowadays serve to literally mark a type of product and declare that it belongs to an entity. Such a need arose when civilizations began to prosper, and in this context, everyday items started to have multiple producers, which created the necessity for a way to differentiate the origin of each.

However, in the past, brands did not possess the strength and message they began to present after the Industrial Revolution and the increasing number of competitors for commodities and everyday products. Something more than just a name that could be synonymous with quality was necessary – after all, competitors could obtain the same machinery and use the same production methods – whether through a company story (storytelling), their viewpoints, charitable activities, or other strategies.

What was a one-time activity became a continuous process. Today, it is possible to see that most companies aim to reach an audience that, by the way, may even be the same niche for several of them; however, their strategies, values, stories, and ways of adding value to their products are different, and therefore, their approaches are also different.

Currently, however, there are so many brands for specific market niches that customers can choose from ten, twenty, thirty competitors, only considering the differentiating points that each one finds important. Basically, the consumer makes an evaluation by comparing several points and analyzing whether they align with their ideals.  

This has led, for example, to many companies starting to care more about social causes, values, social responsibility, innovation, personalization, convenience and agility, after-sales service, and fair pricing, entering the battlefield to try to differentiate themselves from their competitors and attract potential consumers with the intention of building loyalty.

Since the beginning of brand usage and branding creation, the power, or authority, of the consumer has only grown throughout technological advancements, increasingly gaining authority to select desired products and, today, have more than ever, the power of choice.

In this context, it is evident that the authority in the purchasing process has shifted significantly from brands to consumers, who now play an active and discerning role in selecting what they consume. If a recognized name was enough to guarantee a sale before, today it is necessary to go further: understand the desires and values of the audience, establish authentic connections, and build a presence that directly engages with their expectations.  

Thus, brand authority has not disappeared, but has been redistributed. Now, it needs to be constantly conquered, sustained, and renewed through strategies that value not only the product but also the experience, the identification, and the shared purpose with the consumer.

PagBank is recognized once again by Forbes Magazine as one of the Best Banks in the World

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PagBank is recognized once again by Forbes Magazine as one of the Best Banks in the World

THEBanking, a complete digital bank in financial services and payment methods, is recognized as one of the best banks in the world by Forbes' "World’s Best Banks" ranking. In the ranking conducted by the international business, finance, and economics magazine in partnership with Statista, the digital bank once again took second place among Brazilian banks, ahead of institutions such as Inter and Itaú Unibanco.

According to Alexandre Magnani, CEO of PagBank, the recognition reaffirms the positive impacts generated by the company's commitment to making people's and businesses' financial lives easier through simple, secure, and accessible financial products and services. "We are a complete and solid bank that meets the real needs of Brazilians. Our position at the top of the ranking is another positive response from our over 33 million customers to the innovations and financial conveniences we offer," says Magnani.

The selection for the ranking composition was made based on the participation of over 50,000 interviewees, covering 34 countries and 17 different languages. Among the 385 banks recognized by Forbes in the United States, eight are Brazilian institutions. Between October and December 2024, the respondents evaluated financial institutions with which they had checking or savings accounts, had been clients in the last three years, or knew through shared experiences with family and friends. All the banks mentioned by the interviewees in relation to these classifications were analyzed by the study.

These people were able to assess their level of satisfaction with each institution and indicate the likelihood of recommending it to others. They also assigned scores based on five main aspects: trust, contractual conditions (such as fees and charges), quality of service (including waiting time and staff efficiency), performance of digital platforms (such as ease of navigation), and the financial guidance provided. Furthermore, they indicated which of these criteria they considered most relevant, and the weights assigned to each category were adjusted according to these preferences. Among all participating countries, reliability was identified as the most important factor in the assessment of financial institutions, standing out as a priority for most people. It is possible to check the complete listhere 

One of the largest digital banks in the country by the number of clients, PagBank offers tools for in-person and online sales, a complete digital account for individuals and businesses, as well as features that contribute to financial management, such as Payroll. At PagBank, the credit card has a guaranteed limit, and investments become a limit for the card itself, enhancing customers' earnings. At PagBank, those with active and inactive balances in the FGTS can request early withdrawal, and it is also possible to contract the INSS payroll loan for retirees and pensioners directly through the PagBank app.

Quality Intelligence: the new assessment measure for contact centers

Rafael Brych
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Quality Intelligence: the new assessment measure for contact centers

We are in 2025: some contact centers already have advanced customer experience (CX) analysis technologies and processes to analyze the Voice of the Customer (VoC) – however, these data, which are quite rich, are rarely used to assess operational performance. Instead, we are still using traditional quality assurance metrics for this measurement.

Traditionally, contact centers measure quality assurance through metrics such as average response speed, average handling time, first call resolution rate, the likelihood of the customer recommending the service, and the customer's effort score in being served. Relevant data can be extracted from CX analysis but have not been used to assess service quality. Why?

Because even with so much information, without an appropriate solution, vision, and strategy, contact centers end up becoming a "black hole" of data.

Without proper treatment, the data remains fragmented in silos, hindering a holistic view of performance and customer experience.

Data from various channels, such as phone calls, emails, chats, and social media, are often not effectively correlated, resulting in superficial and disconnected analyses. Furthermore, the lack of standardization in the collection and processing of these data can generate inconsistencies and harm the quality of the information used in evaluations.

According to the Brazilian Association of Tele-services (ABT), the national contact center market employs millions of people and moves significant figures, especially after the growth of e-commerce and the digitization of customer relationship processes. In this complex reality, the pursuit of efficiency is no longer limited to reducing operational costs but also to ensuring a more satisfying customer experience and collecting valuable insights for strategic decision-making.

Quality Intelligence: how to measure it?

Last June, a Gartner analytical report proposed a completely new measurement metric for contact centers: Quality Intelligence.

The report prepared by the company presents some interesting insights, resulting from a survey conducted by Gartner with support service and contact center leaders. The first point is that only 19% of respondents consider the agent's performance as the main factor ensuring service quality, while 52% highlight CX and VoC as essential measures.

Furthermore, quality measurement processes today tend to focus on voice channels, neglecting digital interactions. To complete this scenario, at least 85% of leaders rely solely on manual assessments.

Fundamentally, the measurement of Quality Intelligence in the contact center gathers three main streams of information: traditional quality analysis data; Speech Analytics data, which provides sentiment analysis, identifies the emotional tone of conversations, and allows companies to better understand customer reactions; and VoC data, which represents feedback directly provided by the customer.

In this sense, Quality Intelligence is an innovative approach that integrates advanced technologies and holistic strategies, transforming the vast volume of contact center data into actionable insights – and this happens because this analytical methodology not only consolidates data from different communication channels but also applies advanced analyses to identify patterns and trends that can significantly improve overall service performance.

Furthermore, Quality Intelligence enables the correlation of data from various sources, such as phone calls, emails, chats, and social media interactions. By unifying this information, it is possible to obtain a more complete and accurate view of the customer experience, allowing companies to adopt proactive actions to resolve issues and improve customer satisfaction. This unification is possible through better standardization in data collection and processing, with the establishment of uniform criteria for capturing and analyzing information, eliminating inconsistencies and ensuring that all data are considered in the assessments.

How a CX platform can contribute to the process

It is possible to notice that the Quality Intelligence approach has roots in technological advances that enable the analysis of large volumes of data in an agile manner.

While in the past it was common to evaluate customer service agents through modest samples of calls or interactions, today there are tools that analyze 100% of contacts, whether by voice, chat, email, or social media.

The most current CX platforms offer robust tools for collecting, integrating, and analyzing data from multiple communication channels. The use of an intelligent customer experience management platform allows contact centers to establish uniform criteria and optimize their processes, resulting in a more cohesive and satisfying customer experience.

In general, more robust CX solutions come with integrated Speech Analytics solutions – and discourse and sentiment analysis can, for example, predict which customers are more likely to cancel a service or which type of agent generates greater satisfaction among the audience that contacts us. If a certain conversation pattern or approach proves to be more effective, these insights can be used to train the entire team, raising the overall level of performance.

Thus, Quality Intelligence not only measures what happened but also indicates which actions can be implemented for better results. This type of intervention is essential for managers who need to make high-impact decisions in competitive environments. In the Brazilian context, where professional turnover is notoriously high, this type of insight provides support for more refined retention, training, and personnel selection strategies.

With all these considerations, it is possible to conclude that Quality Intelligence represents a significant evolution in how contact center performance is viewed.

The analysis no longer focuses solely on evaluating productivity metrics but on understanding emotional, contextual, and strategic factors present in the relationship between companies and clients. This broader and deeper understanding has the potential to directly impact financial results, customer satisfaction, and the institutional image.

Despite the initial effort to shift from a purely quantitative model to an integrated assessment of data and behaviors, the benefits are significant and support well-founded and assertive decisions. In this way, Quality Intelligence tends to establish itself as a reference for managers who see customer service as a pillar of differentiation and added value, far beyond the traditional operational indicators that once guided the sector's strategies.

On World Book Day, discover the titles that shaped the vision of C-level executives.

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On World Book Day, discover the titles that shaped the vision of C-level executives.

Celebrated on April 23rd, World Book Day is more than a tribute to literature; it is an invitation to reflect on the transformative power of reading. In the corporate context, it becomes a strategic ally, helping leaders make more assertive decisions, stimulate creativity, and build more innovative business visions.

For many executives, reading is part of their continuous development routine, as is the case with Bill Gates, who has already stated that he reads about 50 books a year, a habit he considers essential for his personal and professional growth. On this special date, we gather the titles that shaped the way great market leaders think, lead, and undertake. They are works that go beyond theory and offer practical lessons on management, organizational behavior, innovation, and purpose-driven leadership. Check the recommendations

John Victorinois the founder of the channelThe Hour of Moneybusiness administrator, MBA professor at Ibmec, and financial educator

"The book"Fast and Slow: Two Ways of Thinking, written by Daniel Kahneman, made me aware of how there are moments when our decisions are influenced externally and could be better. It destroys the belief that the human being is a rational animal. Sometimes, small situations can create biases that impact us deeply.

Maria Fernanda Antunes Junqueira is the founder of theCUPONATION, the largest platform for deals, savings, and shopping inspirations in Brazil

"The book"The Power of Habitby Charles Duhigg, deeply resonated with me for showing how small daily choices shape great results — both in personal and professional life. As a leader of a company, woman, and mother, I have an intense routine full of demands. I learned that creating good habits and consistent routines is the key to balancing priorities, leading with focus, and still having space for what matters most. The book helped me understand that real change happens in the details of everyday life – and that's what I seek to apply in my way of leading.

Peter Signorelliis the founder ofPragmaticsand one of the largest specialists in Brazil in management, with an emphasis on OKRs.

"A book that changed my perspective was the"Seven Habits of Highly Effective Peopleby Stephen Covey, which I read in 2001 when I was in my final year of college. There is a chapter that addresses the spheres of control, that is, what is within and outside of your control, what you can or cannot influence, and the level of concern you assign to each of these topics. That was very important to me! And I have already suggested to several people that they also consider these topics, as it would help a lot.

Rafael Rojasis co-founder and CTO ofBudsa Brazilian pet tech that uses artificial intelligence to empower pet owners.

"The book"Skin in the Game, Nassim Nicholas Taleb explores the importance of taking real risks when making decisions that affect other people. In my view, this means that leading is not enough; one must be exposed to the consequences of their own choices. Having 'skin in the game' aligns interests, fosters greater responsibility, and strengthens the company's long-term vision. This reading helped me build this vision about business: those who lead need to be willing to truly commit to the impact of strategic decisions.

Rodrigo Vitor é founder and CEO ofIssueagency specialized in events and live marketing

"I chose the book"Reinventing Organizationsby Frederic Laloux, because he presents a deeply innovative approach to how companies can be more human, evolutionary, and purpose-driven. At a time when Fito is experiencing a cycle of expansion and consolidation, the lessons from the project resonate directly with what we aim to build: a collaborative organization, with autonomous teams and a strong culture. Reading made me rethink the role of leadership, more as a facilitator than a directive, and reinforced the importance of active listening, a sense of ownership, and freedom with responsibility. Since then, strategic decisions have been guided by this more organic perspective, connected to the essence of who we are: a brand that creates memorable experiences with meaning.

Red Hat is named to Fast Company's annual list of the World's Most Innovative Companies for 2025

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Red Hat is named to Fast Company's annual list of the World's Most Innovative Companies for 2025

Last week, Red Hat was nominated for the prestigious Fast Company list that highlightsthe Most Innovative Companies in the World of 2025This year's list recognizes 609 organizations across 58 sectors that are shaping industry and culture through innovations that set new standards and achieve notable milestones across all sectors of the economy. For Brendan Vaughan, the publication's editor-in-chief, the guide helps consumers understand the current technological context.

Our list of the Most Innovative Companies offers both a comprehensive view of current innovation and a guide for the future. This year, we recognize companies that are making profound and meaningful use of AI, brands that are turning customers into superfans by exceeding their expectations, and emerging challenger business models that are introducing bold ideas and vital competition to their sectors. In a time when the world is changing rapidly, these companies are paving the way forward.

It all started with the promotion of Linux, which became the foundation and engine of innovation in data centers, followed by the dominance of open source technologies in cloud computing, from native cloud applications and Kubernetes to open source virtualization alternatives and tools for developers. Now, the company's focus is directed towards the next area of open innovation: AI.

A Fast Companyrecognized Red Hat for its effort to make AI more accessible to a broader audience of users, mainly through the projectInstructLabThe initiative breaks down barriers to adoption by allowing the contribution of skills and knowledge to AI models, extending this access not only to data scientists but also to developers, IT operations teams, and other domain experts.

The community behind InstructLab is also a major component of the success of the productsRed Hat Enterprise Linux AI(RHEL AI) andRed Hat OpenShift AIThe ongoing collaboration of developers and contributors provides a supported version ready for enterprise use within the project, easing the path for organizations that want to explore and implement AI strategies in secure and productive hybrid cloud environments, while utilizing the Linux and Kubernetes tools they are already familiar with.

Red Hat is honored that this journey has led you to be recognized as one of the World's Most Innovative Companies of 2025. In the organization's assessment, AI cannot succeed without open source and hybrid cloud, and it is committed to delivering innovations that enable its clients not only to succeed with their AI strategies but also to thrive.

The complete list of the Most Innovative Companies in the World by Fast Company can be accessed atfastcompany.com

International Workplace Group inaugurates Regus unit in Porto Alegre, with high demand for hybrid work

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International Workplace Group inaugurates Regus unit in Porto Alegre, with high demand for hybrid work

The International Workplace Group (IWG), a leading global provider of hybrid work solutions, owner of the brands Spaces, Regus, and HQ, opened a new Regus location in Porto Alegre (RS). Faced with the intense migration to more flexible work arrangements and in the wake of the recovery of the Rio Grande do Sul economy, especially in the real estate market, after the flooding period that impacted the state of Rio Grande do Sul, IWG is expanding its network to meet the growing demand for flexible workspaces in Brazil.

The opening of the latest International Workplace Group center occurs after the company recorded in 2024 the highest annual growth in revenue, cash flow, and profits in its history, as well as achieving rapid growth of its global network of workspaces. Last year, the group signed 899 new centers and opened 624 new units.

Located on Carlos Gomes Avenue, in the Três Figueiras neighborhood, in the eastern zone of the Gaucho capital, the new center is also part of a local initiative by the International Workplace Group to meet the growing demand for high-end flexible workspaces in the southern region of Brazil. The opening also reflects the reconstruction period of Rio Grande do Sul, not only in the real estate sector – which has seen a gradual increase in transaction volume after the floods that affected the state in 2024 – but also with initiatives to stimulate commerce, industry, and tourism. An example is the organization of large-scale events like South Summit 2025, which featured the participation of the International Workplace Group in a panel on the growth of digital nomads.

High demand for flexibility in work

Already open to the public, the new unit has two floors and offers spaces for established companies and startups from various traditional sectors in the Porto Alegre metropolitan area, including technology, innovation, automotive, metallurgical, footwear, chemical, and petrochemical industries, as well as the food, paper and pulp, and textile industries. At the same time, through the International Workplace Group's Design Your Own Office service, companies can customize their workspace according to their needs. The new Regus flag location features complete facilities, including private offices, meeting rooms, and shared and creative workspaces.

The building owners invested in the IWG platform to maximize the return on the venture, capitalizing on the rapidly expanding demand for hybrid work.

Recent research has shown that flexibility in work locations and routines offers a range of benefits for employees, including greater work-life balance, financial savings, and health benefits. Employers also reap the benefits of the hybrid model with increased company productivity and cost savings, as well as a more efficient and engaged workforce.

With the explosive growth of the coworking market, as companies of all sizes adopt hybrid work for the long term, it is projected that 30% of all commercial properties will become flexible workspaces by 2030. With the support of the International Workplace Group, partners can capitalize on this rapidly growing sector while benefiting from the group's unparalleled expertise. Hybrid work offers companies a significantly lower cost base, with an average savings of $11,000 per employee.

"The inauguration of the Regus Três Figueiras unit is an important milestone for our expansion in the country, especially in the South, where the market has shown a growing demand for flexible work solutions. Porto Alegre, with its economic dynamism and strong business sector, represents an excellent opportunity to offer innovative workspaces that serve both established companies and startups," saysTiago Alves, CEO of Brazil at International Workplace GroupWith this new unit, we strengthen our commitment to sustainable growth and adaptation to the new market needs, providing our clients with the flexibility and infrastructure necessary to thrive in a hybrid work environment, he adds.

The International Workplace Group is a global leader in hybrid work, with thousands of locations spread across more than 120 countries. Companies that are part of the group's client portfolio can access all locations and commercial services through the IWG app.

As the ongoing shift towards hybrid work accelerates, the growth potential of the coworking sector is exponential, with an estimated 1.2 billion office workers worldwide and a total addressable market of over $2 trillion. Already considering the 899 new partners added in 2024, the International Workplace Group now has 83% of Fortune 500 companies in its client base.

"We are establishing a stronger and much-needed presence in the southern region of Brazil with this latest opening. As an important business hub, Porto Alegre is a fantastic place to drive our expansion plans. We are very pleased to be working in partnership with the Eólis Building to develop the Regus brand under a management contract that will add a state-of-the-art workspace to your building," he commented.Mark Dixon, CEO and founder of International Workplace Group PLC.

Our inauguration in another important Brazilian capital takes place at a time when more and more companies are discovering that flexible work is incredibly popular among employees, improving satisfaction and work-life balance, as well as providing numerous benefits to companies. Our proven workplace model increases productivity and allows a company to significantly increase or decrease its costs, in addition to providing access to thousands of workspaces, the executive added.

Easter 2025 is a golden opportunity for retailers

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Easter 2025 is a golden opportunity for retailers

One of the most anticipated dates for consumers is approaching; Easter 2025 promises to bring a sea of opportunities for retail. After all, besides chocolates, Brazilians also invest in gifts, decorations, and seek to create magical moments for children. To stand out, it is essential to understand consumption trends and integrate innovative technologies.

What to expect from consumption during Easter 2025?

The chocolate market faces challenges with rising input costs, but demand remains strong. The Brazilian Association of the Chocolate, Peanut, and Candy Industry (Abicab) estimates the production of 45 million Easter eggs, with 94 new launches in 2025. These data "make the eyes shine" of retailers by bringing news to the public.

In addition to traditional eggs, consumers are seeking alternatives such as bars and chocolates. Furthermore, the food sectorpremium, like wines and codfish, also gains strength. Another prominent trend is the preparation of special meals at home, with 55% of respondents planning to cook for the occasion, according to a survey by Suprimaxxi.

"Shopkeepers need to take advantage of the seasonal opportunity to provide the best customer support, relying on cutting-edge technology as an ally," comments Carlos H. Mencaci.CEO of Total IP+IA. According to data from the study "Artificial Intelligence in Retail," 47% of retailers were already using AI (Artificial Intelligence), while 53% had not yet implemented it but were considering the possibility.

Smart retail: AI multiplies profits at Easter 2025

To meet customer expectations and optimize operations, innovation is essential. In this reality, Total IP+AI offers two tools to transform the business and seize every opportunity:

  • Total Chat CenterCentralizes customer service, especially via WhatsApp, streamlining communication and organizing the client portfolio.
  • Artificial IntelligenceAutomates inventory management, sales analysis, and notification sending, ensuring efficiency and accuracy.

The implementation of these solutions provides faster service, targeted marketing campaigns, andinsights valuable insights into consumer behavior. "The pursuit of quality and differentiation drives the sector and provides lasting results," advises Mencaci. Betting on exclusivity, sustainable packaging, and digital experiences could be the big differentiator this year.

Generative Artificial Intelligence and the transformation of digital advertising

Adilson Batista
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Generative Artificial Intelligence and the transformation of digital advertising

Generative Artificial Intelligence is radically changing the way digital advertising is done. In daily life, I realize that this technology has transformed every stage of the creative process, from the first insight to the final validation of campaigns.

In the ideation phase, text generation tools offer instant brainstorming, providing quick and creative suggestions for slogans, scripts, or visual concepts. This greatly expands and accelerates the creative process, allowing the exploration of thousands of ideas in a few minutes, without relying solely on personal inspiration.

During content creation, the change becomes even more evident. There are advanced tools that generate complete ads, from well-crafted texts to customized images for different types of audiences. AI finally delivered something the market had been seeking for a long time: hyper-personalization at scale. This allows delivering the right message, at the right time, to the right person with an efficiency that would be impossible manually.

These advances mean not only efficiency gains but also a quantitative leap in campaigns. Ads that used to take weeks to launch are now ready in days or even hours. Major advertisers have already realized this, highlighting that generative AI has significantly reduced the time required for creative production, freeing up more time for the team to focus on strategic decisions.

Furthermore, the quality of the ads has increased because intelligent algorithms analyze previous behaviors and optimize every detail, from titles to images and calls to action, enhancing overall engagement. In practice, many high-performance companies are already adopting these technologies.

Another interesting point is that this revolution is not limited to just creating ads. In the distribution and broadcasting stage, platforms like Meta's AI Sandbox already use AI to dynamically adjust content based on real-time audience reactions, generating multiple automatically adapted versions for each channel. But to make the most of all this, it is essential to have a solid knowledge base. Companies should carefully structure their internal information – from style guides, records of previous campaigns, and product catalogs to customer interactions on social media, reviews, and market research. All of this works as fuel for the AI, allowing it to create more accurate content aligned with the brand's identity.

Today, there are platforms and technologies like Retrieval Augmented Generation (RAG) that can quickly access this database and generate coherent and personalized content. Leading companies, such as Coca-Cola, have already demonstrated the potential of this approach by combining models like GPT-4 and DALL-E with their own collections, ensuring that AI captures and reproduces the true spirit of the brand. Connected to a good database, generative AI also becomes a powerful insights machine. She analyzes huge volumes of information to identify trends and opportunities that often go unnoticed. An example is how big brands can predict consumption trends by analyzing millions of online interactions, generating useful insights for much more effective campaigns.

Next, AI comes into play producing highly personalized content. The results are impressive: texts and images generated instantly and tailored to different audience profiles, drastically increasing the effectiveness of campaigns. A clear example is Michaels Stores, which achieved nearly complete levels of personalization in their communications, significantly improving their results.

Creativity also gains new horizons with AI, enabling even co-creations between brands and consumers. Coca-Cola's "Create Real Magic" campaign is a great example, with consumers using AI to generate unique artwork, reaching very high levels of engagement.

It is worth emphasizing that, even with all this automation, the human factor remains essential. The role of professionals becomes one of curation and refinement, selecting and enhancing the ideas generated by AI, ensuring strategic and emotional alignment of the campaigns. Another important benefit is the prior validation of ideas. Today, AI models simulate campaign performance before they go live, helping to quickly identify what works best and significantly reducing risk. Companies like Kantar already do this in minutes, predicting the actual impact of ads even before they are launched.

These simulations go beyond the numbers, also providing qualitative insights that help understand how different audiences might react to a campaign, functioning as true virtual focus groups.

The key to making all of this work well is the correct data. Proprietary data, social media, market reports, customer service conversations, and previously produced content are essential for AI to deliver truly personalized and effective results.

This transformation is here to stay. Today it is possible to do much more with less, launching more targeted, faster campaigns with high return potential. Sure, challenges exist, such as ensuring ethics and quality, but the path is already clear: digital advertising will increasingly be guided by Artificial Intelligence, and the marketing professional will play a key strategic role in steering and refining these results.

Security and ease of use lead the choice of betting platforms in Brazil

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Security and ease of use lead the choice of betting platforms in Brazil

A recent survey conducted by Idwall on the betting behavior in Brazil reveals the main factors that influence the choice of betting platforms and highlights the challenges faced by users. The study, which includes participants from different age groups and social classes, indicates that the lack of security is the main reason for switching platforms, with 50.7% of bettors citing this factor as critical.Additionally, 50.6% mentioned difficulties with withdrawals, and 44.5% cited a history of scams or unfair practices as reasons for seeking other platforms.

Decisive factors in choosing the platform

When choosing a betting platform, respondents prioritize three criteria: ease of use (39.5%), ease of deposit and withdrawal (39.2%), and platform reputation (38.8%).These aspects demonstrate bettors' preference for intuitive environments with quick and transparent processes.Furthermore, 62.1% stated that they have already recommended the platforms they use, highlighting positive personal experience and the possibility of bonuses as the main reasons for their recommendations.

Although attractive promotions also influence the choice, safety remains the primary factor.The survey revealed that 46.2% of bettors consider the platform's trouble-free history as decisive, while 36.4% prioritize the feeling of security during transactions.

Challenges faced by users

About 41.5% of bettors reported that they do not complete the registration due to a lack of trust in the security of browsing on the website or app.Additionally, 38.9% indicated that the registration process is considered slow or complex. These difficulties lead to a significant dropout rate, with almost half of the respondents not completing the registration on the platforms. Therefore, the need for improvements in the user experience to increase engagement and confidence in betting platforms becomes evident.

Strikes and security measures

The study also revealed alarming data about fraud in the sector: two out of every 10 bettors have already been victims of fraud, while 10% reported having their accounts hacked at some point. The numbers highlight the urgency of improving digital protection measures to ensure user safety in a rapidly expanding market.

According to the CEO and founder of idwall, Lincoln Ando, it is necessary for platforms to adopt robust identity verification and continuous monitoring solutions, ensuring a risk-free experience for users. "Betters' trust does not depend only on attractive bonuses or favorable odds, but also on the certainty that their information will be protected against fraud and security breaches. The use of advanced authentication technologies and transparency in transactions is essential to mitigate these risks," says Ando.

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