Father's Day is the fourth most significant commemorative date in terms of financial movement in Brazilian retail.However, the period that boosts sales also attracts the attention of criminals. A recent survey by Serasa Experian reveals a concerning scenario: Brazil has recorded over 1 million fraud attempts per month, equivalent to one every 2.2 seconds.
This scenario of opportunity and risk requires entrepreneurs, both in physical stores and online, to double their attention to ensure secure transactions and avoid losses that go beyond the value of a sale. "Father's Day is a celebration that boosts the economy in the second half of the year. Therefore, it is important for entrepreneurs to focus on providing the best experience for their customers without worrying about scams. Security is an essential pillar to build a relationship of trust and foster customer loyalty," says Lourdes Quintana, superintendent of illicit acts prevention at Getnet Brazil.
With this in mind, Getnet, a global payments fintech of the Santander group, has compiled a series of security guidelines to help merchants protect their businesses and sell more securely during this period, both in physical and digital channels.
Tips for brick-and-mortar stores:
Attention to Pix on the card machine:Always check your bank statement or app to verify if the Pix transaction amount has actually been credited to your account before releasing the product. Do not rely solely on the receipt presented by the customer, as it may be fake.
Beware of the card machine swap scam:Be alert so that, during a moment of distraction, your device is not replaced by the scammer's device, who would then receive the proceeds of your sales.
Be wary of unexpected technical visits:Instruct your team not to deliver equipment to supposed technicians who appear in the store without prior scheduling or official contact from the payment company.
Tips for e-commerce:
Monitor suspicious activities:Watch out for atypical behaviors, such as the same customer making multiple purchases with different cards in a short period of time, or a large volume of orders to the same delivery address.
Protect your clients' data:Use secure e-commerce platforms and invest in security certificates (SSL) to protect payment information and consumers' personal data.
Beware of Chargeback on the Payment Link:To avoid disputes, confirm that the buyer's identity is the same as the cardholder's before sending the product. In case of contestation and chargeback, the merchant will need to have proof that the sale was made to the cardholder. Describe the items on the invoice in detail, keep the shipping receipts, and monitor transactions with suspicious behavior.
Peak shopping days like Father's Day require smart and secure operations. Tools that validate transactions in real time and protect merchants against fraud and chargebacks are essential. Investing in prevention ensures the financial health of the business and customer trust, resulting in more sales and loyalty. Lourdes finishes.
Digital transformation, which for years guided the modernization of companies, is giving way to a new phase: the era of "AI-First" companies. This change is not just about incorporating new technologies, but about reimagining operational and strategic models, placing AI at the center of corporate decision-making.
While digital transformation focused on digitizing existing processes and implementing technologies to improve efficiency, the AI-First approach goes beyond. Now, companies are integrating AI from the design of products and services, making it a fundamental pillar of their business strategies. This change is not limited to large corporations; small and medium-sized businesses are also adopting AI to gain competitiveness and innovate in an increasingly dynamic and demanding market. Those who know how to effectively integrate AI will see not only operational improvements but also the opening of new frontiers for growth and development.
Actually, the question is no longer whether AI will transform businesses – but who will get ahead in this transformation. The change has only just begun and promises to be much deeper than we imagined, especially with the entry of new players in the race for more advanced AI models, further accelerating the development of the technology.
Brasil: cenário preocupante?
A survey conducted by SAS last year indicated that Brazil is in 11th place in the global ranking of generative AI adoption. Other surveys indicate that Brazilian companies prioritize technology, but there is no clear vision on how or where to start. The main obstacles are the lack of adequate technological infrastructure, application quality, and skilled labor shortage.
Another study, conducted by Meta in partnership with Fundação Dom Cabral, indicated that 95% of companies consider AI essential, but only 14% have achieved maturity in using the technology. Most organizations prefer to focus on simpler solutions, applying technology in chatbots and predictive analytics tools.
For Brazilian companies—regardless of size or sector—to overcome initial barriers and accelerate AI adoption, it is crucial to invest in three main areas: infrastructure and data, talent and organizational culture, and business strategy.
The first point – related to data and infrastructure – already marks a significant change in how organizations in Brazil handle data. It is necessary to invest in systems capable of collecting, processing, and storing large volumes of information, as well as in data governance policies that ensure security and reliability. In many cases, this will require a review of the IT architecture and the adoption of cloud infrastructure.
The second point concerns a common pain in the technology sector: the lack of specialized labor. Investing in ongoing training, partnerships with universities, and internal training programs can help create a solid foundation of professionals capable of handling AI tools. However, the transformation is not limited to IT professionals: it is necessary to spread the culture of innovation throughout the organization, fostering an open mindset to testing, errors, and continuous learning.
Finally, companies will need to restructure their strategy: AI should not be treated as a technological "complement," but as an opportunity to redesign processes and create new revenue streams. Leadership needs to analyze where AI can generate the greatest impact – whether in customer relationships, internal process automation, or the creation of new products and services – and align these objectives with long-term strategic planning.
A future driven by AI
There is no doubt that AI is already redefining the way we work, communicate, and create economic value. The true business transformation requires companies to rethink their technological and strategic DNA, questioning traditional business models and positioning artificial intelligence as a major driver of innovation.
In the coming years, we will see an increasing convergence between AI, the Internet of Things (IoT), 5G, and other emerging technologies. This scenario opens up space for more integrated solutions capable of anticipating trends, optimizing resources, and creating personalized experiences for customers and employees.
Those who move quickly, adopting a bold stance and exploring partnership opportunities and continuous learning, will get ahead. Brazil, although still facing structural challenges, has enormous potential for growth and development in the field of artificial intelligence. It is up to companies, leaders, and professionals to join forces to make this new era a reality, transforming the promise of AI into concrete results for businesses and society.
By Marcelo Mathias Cereto, Head of the Selbetti IT Solutions business unit at Selbetti Tecnologia
Generation Z grew up connected, shaping digital trends and interacting naturally with social media, online shopping, and new technologies. However, their online habits are being used as bait by cybercriminals to carry out digital scams and malware dissemination. Among the most explored habits are: "the fear of missing out" (FOMO), nostalgic consumption of 2000s culture, and intensive use of mental health apps. To help young people and raise awareness about these risks and encourage safer browsing, Kaspersky launches the interactive game "Case 404" and gathers practical tips to help young people browse more securely. Check below.
Excessive sharing and increase in digital footprint
For Generation Z, sharing moments of their lives online has become part of their daily routine. Social media platforms are filled with geotagged selfies, daily updates, and personal data. However, this constant sharing creates a digital footprint that can be exploited by cybercriminals for identity theft or social engineering attacks.
Kaspersky ResearchIt shows that 58% of Brazilians are concerned about their personal data being leaked, yet there is still excessive sharing of information in the digital environment. This can inadvertently reveal many sensitive details, such as users' houses in the background of photos or their routines, making habits predictable. Even seemingly harmless content, such as a photo of a friend or a pet, can provide clues for password recovery questions.
1. Fear of Missing Out (FOMO)
FOMO refers to the anxiety or discomfort a person feels about the possibility of not being part of a trend followed by other users on social media. FOMO is a powerful driver for Generation Z, fueled by social media updates about the launch of new products, shows, and events.
Seeing colleagues participate in events, acquire new products, or reach goals can lead to feelings of exclusion. Whether it's the launch of a new iPhone, Taylor Swift's "The Eras Tour" concert tour, or a major sporting event, FOMO can lead users to click on unverified links that promise early access to an event or exclusive offers.
Example of a phishing page with a fake offer for the new iPhone 16 Pro Max
Cybercriminals exploit this urgency through phishing schemes and clickbait, leading users to malicious sites that steal login credentials and distribute malware. Fake tickets for events, pre-sale schemes for products, and "leaked" privileged information are just some of the tactics used to manipulate users through this fear.
2. Nostalgia for Y2K fashion and early 2000s culture
For Generation Z, born around or after that time, Y2K fashionrepresentsa mixture of nostalgia for a simpler, pre-digital era, and a desire to reinvent these styles with a modern touch. The fascination of Generation Z with early 2000s culture, from Y2K aesthetics to childhood games, has rekindled interest in retro titles like The Sims 2, Barbie Fashion Designer, and Bratz Rock Angelz.
Although these games evoke nostalgia, the search for unofficial downloads often leads users to sites that spread malware. Cybercriminals target this niche of interest by embedding malware into counterfeit game files. What appears to be a "trip to the past" can result in compromised devices or stolen data.
3. Fast Fashion Stores
Generation Z loves expressive clothing. You want to stand out instead of fitting in, thus having a constantly changing style – what was in fashion a month ago may no longer be trending.
Your trend-following habits are supported by Fast Fashion retailers that offer affordable ways to change. For example, the giant Chinese fast fashion company, Shein, is loved by Generation Z andadds6 thousand new products to your website/app per day.
Phishing scheme using a fast shop brand as bait
For Generation Z, Fast Fashion stores are more than just a shopping preference; they are a way of life. Brands like Shein, ASOS, and Fashion Nova offer affordable prices and instant gratification, making them essential for this generation. However, the fascination with these brands has a downside. Fake shopping sites, fake promotional codes, and phishing ads capitalize on their popularity, using convincing imitations to lure users into entering their sensitive data. The greater the involvement in online shopping, the higher the risk of encountering fake websites and phishing schemes created to steal personal and financial information.
4. iDisorder
Generation Z faces a phenomenon callediDisordera condition in which the brain's ability to process information is altered due to excessive exposure to technology. This obsession with technology can lead to psychological, physical, and social disturbances, including depression and anxiety. This fact is proven by thepublic investigationOne in three young people, between 18 and 24 years old, currently shows symptoms indicating they have already experienced mental health issues of this kind.
That is why peoplethey go throughmore and more digital tools, such as teletherapy platforms and mental health trackers, to alleviate stress. However, these platforms store highly sensitive personal information, including emotional states, therapy notes, and users' routines. If they are violated, this data can be exploited for blackmail or phishing.
Trends can evolve quickly, but cyber threats remain constant. Whether it's leveraging Generation Z's passion for online shopping, exploiting the urgency created by FOMO, or targeting the growing use of mental health apps, cybercriminals are quick to turn popular behaviors into opportunities for phishing, scams, and data breaches.affirmsFabio Assolini,Director of the Kaspersky Global Research and Analysis Team for Latin America. He gives some tips for young people to protect themselves: "CoMECE taking control: check the links and websites before entering any data, use strong and unique passwords, and enable two-factor authentication for an extra layer of security. Pay attention to what you share online and, more importantly, remember that being informed is your best defense. Cybersecurity is not just about responding to threats; it's about empowering oneself to navigate the digital world with confidence and security.concludesAssolini.
To maintain security in the digital world, we recommend that Generation Z do the following:
Discover Kaspersky's new interactive online game –"Case 404"- specifically created to help Generation Z learn the best security strategies in an increasingly vulnerable online world.
Think before posting: do not share photos that reveal your house, your routine, or your personal details that could be used for password recovery.
Do not fall for urgent offers and only check discounts, pre-sales, or ticket links through official websites. When shopping online, avoid offers that seem "too good to be true."
Always carefully check website URLs before entering personal information. Cybercriminals tend to imitate brand names or use fake domains.
Mental health apps store sensitive data, so it is important to choose services with strong privacy policies and not share personal information.
Use a reliable security solution, such as theKaspersky Premiumto detect malicious attachments that may compromise your data.
Ensure safe browsing and messaging with theKaspersky VPN, protecting your IP address and preventing data leaks.
With presence on virtually all cell phones in Brazil, WhatsApp has established itself as a work tool for small and medium-sized businesses across the country. The app is installed on 99% of cell phones in Brazil and maintains 147 million users, according to the study.Digital 2024: Brazil.
For customer service specialists, what was once just an informal means of contact is now gaining a strategic role: more and more companies are automating processes, organizing their operations, and selling directly through the app.
According to the Opinion Box report, 82% of Brazilians already use WhatsApp to communicate with companies, and 60% say they have already made purchases through the app. It's no coincidence that the number of businesses using the enterprise version — WhatsApp Business — has also grown: Brazil is one of the largest markets in the world for the solution. About 70% of Brazilian companies already use the app as part of their marketing, sales, and relationship strategies, according to the 2024 Marketing and Sales Panorama by RD Station.
"Before, everything was manual. Today, I can talk to dozens of clients at the same time without making anyone wait," says Gabriel Sávio, director of a furniture store in Goiás. After automating customer service and sales through WhatsApp, he claims to have multiplied revenue by six. "Organization and agility made all the difference." He uses Poli Digital's customer service platform in his operations, a company also based in Goiás, which has chatbots, automations, and CRM for customer service.
"The platform linked to automation can be a true sales engine for a company. There is a big difference between fulfilling an order and operating an intelligent, scalable, and efficient commercial process," says Alberto Filho, CEO of Poli Digital.
Cases like Gabriel's are not isolated. A Meta (2023) survey of 6,500 adults from 13 countries, including Brazil, showed that 81% of Brazilians find it easier to send messages to a company than to access a website for that contact, and 78% say they are more likely to make a purchase when they can resolve everything there—from the first contact to payment.
Alessandra Bona, from Burntech Caldeiras Equipamentos Industriais, also a client of Poli Digital, mentions that the ability to respond to customers on the same screen, handling multiple channels at the same time, greatly facilitated daily operations. "Allowing everything to be recorded in a pre-sales funnel (messages and calls) was a decisive factor."
In addition to enhancing conversations, WhatsApp also boosts sales with integrated features. One of the most used is Click-to-WhatsApp, which turns ads on Instagram and Facebook into direct conversations on the support platform. According to Meta, more than 40% of Brazilian advertisers have already adopted this feature — a sign that WhatsApp has become a central point in the purchase journey.
Another highlight is thePoli Paya tool developed by Poli Digital that functions as an order management system directly through WhatsApp and Instagram. It allows companies to send and receive invoices directly through chat, with an integrated product catalog and shopping cart. The feature has moved approximately R$ 7 million since its launch in 2020. The conversion rate achieved with Poli Pay was 46%, double the average of traditional e-commerce.
In other words, with support and organization, we can grow even with a small team. WhatsApp is the app already in your pocket, it's agile, direct, and convenient — a huge competitive advantage, says Alessandra Bona.
Unlike robust solutions created for large companies, which are often expensive and difficult to implement, WhatsApp Business offers an affordable entry point for the digitalization of SMEs. "Automating customer service, recording chat histories, training teams, and integrating direct payment through chat. All of this is already possible and does not require significant investments," says Alberto Filho.
To achieve intelligent management for companies operating with e-commerce and multichannel relationships, organization and strategic thinking are a differential. Thinking about these points, theCapital Assets- innovation ecosystem operating in Martech, Communication, and Cloud – announces the launch of theEasyCDPa SaaS platform created to centralize data, optimize campaigns, and turn interactions into real results with the support of artificial intelligence. The official launch takes place during the E-commerce Brazil Forum, one of the largest events in the e-commerce sector in the country, which concludes today at the Anhembi District in São Paulo.
The solution's mission is to democratize access to data intelligence, enabling companies of all sizes to operate with the same precision and agility as major market players. The main foundation of EasyCDP is to solve four major common problems in digital marketing: data fragmentation, difficulty in integrating tools, lack of strategic vision, and high operational costs.
"Easy CDP is a platform designed to solve these bottlenecks. The main differentiator is centralizing information in one place, with clear visualization. This ensures that the client better understands the business and can think strategically. The idea is to make companies more efficient, scale their operations, and optimize resources in tasks that AI can automate," explains Davi Pincinato, CPO of Ativos Capital.
With EasyCDP, consumer data is unified into a single, live database, enabling the creation of dynamic segments, automation of personalized journeys, and actions based on real behavior and preferences, such as preferred communication channels, purchase times, and most accessed products. "These points are the main differentiators when we talk about the advantages for us, the end consumers. If your clients in São Paulo respond better on WhatsApp and those in Rio de Janeiro via SMS, the platform understands this pattern and suggests different communications for each group. It is intelligence applied to conversion, which increases the perceived value of the brand," completes Pincinato.
One of EasyCDP's main differentiators is its technical accessibility. While robust solutions require IT teams and external consultancies, Easy was designed for simple integration, in just a few clicks, without the need for programmers. On the very first day, when connecting to a store on Shopify, for example, the platform imports the sales history and begins generating automatic insights for actions such as cart recovery or seasonal promotions.
Support, integration for the business
The concept behind EasyCDP is that of a CDP – Customer Data Platform, an evolution of traditional CRM. While CRMs focus only on relationships, the CDP connects transactional, behavioral, and operational data, providing business intelligence with AI support. "The idea is that any company, even without technical infrastructure, can activate campaigns based on data and scale its operation efficiently. This avoids unnecessary hiring and gives real autonomy to marketing and sales teams," affirms the executive.
EasyCDP is born with native integration to Shopify and a roadmap for new connections with platforms such as Nuvemshop, VTEX, Magazord, as well as CRMs and ERPs. Next to AI, the tool's evolution includes predictive recommendations, automated message construction, market context analysis, and intelligent agents that support decision-making. The architecture also prioritizes security and autonomy: the data is processed on Ativos Capital's own infrastructure. "Each company only accesses its own data, and AI is trained exclusively based on the patterns of its own business," reinforces Davi Pincinato.
Available in a freemium model, with a free plan and a full 14-day trial without a credit card, EasyCDP adopts a Product Led Growth strategy to capture the market. "We created a platform that shows value from the first minutes of use. It was designed to generate real results, not just pretty reports. It is another step taken by Ativos Capital in search of strategic experiences to make the business run and yield good sales and management results," says Octávio Carradore, CEO of Ativos Capital.
Brazil E-commerce Forum
The official launch of EasyCDP will be at the E-commerce Brazil Forum, known as the main business event in the e-commerce sector in Latin America and the leading one in Brazil. Capital Assets will have a booth set up at the fair, with a team exclusively focused on presenting the tool. There, the audience will be able to learn more about the tool, ask questions, and even have an immersive experience. "It will be an opportunity to get to know EasyCDP in all operational details: implementation, functioning, and results that can be derived from its use," completes Giuseppe Pierre, CMO of Ativos Capital.
The E-commerce Brasil Forum brings together thousands of professionals and companies to discuss trends, innovations, and strategies for the sector. In its latest edition, the forum hosted over 30,000 participants and 300 exhibiting companies, as well as 300 speakers, providing an environment for strategic networking and forming new partnerships. The event takes place from July 29 to 31 at the Anhembi District in São Paulo.
Diálogo, a carrier of the BBM Group, specialized in deliverieslast mileFor e-commerce and marketplaces, announces a new app for small and medium-sized online retailers. This is Go Dialogue, an app developed to simplify and optimize the entire process of delivery and product pickup.
For BBM Logística CEO Agapito Sobrinho, the news reinforces Diálogo's commitment to being a strategic partner for the growth of e-commerce stores. "Go Dialogue is the realization of our purpose to simplify logistics for online sellers. We created a tool that empowers the retailer, providing autonomy, transparency, and control over their deliveries, all at their fingertips," states the executive.
Among the app's features are: booking freight for pickups and deliveries; scheduling item pickups according to the best day and time for the retailer; real-time tracking of each delivery stage; access to order history and notifications; quick and direct support for resolving issues; and freight cost simulation and direct payment within the app via credit card or Pix.
"Go Dialogue was designed to bring agility and simplicity to online stores and marketplaces. Quickly and online, merchants will be able to manage their entire delivery cycle autonomously and centrally," explains Jorcei Chiochetta, director of fractional transportation and e-commerce.
Logística Dialogue makes over 1.6 million deliveries per month across most of the national territory for major national retail companies such as Amazon, Renner, and O Boticário.
Currently, Diálogo offers partner delivery personnel an app to optimize their work and make deliveries for e-commerce more efficient. Among other features, the app offers: smart and flexible routes; visualization of your daily deliveries; delivery confirmation; and support for delivery assistance.The tool also provides up-to-date information on the delivery progress, allowing the customer to track the status of their order.
Amazon Brazil, in strategic partnership with Sebrae, will hold a free webinar on August 15th, from 5 PM to 7 PM (BRT), with the goal of promoting the digitalization and expansion of Brazilian SMEs. The event will provide knowledge about access to the digital market and logistics solutions for companies looking to expand their operations through Amazon's marketplace.
This initiative runs in parallel with a significant expansion of the Amazon FBA Logistics program, which aims to optimize delivery times and improve logistics management for its partner sellers. By the end of 2025, FBA will be available at Distribution Centers in Minas Gerais, Federal District, Rio de Janeiro, Pernambuco, and Ceará. Furthermore, starting in August of this year, the distribution center in Nova Santa Rita (RS), which has been operating the program since 2024, will also begin serving sellers from Santa Catarina and Paraná. With this expansion, partner sellers (Regular Regime or Simples Nacional) from these regions will be able to send their products directly to these centers, delegating the entire logistics operation to Amazon.
"Our goal is to be the best partner for Brazilian entrepreneurs and SMEs. With the expansion of FBA and initiatives like the webinar with Sebrae, we are providing the tools and knowledge necessary for these entrepreneurs to digitize their businesses, reach new markets, and thrive on Amazon's marketplace. This is how Amazon invests in the success of small and medium-sized enterprises, helping them reach more customers through logistics programs, technology, and free training," says Virginia Pavin, Director of Amazon Brazil Marketplace.
The Deputy Manager of Market Access at Sebrae Nacional, Ivan Tonet, recalls that sales of small businesses online have grown by more than 100% in the last three years, according to data from the Federal Revenue. "This shows how e-commerce has established itself as an essential channel for the competitiveness of small businesses," he/she/they reiterates. We are talking about a market that jumped from R$ 5 billion in 2019 to R$ 67 billion in 2024. We need to stand alongside the entrepreneur and prepare them to best serve this new consumer behavior.
During the webinar, participants will have access to information about the benefits of selling on Amazon, an introduction to the marketplace, how to start sales, and details of the FBA program – Amazon Logistics. For new partner sellers, Amazon offers a benefits package that can reach up to R$ 80,000.00. Among the advantages, highlighted are a reduced commission in 17 categories, a one-year fee waiver, R$ 5,000.00 in Amazon Ads credits, and dedicated account management (access theterms and conditions).
To participate in the webinar, register at the linkLink
By trend, the marketplace channel has established itself as a significant source of income, data, and relationships. Today,86% of Brazilian consumers already use marketplaces for daily shoppingand, according to Mirakl, the volume of purchases made exclusively through these channels in the countrygrew twice the global averageWith this advancement, retail media also gained ground, entering the so-called "third wave of digital mediaSEMrush study shows that the traffic generated by Amazon, Magalu, and Mercado Livre alreadyexceeds Google's product search by 135%In this scenario, platforms are more than just showcases and have come to require a more integrated approach between content, usability, and performance.
To structure this progress, theUnilevercounted on the support ofRegister — global company specializing in technology, data, communication, and strategy— in the redesign of the Brand Pages ofRexona, Dove, and TRESemméThese pages, which serve as official brand stores within Amazon, have been redesigned to provide a more seamless, informative experience aligned with the consumer's search intent.
The strategy unified practices ofSEO, CRO, enhanced content, and user experience, applied in a formatone shot.Coordinated with investment in retail media, the focus was onimprove the navigability, organization of information, and relevance of the pages organically— which translated into direct gains in visibility and conversion.
“The content is no longer just a supplement. When well-positioned and designed to address the consumer's question, it naturally drives sales without relying solely on paid media.”, he saysTiago Dada, SEO & CRO Manager at Cadastra. "It was a turning point: from simply registering a product, we started creating brand experiences within the e-commerce..”
As part of the project, an was carried outInternational benchmarking of best practices in marketplaces — with a special focus on the North American market —to understand how big brands structure their digital presence in high-volume transactional environments. Cadastra led the process of analysis and adaptation for the Brazilian context, taking into accountbrowsing behaviors, product presentation preferences, and terms with the highest local search volumeThe diagnosis also mappedHidden purchase intentions in search patterns, which guided not only the creation of enhanced content but also the reorganization of categories, prioritization of visual elements, and page architecture. Based on this data, it was possible to develop a content strategy connected to the actual shopper journey in Brazil, focusing on discovery, trust, and conversion.
“The project integrates strategy, technology, marketing, and data, helping us achieve better performance by bringing our brands and consumers closer together in the digital environment.Daniela Pereira, Media Leader at Unilever Brazil and Director of Digital and Media for the Home Care business unit in Latin America.
ShopNext.AI, a startup specializing in intelligent solutions for digital retail, has just announced the official launch of its AI-based catalog management platform. After a successful beta phase launched at VTEX Day 2025, held in June, the technology — created to automate and scale one of the most critical and operational tasks in e-commerce — is now available to the entire market.
Focusing on resolving the sector's historical bottlenecks, the solution automates product registration and maintenance, categorization, attribute filling, description generation, and category tree management. According to the company, the platform can reduce up to 98% of the time spent on manual tasks, freeing up teams for strategic activities such as curation, shopping experience, and commercial performance.
"The catalog is the backbone of any e-commerce operation, but it is still handled manually and inefficiently in most companies. We created ShopNext.AI to change this scenario with a plug-and-play, intelligent, and auditable solution. We want teams to focus on what really matters: strategy, content, and conversion — and leave the repetitive work to AI," says Pedro Duarte, CEO of ShopNext.AI.
Even before the official launch, ShopNext.AI has already gained the trust of major players in the national retail sector, with dozens of proof of concepts validated in the last two months. Retailers such as Privalia (fashion), Rede d1000 (pharmacy), and Chatuba (building materials) have already started operating recently with the new technology in their product registration and update processes.
With aroadmapRobust from the front, the company plans to reach 500 active clients by the end of the year and will expand its presence on platforms.enterpriseuntil the end of 2025, establishing itself as a reference in automation and efficiency for the sector.
IBM released today its annual Cost of a Data Breach (CODB) report, revealing global and regional trends related to the rising costs of data breaches in an increasingly sophisticated and disruptive cyber threat landscape. The 2025 report explores the growing role of automation and artificial intelligence (AI) in mitigating breach costs and, for the first time, examined the state of AI security and governance.
The report indicated that the average cost of a data breach in Brazil reached R$ 7.19 million, while in 2024 the cost was R$ 6.75 million, a 6.5% increase, marking additional pressure on cybersecurity teams facing highly complex challenges. Sectors such as Health, Finance, and Services led the list of the most impacted, recording average costs of R$ 11.43 million, R$ 8.92 million, and R$ 8.51 million, respectively.
In the country, organizations that extensively adopt secure AI and automation reported average costs of R$ 6.48 million, while those with limited implementation had costs of R$ 6.76 million. For companies that have not yet adopted these technologies, the average cost has risen to R$ 8.78 million, highlighting the advantages of AI in strengthening cybersecurity.
In addition to assessing the factors that increase costs, the 2025 Cost of a Data Breach Report analyzed elements that can reduce the financial impacts of a data breach. Among the most effective initiatives are the implementation of threat intelligence (which reduced costs by an average of R$ 655,110) and the use of AI governance technology (R$ 629,850). Despite this significant cost reduction, the report found that only 29% of the organizations studied in Brazil use AI governance technology to mitigate risks associated with AI model attacks. In general, AI governance and security are being widely ignored, with 87% of the organizations studied in Brazil reporting that they do not have AI governance policies in place and 61% lacking AI access controls.
Our study shows that there is already a concerning gap between the rapid adoption of AI and the lack of proper governance and security, and malicious agents are exploiting this vacuum. The absence of access controls in AI models has exposed sensitive data and increased organizational vulnerability. Companies that underestimate these risks are not only putting critical information at risk but also compromising trust across the entire operation, explains Fernando Carbone, Security Services Partner at IBM Consulting in Latin America.
Factors contributing to the increase in data breach costs
The complexity of the security system contributed, on average, to an increase of R$ 725,359 in the total cost of the breach.
The study also showed that the unauthorized use of AI tools (shadow AI) resulted in an average increase of R$ 591,400 in costs. And the adoption of AI tools (internal or public), despite their benefits, added an average cost of R$ 578,850 to data breaches.
The report also identified the most common root causes of data breaches in Brazil. Phishing stood out as the main threat vector, accounting for 18% of breaches, resulting in an average cost of R$ 7.18 million. Other significant causes include third-party and supply chain compromise (15%, with an average cost of R$ 8.98 million) and exploitation of vulnerabilities (13%, with an average cost of R$ 7.61 million).Compromised credentials, internal (accidental) errors, and malicious infiltrators have also been reported as causes of breaches, demonstrating the wide range of challenges organizations face in data protection.
Other global findings from the 2025 Cost of a Data Breach report:
13% of organizations reported violations involving AI models or applications, while 8% did not know if they had been compromised in this way. Committed organizations, 97% reported not having AI access controls in place.
63% of breached organizations do not have an AI governance policy or are still developing one. Among those with policies, only 34% conduct regular audits to detect unauthorized AI use.
One in five organizations reported a breach due to shadow AI, and only 37% have policies to manage or detect this technology. Organizations that used high levels of shadow AI observed an average of $670,000 more in breach costs compared to those with low levels or no hidden AI. Security incidents involving hidden AI led to the compromise of more personally identifiable information (65%) and intellectual property (40%) compared to the global average (53% and 33%, respectively).
16% of the studied violations involved hackers using AI tools, often for phishing or deepfake attacks.
The financial cost of a breach
Data breach costs.The global average cost of a data breach has fallen to $4.44 million, the first decline in five years, while the average cost of a breach in the US reached a record $10.22 million.
Global lifecycle of a breach reaches record timeThe average global time to identify and contain a breach (including service restoration) has decreased to 241 days, a reduction of 17 days compared to the previous year, as more organizations detected the breach internally. Organizations that detected the breach internally also saved $900,000 in breach costs compared to those notified by an intruder.
Violations in the healthcare sector continue to be the most costly.With an average of US$ 7.42 million, violations in the healthcare sector remained the most costly among all studied sectors, even with a reduction of US$ 2.35 million in costs compared to 2024. Violations in this sector take longer to be identified and contained, with an average of 279 days, more than 5 weeks above the global average of 241 days.
Rescue payment fatigue.Last year, organizations increasingly resisted ransom demands, with 63% choosing not to pay, compared to 59% the previous year. As more organizations refuse to pay ransoms, the average cost of an extortion or ransomware incident remains high, especially when disclosed by an attacker (US$ 5.08 million).
Price increase after violations.The consequences of a violation continue to extend beyond containment. Although down compared to the previous year, nearly half of all organizations reported plans to increase the price of goods or services due to violations, and nearly one-third reported price increases of 15% or more.
Stagnation in security investments amid rising AI risks.There was a significant decrease in the number of organizations reporting plans to invest in security after a breach: 49% in 2025, compared to 63% in 2024. Less than half of those planning to invest in post-violation security will focus on AI-based security solutions or services.
20 years of the cost of a data breach
The report, conducted by the Ponemon Institute and sponsored by IBM, is the industry’s primary reference for understanding the financial impact of data breaches. The report analyzed the experiences of 600 global organizations between March 2024 and February 2025.
In the last 20 years, the Cost of a Data Breach Report has investigated nearly 6,500 breaches worldwide. In 2005, the inaugural report found that nearly half of all breaches (45%) originated from lost or stolen devices. Only 10% were due to hacked systems. Moving into 2025, the threat landscape has changed drastically. Today, the threat landscape is predominantly digital and increasingly targeted, with breaches now driven by a spectrum of malicious activities.
A decade ago, cloud misconfiguration issues were not even monitored. Now, they are among the main vectors of violations. Ransomware exploded during the 2020 lockdowns, with the average cost of breaches increasing from $4.62 million in 2021 to $5.08 million in 2025.
To access the full report, visit IBM's official website.here.
