Artificial intelligence (AI) is rapidly transforming online retail. According toorganization of the NRF, the world's largest retail trade fair, more than 60% of sales have already been digitally influenced by AI since the beginning of this year, a significant growth compared to the same period in 2024. This advance reflects the adoption of technologies that make the shopping journey more personalized, optimize business management, and automate essential processes.

For small and medium-sized retailers, understanding the impact of AI and its practical application can be a competitive advantage. Lucas Bacic, Chief Product Officer (CPO) of Loja Integrada, a reference in automation and data intelligence for e-commerce, highlights that AI is no longer a technology restricted to large companies. "The adoption of AI has ceased to be a trend and has become part of the daily life of e-commerce, helping merchants make more strategic decisions and improve the customer experience," he/she states.

Why is AI already indispensable for e-commerce?

Artificial intelligence offers various applications that can make e-commerce operations more efficient. Among the main benefits are:

• Personalized recommendations – Product suggestions based on the customer's purchasing behavior, increasing the chances of conversion;
• Automated service – Chatbots and virtual assistants speed up responses and reduce waiting time;
• Inventory management – Demand forecasting to avoid stockouts or excess products;
• Campaign automation – Personalized emails and notifications to engage customers;
• Abandoned cart recovery – Sending strategic reminders to encourage purchase completion;
• Multichannel sales optimization – AI assists in creating product descriptions and integrating with marketplaces.

"AI allows retailers to personalize the customer experience and automate processes, which directly translates into better results," comments Bacic.

How to implement AI in your e-commerce?

Retailers looking to incorporate artificial intelligence into their operations can start with accessible strategies

• Choosing appropriate tools: solutions like chatbots, product recommendation systems, and campaign automation streamline the e-commerce routine;
• Personalization of the shopping experience: analysis of customer behavior to suggest more relevant offers;
• Use of data for decision-making: AI processes large volumes of information and provides strategic insights for pricing and marketing actions;
• Adoption of platforms with integrated AI: tools that already offer automation reduce the need for advanced technical knowledge.

"At Loja Integrada, we combine structured market data with automation to make the most of every sales opportunity. This allows the retailer to understand customer behavior and turn each interaction into a real conversion opportunity. Additionally, we offer differentiators such as native promotion strategies on the platform, like product combos, promotions by brand or category, segmentation by ZIP code, and progressive discounts," says Lucas Bacic.

Personalization and impact on sales

One of the main advantages of AI in e-commerce is the ability to personalize the consumer experience.However, according to the studyState of the AI Connected Customer, from Salesforce, although 73% of customers feel that brands treat them as unique individuals — a 39% increase compared to 2023 —, only 49% believe that their data is being used appropriately. This scenario raises a warning about the need to balance personalization and privacy.

"The collected data must have a well-defined purpose, bringing benefits to both the retailer and the consumer. Maintaining transparency about the use of AI, for example, is essential to build a relationship of trust," emphasizes the expert.

The CPO of Loja Integrada lists the most common applications

• Recommendations based on customer behavior: product suggestions aligned with browsing and purchase history;
• Personalized offers: progressive discounts and dynamic promotions to encourage repeat purchases;
• Abandoned cart reminders: notifications that help recover lost sales;
• Engagement campaign automation: personalized emails and messages to strengthen customer relationships.

The future of e-commerce is driven by AI

Artificial intelligence already influences most sales in digital retail and will continue to evolve rapidly. For retailers, adapting to this transformation means ensuring more efficient processes, personalized shopping experiences, and greater competitiveness in the market. "The e-commerce sector is still in the adaptation phase for the AI Era. This is the time for even small and medium-sized businesses to try, make mistakes, and learn until they benefit from the best performance even with a leaner infrastructure," concludes the CPO.

Endeavor, a global support network for entrepreneurs, announces the 34 Brazilian companies consideredOutliers –companies that are"out of the curve"when it comes to impact.

The list recognizes, each year, the most prominent companies in Endeavor's global portfolio and includes businesses led by Endeavor Entrepreneurs with the highest growth rates, as well as companies led by Multiplier Entrepreneurs – those who, in addition to building successful businesses with accelerated and sustainable growth over the past years, also serve as examples of giveback. In 2025, more than 235 companies were selected, generating 42 billion dollars in revenue. Eighty of these companies were valued at over one billion dollars. 14 companies are the first unicorns in their respective countries' segments.

The goal is to highlight fast-growing companies that are being built in unexpected places, founded by exceptional leaders who, in addition to creating great businesses, also inspire and invest in the next generations of entrepreneurs, whether by mentoring other founders or investing in their businesses when they are still very small. In this edition, Brazilians represent 15% of the total global Outliers. For the ecosystem, this Outliers Class demonstrates the country's strength in building companies with great growth potential that have the power to create impact within the country itself, with more jobs generated and foreign investment attracted.

Brazil stands out once again this year with a select list of Endeavor Outliers entrepreneurs, reinforcing our position as a country that develops disruptive and high-impact businesses and exports to the world. These entrepreneurs are primarily responsible for market disruption and create a chain reaction of barrier-breaking, turning them into milestones for those who follow. In return, we offer a network of trust among true peers, where they can trust, learn, grow, and give back. It is a pride to have so many talents excelling in the global ecosystem and practicing giveback to the network in the country," comments Anderson Thees, General Director of Endeavor Brazil.

Among the set of Brazilian companies, there are 2 exits from the past year, 2 publicly traded companies, and 9 companies valued at over 1 billion dollars, including Creditas, which was valued at over 4 billion dollars in its last funding round and was selected as an Outlier for the eighth consecutive year. The Endeavor Outliers have spent nearly two thousand hours over the past two years mentoring and advising other entrepreneurs. They have also invested more than 40 million dollars in the next generation of Endeavor Entrepreneurs, being investors in Endeavor Catalyst, which co-invests in Endeavor's global portfolio companies. This is the true essence we seek – entrepreneurs who are great examples in the country and in the world, and fully interconnected by the 'pay it forward' culture, concludes Anderson.

Meet the selected ones

• Alice
• GAIT
• Basic
• Cora
• Creditas
• EBANX
• Flash
• Gocase
• Wheat Group
• Insider Store
• Kovi
• Live mode
• WoodWood
• Bitcoin Market
• Mottu
• Nelogica
• Neon
• Nomad
• Olist
• OneSkin
• Qi Tech
• Solfácil
• Swap
• Take Blip
• VTEX
• Will Bank
• Zenvia
• Zig
• Letter
• Brex
• Hotmart
• Loft
• Unique
• WellHub

A survey conducted by Bling, LWSA's ERP platform aimed at SMEs, shows that after 60 months of operation, companies that use ERP have a higher chance of survival compared to those that do not use a management system. This month, the company introduces innovations such as"My Business", an intelligent dashboard to enhance small business management (read more below).

The diagnosis conducted by Bling includes a database of CNPJs that use the company's services, which were compared with the database of CNPJs registered with the Federal Revenue Service since 2020. In the comparison, companies that use ERP have a survival rate 10 percentage points higher (83.4%) compared to other companies (74%) in the market that have not adopted the use of an ERP.

Recent studies by Sebrae (Brazilian Service of Support for Micro and Small Enterprises) highlight that 38% of companies close before reaching 5 years, with management being one of the main reasons for the business closure.

In this Bling survey, we aim to convey to companies and entrepreneurs how important it is to have efficient business management and, with technological advancement, having all of this digitized and gathered in a single environment makes this management more effective and is a key factor in the longevity of the business, says Marcelo Navarini, Bling's director.

Management solution for SMEs

With over 300,000 users, Bling is currently one of the main management solutions aimed at SMEs. In the 4th quarter of 2024, the sales volume through own stores and transactions on marketplaces via LWSA's ERP operations and marketplace integrators, such as Bling, reached R$ 19.5 billion, a 16.3% increase compared to the same period in 2023. In 2024, the growth was 18.4% compared to the previous year, reaching R$ 69.7 billion.

The data reinforce Bling's potential, which with "My Business" plans to offer a comprehensive and integrated view of operations for companies, with continuously updated data and interactive dashboards, without the need to use external tools. The feature was developed for retailers operating in one or more channels, whether physical store, e-commerce, or marketplaces.

The solution was created through the incorporation of Qint, an analytics startup founded by Bruno Leite and Daniel Hiraoka, who have been leading the initiative with the Bling team since 2024. "We see the need to simplify and optimize processes. In this regard, Meu Negócio was designed to provide more efficient management, focusing on the visualization of important operational indicators," explains Navarini.

The feature enables the generation of powerful insights into overall sales performance and performance by channel, salesperson, or product, as well as providing forecasts about stock behavior. "These dashboards help in making key decisions for any business. The information can be analyzed over various time periods, whether from a product or sales channel perspective, individually or grouped, allowing for a comprehensive understanding of the company," says the Bling director.

Other insights include the analytical view of ABC curve for simple products or compositions, including the markup percentage applied and the contribution to revenue during the period, stock forecasts such as how long they should last, and purchase suggestions that ensure agility for companies with many items and compositions in their catalog.

It also allows the integration of data from up to 10 different Bling accounts, facilitating managerial oversight of companies with multiple operations, as well as more dashboard images on the desktop, WhatsApp chat images, and a use case video.

More than half of Brazilians who secured a job at foreign companies used LinkedIn, reveals the 'Brazilian Global Salary' study. Carried out byTechFX, the main exchange platform for professionals providing services abroad, the survey reveals that 53.65% of professionals used social media to find international opportunities. For the analysis, the company interviewed 1,611 Brazilians between November and December of last year, of whom 1,433 work for foreign companies.

In addition to the tool, recommendations from friends stood out as one of the main means of search, mentioned by 22.92% of respondents. Other channels, such as recruitment agencies (10.42%), job platforms (8.85%), and company websites (4.17%), complement the list.

According to Eduardo Garay, CEO and founder of TechFX, the high index linked to the social network endorses its role as an essential tool for finding remote work opportunities for companies abroad. "LinkedIn has established itself as the main gateway for Brazilian professionals in the international market, especially in highly qualified sectors. The numbers highlight the importance of investing in a strategic and active digital presence for those seeking employment in foreign companies. To do this, in addition to maintaining an attractive LinkedIn profile, it is essential to be well prepared for interviews and to have a well-crafted resume. Our partners at Trampar na Gringa, who assisted us in developing the research, are experts in helping professionals prepare for remote work opportunities with international companies."

Among the countries that hire the most Brazilians for remote work, the United States still leads comfortably, accounting for 85% of the opportunities. For comparison, the second place on the list is shared between Australia and Canada, with only 1.85% each.

The research also analyzed the cost-benefit ratio for seizing international opportunities. Comparing the current position and the professional's compensation package with the financial, physical, and emotional costs of performing the work, Brazilians living in Brazil and working for international companies achieved an average satisfaction score of 4.46 points, with 5 being the maximum score. This result is significantly better compared to professionals working within the national territory, who scored 3.66 points.

Regarding the work regime, the preference for remote work also appears with a significant advantage. According to the study, remote professionals have an average satisfaction score of 4.24 points, while hybrid and in-person occupations total 3.62 and 3, respectively.

In Garay's view, the sum involving salaries in strong currencies, geographical freedom, routine flexibility, and autonomy of international remote jobs results in a very attractive package for professionals. Not for nothing, the hiring of Brazilian professionals by foreign companies increased by 46% in the last year, according to Deel's Global International Hiring Report. "The career internationalization movement should be increasingly expanded, driven by a positive scenario for both the professional and the hiring company," concludes the CEO of TechFX.

Sextortion scams are becoming more threatening as cybercriminals exploit artificial intelligence (AI) and large-scale data breaches to develop them in highly convincing ways. A recent analysis of the Avast, leader in digital security and privacy and part of GenTM(NASDAQ: GEN), revealed that in 2025, so far, although increasingly sophisticated, there has been a 26% reduction in the risk of being targeted by sextortion scams in Brazil.

Avast researchers are observing how countries around the world are impacted by these highly manipulative scams. In the US, the likelihood of being targeted by sextortion scammers increased by 137% in the first months of 2025, while the risk in Australia rose by 34%. Avast also revealed the top 10 most vulnerable countries to these scams, with Japan, Singapore, Hong Kong, South Africa, Italy, Australia, United Arab Emirates (UAE), United Kingdom, Switzerland, and Czech Republic facing the highest sextortion risk rates in the past calendar year.

New threatening and intrusive tactics

The criminals are refining their tactics, thanks to AI assistance and a wealth of personal data from victims available from recent large-scale breaches. As AI sophistication increases, so do the threatening explicit extortion emails sent by scammers. AI is being used by scammers to create imagesdeepfake, fake explicit photos created by overlaying a victim's face onto another body, along with threatening messages to distribute them.

Michal Salat, Threat Intelligence Director at Avast, highlights: "Our analysis reveals that victims of sextortion often receive threatening messages claiming access to their private videos and images. These scams become even more convincing with the use of passwords stolen from previous data breaches, creating an alarming sense of credibility."

"The fear of exposure, especially when personal details seem accurate, often pressures victims to comply with ransom demands. However, we strongly advise against engaging with these scammers, no matter how real the threats may seem," he concludes.

The use of Google Maps makes the approach more invasive and personalized

One of the most recent techniques used by cybercriminals involves Google Maps and is designed to employ a more invasive and personalized approach, which can truly shock and intimidate victims into complying with demands.

The criminals – using names, addresses, and emails readily available on the Dark Web due to data breaches – can create highly targeted emails for victims containing produced footage, disturbing information, and images of their actual homes. The scammers also claim to have gained access to the victims' devices to extort them, threatening to share sexual content or information about them. Cybersecurity specialists at Avast identified over 15,000 unique Bitcoin wallets associated with the Google Maps scam, although the scope of the operation is likely much larger.

Avast experts emphasize the importance of proactive protection against sextortion scams and urge people never to engage with messages that may be from scammers. The following actions help combat sextortion efforts

• Do not pay ransom demands, nor respond to threats.
• Do not engage with these emails, texts, or calls, nor open any associated PDF attachments.
• Always report the incident to the main cybercrime units. In Brazil, victims can contact local authorities and the National Reporting Center of Safernet Brazil.
• Use a trusted password manager to ensure unique passwords for all accounts and prevent reuse.
• Enable multi-factor authentication (MFA) whenever possible to enhance account security.
• Monitor your data for violations using dark web monitoring services through products such as theAvast Secure Identity, to be alerted when confidential information is exposed and to act quickly, helping to protect your accounts.
• Don't panic – stay informed and take steps to protect your accounts.

As sextortion scams become more sophisticated, it is crucial for people to stay cautious and take steps to protect their digital privacy. Awareness and public vigilance remain critical in the fight against these threats.