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Technological integrations and the leaps of humanity

If there's one thing that became clear at SXSW 2025, it's that we are no longer facing isolated technological revolutions. The future is not AI on one side, quantum computing on the other, and biotechnology in a distant corner. What is happening now is the merging of these fronts. And every time humanity experienced major technological integrations, it took leaps that changed everything.

AI is not only becoming more efficient but also learning from neuroscience. It is no longer about machines performing tasks, but about systems that evolve and influence our cognition.Amy Webb, CEO of Future Today Strategy Group, called this conceptInteligência Vivaa living ecosystem where sensors, algorithms, and biological organisms learn and make decisions autonomously. In other words, AI is ceasing to be just a tool and is becoming a living agent in the innovation equation.

But it doesn't stop there. The relationship betweenpsychedelics and quantum computingIt may seem like a science fiction concept, but both explore the limits of perception and reality. In one of the most unexpected panels of the event, researchers discussed how the effects of psilocybin, a psychoactive substance that can induce mystical experiences or perceptual changes in the brain, could inspire new forms of computational modeling and neurointerfaces. The fusion of these areas can lead to advances not only in the way we interact with technology but also in the very definition of what it means to be intelligent.

biotechnology and roboticsThey are also crossing their own borders. We are no longer just creating prostheses or manipulating genes, but blending the organic and the synthetic in ways that redefine what it means to be human. No Brain-Skin Connection SeminarDr. Emily Fowlershowed how stress not only affects the emotional state but can also rewrite our biology at the cellular level. The connection between the body and technology is ceasing to be external and becoming something embedded in human functioning itself.

In the field ofquantum computing, the CEO of IBM,Arvind Krishna, stated that we are less than three years away from a major breakthrough. The race to achieve quantum supremacy is accelerating, with companies like AWS and Microsoft heavily investing in infrastructure to make these systems accessible. Meanwhile, on the panel"Preparing for a Quantum Leap", specialists such asDr. Jeanette Garcia (IBM Quantum)They discussed how this technology can revolutionize drug discovery and molecular modeling, completely transforming sectors such as health and advanced materials.

But are we ready for these integrations?Esther Perel, renowned psychotherapist, issued a warning:The more we advance in technology, the more we become disconnected as a society.Today, we are more connected to algorithms than to people. And what if the next frontier of AI is not just imitating human thought, but filling the emotional gaps we are leaving behind?

And in the middle of all this, a provocation:How does Amy Webb release a 1,000-page trend report?Is this a reflection of the absurd speed of changes or a warning that we are overwhelmed with possibilities? Are we really heading in the right direction or just running aimlessly? There is a lot of noise in this world, and it is necessary to be calm to separate them and observe the signals.

I still believe that deep tech enhances human capabilities, but for that we need to evolve as humans, take the excitement out of technology, and create real connections. Are we facing an evolutionary leap or the collapse of our own identity? We will know soon.

Without a doubt, theSXSWIt was a spectacular event of connections and networking. But, among so many interactions and exchanges of ideas, one undeniable highlight was theSP HouseIn addition to presenting relevant content, Brazil's space – yes, we have many good things to show – brought deep reflections ondiversity, a topic that, to my surprise, was almost absent in the other panels.Kond e Malheiroswere accurate in addressing the importance ofaccess and inclusion, proving that innovation without diversity is an empty concept.

Few speakers have had the courage to address issues such as thedominance and influence of big techsand thecurrent political moment in the USAIt was a rare exception in an event that, historically, has always allowed for bolder debates. The CEO ofBlueskyJay Graber, made a direct critique of the centralized model of social networks and the growing concentration of power of digital platforms. According to her,"If a billionaire decides to change everything tomorrow, people should have the option to migrate elsewhere.", reinforcing the need for decentralization to ensure digital freedom.

And, on this matter, the debate will need to be ongoing. At the same time that these technologies promise us a more connected and efficient future, it is essential to reflect on the consequences of this evolution. The merging of fields such as AI, biotechnology, and quantum computing not only expands possibilities but also challenges the way we understand freedom and control. If we manage to balance innovation with responsibility, we can achieve breakthroughs that truly transform our lives for the better. But, for that, we need to ensure that these technologies serve humanity, and not the other way around.

Open Source AI: the perspective of Red Hat

More than three decades ago, Red Hat saw the potential of open source development and licenses to create better software and foster IT innovation. Thirty million lines of code later, Linux not only developed to become the most successful open source software, but also maintains that position to this day. The commitment to open source principles continues, not only in the corporate business model but also as part of the work culture. In the company's assessment, these concepts have the same impact on artificial intelligence (AI) if done correctly, but the tech world is divided on what would be the "right way."

AI, especially large language models (LLMs) behind generative AI (gen AI), cannot be viewed in the same way as an open program. Unlike software, AI models mainly consist of numerical parameter models that determine how a model processes inputs, as well as the connections it makes between various data points. Trained model parameters are the result of a long process involving vast amounts of training data that are carefully prepared, mixed, and processed.

Although the model parameters are not software, in some aspects they serve a similar function to code. It is easy to compare that the data are the source code of the model, or they would be very close to it. In open source, the source code is commonly defined as the "preferred way" to make modifications to the software. Training data alone do not fit this function, given that their size differs and due to their complex pre-training process, which results in a tenuous and indirect connection between any item of the training data and the trained parameters and the resulting behavior of the model.

Most of the improvements and enhancements in AI models happening now in the community do not involve access to or manipulation of the original training data. Instead, they are the result of modifications to the model parameters or to a process or adjustment that can also be used to tune the model's performance. The freedom to make these improvements to the model requires that the parameters be released with all the permissions that users receive under open source licenses.

Red Hat's vision for open source AI.

Red Hat believes that the foundation of open source AI lies in theopen source licensed model parameters combined with open source software componentsThis is a starting point for open-source AI, but not the final destination of philosophy. Red Hat encourages the open source community, regulatory authorities, and industry to continue striving for greater transparency and alignment with open source development principles by training and fine-tuning AI models.

This is Red Hat's vision as a company, which encompasses an open source software ecosystem, to practically engage with open source AI. It is not a formal attempt at definition, like the one thatOpen Source Initiative(OSI) is developing with itsOpen Source AI Definition(OSAID). This is the corporation's point of view that makes open source AI feasible and accessible to the largest set of communities, organizations, and providers.

This point of view in practice is put into practice through work with open source communities, highlighted by the project.InstructLab, led by Red Hat and the effort with IBM Researchin the Granite family of licensed open source modelsInstructLab significantly reduces the barriers for non-data scientists to contribute to AI models. With InstructLab, domain experts from all sectors can add their skills and knowledge, both for internal use and to help a shared open-source AI model that is widely accessible to upstream communities.

The Granite 3.0 model family handles a wide range of AI use cases, from code generation to natural language processing for extractioninsightslarge datasets, all under a permissive open source license. We helped IBM Research bring the Granite code family to the open source world and continue to support the family of models, both from an open source perspective and as part of our Red Hat AI offering.

The repercussion of therecent announcements from DeepSeekshows how open source innovation can impact AI, both at the model level and beyond. There are obviously concerns about the Chinese platform's approach, mainly that the model's license does not explain how it was produced, which reinforces the need for transparency. With that said, the mentioned disruption reinforces Red Hat's vision of the future of AI: an open future, focused on smaller, optimized, and open models that can be customized for specific enterprise data use cases across any location in the hybrid cloud.

Expanding AI models beyond open source

Red Hat's work in the open source AI space goes far beyond InstructLab and the Granite family of models, extending to the tools and platforms necessary to effectively consume and productively use AI. The company has become very active in promoting technology projects and communities, such as (but not limited to):

●      RamaLamaan open-source project aimed at facilitating the local management and deployment of AI models;

●      TrustyAI, an open-source toolkit for building more responsible AI workflows;

●      Climatik, a project focused on helping to make AI more sustainable in terms of energy consumption;

●      Podman AI Laba developer toolkit focused on facilitating experimentation with open source LLMs;

THErecent announcementabout Neural Magic broadens the corporate perspective on AI, making it possible for organizations to align smaller and optimized AI models, including licensed open source systems, with their data, wherever they reside in the hybrid cloud. IT organizations can then use the inference servervLLMto drive the decisions and production of these models, helping to build an AI stack based on transparent technologies and support.

For the corporation, open source AI lives and breathes in the hybrid cloud. The hybrid cloud provides the flexibility needed to choose the best environment for each AI workload, optimizing performance, cost, scale, and security requirements. The platforms, goals, and organization of Red Hat support these efforts, along with industry partners, clients, and the open source community, as open source in artificial intelligence is driven forward.

There is immense potential to expand this open collaboration in the field of AI. Red Hat envisions a future that encompasses transparent work in models, as well as its training. Whether next week or next month (or even sooner, given the rapid evolution of AI), the company and the open community as a whole will continue to support and adopt efforts to democratize and open up the world of AI.

The art of turning messages into business

Brazilian e-commerce continues to grow in an impressive way. In 2024, the revenue was R$200 billion, according to ABCOMM (Brazilian Association of Electronic Commerce).This year, only during Consumer Week, the sector generated a remarkable R$8.3 billion, according to Neotrust Confi's survey. This data highlights the importance for companies and merchants to adopt effective communication strategies on messaging apps such as WhatsApp, Direct, and Messenger to boost sales.

In the current digital landscape, communication tools are extremely important for sellers, providing a direct and personalized connection with customers. However, according to Gustavo Ferreira, a business and marketing strategic consultant, "many still do not take full advantage of these platforms, becoming mere 'order passersby' instead of cultivating real connections with their consumers." Gustavo Ferreira highlights that mastering persuasive communication is crucial, not only for business but in various spheres of life.

With over 147 million Brazilians using WhatsApp, representing more than 96% of the country's internet users, and a total of 2.4 billion global users exchanging over 100 billion messages daily, standing out becomes a challenge and an opportunity to capture a larger share of this market.

How to stand out and close deals

To transform WhatsApp or another messaging platform into an effective sales tool, it is essential to go beyond simple transactions and adopt strategies that create value and connection:

  1. Specific questionsIdentifying the customer's real need is essential. Well-crafted questions make the client feel heard and understood, facilitating the creation of a genuine connection.
  2. Long-term valueNot all customers are ready to buy immediately. Keeping the conversation active and periodically sending relevant content keeps the client engaged and interested.
  3. Personal saleCustomers buy from people, not companies. Building a relationship of trust is crucial to turning a conversation into a sale.

3 strategies to increase your sales

Gustavo Ferreira suggests three main strategies to optimize your interactions on WhatsApp and close more deals

  • Replicable messaging processDeveloping a standard of successful messages for different customer profiles ensures consistency and efficiency in service.
  • Customer focusBefore selling, it is essential to understand the customer's needs and offer appropriate solutions. Identifying and responding to objections is where the true sale happens.
  • Telling storiesPersonal or satisfied customer stories help build trust and connection, inspiring the customer to act.

The secret to crafting messages that close deals is identifying gaps in the client's life and positioning your solution as the path to the desired transformation.

With these strategies, it is possible not only to stand out among the competition but also to turn interactions into lasting and profitable relationships.

Wastage of R$ 1.57 billion: brands lose two-thirds of their budget when investing in creators without technological support

Imagine ordering a pizza on the weekend, eagerly waiting for the food, and when you open the box, you find only one-third of the slices? This is an analogy for the situation the advertising market faces when we talk about investment in campaigns with creators, according to astudy conducted by BrandLovers

According to the survey, based on the platform's database, out of the total R$ 2.18 billion per year handled by the sector — according to data released by Kantar Ibope Media and Statista — up to R$ 1.57 billion may be being wasted. "In today's reality, where influencer marketing has established itself as one of the main digital advertising strategies in Brazil, identifying this loss should serve as a warning to brands," reinforces Rapha Avellar, CEO of BrandLovers.

Based on the extensive platform database, which currently has over 220,000 creators and makes an average of four payments per minute, the survey analyzed data from campaigns with nano, micro, and macro content producers to make the diagnosis. With this, in addition to identifying the amount lost by advertisers and marketing professionals, it was possible to identify the root of the problem. There is a lack of a data-driven, technology-enabled, and scalable approach.

Avellar highlights that many brands still make decisions based on subjective perceptions or the mere popularity of creators, without a thorough analysis of impact and performance. He points out the urgent need for a more structured model, based on data and technology. Influence media is so central to demand generation in 2025 that it needs to be treated as real media – a game of exact science, not guesswork. He emphasizes that this change in mindset could maximize return on investment, ensuring that a significant portion of budgets is allocated in a more strategic and efficient manner.

The 3 main causes of waste

The research went beyond identifying the problem in the budget and sought to understand the causes behind it. There are three main factors of inefficiency in working with creators, which directly contribute to the waste scenario:

  1. Inappropriate choice of creators' profile

The choice between nano, micro, or macro creators, based on the profile size (in number of followers), has a direct impact on the efficiency of campaigns in relation to reach potential and cost-effectiveness. The survey shows that, for the same campaign with a budget of R$1 million, micro creators have an average cost per view (CPView) of R$ 0.11 and generate an average of 9.1 million views. The macro creators have a CPView of R$ 0.31 and reach approximately 3.2 million views.

This means that campaigns using micro creators achieve 65% more efficient reach per dollar spent, maximizing the campaign's impact without increasing the budget.

  1. Lack of Individual and Multifactor Pricing

The lack of a multifactorial method for pricing creators is one of the main causes of inefficiency in influencer marketing investments. Although the number of followers is a relevant metric, it needs to be analyzed together with other factors to ensure fair and efficient pricing. Currently, a large part of the market still sets values based solely on this isolated metric, disregarding essential indicators such as impact, effective reach, audience segmentation, and cost optimization per view.

This pricing model creates three major problems

  1. Pay per creator unit, not per impact and reach
    Many brands price creators based on follower ranges and average engagement. However, this simplified approach often causes a creator with 40,000 followers to receive the same amount as one with 35,000. The same happens with creators with 60,000 followers, where one may have 6% engagement and the other only 4%, but both receive the same payment. This practice destroys media optimization and reduces investment efficiency.
  2. Excess of intermediaries between brand and creator
    Agencies are strategic partners in brand communication, but poorly designed payment chains can have up to 4 or even 5 intermediaries and can drastically increase costs. In some structures, the same creator can cost up to 6 times more due to tax inefficiency and margins added by unnecessary intermediaries. This cost-sharing model reduces the funds allocated to what truly matters: buying media, delivering impact, and generating genuine conversations about the brand.
  3. Paying the wrong amount due to lack of choice
    Finding the right creator can become a bottleneck, and under the pressure to decide quickly, many brands end up choosing suboptimal creators. Without access to a large volume of qualified options, campaigns may end up paying the same amount to creators who deliver less results, harming the return on investment.

A comparative analysis demonstrated the impact of switching to a pricing model with a more efficient algorithm

  • Antes: Uma campanha tradicional baseada apenas no número de seguidores resultou em um custo por visualização de R$ 0,16, gerando 3,1 milhões de visualizações.
  • Depois: Aplicando um modelo de precificação inteligente, que considera múltiplos fatores (impacto real, segmentação e otimização de mídia), o custo por visualização caiu para R$ 0,064, permitindo alcançar 7,75 milhões de visualizações com o mesmo orçamento.
  • Resultado: Um aumento de +150% no alcance da campanha, otimizando o investimento em mais de 60%.

The data clearly shows that pricing errors not only increase unnecessary costs but also limit the potential of media influence as a strategic channel for awareness and consideration. Adjusting the way brands purchase this media can bring exponential gains, ensuring that every real invested generates real and maximized impact.

  1. Wrong segmentation

Another critical error identified is the selection of creators whose audience is not aligned with the objectives of the campaign. The research revealed that campaigns with low fit between the creator and the brand result in a CPView of R$ 0.30, while those with high fit achieve a CPView of only R$ 0.09. In other words, poorly targeted campaigns are 3.33 times less effective.

Furthermore, the increase in costs can become even more critical when the creator's audience is not aligned with the campaign's target audience. This problem occurs because many brands still choose creators with an image association mindset, rather than a strategic media planning approach.The creator who appears to be the "face of your brand" may, in practice, have an audience that does not reflect the profile of your ideal consumer, drastically reducing the campaign's effectiveness.

Lack of alignment, therefore, can mean a waste of up to 72% of some campaign budgets.This is the case if the segmentation is not based on concrete data about the audience's profile, real engagement, and affinity with the brand.

How to avoid budget loss?

"Brands need to adopt a more analytical mindset in influencer marketing, just as they do in other media channels," says Avellar. What we see today is that many decisions are made based on subjective factors, without a deeper assessment of each creator's potential impact.

To avoid an analysis based on a single criterion and the harm caused by this practice, the study recommends adopting a planning based on well-structured data and criteria. This includes

  • Data-driven decisions beyond followers and engagement – Use technology for predictive analytics to identify the most effective creators to optimize key KPIs such as impact, reach, and frequency.
  • Think like media – Define the campaign target before selecting creators, prioritizing results delivery over choices based solely on image association.
  • Strategic and efficient pricing – Avoiding cost distortions that increase investment without proportional returns, ensuring that payments are optimized to maximize the scale and impact of campaigns.

"The key to the future of influencer marketing lies in precision," concludes Avellar. The brands that know how to use technology and data at the center of their strategies will be able to avoid waste. More than that, they will be able to maximize the real impact of their activations with creators. In the end, the success of influencer marketing depends not just on investing more money, but on investing more intelligently.

Programmatic media and AI: the advertising of the future depends on human intelligence

What makes a team successful? That was the question that guided the Aristotle Project, an extensive Google research that revealed a key factor for high performance: psychological safety.

More than individual talent or advanced tools, the difference lay in collaboration and trust among team members. Interestingly, this principle can also be applied to digital advertising, where artificial intelligence (AI) and programmatic media are transforming the way brands communicate with the audience.

A recent example of this revolution is Google's Search Generative Experience (SGE), which uses generative AI to directly answer users' questions in search results, reducing the need to click on external websites.

Another similar initiative is Microsoft Copilot, integrated with Bing, which also provides detailed AI-based responses, impacting how users access information and interact with journalistic content.

In this new scenario, digital advertising needs to balance automation and human strategy to ensure relevant and effective campaigns. Just like in the Aristotle Project, where technology alone was not enough to guarantee success, in programmatic media the true impact occurs when algorithms work in harmony with the creativity and critical eye of communication and audience specialists.

According to Riadis Dornelles, from PremiumAds, a company specializing in digital audience and monetization, programmatic media functions as a dynamic and instant auction.

"In a matter of milliseconds, technology decides where an ad should appear to maximize its impact, ensuring greater efficiency in advertising campaigns. But it is essential to conduct a prior curation of the impacted portals to ensure that the channel qualification is 100% guaranteed," he explains.

According to the CEO of PremiumAds, AI algorithms do not have editorial judgment in the same way a human editor does. They operate based on patterns and data, which can lead to automated decisions that are not always aligned with human qualitative criteria.

Algorithms analyze user behavior, interests, and browsing patterns to deliver personalized ads, making the advertising experience more relevant and effective. This model allows campaigns to consider not only demographic aspects but also contextual and emotional factors.

"However, it is essential to emphasize that, just as an editor is responsible for the quality of a newspaper, a programmatic media specialist acts as a curator, ensuring that the advertising space is relevant and safe," emphasizes Dornelles.

He emphasizes that, just as a healthy work environment requires human supervision to maintain the team's psychological safety, programmatic media also needs the attentive eye of professionals to ensure that technology is used in a strategic and responsible manner.

Recently, in a webinar promoted by PremiumAds, the guests were addressed about the use of artificial intelligence.Maurício Louro, journalist and specialist in traffic generation and digital presence, highlighted that "the use of AI can be extremely beneficial for content production, as long as it is done with criteria and responsibility. There is no problem in using it, but attention must be paid to the type of content it will be used for. This is something that should already be part of the routine in newsrooms."

Furthermore, Google is increasingly attentive to the balance between technology and authenticity. Excessive AI-generated content without human curation can lead to penalties, which reinforces the need for careful editorial oversight. "AI cannot replace the human touch in storytelling, as it is this element that ensures differentiation and positioning in search engines," added Eduardo Mansell, partner at GE Sports & News and director of Luneta Digital, a company that transforms digital content into business opportunities.

"In the near future – increasingly close – of programmatic media, the competitive advantage will lie in the ability to combine technology, human behavior, and creativity, ensuring that advertising becomes increasingly personalized, strategic, and humanized," concludes Riadis.

Microsoft announces Microsoft Security Copilot agents and new protections for AI

Microsoft announced today, during the eventSecure 2025, various innovations in cybersecurity, including the new agents of Microsoft Security Copilot, which automate cybersecurity and advanced protections for AI. Additionally, updates were made to Microsoft Purview to accelerate data security investigations and new features in Microsoft Defender XDR and Microsoft Sentinel. These updates aim to strengthen the security sectors of organizations in a scenario of increasingly complex and dynamic threats.

Check the announcements made onSource from Microsoft BrazilMicrosoft announces Microsoft Security Copilot agents and new protections for AI

Juliette was surprised at an event with major Brazilian retailers

The influencer Juliette attended the first day of the 14th edition of Acelera Fujioka in the city of Goiânia. The event that brought together around 600 people, including executives, representatives of partner companies from over 16 Brazilian states, and the biggest brands in the technology and IT sector, started on March 19th and continued the next day with the traditional business rounds that take place twice a year.

At the opening of the event, the influencer, who is the ambassador of Mondial's beauty line, took the stage alongside the brand's founder, Giovanni Marins Cardoso. He talked about the news and highlighted that, as a distributor, Fujioka is the number one in Brazil for the company. Market figures, launches, and trends were presented, along with special offers on brands such as Samsung, Epson, Motorola, Lenovo, JBL, HP, LG, TCL, Mondial, Huawei, Acer, Aiwa, Philips, Level, Alltek, and several others.

After the scheduled lectures, the guests proceeded to the business rounds in the hall with various booths displaying the latest innovations. Once again, we hosted companies and clients of Fujioka Distributor who came from all regions of the country in search of good deals, and when it comes to the industry, there are more than 50 suppliers betting on the event. With each edition, we notice a growth of over 20% in sales, and this time, the results acceleration was no different, comments Dvair Borges, commercial director of Grupo Fujioka.

Brazilian platform boosts digital marketing for tourist destinations in the USA

Coevo.co, a marketing platform specializing in hospitality, tourism, and destinations, based in Joinville (SC), was chosen to develop a strategic project for Discover DeKalb Convention & Visitors Bureau (DDCVB), a destination marketing organization (DMO) responsible for promoting DeKalb County in the Atlanta metropolitan area, Georgia (USA). The project focuses on modernizing the entity's digital infrastructure, enhancing data collection and analysis for more targeted marketing campaigns.

The initiative includes website performance optimizationdiscoverdekalb.comimplementation of a new data measurement structure via Google Tag Manager and Google Analytics 4, as well as integration with paid media platforms such as Google Ads and Meta Ads. The goal is to ensure that the DMO has access to more qualified data and strategic insights to strengthen its tourism promotion efforts.

This project strengthens Coevo.co's ability to operate globally and contribute to making tourist destinations more efficient in data-driven decision-making. We work to help tourism organizations maximize their digital impact, and the DeKalb County case is an example of what we can do," highlights André Farias, partner at Coevo.co and head of the Commercial and Marketing departments.

Future of destination marketing data and public interaction

In addition to technical improvements, the Coevo.co project for Discover DeKalb will pave the way for the adoption of innovative strategies, such as conversational marketing. With the upcoming major FIFA events in Atlanta—including the 2025 Club World Cup and the 2026 World Cup—DMO is seeking to explore direct communication channels such as WhatsApp and chatbots to engage with international visitors.

"We know that the digital experience is a decisive factor in choosing a destination. By optimizing Discover DeKalb's digital infrastructure and exploring new engagement possibilities, we want to create a real impact on how tourists interact with the destination," explains André Farias.

Coevo.co's involvement in the project highlights the potential of Brazilian companies in the international tourism marketing market. With expertise in digital strategies for the sector, the platform aims to expand its operations to other destinations within and outside Brazil, offering solutions that combine technology, data analysis, and innovation in audience engagement.

How to price your business in 2025: 5 essential tips for healthy financial growth

costs and perceived value by the customer; the variation in input prices; the competition; and market expectations. "In the baking sector, for example, fluctuations in the price of flour and other ingredients can directly impact profit margins," he/she/they highlights.

To assist entrepreneurs with pricing, the specialist shares five tips based on her successful journey:

1. Analyze your costs in detail."It is essential to consider all the costs involved in production, from raw materials to operational expenses. Only with a clear view of these values is it possible to set a price that covers the costs and provides profit," he begins.

2. Study the market and the competition."Understanding competitors' positioning and market trends allows you to adjust your prices competitively without compromising quality or brand perception," he lists.

3. Consider the customer's perception of value."The price should reflect the value the customer perceives in the product. Investing in quality and differentiators justifies higher prices and fosters customer loyalty," he says.

4. Use technology to your advantage."Financial management tools and sales analysis are essential to understand consumer behavior, forecast seasonal demands, and strategically adjust prices. For example, using detailed reports to monitor the impact of price changes can help ensure decisions are based on concrete data," he explains.

5. Review and adjust prices periodically."The market is dynamic, and factors such as inflation, input costs, and changes in consumer behavior require constant revisions to the pricing strategy. Staying updated is crucial for the sustainability of the business," he concludes.

In short, implementing a well-founded pricing strategy is at the core of business success. "The main lesson is that pricing should not be based solely on competition or intuition, but rather on a careful analysis of costs, added value, and brand positioning. Testing different approaches and maintaining constant monitoring are essential practices to keep a profitable and growing business," concludes Marcela Fernandes.

Consumer Month: Simplified SAC Law right to efficient and hassle-free service

Waiting hours on the phone to resolve a problem, being transferred from one representative to another without a solution, or being unable to cancel a service are frustrating and common situations for many Brazilians. To improve this scenario, the SAC Law (Decree No. 11,034/2022) established rules that require companies to offer faster, more efficient, and accessible customer service to consumers.

Now, with the latest draft of the legislation, which has been in progress in Congress since December of last year, the need for quick and effective service is reinforced, simplifying access to channels and reducing waiting times.

The legislation mandates that customer service must be more transparent, with integrated channels, accessibility for people with disabilities, and, most importantly, humanized service. Companies in regulated sectors, such as telecommunications, banks, health plans, and airlines, are required to follow these guidelines.

During Consumer Week, it is important to remember how the law requires companies to give greater attention to those who will use their customer service channels. Among the main rights guaranteed by the SAC Law and its new updates are:

  • Humanized serviceThe consumer has the right to speak with a human representative and not be limited to chatbots or recordings.
  • Cancellation without complicationCompanies should make the cancellation process easy, without pushing obstacles or insisting on retaining the customer.
  • Reduced response timeConsumer orders must be resolved within 7 days, and telephone support should be available 24 hours a day for cancellations.
  • Multichannel and integrationThe consumer can start a service through one channel (such as WhatsApp) and continue through another (such as phone or email) without having to repeat the information.
  • Accessibility and simplified navigationWith the new draft, the goal is for all consumers, regardless of their familiarity with technology, to access the service channels intuitively and effectively.

For Rômulo Balga, CEO of theMaxbot, an omnichannel platform specialized in customer service, the legislation reflects the need for companies to adapt to the digital age and the demand for more efficient service. "Consumers are increasingly connected and demanding. If a company makes communication difficult or does not resolve problems quickly, the customer simply switches to the competition. The Customer Service Law ensures that consumers have a voice and that companies are more agile and respectful in their service," he explains.

According to Balga, technologies such as Artificial Intelligence (AI) and multichannel support can be great allies for companies to comply with the law without compromising the quality of support. "Automation is a powerful tool, but it must be used strategically without harming the customer experience. The secret is to balance technology with humanized service," says the expert.

In times when AI is developing rapidly and, in Balga's view, many companies are paying less attention to their customer service departments, the executive makes a final appeal to brands: "AI in customer service is not a magic pill. Inefficient and confusing chatbots still cause irritation for consumers. Therefore, if you truly want to provide satisfactory service, use technology, but do not neglect the human element," emphasizes the CEO of Maxbot.

CX Trends 2025It was revealed that, currently, 69% of Brazilian consumers prefer personalized service that takes into account their previous purchase history and personal preferences. The customer is becoming increasingly demanding, and new technologies present themselves as useful tools that can help managers and attendants improve the consumer experience. However, if the team is poorly trained, inattentive, and the customer service channels are disorganized, the risk of losing buyers is high. There is no technology that can cure a human error, which is at the core of customer service.

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