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OmniChat launches OmniCast: Real success stories in chat commerce

E-Commerce Uptate
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OmniChat launches OmniCast: Real success stories in chat commerce

Líder em chat-commerce no Brasil e WhatsApp Business Solution Provider (BSP), a OmniChat anuncia o lançamento do OmniCast, um videocast quinzenal que reunirá histórias de sucesso, insights de mercado e perspectivas futuras sobre o uso de canais de mensageria na transformação dos negócios. O projeto que estreia no dia 16 chega para fortalecer o diálogo entre marcas que buscam aprimorar sua presença digital por meio de estratégias omnichannel.

O OmniCast será disponibilizado em múltiplas plataformas, incluindo YouTube, Spotify e redes sociais como Instagram and LinkedIn, permitindo que profissionais de marketing, vendas e atendimento ao cliente acompanhem as discussões no formato de sua preferência.

“A ideia veio para conectar nossos clientes e parceiros em torno das melhores práticas de chat commerce. Com este novo espaço, queremos mostrar como as empresas estão transformando suas operações e resultados ao centralizar seus canais de comunicação em uma estratégia integrada”, explica Mauricio Trezub, CEO da OmniChat e host do OmniCast.

A cada episódio, o videocast receberá representantes de diferentes segmentos do mercado, desde clientes que utilizam a plataforma OmniChat até parceiros. Os convidados compartilharão experiências reais sobre como automatizaram processos, aumentaram as vendas e melhoraram a experiência do cliente.

A OmniChat foi fundada em 2016 e atualmente atende mais de 500 marcas, oferecendo tecnologia que combina inteligência artificial e atendimento humanizado para criar experiências de comunicação completas. A plataforma opera no modelo SaaS (Software como Serviço) e proporciona às empresas redução de custos operacionais enquanto potencializa resultados de vendas e satisfação dos clientes.

O primeiro episódio do OmniCast contará com a participação de uma renomada marca de presentes finos que conseguiu aumentar o faturamento com o uso do Whizz, a IA da OmniChat.

Giuliana Flores opens new store in the Aclimacao neighborhood in Sao Paulo

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Giuliana Flores opens new store in the Aclimacao neighborhood in Sao Paulo

Maior e-commerce de flores e presentes da América Latina, a Giuliana Flores vem investindo no varejo físico, com lojas na capital paulista e na Grande São Paulo. O bairro escolhido da vez, que abrigará o novo espaço da marca, é a Aclimação. Na área central e com fácil acesso a outras regiões, o local conta com boa infraestrutura, presença de diversidade cultural e vida noturna contagiante. Trata-se da 13ª loja, localizada na Rua Coronel Diogo, no bairro da Aclimação, que possui 150 metros quadrados e segue o padrão de decoração das demais unidades.

Além dos clássicos buquês e arranjos florais, a loja oferecerá flores frescas, versões desidratadas e as icônicas rosas encantadas exclusivas da marca. Os clientes também poderão escolher entre cestas de café da manhã, kits com chocolates e uma curadoria de presentes criativos, como pelúcias, canecas, almofadas e bebidas, perfeitos para emocionar quem se ama em qualquer ocasião.

Ampliando a atuação no varejo físico, a nova loja passa a integrar a rede de unidades já presentes em Higienópolis, Guarulhos, Mooca, Moema, Perdizes, Ipiranga, Santo André, São Bernardo, São Caetano do Sul, Tatuapé e Vila Nova Conceição. A estrutura da Giuliana Flores também inclui oito quiosques, uma rede formada por 800 floriculturas associadas e 300 parceiros em marketplaces. Com um centro de distribuição localizado em São Caetano do Sul (SP), com 2,7 mil metros quadrados, a empresa consegue entregar 85% dos pedidos em até uma hora.

Presença no digital e nas lojas físicas – uma estratégia diferenciada

A expansão para lojas de rua complementa a forte atuação no ambiente digital, reforçando o compromisso da companhia em oferecer uma experiência completa para todos os perfis de consumidores – inclusive aqueles que ainda valorizam o contato direto com os produtos e o atendimento presencial. A estratégia, que vai na contramão do varejo tradicional, inova ao fazer o movimento inverso: começar no e-commerce para depois ganhar às ruas.

Além das lojas físicas, a empresa também investiu em novos canais de conveniência, instalando 15 máquinas de venda automática em locais de grande circulação na capital e região metropolitana, como aeroportos, teatros e centros de eventos. A proposta é tornar o acesso às flores e presentes ainda mais prático, rápido e surpreendente.

“Vivemos um momento de expansão, com foco em levar nossos serviços a novas regiões e fortalecer a conexão com os clientes também no ambiente físico. A abertura da loja na Aclimação representa mais um passo nesse caminho, unindo o digital à experiência presencial. Temos ótimas expectativas, especialmente por ser um bairro tradicional de São Paulo, com excelente infraestrutura e grande potencial de relacionamento com o público”, destaca Clóvis Souza, fundador e

CEO da Giuliana Flores.

The AI paradox in B2B: how to customize without looking artificial

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The AI paradox in B2B: how to customize without looking artificial

Generative Artificial Intelligence is revolutionizing communication in the B2B universe, bringing more efficiency and scalability to companies. However, a crucial challenge arises in this scenario: how to balance automation and authenticity to ensure humanized and genuine interactions? One study found anthropomorphic chatbots reduced customer satisfaction, company valuation, and purchase intentions when customers were already experiencing some kind of irritation.

For Fernanda Nascimento Stratlab CEO and B2B marketing and sales expert, this reaction may have occurred, in part, because consumers expected more than a human-like chatbot and were disappointed when it did not live up to the expectation. “The secret to success in using generative AI is in preventing technology from becoming an obstacle to real connection. People are tired of automated and generic interactions. At the end of the day, what really makes a difference is the authenticity of communication. If AI is only used to produce volume without a real purpose, it can drive customers away rather than bring them closer together, he points out.

On the other hand, when used well, generative AI extends the reach of the message without compromising the human essence, helping to structure conversations, organize data and suggest content, but delivery needs to have an authentic touch. “However, we observed that most companies still miss this opportunity. In different departments, different systems store customer information, offering fragmented data, which often does little help understand the complete customer journey.The result? Conversations without customization, understanding and empathy, which undermine the relationship and, consequently, the leverage of new businesses”, comments Fernanda.

Fernanda also states that many companies believe that personalizing means just calling the customer by name. However, true personalization goes beyond: it involves understanding the moment and the challenges of the customer to offer relevant interactions. Faking proximity, giving generic answers or exaggerating in automation are traps that can compromise the user experience. To avoid automation makes interactions cold and impersonal, Fernanda points out that it is essential to adopt some good practices:

  • Talking like real people: automated language needs to be natural and close to human communication;
  • Real customization: more than mentioning the name of the customer, it is essential to understand their context, their needs and their entire journey. When identifying behavior patterns and interpreting data in depth, it is possible to generate valuable insights (EVEN to anticipate demands and avoid unpleasant surprises in the future;
  • Leave room for human interaction: bots can start conversations, but it is critical that there is a fluid transition for a human attendant when needed;
  • Guarantee authenticity: if AI cannot respond truthfully and in line with the brand tone, it is best that the interaction be done by one person.

According to the expert, in the last decade, automation, data analysis and machine learning solutions have helped B2B companies become more efficient. Now, with generative AI automating most procedural or routine tasks, it is the right time for companies to focus on building trust-based relationships with customers. “Even with technological evolution, the role of human professionals remains essential. The future is not about AI versus humans, but about how humans can use AI to be even more authentic, relevant and connected with their audience. In the end, no one wants to speak to a soulless robot. Focus on this point can allow companies to create more value and create more competitive markets.

E-commerce fraud challenges retailers and drives smart automation

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E-commerce fraud challenges retailers and drives smart automation

The rapid advance of e-commerce in Brazil has also given way to worrying growth: the increase in digital fraud. According to a survey by Equifax BoaVista, the e-commerce scam attempts increased by 3.5% in 2024, compared to the year 2023.

Whether involving cloned cards or bot fraud and undue chargebacks via Pix, the losses accumulated by retailers as a result of these practices already add up to millionaire figures.In addition to the financial impact, such actions also compromise consumer confidence and the credibility of the platforms.

Among the most common scams are identity theft, the misappropriation of user accounts (known as account takeover), chargeback fraud and the use of fake coupons.The complexity and sophistication of attacks have required companies to provide more robust solutions to ensure the security of their operations and preserve the customer journey.

However, intelligent automation integrated into the Open ecosystem has gained prominence as a strategic protection tool.According to experts, combining technologies such as artificial intelligence, machine learning and big data analysis, these systems can monitor transactions in real time, identify suspicious patterns and act preventively in the face of anomalous behaviors.

“Antelligent automation allows you to detect risks with greater accuracy and reduce false positives that often bar legitimate purchases and affect the” consumer experience, explains Ligia Lopes, CEO of Teros, data-driven intelligent automation platform, which complements: “In addition, we optimize operational resources by taking repetitive tasks out of the hands of teams, redirecting the focus to strategic” decisions.

For example, fraud using bots is increasingly common in limited product launches. By automating the purchase process, these software can acquire large volumes of items before real customers have access to them, creating a parallel and unfair market.By Pix scams often involve manipulating vouchers or false claims of error to obtain a refund after receiving the product.

Another benefit of automation is integration with anti-fraud systems based on biometrics and digital behavior. These solutions increase the level of verification of transactions, helping to block sophisticated attacks such as phishing or account intrusions, which would not be easily detected by traditional” methods, says Ligia.

In the Open Finance environment, integrated automation has also brought significant gains in terms of agility and customization, according to Lopes. The possibility of integrating banking data with management systems allows you to perform real-time reconciliations, automate financial reports and offer services such as credit or insurance during checkout.

“Although there is no single solution to the problem of fraud, the combination of technology and strategy is the most promising way. The digitization of consumption requires a proactive posture of companies and automating is no longer an option, but a necessity for those who want to remain competitive, safe and relevant in the” market, concludes the CEO of Teros.

Mercado global de low-code deve chegar a US$ 264,40 bilhões até 2032, impulsionado por IA e automação

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Mercado global de low-code deve chegar a US$ 264,40 bilhões até 2032, impulsionado por IA e automação

O mercado global de plataforma de desenvolvimento low-code deve chegar a US$ 264,40 bilhões até 2032, com uma taxa de crescimento anual composta (CAGR) de 32,0% ao longo do período projetado – isso é o que revela o relatório do Fortune Business Insights. Em 2024, esse setor foi avaliado em USD 28,75 bilhões. Esses números apontam uma alta demanda por plataformas democráticas de desenvolvimento a partir da entrega rápida com mínima codificação manual, ou seja, a criação e o gerenciamento de aplicações por usuários com pouca expertise em TI. 

Com o uso de grandes modelos de linguagem (LLMs), como Gemini e ChatGPT, e os avanços da inteligência artificial, surge a possibilidade de explorar oportunidades para remodelar significativamente um negócio com funcionalidades inovadoras através de aplicações corporativas desenvolvidas de forma descomplicada, acelerada e segura. Entre as principais vantagens da criação de aplicações nas empresas estão: interfaces visuais e intuitivas, custos reduzidos, otimização de tarefas, maior produtividade, flexibilidade, desenvolvimento multiplataforma, escalabilidade, segurança aprimorada e análises aprofundadas com base nos dados gerados. 

“A combinação do low-code com inteligência artificial está redefinindo a forma como as empresas desenvolvem e escalam suas aplicações. Hoje, não se trata apenas de acelerar o desenvolvimento, mas de permitir que equipes de negócio criem soluções robustas sem depender exclusivamente de especialistas em TI. Esse novo cenário possibilita maior flexibilidade, segurança e eficiência operacional, reduzindo custos e tempo de entrega. As empresas que souberem explorar essa sinergia estarão à frente na transformação digital, explica Lucas Felisberto, VP LatAm de Vendas & CS da empresa global de software, Jitterbit. 

Uma pesquisa feita pelo Gartner revelou que, neste ano, mais de 65% dos aplicativos serão desenvolvidos utilizando plataformas low-code. Assim, a adoção de IA e a automação tecnológica implica expressivamente nos resultados gerados, na eficiência operacional e na agilidade dos processos. A Jitterbit, por exemplo, vem atuando na indústria com o desenvolvimento de soluções robustas de maneira simplificada e ágil através de suas soluções, como o  App Builder, permitindo a redução de custos, aumento da produtividade e fortalecimento da segurança operacional. Marcas como Cal-Maine Foods, Zeppelin Systems, iHeartMedia e Etiya, já apostam nesse tipo de desenvolvimento simplificado e ao mesmo tempo robusto. 

“Estamos entrando em uma era onde inovação e acessibilidade tecnológica caminham juntas. O low-code democratiza o desenvolvimento de software, enquanto a IA potencializa suas capacidades. Isso significa que organizações de todos os portes podem otimizar seus processos, experimentar novas funcionalidades rapidamente e escalar suas operações de maneira inteligente, isso tudo ainda desafogando os times de TI, porém sem com que eles percam o gerenciamento disto. A velocidade e a flexibilidade dessas plataformas são diferenciais estratégicos para quem busca competitividade no mercado atual”, conclui Lucas.

From the counter to the cloud: how digital transformation is redesigning pharmaceutical retail in Brazil

Rodrigo Souza's
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From the counter to the cloud: how digital transformation is redesigning pharmaceutical retail in Brazil

Digital transformation has reconfigured, on a global scale, the operational and strategic foundations of the pharmaceutical sector. In Brazil, this movement follows the global trend, but carries specificities that require deep adaptations. The digitalization of the national pharmaceutical chain demands not only applied technology, but also a redesign of processes, public policies and historically consolidated business models.

The advance of digitalization, with the adoption of technological platforms in pharmacy, distribution and logistics operations, represents more than a leap in efficiency: it is a structural transition towards a more integrated, responsive and territorially inclusive health system.However, the process requires coordination between different links in the chain, from the industry to the point of sale, including technology suppliers, startups, independent networks and the State itself as a regulator and inducer of innovation.

Second report by Research & Markets (2021), the global pharmaceutical market is expected to reach US$ 957.59 billion by 2028, almost double that recorded in 2020, with a compound annual growth rate (CAGR) of 11.34%. This data reveals a booming sector, driven by factors such as population aging, increased prevalence of chronic diseases and greater population access to health services.

The emergence of healthtechs in the innovation ecosystem has also been a relevant vector of this transformation. According to data from the Distrito platform, Brazil registered US$ 27.3 million in investments in startups in the sector only in 2020, indicating that there is market and capital appetite for technological initiatives aimed at health.However, this innovation still needs to break cultural and operational barriers that fragment the sector.

Among the main bottlenecks of pharmaceutical digitization are inventory management, demand planning and the ability to generate actionable data in real time. Many of these challenges stem from a historically analog, decentralized operation model with low systems integration. Digitizing this environment is not just connecting pharmacies to an application or e-commerce, but building a technical and regulatory infrastructure that supports continuous, interoperable and auditable information flows.

In this scenario, digital pharmaceutical ecosystems are beginning to consolidate as viable alternatives to structure a more cohesive chain. A relevant example is the Digital Pharmacies (ecosystem of GrupoSC), which connects more than 4,000 pharmacies in a network that not only performs transactions, but operates based on data intelligence. The integration between inventory control, regulatory compliance systems and logistics “last mile” supply disruptions, increase demand predictability and ensure traceability, an essential element for health security and the fight against fraud.

One of the great differentials of these ecosystems is the ability to connect pharmacies, often isolated from a technological and logistical point of view, to the digital environment of the sector. This movement contributes to democratize access to health solutions, mitigate regional inequalities and strengthen the role of pharmacies as essential units in primary care. Technology, in this context, becomes a mechanism of productive inclusion, reorganizing logistics flows and redistributing operational intelligence along the chain.

The integration between agents of the sector io as distributors, pharmaceutical industries, healthtechs, universities and regulatory bodies IO will be decisive for the consolidation of a digital health model that contemplates the complexity of the Brazilian territory.

More than a trend, digital transformation in the pharmaceutical sector represents a strategic need to ensure competitiveness, expand access to medicines and consolidate a health care model that is contemporary to the demands of the connected society.

Global Trade Summit 2025: the future of international trade under discussion

E-Commerce Uptate
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Global Trade Summit 2025: the future of international trade under discussion

From May 21 to 23, 2025, the Julio Tedesco Expocentre will become the main address of national logistics to discuss the future of international trade. The Global Trade Summit 2025, organized by the Foreign Trade Center (NCE) of the Itajai Business Association (ACII), will bring together leaders, entrepreneurs and experts from around the world.

With the expectation of receiving 1200 participants, the event promises three intense days of debates, networking and learning about the latest trends in the sector. Paula Machado, coordinator of the NCE of ACII, highlights the choice of Balneario Camboriu as headquarters, highlighting the infrastructure of the Julio Tedesco Expocentro, which offers comfort and convenience for participants during the more than 28 hours of scheduled content. “We were looking for a space that would provide comfort and a complete experience to participants, with adequate structure for the three days of the event and its more than 28 hours of content, explains Paula Machado.

The main objective of the Global Trade Summit is to boost knowledge, growth and opportunities in foreign trade, logistics and supply chain. The event seeks to promote debates on innovative ideas, deepen concepts and update participants on trends and strategic knowledge of the sector.In addition, it aims to strengthen collaboration between companies in the logistics chain and foreign trade, both nationally and regionally.

The target audience of the event includes companies and professionals working in foreign trade, logistics and supply chain, both in Santa Catarina and in other regions of Brazil.“O Global Trade Summit offers a robust and specific technical content, attracting from decision makers to operational professionals. The presence of industry leaders, the so-called C-levels (decision makers), ensures a networking and learning environment with the main exponents of national foreign trade”, details Paula Machado.

The event will address the most relevant issues of the moment, including debates on logistics issues of Santa Catarina, such as port and airport logistics, new legislation involving foreign trade, with the presence of representatives of the IRS, and issues such as costs of Detention and Demurrage and. In addition, the event will also bring discussions on how to balance the high performance required by foreign trade with the quality of life and the importance of networking for career development.

The infrastructure of the Global Trade Summit will have a Main Stage, where creators of the main import and export processes, members of renowned institutions in Brazil and worldwide, and popular guests in the universe of business in santa catarina and brazil will share their experiences and visions. 

The event passport includes access to the 3 days of immersion in Foreign Trade, Logistics and Supply Chain in the largest and best convention center in Santa Catarina, lectures and panels with renowned national experts, presentation of news and innovations in the sector, and debates on the most relevant topics of the moment.

Confirmed speakers

Fabiano Coelho, Undersecretary of Customs Administration

Felipe Mendes, General Coordinator of Customs Administration (COANA)

Douglas Fonseca, Special Coordinator of Customs Risk Management (CORAD)

Raphael Eugenio, General Coordinator for Combating Smuggling and Misuse (COREP)

Tiago Barbosa, General Coordinator of Trade Facilitation and Manager of the Single Foreign Trade Portal by SECEX

Mario De Marco, Fiscal Auditor of RFB and Technical Advisor of the Undersecretary of Customs Administration.

Learn more

What: Global Trade Summit

When: 21 to 23 May

Location: Expocentro Julio Tedesco

Organization: Foreign Trade Center (NCE) of the Business Association of Itajai (ACII)

Website: https://globaltradesummit.com.br/

TikTok Shop: marcas e vendedores devem se adaptar aos novos tempos – e rápido!

Fernando Moulin
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TikTok Shop: marcas e vendedores devem se adaptar aos novos tempos – e rápido!

O Social Commerce é uma tendência crescente que está revolucionando a forma como produtos eserviços são vendidos online. Nova vertente de negócios originada na China e fortemente acelerada pela pandemia, ela tem agora em seu “olho do furacão” a revolução trazida pelo TikTok Shop, plataforma que tem demonstrado grande potencial em diversos países para impulsionar vendas por meio da integração profunda, nativa, entre conteúdo e compras online, e que finalmente chega ao Brasil neste mês de abril.

O TikTok Shop aproveita o comportamento imediatista da nova geração de consumidores digitais que buscam gratificação instantânea. Segundo pesquisas em diferentes mercados, como o americano, o britânico e o asiático, usuários do TikTok são altamente propensos a comprar diretamente dentro do aplicativo em função da combinação de entretenimento, interação social e facilidade de compra no mesmo local, em uma jornada absolutamente sem fricção e que permite realizar o desejo de consumo sem a necessidade de sair da plataforma.

Um dos grandes diferenciais desse novo modelo de negócios trazido pelo TikTok Shop está no formato de vídeo curto característico da plataforma e integrado com a loja virtual que, além de captar rapidamente a atenção, também impulsiona a compra por impulso. A plataforma permite aoscriadores e marcas integrar diretamente links para produtos exibidos nos vídeos, transformando rapidamente interesse em conversão real.

Como compartilhei recentemente em entrevistas a alguns noticiários especializados de televisão, o TikTok Shop registrou aumento significativo em conversões de vendas quando comparado a outras formas tradicionais de comércio eletrônico, podendo chegar a 10x mais resultados. Isso ocorre especialmente pela conexão emocional que os usuários desenvolvem com influenciadores econteúdos gerados organicamente, o que aumenta a confiança e credibilidade nos produtos promovidos – sem contar a rapidez para compra no app, alavancando o desejo de comprar por impulso.

Outro fator importante para o sucesso do TikTok Shop é a experiência do usuário, altamente otimizada para o mobile. Em um cenário em que cada segundo conta para prender a atenção do consumidor, a fluidez da navegação e a simplicidade do checkout integrado são cruciais para reduzir a taxa de abandono de carrinhos.

TikTok para além de uma plataforma de vídeos

O TikTok há muito transcendeu sua origem como plataforma de vídeos curtos e danças. Hoje, é um fenômeno que redefine a interseção entre entretenimento e comércio, impulsionado pela economia da atenção — um cenário em que o tempo gasto nas redes sociais se converte diretamente em oportunidades de negócios. Em mercados como Estados Unidos e Indonésia, o TikTok Shopmovimentou US$ 33 bilhões em 2024, cifra que ilustra o poder dessa nova fronteira do social commerce. No Brasil, onde os usuários passam mais de 30 horas mensais no aplicativo, sua chegada promete sacudir o mercado de e-commerce, que pode gerar quase R$ 39 bilhões no território nacional até 2028 (segundo estudo divulgado pelo banco Santander).

A ascensão do TikTok Shop está intrinsecamente ligada à mudança no comportamento do consumidor. Vivemos a era em que a atenção é o ativo mais valioso, e plataformas que conseguem capturá-la — como o TikTok, com seu algoritmo precisamente afinado — tornam-se vetores naturais de vendas. 

O e-commerce representa 13% do varejo global, e o social commerce, impulsionado por influenciadores e conteúdo imersivo, é a próxima onda – que vem potencializada pela aplicação eficaz de inteligência artificial na hiperpersonalização. Assim, quando o usuário assiste a uma live de um criador testando um produto de beleza, a compra pode ser concluída em segundos, sem sair do aplicativo. Isso elimina atritos e potencializa vendas por impulso, que são o coração do varejo.

A plataforma opera em países como EUA, Reino Unido, China, México e Indonésia, onde funcionalidades integradas — como ícones de compra em vídeos, vitrines de produtos etransmissões ao vivo — simplificam a jornada do consumidor. Na Indonésia, por exemplo, 9 das 10 maiores lojas do TikTok Shop em 2024 foram de beleza e cuidados pessoais, segmento que também dominou as lives de maior faturamento nos EUA. A estratégia do TikTok inclui incentivos agressivos para atrair vendedores, como períodos de 90 dias sem comissões e frete grátis, táticas que poderão vir a  ser replicadas no Brasil para acelerar a adoção.

Open Finance: how will financial institutions win consumer trust?

E-Commerce Uptate
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Open Finance: how will financial institutions win consumer trust?

In an increasingly digital world, Open Finance, an ecosystem for sharing data between banks created by the Central Bank, continues to bring new opportunities for use that facilitate the consumer's routine. According to the Brazilian Federation of Banks (Febraban), the number of active subscriptions jumped from 43 million in January 2024 to 62 million in January 2025, a growth of 44% in just one year. The system also records more than 2.3 billion successful communications per week, consolidating it as one of the main tools for transforming the financial sector of the country.

Although the scenario is positive in several aspects, the country faces significant resistance in the accession of this new system. According to Datafolha research, 55% of Brazilians have never heard of Open Finance and other 19% say they are “mal informed” and “knownothing about”. 

And the reasons for this hesitation may be anchored in the perception of value. Pix, for example, which is a recent innovation of the financial system, has presented tangible benefits to consumers, enabling instant and free transfers, which allowed its massive and successful adoption.Open Finance, in turn, has not yet been able to exploit its real advantages and appears to be less tangible for the general public. 

Many consumers, for example, still do not understand that the sharing of data between institutions can generate direct advantages, such as better credit rates, personalized offers and centralized financial management. Without understanding the benefits, customers do not adhere, feel insecure and this scenario results in lack of adherence, which ultimately limits the impact of the system.

In addition, trust and security in data is another critical point. Although Open Finance is regulated and operated under strict security and compliance standards with the General Data Protection Law (LGPD), most Brazilians remain skeptical about privacy and the ethical use of their information. 

This fear is intensified by a history of digital fraud, which puts financial institutions on constant alert about the need to strengthen protection and communication measures. Therefore, it is essential that institutions demonstrate how Open Finance is safe and this involves strategies that combine education, technology and customer experience. The conduct of educational campaigns, for example, brings practical examples of how the system can improve people's financial lives.

Investing in intuitive user journeys makes clear the value of membership, while enhancing transparency and customer control over their data.In terms of technology, the use of secure APIs (from the Portuguese language, 'IS, application programming interface’), multifactor authentication and advanced encryption are essential practices.

Another important point is to develop solutions based on Artificial Intelligence (AI) to offer personalized financial recommendations, reinforcing the relevance of the system to the user's daily life, including alerts for debt renegotiation, suggestions for more advantageous investments or even credit proposals with differentiated conditions.

Partnerships between digital banks, fintechs and technology companies also play a key role in this process.Together, these players can promote solutions that meet the specific needs of consumers, combining robust security with clear incentives such as cashback, rewards and access to unique financial products.

The success of Open Finance in Brazil depends, above all, on the ability of companies to become relevant to the consumer. Just as Pix demonstrated the power of utility for its simplicity, this system needs to show, in practice, how it can transform the relationship of the Brazilian with money, creating a more inclusive, transparent and innovative financial ecosystem. 

World Book Day: 16 bedside/favorite books of CEOs and C-level executives

E-Commerce Uptate
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World Book Day: 16 bedside/favorite books of CEOs and C-level executives

On April 23 is celebrated World Book Day. The date was declared in 1995 by the United Nations (Unesco) to pay tribute to works and authors from around the world, in addition to encouraging access to reading. Great names of literature are revered on this day to recognize the reach of books responsible for creating links between past, present and future, establishing a bridge between generations and cultures. 

To celebrate the date, founders, CEOs and C-levels of companies such as Bemobi, Cenp, KaBuM!, Omie, OmniChat, Revo, Simpress, SIS Innov & Tech, Solids and Superlogic, indicate what are their current reading tips or those that are the most striking in the repertoire. The works are part of their personal and professional trajectories, in which they contributed with reflections, learning and even in decision making.

The recommendations range from classics, bestsellers, highlights of our country and international, to news on the shelves or virtual shelves. The selection is a good request for those who want to start new readings and assemble a high-level collection. See the list below:

Aurora Suh, CRO by Omie

Book tip: Companies made to win, by Jim Collins

“Our book 'Companies Made to Win’ brings inspiring examples that illustrate how to build and maintain a successful organization.It also shares powerful lessons about leadership and building strong teams, which directly reflect on the development of professionals and the company.It shows that success is born of humble but determined leaders, and the concept of 'right person in the right place’s the importance of aligning individual purpose with the company's goals, something essential for everyone to thrive.For me, it is a reminder that brilliant careers build where there is culture, vision and, above all, people committed to evolving together.

Fabiano Ferreira, Director of Logistics and Transport at KaBuM!

Book tip: “Stolen Focus: The attention thieves of modern life”, by Johann Hari

“O book details a sabbatical experience of the author with a non-digital routine, dealing with the behavioral issues of the modern world in the face of excessive use of technology. Hari addresses the anesthetic impact that this excess has on the human being and its consequences such as sleep disorders and increased anxiety, correlating the material to scientific research.All this in an accessible language and exciting reading.”

Fabio Gabaldo, Business Director at KaBuM!

Book tip: “Outlive: The art and science of living longer and better”, by Peter Attie and Bill Gifford

“I highly recommend reading for everyone who works in environments under high pressure. This book has a very broad and holistic look at our most precious asset that is health. It mentions five important pillars on health: physical exercise, sleep quality, food, supplementation and emotional health. Nowadays, with the excess of information and pressure in the corporate environment, taking care of yourself and prioritizing yourself are the first steps not only for your personal success but also for your team and your company.”

Georgia Rivellino, Director of Marketing, Products and Solutions at Simpress

BOOK tip: “The courage to be imperfect: how to accept your own vulnerability, overcome your shame and dare to be who you are”, by Brene Brown

“The courage to be imperfect” represented a key turning point in my career. I have always considered that showing vulnerability was a negative thing, especially because being a woman, associating it with the idea of fragility or lack of mastery. Brene Brown shows just the opposite: that vulnerability is an essential force for personal growth and the construction of genuine relationships. The book explores how, by accepting our flaws and limitations, we free ourselves from shame, allowing us to live a more authentic life.

Mauricio Trezub, CEO of OmniChat

Book tip: “Play to win: how the strategy really works”, by A.G.Lafley and Roger L. Martin

“Playing to beat” offers a clear and straightforward approach to creating effective strategies.The authors turn complex concepts into something practical, presenting a structured process for strategic decision making. I like that the Procter & Gamble examples show how these strategies can be successfully implemented, regardless of the size or sector of the business.

“7 Powers: the Foundations of Business Strategy” by Hamilton Helmer

“7 Powers” presents seven sources of strategic power that can ensure lasting competitive advantage.The book offers a new perspective on how to build sound strategies, going beyond traditional approaches.The clarity of concepts and emphasis on creating sustainable competitive advantage are critical for entrepreneurs seeking long-term success.

Ale Garcia, co-founder and co-CEO of Solides

Book tip:“Outsiders: Eight Unconventional CEOs and their Radically Rational Plans for SUCceased”, by William N. Thorndike

The book dismantles the charismatic CEO myth and shows, with real data and stories, how some of the most successful leaders in American business history have built extraordinary value not with inspiring speeches, but with disciplined financial decisions, independent thinking and focus on allocating capital rationally. The book reveals a model of discreet, efficient and deeply strategic leadership, showing an alternative path to the traditional mode of administration. The combination of this strategy with great energy, coupled with a transformational and inspiring goal, is hyper powerful.

Pedro Ripper, co-founder and CEO of Bemobi 

Book tip: “The end of the world is just the beginning”, by Peter Zeihan

“The end of globalization scenario, addressed in the book, became even more relevant with the recent global tariff war that began.The book reflects on how to review business strategies and understand local dynamics in the face of uncertainties.”

Next wave: Artificial Intelligence power and the greatest dilemma of the XXI CENTURY”, by Mustafa Suleyman and Michael Bhaska

“The book addresses how Artificial Intelligence is transforming our lives and businesses, bringing valuable insights to anticipate trends in a rapidly changing environment and reinforcing the importance of learning and adapting continuously

Rodrigo Otavio Nascimento, CFO of Revo 

Book tip: “A Wealth of Nations”, by Adam Smith

Adam Smith reminds me that behind numbers and models lies human nature and the quest for collective prosperity.I always come back to him to understand how incentives shape markets & HOW that still reverberates in business decisions today.

Book tip: “Capitalism in the Age of Surveillance”, by Shoshana Zuboff 

A book that redefines how we see value in the XXI century. Zuboff shows how data has become a central asset in business decisions and the digital economic model.For C-levels, it is a provocative and necessary reading to understand the new engines of growth, the dynamics of technological power and the role of leadership in this constantly changing scenario.

Talita Zampieri, CMO of the Superlogic Group

Book tip: “ensemble ios de Solo a Sinfonia” BY several authors

“O project, which is coordinated by the movement 'Uma Sobe and Pulls Out Another’, presents inspiring stories of 139 women, who bring real stories of resilience, leadership and resilience, transcending borders and generations, and that I had the pleasure of collaborating. In addition to real stories of women who are transforming the world in various areas, in my chapter encouraging to leave seeds of self-love and wisdom planted in the soil of time, with the courage to truly know each other.”

Book tip: “Hall Occur (Lean In), by Sheryl Sandberg

“Esse book is direct, inspiring and full of real experiences. Sheryl, former COO of Facebook/Meta, brings personal stories with data and research on the space of women in the labor market, focusing on how women can conquer and exercise leadership without giving up who they are. A council that I take to life was Sit at the table’s, which showed me how important it is for a woman to take the lead, position herself, raise her hand and propose ideas and solutions where she is.”

Luiz Lara, Chairman of TBWA Brazil and president of Cenp iof Forum of Self-regulation of the Advertising Market 

Book tip: “Oswald de Andrade, bad wild”, by Lira Neto

Very well written, it rescues the history of Sao Paulo, the culture of our city, the Art Week of 22, the Anthropophagic Movement, his passion for Tarsila do Amaral, his plays, books and controversies, showing how the elite behaved and influenced behavior, arts, dance, theater, the press and politics.

Thiago Cappi, CEO of SIS Innov & Tech

Book tip:“Ask what Matters” by John Doerr

“This book is an excellent introduction to OKRs (Objectives and Key Results), and shows how companies like Google and Intel have successfully applied this methodology.The main feature of the book is in practicality: it offers clear and real examples that help you understand how to align teams and generate focus. This is the ideal reading for those seeking strategic clarity, measurable goals and accountability culture for their company.”

The rule is to have no” rules, by Reed Hastings & Erin Meyer

“This book is a fascinating study of Netflix culture, based on freedom with extreme responsibility. The collaboration between Reed Hastings (CEO of Netflix) and Erin Meyer (expert in organizational culture) brings a unique combination of practice and theory. The book shines when it shows the “culture” and how Netflix adapts (or enforces) its culture in different countries. Ideal for leaders who want to challenge traditional structures and build bold cultures.”

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