In recent years, employee well-being has become a strategic priority for companies around the world. In some markets, this movement gave rise to a new executive position: theChief Happiness Officer (CHO), responsible for promoting a healthier, more productive, and satisfying work environment. Does this trend make sense for Brazil?

The concept of CHO (Chief Happiness Officer) emerged in large corporations abroad, especially in technology companies and startups, which realized that happiness at work directly impacts talent retention, engagement, and consequently, results. The professional works on implementing quality of life policies, mental and emotional well-being initiatives, organizational culture, and even benefits that enhance employee satisfaction.

According to theABRH-SPthe growing appreciation of corporate well-being in Brazil indicates that this trend may gain strength here. "Brazilian companies are increasingly aware of the importance of the work environment for productivity and talent attraction. However, the creation of a specific position for this role is still a topic of debate," says Eliane Aere, President of ABRH-SP.

In Brazil, many companies are already investing in strategies for employee well-being, but the role of Chief Happiness Officer is not yet widely adopted. Mostly, the initiatives are linked to areas such as HR, organizational culture, and corporate health, with programs aimed at work-life balance, more flexible working hours, mental health benefits, and relaxation spaces.

For the president, the challenge lies in adapting this concept to the Brazilian reality. "Each company needs to assess its culture and needs before creating a role like the CHO. In many cases, it may make more sense to strengthen the HR department with professionals focused on employee well-being," adds Aere.

Regardless of the terminology, the trend to prioritize corporate well-being is a reality. With increasing market competitiveness and the new generation of professionals demanding more work-life balance, companies that invest in organizational happiness can have a significant advantage.

Companies from various sectors have been exploring the possibilities of virtual reality as a differentiator for their operations. In the foodservice and facilities sector, Sodexo relies on innovation to drive its business in Brazil, creating a more interactive and engaging journey in presentations of its entire service portfolio.

Sodexo Realities is Sodexo's new platform that combines virtual reality, three-dimensional environments, and gamification, providing an immersive experience during the presentation of corporate food and facility management products and services. Developed in partnership with the startup Dive, the tool allows multiple users to use their avatars and navigate, via computer,tablet, smartphoneor virtual reality glasses, exploring the solutions offered by Sodexo in an interactive way.

Even in its early stages, the solution, which won first place in the 'Channels & Conversion Experiences' category at the Inovativos Award, promoted by Accenture and FGV, has already driven nine closed commercial deals in just over eight months of use. "Virtual reality is no longer a novelty, but we find in it a powerful way to showcase our portfolio. Realities replaces static presentations and in-person visits with an immersive journey that puts clients inside our operation and even allows for a virtual 3D meeting for negotiations or service purchases right there. The results have been so positive that we are expanding functionalities to support more interactions and explore new applications," says Cinthia Lira, Sodexo's Marketing Director.

In recent years, the food market in Brazil has witnessed a significant transformation with the rise of dark kitchens, also known as ghost kitchens. These establishments operate exclusively for deliveries, without in-person customer service, allowing for a significant reduction in operational costs. Data from Coherent Market Insights indicates that the segment is expected to grow at an annual rate of 12%, reaching a market size of US$ 157.2 billion by 2030, highlighting its relevance in the current landscape.

ATW Delivery Brands stands out in this context as the largest dark kitchen holding company in the world. Founded in 2017, the company has grown exponentially, currently with 180 franchises operating under 15 "digital restaurant" brands, including N1 Chicken, O que comer, Fernando?Brasileirinho Delivery and Zé Coxinha. In 2024, ATW's revenue exceeded R$180 million, reflecting the success of the adopted business model.

Victor Abreu, CEO of the brand, emphasizes the importance of virtual franchises in the current scenario: “The integration between dark kitchens and delivery platforms not only optimizes logistics processes, but also expands business opportunities, allowing new brands to emerge and consolidate themselves in the market with greater speed and efficiency.”

The adoption of dark kitchens offers several advantages to entrepreneurs, such as lower initial investment requirements, simplified operation, and high profitability. Furthermore, this model allows for quick adaptation to market demands, enabling the creation of innovative brands focused on specific niches.

However, the expansion of dark kitchens also presents challenges. The lack of a physical space for interaction with customers requires differentiated marketing and loyalty strategies, mainly using social media and reviews on delivery apps to build a solid reputation.

In short, ghost kitchens are redefining the food market in Brazil, offering consumers more convenience and variety, while providing entrepreneurs with business opportunities tailored to the new realities of consumption. A trend of continuous growth in this model is observed, which promises to significantly influence the direction of the gastronomic sector in the coming years.

In recent years, artificial intelligence has proven to be a powerful ally for companies seeking to optimize their sales strategies and stand out in an increasingly competitive market. With the ability to analyze large volumes of data in real time, automate processes, and personalize customer service, AI is transforming the way companies interact with their consumers and, consequently, directly impacting their business results.

According to the sixth edition of the reportState of SalesSalesforce, which in 2024 surveyed more than 5,500 sales professionals in 27 countries, including 300 Brazilians, concluded that eight out of ten Brazilian salespeople (81%) are using Artificial Intelligence (AI) at work, but only 28% of that time is spent engaging with clients and making sales.

With this in mind, Raphael Lassance, partner and mentor at Sales Clube, the largest ecosystem specialized in sales solutions for companies, listed4 reasons to use artificial intelligence in any entrepreneur's sales strategies. Check it out:

1. Automation and efficiency in the sales process

One of the main advantages of AI in sales strategies is the automation of repetitive and administrative tasks. AI-based tools can handle lead screening, answer frequently asked questions through chatbots, and even qualify leads, freeing up salespeople to focus on more complex interactions and closing deals.

Furthermore, AI is capable of analyzing consumer behavior in detail, identifying patterns, and suggesting the best approaches for conversion. With predictive algorithms, the technology can forecast which customers are more likely to make a purchase, optimizing the sales team's efforts and increasing the conversion rate.

2. Personalizing the shopping experience

Another area where AI has stood out is in personalizing the customer experience. Through recommendation systems, such as those used by major e-commerce platforms, companies are able to offer personalized products and services based on consumers' browsing and purchase history.

This customization is not limited to the products but also to the service. AI can be integrated into CRM systems to provide more targeted interactions, with recommendations, promotions, or specific content for each customer, all based on behavior and individual preferences.

3. Data analysis for strategic decisions

The ability to analyze large volumes of data, or Big Data, is one of AI's greatest strengths. By processing data from various sources (websites, social media, CRM, etc.), the tool provides valuable insights into consumer behavior, market trends, the effectiveness of sales campaigns, and even the performance of individual salespeople.

These insights can be used to adjust strategies in real time, enabling faster and more accurate decision-making. For example, if a sales campaign is not generating the expected results, AI can quickly identify what needs to be changed, such as the target audience or the type of offer presented.

4. Team training and increased productivity

AI has also been used in sales team training through tools that simulate customer interactions and analyze salespeople's performance. By monitoring and providing instant feedback, these solutions help improve the skills of sales professionals, making them more effective and productive.

Additionally, process automation allows teams to focus on customer relationships rather than wasting time on administrative or routine tasks.

"Artificial intelligence is, without a doubt, a strategic ally for companies seeking to increase their competitiveness and improve their sales processes. By automating tasks, enhancing personalization, and optimizing decisions based on data, companies can reach new levels of efficiency and success," says Lassance.

However, it emphasizes that a balance between automation and human touch is essential. "Although AI can optimize many processes, empathy and emotional connection with the customer are still fundamental aspects that cannot be fully replaced by technology," he concludes.

A Digit Technology, a leader in unified communication solutions, is innovating by applying hyper-personalization to its products, providing its clients with a more efficient service journey tailored to specific needs. With robust solutions for contact centers, tools for developing voice and chat bots, and a unified corporate communication platform that integrates calls, videos, and messages securely, the company not only improves communication but also creates a unique experience, delivering more accurate and assertive results for organizations.

By using AI strategically, solutions are capable of analyzing consumer data, recommending content, resolving issues more effectively, and even anticipating their future needs in a highly personalized manner. A step further in creating customized service journeys focused on the behavior and needs of each client. Furthermore, technology enables the creation of intelligent decision trees, ensuring high-quality service via voice or chat on any communication channel preferred by the customer.

One of the most recent innovations from Dígitro Tecnologia is the automation of service evaluations, which can reduce costs and optimize companies' time. Through AI, the company can transcribe calls, analyze the politeness of the attendants, and instantly measure customer satisfaction. "This automation not only increases productivity but also provides a clear view of the agents' performance," affirmsMarcio Souza, the company's chief technology officer.

By investing in technologies that integrate AI, Dígitro reinforces its position at the forefront of digital transformation in corporate communications, creating solutions that not only meet customer expectations but also anticipate their needs. This ensures a more effective and productive experience for everyone involved. "Our role is simple: to deliver products and services that truly add value to our clients' businesses. When properly applied, AI generates scalability, productivity, and, most importantly, better results," concludes Márcio Souza.