In the universe of artificial intelligence, a new wave is approaching rapidly. They are AI agents that perform increasingly complex tasks and make autonomous decisions. In customer service, this evolution is viewed favorably. By 2029, this technology will resolve 80% of common customer service issues without human intervention, according to a recent projection by consulting firm Gartner.

While traditional chatbots, for example, are mechanical and follow predefined scripts, the AI agent can act autonomously to make online purchases on its own based on human commands, for example.

For the customer service sector, this means a new way of engagement, facilitating attendants' service with productivity and automation of interactions, and reducing operational costs for companies. However, it will also change the communication made by consumers.

“This transition will impact the way customers communicate with the company, as they will also have access to the artificial intelligence agent. Consumers will be able to use it to clarify doubts, request exchanges and returns, and make complaints on their behalf. This scenario requires strategic adaptation on both sides, so that the relationship is not affected and problem-solving is practical,” comments Oswaldo Garcia, CEO ofNeoAssist, a leading platform in omnichannel service and owner of Núb.ia artificial intelligence.

Thus, Gartner's study also addresses that, based on this new behavior, it will be necessary to adapt service not only for human clients but also for "machine clients." This directly implies prioritizing automation, as the volume of interactions may change. This could be the beginning of a major shift in conversational AI, which is no longer just a customer support tool but is permeating other operational and relationship levels.

“The market is betting that AI agents will be the next evolution of technology, and the forecast is that in four years’ time we will already be able to see the results of its use. Until then, our mission is to prepare the ground to deliver the best experience to customers, whether or not they use AI during their purchasing journeys,” adds the CEO of NeoAssist.

Innovation and AI mark talks at Web Summit Rio

The next steps of AI have been highlighted at major events. From April 27 to 30, the Web Summit Rio will take place, and among the talks, there are no shortages of topics involving artificial intelligence. From finance and ESG to design, as well as the role of AI agents.

Keeping an eye on the latest in technology,customer experience and artificial intelligence, NeoAssist is one of the companies that will be present at the event. Visitors will be able to chat with the team and executives of the brand to network, discuss the importance of omnichannel vision in customer service, and learn about Núb.ia — proprietary AI that suggests, summarizes, and analyzes consumer sentiments in customer service.

Web Summit Rio

Data: April 27-30

Local: Riocentro Convention & Events Center – Rio de Janeiro (RJ)

Site: Link

A ZenoX, a cybersecurity startup fromDefense GroupSpecialized in artificial intelligence against digital threats, it conducted a detailed investigation into the leak of 3.4 million credit cards, called "JOKER". The incident, which was classified as the largest financial data leak so far in 2025, was attributed to the cybercriminal group B1ACK’S STASH, known for trading financial data on the dark web. The analysis revealed that malicious actors are stepping up their game by combining advanced phishing, e-commerce compromise, and artificial data generation to maximize impact and financial return.

Leakage strategy and methods
The campaigns identified do not appear to have been targeted at specific banks, but rather aimed at the mass collection of credit card data through different methods, such as:

• Fake payment gateways;
• Fraudulent websites;
• Phishing by e-mail;
• Man-in-the-Middle scripts on legitimate online stores.

The operating pattern shows that B1ack seeks to maximize its gains by reselling or using the stolen data. For this, explore markets of thedark web, forums ofcardingand direct transactions, strengthening its influence through an effective marketing strategy in the cybercriminal underworld,” says Ana Cerqueira, CRO at ZenoX

Impact and identified risks
Although the initially disclosed total was 3.4 million cards, ZenoX's investigation suggests that between 1.4 and 2 million records are authentic. Of this total, 93.96% remained active at the time of the investigation, representing a significant risk to consumers and financial institutions, especially in the Southeast Asian region.

It is also pointed out that a significant portion of the 3.4 million card records disclosed by B1ack may have been artificially generated and not obtained exclusively through legitimate breaches. Anomalies in CVV codes, expiration dates, and demographic data were identified, indicating significant artificial generation of some of the data.

“We estimate that between 40% and 60% of the records may have been created artificially. This artifice seeks to amplify the impact of the leak, increasing the reputation of the criminal group in the black market,” Cerqueira highlights.

The implications of this leak go beyond the immediate economic impact and highlight structural changes in the way compromised data is collected, manipulated, and commercially exploited. In this way, swift mitigation actions are required.

Brazil's exposure in the leak
Brazil ranks 40th among the most affected countries, with 3,367 compromised cards, representing 0.10% of the total. Despite the moderate exposure, the presence of Brazilian records is the largest in Latin America, surpassing Argentina (712), Chile (459), Colombia (139), and Mexico (2,791).

The analysis of IP addresses linked to national cards reveals a diversified pattern, indicating multiple phishing campaigns and possible e-commerce compromises, rather than a centralized attack. São Paulo leads in the volume of leaked data, reflecting its importance as a financial center.

The relatively lower exposure of Brazil, in contrast to the high concentration in Southeast Asia, can be attributed to factors such as differences in the security technologies of local financial institutions, the attacker's lesser focus on the region, or the geographical distance of B1ack's main operations. "Although it is not one of the most impacted countries, the presence of more than 3,000 compromised cards in Brazil highlights specific vulnerabilities that require the attention of financial institutions and regulatory agencies," concludes Cerqueira.

The full study carried out by ZenoX can be accessedhere.

Visualize a fierce competition on a racing circuit, where each car is a company vying for the consumer's attention. At the center of this race, paid traffic is like a turbo that propels vehicles forward, providing the speed needed to surpass competitors. Without this energy boost, the chances of standing out decrease, and the goal of capturing the target audience becomes a more challenging task. In the world of digital marketing, those who use paid media strategically not only accelerate their market presence but also position themselves as leaders, quickly reaching their ideal clients.

And the numbers don't lie: 51.7% of companies plan to increase investments in paid media in 2025, according to a Conversion survey. The reason? The return on investment (ROI) that this channel provides. According to a survey by HubSpot, companies that invest in paid traffic see an average growth of 40% in the generation of qualified leads. Additionally, Google Ads alone generates an average ROI of 200% for advertisers, according to WordStream data. This growth is no coincidence. In a saturated digital landscape, it's not enough to just be present; you need to be seen.

For João Paulo Sebben de Jesus, owner of PeakX, a digital marketing consultancy specializing in customized solutions, the time has passed when simply posting a message and hoping it would reach the right audience organically. Today, paid traffic is the compass that directs the message to the ideal user, at the perfect moment, with the most relevant offer. Whether on Google Ads, where we capture the purchase intent, or on Instagram and TikTok, where content generates desire, each platform has its strategic role.

João Paulo explains that Google Ads is ideal for direct conversions, capturing consumers who are already searching for a specific product or service, usually out of necessity, since the level of awareness about the solution they are seeking is high. Meta Ads (Facebook and Instagram) is excellent for brand building, engagement, and promoting products that evoke desire, giving us the opportunity to target our audience to stimulate that desire. It is also useful for necessity products, as we can work with persuasive content highlighting a problem, its implications, and the need for a solution. TikTok Ads is powerful for reaching a targeted audience, generating virality and sales, and LinkedIn Ads is the best option for B2B companies aiming to reach decision-makers.

Thus, the choice of platform is decisive for the campaign results. We always seek a balance between reach and engagement to strengthen the brand, cost-effectiveness, and return on investment. Strategically combining platforms such as Meta Ads (Facebook and Instagram), TikTok Ads, and Google Ads is ideal for creating an ecosystem that feeds itself, surrounding the potential customer in various ways, respecting the characteristics of these channels and creating complementary communications to guide the person from the top to the bottom of the funnel, transforming them into a highly qualified lead.

Each of these tools allows companies to target their ads extremely precisely, considering age, location, interests, purchase intent and even online behavior.

A practical example: imagine a sportswear store that wants to sell more running shoes. With paid traffic, she can target ads to: people searching for "best running shoes" on Google; reach on Instagram users who have shown interest in the type of product; and people who have recently interacted with sports content on TikTok.

This precision dramatically increases the chances of conversion, ensuring that every real invested generates a real return.

With the digital advertising market projected to reach $870 billion by 2027, according to Statista, the pressure for businesses to adapt and adopt paid traffic strategies is only set to increase.

But don't be fooled: it's not just about spending more, it's about investing better. The companies that get ahead are not necessarily the ones with the biggest budgets, but rather those that use data, A/B testing, and artificial intelligence to continuously refine campaigns.

Proper segmentation allows companies to better understand their target audience, identifying their pain points, desires, and decision triggers. This results in more effective and persuasive communication, increasing customer conversion. According to a survey by Ebit/Nielsen, 70% of online stores already use AI for data analysis and process automation.

The use of AI enables advanced optimizations, such as intelligent A/B testing, dynamic budget adjustment, and audience recognition. "We apply technology at various stages, from creating optimized landing pages to predictive behavior analysis. This ensures that each message is delivered to the right audience at the right time," he/she/they highlights.

PeakX sees this technology as a great opportunity to optimize campaigns. "The future of paid traffic lies in the fusion of data and creativity. On one side, algorithms analyze behaviors, optimize bids, and adjust ads in real time. On the other, creative strategies ensure that every visual, every copy, and every call to action are irresistible," explains João Paulo.

“At the end of the day, what really matters is not just how many clicks were generated, but how many conversions, how many new customers and, above all, how much real growth was achieved,” he concludes.

The lack of investments in Internet of Things (IoT) technologies has caused significant losses in various sectors of the Brazilian economy. In retail, for example, the lack of automation and intelligent monitoring results in a billion-dollar loss. According to the Brazilian Association of Loss Prevention (Abrappe), in partnership with KPMG, the average loss rate in retail increased from 1.21% in 2021 to 1.48% in 2022, totaling a financial impact of R$ 31.7 billion per year.

These losses are attributed to operational breaks and inventory errors. The lack of adoption of advanced technologies, such as tracking sensors, radio frequency identification (RFID), and artificial intelligence, hampers inventory monitoring and the identification of operational risks, reducing efficiency and increasing company costs. However, companies that have already adopted technological solutions for loss prevention have recorded significant reductions in operational losses.

But retail is not the only sector impacted by low IoT adoption. Besides commerce, other areas of the economy fail to achieve significant gains due to the lack of digitalization and automation.

● Public Administration: Most government buildings and public bodies still operate with corrective maintenance, without sensors to control climate control and energy consumption, which results in wasted resources and high operating costs.

● Industry and Manufacturing: Despite the advances of Industry 4.0 in production lines, facilities management within factories is still outdated. Many industrial plants do not use sensors for predictive maintenance of building equipment, environmental monitoring, or automated climate control, impacting productivity and workplace safety.

● Transportation and Mobility: Subway, train and bus stations face challenges in adopting technologies to optimize cleaning and maintenance, which compromises the user experience and generates unnecessary operating costs.

The survey by the Brazilian Association of Facility Management, Property, and Workplace (ABRAFAC) highlights the advancement of digitalization in the hospital sector, where 52.7% of institutions already have alert and alarm systems for real-time process and equipment monitoring, and 57.1% use visualization panels for operational management. This progress has ensured greater safety and predictability in hospital infrastructure, reducing waste and improving the patient experience.

EVOLV, specialized in IoT solutions, has been one of the companies responsible for this transformation in Brazil. With cases in hospitals, industries, state-owned companies, and more than 25 airports, the company develops technologies that assist in the digitization and automation of building management, reducing costs and increasing operational efficiency. In retail, adopting these solutions can result in significant savings of 40% and an increase in the sector's competitiveness.