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Consumer Week: smart consumption and financial planning

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Consumer Week: smart consumption and financial planning

Consumer Week highlights the importance of buyers understanding their rights and the best way to manage their purchases. According to data released by Serasa (2024), more than 73 million adults in Brazil are in default. The economist and professor of the Business Administration course at UNINASSAU Recife, Graças campus, Alfredo Menezes, offers tips on how to be conscious and avoid debt.

"It is essential to record and organize finances in order to control what goes into the budget, whether fixed or freelance work. This is a way to stay organized so that expenses do not exceed income," explains the specialist.

According to the professional, managing money is a practice that, although basic, can become the solution for many disorganized people with their finances. It is essential to avoid buying unnecessary products, consumables, food, or hiring services, as they weigh on the end of the month and end up compromising the budget.

"Organization and planning are crucial to keeping the budget on track. List expenses in order of priority and always have an emergency reserve in case of extreme need," she adds.  

Finally, the teacher details the importance of setting clear financial goals and distinguishing between what is necessary and desires. "Set short, medium, and long-term goals, such as paying off debts, taking a trip, or starting a private pension. Before making a purchase, ask yourself if it is really necessary or if it is just a fleeting desire," concludes Alfredo Menezes.

Blip launches tool that allows direct and personalized interactions between agents and customers on WhatsApp

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Blip launches tool that allows direct and personalized interactions between agents and customers on WhatsApp

More and more, consumers seek individualized and personalized relationships with brands, from the largest retailers to local neighborhood businesses. Thinking about this,Blip, the conversational intelligence platform that connects brands and consumers in social apps, has just launched Blip Go Personal.The tool allows individual interactions between agents and consumers through WhatsApp, ensuring greater engagement, security and total control for managers.

The solution, unprecedented on the market, is aimed at companies with complex consulting operations, such as the financial, real estate, pharmaceutical, law firm and travel agency sectors, among others, which depend on highly personalized consultative service.

Sergio Passos, CPO (Chief Product Officer) at Blip, explains that, currently, part of these interactions occur through WhatsApp Business or personal numbers of the agents, making supervision and governance by companies more difficult. "With Blip Go Personal, it is possible to monitor all conversations in real time, ensuring transparency, compliance, and more efficient management of interactions between companies and their customers. The solution aims to provide this data visibility, security with the verification seal, and performance, which ultimately results in higher quality, reliability, and engagement in the relationships between the company, agent, and consumer," explains the executive.

Benefits for customers, agents and managers

For the end consumer, the solution provides greater security in interactions, as it ensures that the person is communicating through an official company channel, in addition to enabling a closer and more personalized relationship with the agent. Other benefits include a unique number for each digital agent or partner and increased brand credibility with verified numbers.

In the case of digital agents, Blip Go Personal increases efficiency, customer engagement, and also sales, making the customer relationship and commercial operation more productive. Among the differentiators are automated contact distribution, the same agent contacting the client, a personalized business card, and integration with enterprise systems.

In the case of managers, the solution provides insights in a centralized manner, ensuring broad visibility over operations, enabling strategic monitoring and better control of agent performance. Among the available features are integration with CRM systems, autonomy for creating campaigns, recording conversations conducted on the digital agent's WhatsApp, and detailed dashboards for performance analysis. "Blip Go Personal is available for integration with other Blip solutions or independently," explains Sérgio.

Blip already has three client companies using the new solution. Two of them are large companies in the financial market, in addition to a major trading group in the bed, table, and bath sector.

Study shows that women move US$31.5 trillion in retail but remain invisible in advertising

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Study shows that women move US$31.5 trillion in retail but remain invisible in advertising

Although they have a global economic power of $31.5 trillion, women are still underrepresented in campaigns and marketing strategies. However, brands that invest in a more authentic and positive representation of women can achieve significant gains in sales. This is the main conclusion of the GEM® Lift 2024 study, conducted by Circana – a global data tech company for consumer behavior analysis – in partnership with the American organization ANA’s SeeHer.

The survey reinforces the crucial role that advertising and media play in building a more equitable society and overcoming gender stereotypes. According to the research, campaigns that portray women accurately and positively can lead to a sales increase of up to 10 times – double the growth identified in another analysis conducted in 2019, when the impact was five times.

Gender equality is a pressing concern for most consumers. According to the study, 94% of people around the world consider the topic important in their personal lives, and 81% show optimism about advances in the field. Furthermore, consumers of different races, ethnicities, and generations perceive media and brands as influential in promoting equity. The impact of inclusive advertising campaigns is even more significant among younger generations. Creatives that prioritize narratives of personal growth, empowerment, and female self-fulfillment drive sales nine times higher among Generation Z and the younger millennials.

The research also revealed that greater diversity in advertising not only improves brand perception but also has a direct impact on sales performance. The presence of ethnically diverse women increases the return on advertising investment for all households, regardless of race or ethnicity. Additionally, African-American and Hispanic consumers showed greater engagement with brands that value diversity in their campaigns.

However, despite these advances, the study warns of a concerning setback. In the last two years, there has been an 18% decrease in the presence of women in leadership roles in advertising. For Circana and SeeHer, this reduction represents a missed opportunity for brands, which fail to engage with a highly purchasing power audience. In the United States, for example, women generate $10 trillion annually.

GEM® is the global standard for measuring gender equality in advertising and media content. The index was a pioneer in quantifying gender bias in advertising campaigns, providing a key indicator for brands seeking more effective and inclusive communication. "Advertising has the power to transform perceptions and challenge stereotypes. By representing women in an authentic and empowering way, brands not only meet audience expectations but also drive their financial results," emphasizes Erika Digirolamo, Director of Media and Marketing Solutions at Circana.

With the growing awareness of gender equity and the direct impact of representation on purchasing decisions, companies that adopt a more inclusive approach have the opportunity to strengthen their market position and connect more meaningfully with their consumers.

Stablecoins surpass bitcoin and lead Brazilian purchasing preference, reveals Bitso study

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Stablecoins surpass bitcoin and lead Brazilian purchasing preference, reveals Bitso study

A Name, Latin America's leading crypto-based financial services company, announces the third edition of the report'Crypto Panorama in Latin America'a comprehensive study on the trends and behaviors shaping the region's cryptoeconomy. The research highlights a year marked by growth and maturity in the crypto market, driven by factors such as regulation, technological innovations, and increased institutional participation.

In Brazil, the adoption of cryptocurrencies continued to expand, with a 6% increase in the platform's user base. One of the main highlights of the study is the preference of Brazilians forstablecoins, which surpassed Bitcoin in purchases made in 2024. USDC and USDT accounted for 26% of the digital assets purchased in the country, while BTC represented 22%, reflecting the interest in more stable options amid the volatility of the real.

“With an increasingly dynamic crypto ecosystem and advancing regulation, Brazil continues to be a strategic market for us. The study’s data shows that the Brazilian market is maturing rapidly, with more experienced investors diversifying their portfolios more. The trend is for this evolution to continue, driven by institutional growth and greater access to blockchain-based financial services,” says Bárbara Espir, Country Manager of Bitso Brazil.

Profile and behavior of Brazilian investors
In a year of consolidation for the crypto market, Brazil remained one of the main markets for Bitso in the region. The number of platform users in the country reached 1.9 million, registering a 6% increase compared to the previous year. The dominant age group among investors remains 25 to 34 years old, representing 38% of active users.

Another highlight is the greater diversification of Brazilians' portfolios. In 2024, Bitcoin remained the most held asset in the country, but its share in wallets decreased by 13 percentage points. This movement is associated with taking profits after the cryptocurrency's appreciation throughout the year. On the other hand,stablecoinsas USDT and USDC gained relevance, with a 7 percentage point increase in the holding of these assets.

The growth of memecoins was also a phenomenon in the country, with emphasis on the PEPE token, which saw an increase of 12 percentage points in the composition of investors' portfolios.

In addition to diversification, the study also indicates an advancement in the sophistication of Brazilian investors. The number of users utilizing advanced trading tools increased in 2024, reflecting a greater interest in more sophisticated trading strategies. Bitso Alpha, which allows for the execution of scheduled orders and the use of technical analyses, has been increasingly adopted by clients.

Regulation drives adoption and investor security
Advancement in regulation has been a decisive factor in the maturing of the crypto market in Brazil. With the discussions about the Legal Framework for Cryptocurrencies and the regulation ofstablecoinsgaining space, investors have gained more confidence to operate in the sector. This regulatory evolution not only strengthens user protection but also attracts institutional investors seeking a more structured and transparent environment. As a result, greater predictability has encouraged the adoption of cryptocurrencies and established Brazil as a highly potential market for the sector.

The report analyzed the behavior of the base with over 9 million users of the Bitso platform throughout the year 2024. The focus was on the countries where the company operates: Argentina, Brazil, Colombia, and Mexico.

To read the full report, visit the website:https://blog.bitso.com/pt-br/bitso-panorama-cripto-america-latina-2024. 

Boosts Startups: Serasa Experian announces the eight startups selected for the first phase of the program

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Boosts Startups: Serasa Experian announces the eight startups selected for the first phase of the program

Serasa Experian, the first and largest data tech company in Brazil, announces the eight startups selected for phase one of the second edition of "Impulsiona Startups," an acceleration program that aims to scale positive social impact through innovative businesses and solutions. With solutions focused on new forms of credit granting for consumers, access to credit for SMEs, support for over-indebted individuals, and reduction of default rates, the selected startups were: Credere, Débito Direto, Minha Escola, Muda meu Mundo, Garrafa do Mar, Yolo Bank, Niew, and UP Vendas.

In this stage of the program, the goal is to promote the development of prototypes or the evolution of existing solutions that demonstrate the potential and scalability capacity of the entrepreneurs. The selected companies will undergo a journey of up to 6 weeks, including a R$30,000 equity-free investment for solution development and free use of Serasa Experian's services and products.

“We chose eight startups with solutions that are aligned with the areas of activity for which we aim to increase social impact. Our goal is to support these companies with expertise, equity-free investment and specialized monitoring, so that their businesses are boosted and more Brazilians can improve their financial health, creating a better future for Brazilian society,” says Paulo Gustavo Gomes, head of Sustainability & ESG at Serasa Experian.

In the second part of the program, four startups will be chosen based on the best results to undergo four months of acceleration with executive mentors from Serasa Experian and market experts, in addition to receiving another equity free investment – which does not require a corporate obligation of R$120 thousand reais.

The acceleration program created by Serasa Experian, now in its second edition, boosted six startups in its first edition. The accelerated, which represented the states of São Paulo, Federal District, Paraná, Pernambuco, and Rio de Janeiro, identified significant results regarding improvements in audience reach and revenue indicators, for example.

Tindin is one of the winning companies of the first edition, promoting educational inclusion and financial management from childhood and adolescence for students of public and private schools through a gamified experience. With participation in the program, over approximately 9 months, Tindin received professional mentorship on marketing and strategy, enabling investment in these areas and in its education and financial management product, resulting in a 10% increase in the number of people impacted during that period. In total, the startup has already impacted nearly 110,000 people, of which one-third are families, 60% are students from private schools, and 6% are students from public schools. With the acceleration, the startup should invest in increasing its impact on students in social vulnerability situations.

CleverTap partners with upGrad to create Deep Learning Track

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CleverTap partners with upGrad to create Deep Learning Track

A CleverTap, a complete engagement platform, has announced a partnership with upGrad – one of Asia’s largest continuous learning and integrated skilling companies – to introduce a specialized program indeep learningwithin the Digital Marketing and Product Management courses offered by upGrad in partnership with MICA and Duke CE, respectively.

Committed to helping brands unlock unlimited value for their customers, CleverTap currently serves over 2,000 brands worldwide, providing personalized experiences for their consumers. The platform is powered by TesseractDB™ – the world's first database specifically designed for customer engagement, offering speed and cost efficiency at scale. upGrad is one of the largest integrated upskilling companies in Asia, offering a variety of online and hybrid training programs, certifications, and bootcamps in its B2C portfolio, as well as facilitating courses with Diplomas, Master's, and Doctorates in partnership with renowned universities in India and around the world.

Fully integrated into the curriculum, this partnership combines academic rigor with practical market applications, equipping students with advanced expertise in customer retention, engagement strategies, and AI-based marketing. Through live masterclasses and hands-on training on the CleverTap platform, participants will gain exclusive industry insights and practical experience to tackle the challenges of modern marketing.

Students will have exclusive access for one month to the CleverTap dashboard, allowing them to explore marketing analytics for high-impact campaigns. It will also be possible to extend this access with a special discount for furthering studies. At the end of the program, participants will receive a joint certification from upGrad and CleverTap, enhancing their competitiveness in the job market.

Additionally, they will also have access to videos from CleverTap University – a platform created to deepen users' knowledge of the product, its use cases, and best practices to maximize the value of the tool. These contents will be available on upGrad's learning management system.

Speaking about the partnership,Sunil Thomas, Co-Founder and Executive Chairman of CleverTap, said: “We are very excited about this collaboration with upGrad. The marketing landscape is constantly evolving and it is essential for professionals to stay ahead of the curve. With this initiative, we have the opportunity to interact with promising talent and contribute to the development of future marketing experts.”

Rohit Sharma, President, Consumer Business Unit, upGrad, also commented on the initiative: “AI-powered marketing is already a reality. As companies around the world demand professionals who know how to interpret data and transform it into impact, this partnership with CleverTap ensures that our students are not only prepared for the job market, but for the future – empowered to analyze data and drive business results. At upGrad, we are committed to shaping careers that drive the new economy, where AI and analytics define success. This strategic collaboration reinforces our commitment to developing a skilled workforce.”

OpenAI Operator: The End of Work as We Know It?

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OpenAI Operator: The End of Work as We Know It?

Artificial intelligence has just taken a significant leap forward with the launch ofOperatoran autonomous OpenAI agent that goes beyond simply answering questions. He canmake decisions, perform tasks, and operate independently, without the need for constant human supervision. This innovation promises to transform various professional fields, reducing the demand for administrative roles, customer support, and operational management.

No channelAI in Real Life, Wilson Silva analyzes the impacts of this new technology, explaining what the Operator can do, which professions are at risk and how professionals and companies can prepare for this revolution.

What is Operator and how does it change the job market?

Unlike traditional AI assistants, Operatoracts proactively and autonomously. He is able to:

  • Automate complete workflows, such as responding to emails, organizing tasks, and creating documents.
  • Interact with different software, including Slack, Notion, Zapier and ERPs, optimizing business processes.
  • Make strategic decisions, analyzing data and implementing actions without the need for a human operator.

This capability puts several roles at risk of extinction, as many companies will be able to significantly reduce the need for administrative and operational positions.

Professions threatened by AI

With the adoption of the Operator, some functions may be eliminated or undergo significant transformations. Among the most affected are

  • Support agents and call centers, as AI can interpret emotions and solve problems autonomously.
  • Administrative assistants, as the automation of meetings, emails and documents reduces the need for this professional.
  • Junior Data Analysts, since AI can process information faster and more accurately.
  • Operational managers, since team coordination and task delegation can be done by artificial intelligence.

Changes will happen quickly, and companies that invest in these technologies will be able to reduce costs and increase operational efficiency.

How to prepare for this transformation

Despite the challenges, AI also creates new opportunities for those who know how to adapt. Professions that are expected to grow include

  • AI and Automation Experts, responsible for configuring and supervising these technologies.
  • Strategy and innovation creators, which will define the vision and business directions driven by AI.
  • AI Supervisors, professionals responsible for monitoring and adjusting the performance of these systems.

“AI should not be seen only as a threat, but rather as a strategic tool. Whoever learns to use it will have a competitive advantage in the market,” explains Wilson Silva.

When will Operator be available in Brazil?

Currently, Operator is only accessible to plan users.ChatGPT Pro in the United States, with a monthly cost of$200. OpenAI has already announced its intention to expand availability to other countries, but there is still no confirmed date for Brazil.

Meanwhile, professionals and companies must begin to train themselves for this new reality.

Training and mentoring to adapt to the future of AI

To help companies and professionals in the transition to a more automated market, Wilson Silva offers:

  • Corporate workshops and training, focused on the strategic use of AI to optimize processes and increase operational efficiency.
  • Individual and corporate mentoring, helping executives and entrepreneurs integrate artificial intelligence into their daily activities.
  • Custom projects, developing tailor-made solutions for automation and innovation.

“Companies that master AI will have a huge competitive advantage. Those who don’t adapt will be left behind,” Wilson highlights.

Watch the full video on YouTube

No channelAI in Real Life, Wilson Silva explains in detailHow Operator can impact the job market and how to prepare for this revolution.

The future of AI has already begun. Whoever is prepared will have the best opportunities in this new era.

Terra expands research portfolio and launches Terra Insights hub

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Terra expands research portfolio and launches Terra Insights hub

Terra announces the launch of the Terra Insights hub, a channel that gathers research conducted via the Vivo Ads mobile platform, the largest data lake in Latin America, aimed at identifying behaviors, market trends, and consumption habits of Brazilians.Thus, the hub assists brands and advertisers in obtaining more accurate and in-depth responses, facilitating decision-making and investments in increasingly strategic campaigns.

The applied methodology collects data that broadly and accessibly measures the preferences and opinions of active internet users. The questionnaires are structured and distributed through a rewarded digital media platform, covering closed questions for quantitative data, and/or open questions for qualitative insights.

“Terra Insights arrives to give more traction to our research portfolio, transforming Terra and Vivo's data into what we consider 'the new oil'. We have a highly competent team working on various research projects for brands and advertisers, in addition to the proprietary ones we use internally with strategic insights and a focus on strengthening Terra's business fronts. We believe in the scalability of this product as a reference in both the advertising market and the distribution of data-driven solutions”, comments Daniele Almeida, Head of Data Strategy and Campaigns at Terra & Vivo Ads.

How Terra Insights works

The surveys are conducted using proprietary solution, with filtering techniques that identify inconsistencies or duplicate responses, increasing the reliability of the results. The application occurs over a predetermined period and, at the end, the data are analyzed using statistical methods.

From the total responses collected, a demographic and psychographic sampling is carried out to ensure that the data respects the criteria established by the IBGE (Brazilian Institute of Geography and Statistics), guaranteeing that the results reflect the profile of the Brazilian population.

The surveys support the strategies of brands and advertisers, as well as proprietary projects. An example of this is Terraiá, São João do Terra, held in June 2024 at the Museum of Modern Art (MAM) in Salvador, which was conceived based on proprietary research by Terra Insights. Data collection, which ensures respondents' privacy, identified an opportunity to offer the residents of the Bahian capital a free event, integrating traditional June festivities with the modernity that only Terra has, and the result was surprising.

More than 2,500 people visited the site and over 372,000 views were recorded on the broadcasts of Chico César, Mariana Aydar, Forró da Gota, and Coletivo Carcará shows across all Terra platforms, sponsored by eight brands. Publicly successful, Terraiá collected more than 1.7 tons of food which were donated to an institution in Salvador.

“Terra Insights' personalized research brings valuable information to the market about the life and behavior of the population. Through spontaneous responses and actionable users, it is possible to direct highly targeted campaigns, effectively reaching the right audiences with increased impact and return on marketing actions for Terra's brands and advertisers.”, observes Daniele Almeida, Head of Data Strategy and Campaigns at Terra & Vivo Ads.

Learn more about Terra Insights' methodology and research athttps://www.terra.com.br/insights/

Artificial Intelligence for Small Businesses: How to Use Technology to Grow

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Artificial Intelligence for Small Businesses: How to Use Technology to Grow

Artificial intelligence (AI) is already part of the daily life of many companies, regardless of size. In Brazil, 47% of small and medium-sized enterprises (SMEs), for example, already use or plan to adopt AI in their operations, according to a survey by Serasa Experian. Among Brazilian startups, this number is even higher: 78% of them already incorporate some form of AI into their routines, according to the Founders Overview 2024.

A Speed upan online accounting startup is a practical example of this adoption. According to Adriano Fialho, CTO and co-founder of the company, the transition to using AI faced some internal resistance, but the positive impact on productivity soon became evident.

“One of the biggest impacts was on the sales process. We have AI capable of conducting a sale from start to finish, increasing efficiency. Another significant impact was on the autonomy of teams. People who are not from the technology area can now create solutions using AI, without having to resort to developers for everything. This increases the independence and productivity of the company as a whole”, explains Fialho.

AI and the job market

The advancement of AI also raises questions about the future of work. According to the specialist, technology is transforming employment dynamics, replacing some operational roles, and also creating new opportunities.

“There is a risk of unemployment for those who do not keep up with the changes, but at the same time, new opportunities are emerging. The profile of professionals will change, and entrepreneurs will need smaller, more strategic teams, complemented by ‘virtual employees’ – that is, AI agents that take on repetitive and operational tasks,” says Fialho.

AI Tips for Small Businesses

According to Adriano Fialho, if he had to choose a single essential tool, it would be ChatGPT for its flexibility.

“It’s not just a text assistant, it has capabilities for research, reference searches, image generation, and even voice and video conversations. It’s a versatile tool that can help in a variety of areas, from customer service to internal process automation,” he explains.

But there are many other options that he recommends and can be incorporated into your day-to-day business:

  • Claude (Anthropic): Powerful alternative to ChatGPT for writing and data analysis tasks.
  • MidJourney e Leonardo.AI: Platforms specialized in generating images with AI.
  • PhotoRoom:Great for quick image editing for social media.
  • Runway:AI solution for video editing and creation.
  • Descript:Tool for transcribing, editing and creating videos from audio.
  • ElevenLabs:AI specialized in generating realistic voice for dubbing and narration.
  • Fireflies.ai:Ideal for automatic transcription of meetings and calls.
  • Gamma.app:Tool for automated presentation creation.
  • AI concept:AI that helps organize information and generate intelligent summaries.

AI as an ally for small business owners

Just like with the internet, AI is becoming an essential tool for businesses. "Small entrepreneurs who quickly adapt to this new reality tend to stand out in the market, taking advantage of the full potential of this technological revolution," says the businessman.

According to him, the use of AI can provide significant competitive advantages for small businesses, optimizing time, reducing costs, and increasing operational efficiency. However, the specialist warns of the need for conscious use of technology.

“It’s not enough to adopt AI any old way – you need to know the technology well, choose the right tool for the right problem and ensure that data is protected. Those who know how to use these technologies well can gain a significant advantage in the market. On the other hand, those who choose not to explore these innovations may face major challenges in keeping up with the evolution of the sector”, concludes Fialho.

Levante announces Felipe Maximino as new Country Manager in Brazil

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Levante announces Felipe Maximino as new Country Manager in Brazil

Levante Brasil LTDA (Levante), an operator with permanent authorization from the Secretariat of Prizes and Bets (SPA), announced today that Felipe Maximino will immediately assume the position of Country Manager in Brazil. The company combines the experience of Sorte Online, a pioneer in the Brazilian digital lottery brokerage market with 21 years of history — which includes Sorte Online Betz, its online gaming vertical — and Lottoland, a global leader in lotteries and online gaming. With a focus on innovation and strengthening Levante's commitment to responsible gaming and improving the player experience, Felipe assumes the position with the goal of driving the company's operational growth and strengthening its brands in the Brazilian market.

Maximino has been at Sorte Online for almost four years and until then served as Vice President of Product, Technology, and Operations at Sorte Online. During this period, he was one of the responsible for the technological modernization of the platform, always focusing on providing an increasingly intuitive and efficient experience for customers.

“Taking on this position is both a challenge and a great opportunity to continue driving Levante’s growth in Brazil. Our goal is to continue expanding and focusing even more on the customer experience, bringing innovative solutions that simplify the consumer journey and expand access to quality services,” highlights the new Country Manager.

Felipe Maximino holds a degree in Computer Science from the University of São Paulo (USP), where he conducted research on accessibility in web systems and ubiquitous computing, and also has a postgraduate degree in Business Administration from Fundação Getúlio Vargas (FGV). In his career, before serving as VP of Product, Technology, and Operations at Sorte Online, the executive also held positions as Director of Product and Technology, CTO, and Head of Product at the company. Additionally, Felipe has experience working with multinational companies, leaders in digital transformation, such as the French Atos and the Indian TCS, with expertise in business development.

Maximino's appointment occurs after Marcio Malta's departure, who leaves the position of CEO of Sorte Online after five years with the company. During this period, Marcio was a key figure in the company's growth, and now Felipe Maximino takes over with the mission to intensify innovation and elevate the customer experience to a new level.

“Our commitment is to integrate global best practices with local knowledge to continue being one of the leading references in the Brazilian betting and lottery market. With my experience in the sector, I want to contribute to anticipating trends and developing solutions that meet the real needs of our customers. I would also like to take this opportunity to thank Marcio Malta for his leadership and the important achievements during his tenure, and I wish him much success in his new journey,” he concluded.

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