Entrepreneurship has become one of the most sought-after professions among Generation Z. A survey conducted by the Federal University of São Paulo (Unifesp), in partnership with the IDEIA Research Institute, indicates that three out of ten young Brazilians up to 27 years old aim to start their own business. The pursuit of knowledge in this area was also recognized by Jumper! Professions and languages, an educational network that offers more than 40 professional and foreign language courses, which has been filling up with students for the executive course, preparing this audience to become entrepreneurs.

Brazilian research also shows that the level of education influences interest in entrepreneurship. The higher the education level, the greater the desire to own one's own business.

"Institutions, whether schools or companies, are adapting to the needs of Generation Z by offering more innovative curricula, incorporating technology and entrepreneurship into the classroom, making learning more interactive and accessible. That is why we launched the Executive Course, to prepare this young person to become an entrepreneur and ready for the job market," explains Eleandro da Costa, CEO and partner of Jumper! Professions and Languages, which saw enrollment grow by 120% in the search for executive course enrollments.

The course consists of three modules, the first being for junior executives, focusing on the development ofsoft skillsThe students receive instructions to prepare for formal job interviews and career planning. In the second module, full executive, they encounter content on management and leadership. In the third module, senior executive, the focus is on finance and business management, with dynamic classes and case studies that reflect the reality encountered in daily practice.

“These innovations aim not only to attract Generation Z, but also to prepare them for a future that is constantly changing and full of challenges,” says the CEO.

Although artificial intelligence (AI) will continue to be one of the central topics in business discussions in 2025, almost half of companies (45%) do not have a specific strategy focused on the tool, as indicated by a recent survey published by ISC², an organization specialized in training for cybersecurity professionals.

“This means that, in practice, this gap prevents most companies from transforming AI into a competitive advantage. It creates a limited innovation cycle, which can be vulnerable to more advanced competitors,” comments Vera Thomaz, CMO (Chief Marketing Officer) yesYou are welcome., distributor of technological solutions for the B2B market.

Among the factors that lead to this scenario, we can highlight training and professional qualification, since AI requires specialized labor to be implemented and effectively utilized. Another barrier is the difficulty of integrating AI throughout the supply chain, mainly due to limited technological infrastructure.

“Without a solid and adaptable technological foundation, it becomes challenging to process large volumes of data and implement advanced solutions effectively. The lack of standardization and consistency in databases, combined with the dependence on old and inflexible systems, also makes the insertion of AI time-consuming, complex and expensive”, continues Vera.

Furthermore, there are still doubts and uncertainties regarding the regulation and ethics of this type of technology, with concerns focused on the risk of data leaks, causing hesitation among some Brazilian entrepreneurs. But, contrary to what is thought, digital security is another area enhanced through AI. Currently, there are multiple artificial intelligence models on the market that can facilitate real-time fraud detection and cyber threat identification, protecting both company and customer data.

This type of technology also has the potential to optimize complex processes, perform predictive analyses, identify risks, standardize and structure information dynamically, representing a strong competitive advantage, especially in terms of productivity.

“Companies that are investing in training, modernizing and integrating AI into their operations will be one step ahead of the competition, achieving greater agility, innovation and profitability in the market,” concludes the CMO.

In recent years, the marketing and advertising industry has undergone a major transformation. In addition to AI, which continues to drive innovation, creativity-focused strategies are also reshaping brand priorities and how they engage with their audiences. Amid these changes, marketing professionals face increasing pressure to deliver efficiency and effectiveness in an accelerated, content-saturated world.

According to the Influencer Marketing Hub platform, 34.1% of marketing professionals report significant improvements with the use of AI, but 17.5% say they still experience some form of setback. This divided emphasis reinforces the importance of strategic implementation.

In a scenario where competition is fierce and consumers are more demanding, strategic adoption of AI can be a key differentiator between success and stagnation. With that in mind, Vidmob, a leading global platform in AI-based creative performance, listed the six main impacts of AI on advertising in 2025.

1- Creativity as the catalyst for growth and ROI

High-quality creativity is essential to drive growth and ROI in modern marketing. While audience optimization has stagnated, audience optimization through creativity stands out as the key to capturing attention, increasing engagement, and achieving meaningful results. Nielsen, a global company in audience measurement, data, and analytics, states that creative quality is responsible for 70% of a campaign's success and 56% of sales ROI, highlighting its importance.

Generative AI is changing the way brands approach creativity, enabling personalized and precise campaigns. But, to be effective, AI needs primary creative data (first-party creative data). This combination allows the creation of content that resonates with the audience and aligns with the brand's objectives, making creativity a strategic advantage.

2 – First-party creative data: unlocking affectivity with GenAI

In 2025, primary creative data will become essential for brands and agencies seeking to stand out in a highly personalized, AI-driven world. These data provide valuable insights by combining creative elements, such as visuals and messages, with audience behavior and preferences, going beyond traditional optimization.

The main advantage of this data is its ability to improve generative AI models. By including creative signals, these models can produce content that is both engaging and aligned with the audience's expectations and the brand's objectives. This change offers a unique opportunity to create effective and engaging content, highlighting the importance of the quality of creative data in the AI era in marketing.

3 – Brand identity with AI supervision

A strong brand identity is essential to increase recognition, growth, and revenue. However, with the increase in content volume across various platforms, maintaining the brand's identity and message has not become an easy task. Generative AI, despite being innovative, can create variations that weaken or contradict brand standards, posing challenges for marketing professionals.

The solution is to use AI supervision to preserve brand identity at scale. By adjusting generative AI models to follow brand guidelines, marketers ensure that each content aligns with key elements, highlighting and creating greater impact. This not only facilitates content creation but also protects brand trust and recognition.

4 – Transforming media strategies with first-hand creative data and APIs

In the fast-paced media world, success also depends on the ability to align creative strategies with the performance of these channels. Challenges such as fragmented insights, misaligned campaigns, and difficulty measuring ROI often get in the way.

Generative AI, powered by first-hand creative data and API integrations, is transforming the way media teams bridge the gap between creativity and effectiveness.

5 – Real-time insights eliminating fragmentation

Generative AI, powered by first-hand creative data, eliminates data fragmentation by linking specific elements — such as visuals, messages, and formats — with performance metrics like click-through rates, conversions, and engagement.

According to a study by Google and Econsultancy, a global training and development company in digital marketing, 92% of leading marketing professionals believe that using first-party data to understand consumer preferences is essential for growth. Through APIs, this data can be integrated into existing workflows, providing media teams with actionable, real-time insights into what captures the audience's attention. This enables data-driven decision-making in real time and ensures that campaigns remain agile and focused on the audience that brands want to reach.

6 – Increasing media effectiveness through precision

By using AI-generated content alongside first-party data, media teams can adjust campaigns and improve results. AI identifies creative elements that perform well and replicates them across various platforms, maintaining the brand's strategy. This improves effectiveness across different channels and leverages the full potential of data to ensure a measurable result.

The use of AI has changed how marketing professionals create content, allowing for a new level of engagement. Using primary creative data(first-party creative data)CMOs can unlock the full potential of the tool to be more efficient and effective. The true power of AI in marketing is not about creating faster, but about creating with purpose. The use of creative data allows for the creation of stories that resonate and generate results, transforming AI into a powerful competitive advantage and positioning the brand at the forefront of technology in the new era of creative management," says Miguel Caeiro, Latam head of Vidmob.