With over a century of existence, Carnival is considered the biggest popular festival in Brazil, bringing together revelers from all over the country, as well as attracting tourists from other countries and continents. The importance of celebrations can be verified in the survey conducted by theCNC (National Confederation of Trade in Goods, Services and Tourism),which projected growth of 2.1% compared to last year, that is, more than R$12 billion in revenue.

In this way, it is important to emphasize that all sectors of the economy are impacted by the popular festival, whether in the area of products or services. Based on the results of the study released by the confederation, the highlights go to the segments of bars and restaurants, passenger transportation companies, and accommodation services (hotels, resorts, and inns).

As it is a seasonal event, Carnival boosts the production, stock, and transportation of goods, not to mention the increase in temporary job opportunities. For this reason, companies must prepare to handle a significant increase in orders and thus meet the expectations of revelers and increase their profits.

In this sense, technologies based on AI (Artificial Intelligence) can contribute to responding to sudden changes in a factory's routine, automating logistics services and also providing security monitoring systems in public, private and residential institutions.

To understand the scope and possibilities of applying the technology at the country's biggest popular festival, we spoke with Dirceu Matheus Júnior, the coordinator of the Lato Sensu specialization courses (in the fields of computing and informatics) at Mackenzie Presbyterian University. The specialist highlighted the main features and benefits offered in the business sector.

What are the main features of AI in Carnival?

It is important to clarify that the technology is already used invarious sectors of the economy, in order to ensure that companies efficiently address the consumer experience during the festivities. Some practical examples of the functionalities are verified in business data analyses, addressing the following aspects: social media, ticket sales, and consumer feedback, in order to identify trends and preferences.

In the assessment of the Mackenzie postgraduate computer science course coordinator, another important application of technology is observed in chatbots and virtual assistants. When devices are equipped with AI, they are able to provide useful information to revelers, such as parade schedules, block locations, safety tips, and transportation suggestions. By offering the mentioned data, companies improve communication and customer service.

Another feature that helped improve public safety, especially during Carnival festivities, is the facial recognition device. The equipment can be used to facilitate the entry of revelers into enclosed events, controlling access to restricted areas, and also strengthening the security of private spaces.

Dirceu highlights that AI systems can be installed in security cameras to perform real-time monitoring. "The technology applied to the equipment identifies suspicious behaviors in residential and commercial properties, as well as alerts authorities about possible incidents, increasing the safety of revelers," he argues.

Other uses of AI are verified in planning and management of logistics services, in order to optimize the analysis of historical data and predictions of different logistics scenarios, among them: parade routes, resource allocation and event management in public areas.

How can AI increase the efficiency of services offered during Carnival?

The use of AI-based technologies offers solutions ranging from user behavior analysis to the automation of repetitive tasks. According to the Mackenzie coordinator, the options available in the market still allow for the delivery of hyper-personalized experiences, one of the most valued aspects by the business sector.

“AI algorithms can predict the demand for transportation, food and accommodation services, so that business owners and suppliers can adjust orders and stocks of supplies. In addition, the automation of administrative and operational processes contributes to more efficient management of resources, reducing costs and increasing the effectiveness of event organization,” explains Dirceu.

With this understanding, it is worth adding that technological options serve areas of creative context, such as the production of personalized content for playlists, videos recapping events and even virtual costumes.

The Mackenzie computer coordinator highlights other important technologies during Carnival celebrations, designed with digital resources. AI applications can integrate augmented and virtual reality in order to offer immersive experiences to revelers. The options include virtual tours of parades and interactions with carnival characters, as well as increasing social interaction among revelers. In this way, companies have access to data obtained based on common interests and platforms created to share experiences and photos in real time, he concludes.

As can be seen, AI has the potential to transform Carnival parties by providing innovations for event organizers. It is worth adding that the technologies mentioned ensure safer events and more positive experiences for consumers.

The economic landscape of 2025 has been demanding from Brazilian companies a level of maturity that goes far beyond simple cost control. The complexity of the business environment, marked by political, economic, and legal instabilities, has created a challenging context for sustainable growth and prosperity. With high interest rates and increasingly scarce capital, strategic financial management ceases to be a competitive advantage and becomes a condition for survival.

Such reality requires a more refined reading of monetary indicators. Traditional metrics, such as expense control, contribution margin, and EBITDA, although fundamental, only represent the surface of analyses.

On the other hand, the vast majority of organizations still face basic challenges: the lack of budget predictability, the underestimation of risks and deficient cash flows are recurring problems, including among medium and large companies.

Budget planning, previously seen as a simple accounting exercise, must be understood as a dynamic instrument. The new context requires a thorough examination of capital structure, debt level, return on equity (ROE), and other metrics that ensure data-driven decision-making.

The problem is that, historically, for many companies in Brazil, financial control is limited to basic cash flow, without detailed scenario projections, reserves, and much less clear risk mitigation mechanisms. And it is precisely this fragility that needs to be corrected, or else it will jeopardize the sustainability of the business.

One of the most common mistakes is treating the budget as a static document, prepared once a year and reviewed sporadically. The current economic volatility scenario, for example, imposes the need for a model of periodic review and constant adjustments.

Companies that adopt a proactive approach, adjusting their strategies according to the market, are better prepared to face challenges and identify growth opportunities. Process automation and the use of predictive analytics tools are also key allies in this journey.

With the cost of money higher, it is essential for companies to revisit their operational structures in search of efficiency. This involves everything from renegotiating contracts with suppliers to restructuring internal processes, ensuring that every real invested generates a return.

It is also essential to understand that in crisis or growth scenarios, resource allocation needs to be more strategic. The investment may come before the return, and the company needs to be prepared to sustain this period.

If the goal is to expand before increasing revenue, it is necessary to increase the team, physical space, or inventory. In marketing, for example, investing more can generate better results, but the return does not always happen in the expected proportion.

Furthermore, ROE can behave differently depending on the economic situation. If before the company invested R$ 1.00 for a return of R$ 1.30, now it can only bring R$ 1.20. This difference directly impacts cash flow throughout the year and can also compromise the financial health of the business. Therefore, a robust budget planning must anticipate fluctuations and develop alternative plans.

When developing this plan, it is essential to identify the periods of greatest cash flow vulnerability and how to operate without freezing. Small competitive margins can be managed, but if several adverse variables accumulate, the company will face serious difficulties.

Budget planning is precisely meant to prevent these surprises and allow decisions to be made in advance. This approach strengthens the financial sustainability of the businesses.

A clear vision of growth levers is needed. With restricted capital, companies will need to seek alternatives for financing, strategic partnerships, and leaner and more sustainable business models.

On the other hand, in companies with better-structured conjectures, predictability increases significantly, allowing them to make more assertive decisions and shield their businesses from market fluctuations. In other words, being one step ahead is another valuable asset.

And, although the economic scenario of 2025 presents significant challenges, it will also create opportunities for those who are prepared to act in a structured and disciplined manner. The history of Brazilian entrepreneurship is marked by resilience and adaptability.

Budget planning, combined with professionalized financial management, will be a differentiator to ensure continuity and growth in the coming years. Organizations that understand this dynamic – and implement more sophisticated processes – will be in an advantageous position.

The future belongs to the companies that plan. And, in 2025, this delineation will need to be more robust, realistic, and strategic than ever.