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Nestlé creates new digital marketing hub to build customer loyalty

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Nestlé creates new digital marketing hub to build customer loyalty

Nestlé advances in its digital marketing strategies and sample distribution, investing in technology and Business Intelligence to expand communication and engagement with the end consumer. A platformI want Nestlé, created in 2021, has just received a new version: from a single registration, the consumer gains access to all active promotional campaigns of the Company's brands, like a central hub of opportunities, with agility and personalization. The goal is to reach 1 million people in the first year of the new version ofI want Nestlé.

The debut campaign is the corporate promotion "Nestlé Faz BBBem," announced nationwide during Big Brother Brasil 25. All the work was developed in partnership with CI&T, a global specialist in technological transformation. The new version of the platform uses digital tools to customize and analyze data in an optimized way. Technologies such as heat maps, real-time A/B testing, and One Time Password (single-use password valid only for a login session) were also implemented on the website, allowing Nestlé to tailor its solutions to consumer preferences.

Furthermore, with the implementation of new tools, activation of new consumers to explore the site, high site responsiveness, and the evolution of the hub itself, the platform has already achieved a threefold increase in conversions in the current promotion compared to previous campaigns in just two months, with growth in engagement volume.

“The updated version of 'Eu Quero Nestlé' optimizes our consumers' interaction with the brands, provides access to all active campaigns, and allows simultaneous participation in multiple promotions conveniently. At the core of all this is innovation, which is one of Nestlé's pillars and corresponds to one of our commitments to customers and consumers, linked to the quality of our products., explainsDaniela Marques, Consumer Engagement Executive at Nestlé Brazil. 

The platform also offers solutions in terms of operational efficiency. With the incorporation of a centralized system for each promotion's operation, the product and brand teams gained more independence in the process of creating new campaigns. The development and publication time for new actions was positively impacted, reducing the process from up to 40 days to just two days.

Another advantage of building the new hub was the reinforcement of data security and compliance of promotions for users and Nestlé itself. With continuous monitoring and analysis, all consumer information is audited and validated more quickly, in accordance with LGPD (General Data Protection Law). New registrations are activated only via One Time Password, a randomly generated password by the hub that authenticates the user's access, providing a higher level of protection during access and browsing, preventing fraud.

“A Nestlé, in partnership with CI&T, brings another example of how digital transformation can improve the consumer experience and optimize large-scale operations. This is an important milestone in the customer experience, as this agility not only improves operational efficiency but also provides faster and more convenient access to promotions. This innovation is a significant step towards the future of promotional campaigns, which should be increasingly guided by unified platforms and AI.commentRodrigo Gardelim, Senior Data and Analytics Manager at CI&T.

Product samples and reviews

A platformI want NestléIt is already known to the end audience through the distribution of free samples of various Company products. The channel plays a fundamental role in capturing primary information and insights for the development and improvement of other products. In 2023 alone, the site received nearly 1,200 unique users.

Considering that the platform's purpose was free sample shipping, since its creation in 2021, over 900,000 samples have been sent, resulting in a purchase intention rate of over 90%.“The platform allows users to respond to personalized surveys, creating a feedback loop that allows us to constantly adapt our products and campaigns. We are able to map consumer interests and preferences, making the platform one of the company’s three largest sources of qualified leads in Brazil.”, highlightsDaniela Marques. In 2024, Nestlé impacted more than 6 million people through reviews and organic promotions carried out by consumers themselves who received product samples via the platform.

Nestlé Makes BBBem Promotion

Nestlé elevated its partnership with Big Brother Brasil to a new level in 2025. As one of the main sponsors of this year's reality show edition, the brand presents the promotionNestlé Makes BBBem- a campaign that promises to engage consumers outside the home. With the slogan "You can become a millionaire like the program winner," Nestlé will raffle off one car per week (VIP Prize) and one cell phone per day (Gold Prize) throughout the entire promotion, in addition to a grand final prize of R$ 2 million.

The promotion runs from January 15 to March 5, 2025. To participate, simply purchase participating Nestlé products listed on the platformwww.euqueronestle.com.brand register the receipt directly on the channelNestlé Makes BBBem Promotion 

Data Monetization and New Formats: The Path to the Retail of the Future

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Data Monetization and New Formats: The Path to the Retail of the Future

Brazil is heading towards a new population configuration: according to Ipea, by 2030, there will be 21 million more elderly people and 8 million fewer young people. This aging population, combined with the increase in smaller households and the growth of the pet market, is creating new demands for retail.

According to Fernando Gibotti, CEO of CRM & Consumer Science atRock EncantechAdapting to the new reality requires innovative strategies and a focus on intelligent data use. "Companies that want to lead this new era of consumption need to understand the new societal landscape and prepare the right plans," says Gibotti.

Furthermore, a study by the National Confederation of Commerce of Goods, Services, and Tourism indicates that more than half of Brazilian families are in debt, and the growth of online betting is affecting budgets. According to Gibotti, this scenario presents a more selective consumer, and with digital competition and delivery platforms, it has been putting pressure on brick-and-mortar retail.

“Customers have changed their relationship with retail, seeking convenience, fair prices and personalized experiences. The demographic transition also requires retailers to be prepared to serve different generations with segmented offers, new store formats and a portfolio tailored to the public,” observes Gibotti.

To ensure competitiveness, retail must adopt innovative strategies that maximize the customer experience and drive new revenue models. Some of the main trends include data monetization, the reinvention of store formats, and the adoption of extended gondolas.

Data Monetization: Retail as a Smart Ecosystem

Retail generates a huge amount of information daily about purchasing behavior, preferences, and consumption patterns. Data monetization transforms this valuable asset into new revenue opportunities.

Two approaches have stood out:

  • Personalization and engagement: the use of artificial intelligence allows you to segment customers and create highly targeted campaigns, increasing conversion and loyalty.
  • Retail Media and Commercial Partnerships: Retailers can create advertising space on their digital platforms, allowing brands to invest in advertising directly to qualified consumers.

Rock Encantech, for example, already delivers 3.5 billion personalized communications per year, helping retailers optimize their loyalty and sales strategies.

New store formats: efficiency and experience at the heart of the strategy

With changes in consumer behavior, the traditional format of large physical stores needs to be reevaluated. Trends indicate a greater appreciation for smaller, hyperlocal stores, tailored to the neighborhood's profile and with a more targeted product mix.

Furthermore, the in-store experience becomes essential. Brick-and-mortar retail needs to go beyond simple product displays, creating interactive spaces and events that increase customer engagement and loyalty.

Extended shelf: expanding supply without increasing costs

The extended gondola emerges as a smart solution for retailers to expand their offering without having to invest in more physical space or stock.

The operation is simple:

  • The customer accesses a digital catalog within the store itself or via online channels.
  • He can buy products that are not physically available at the unit, but that will be delivered directly by distribution centers or by the industry.
  • Retail becomes a strategic intermediary, adding value to the consumer experience without traditional operational costs.

This model maximizes sales, using customer flow and brand credibility as competitive advantages.

He concludes that the ability to transform information into strategies, combined with a focus on personalization and innovation, will define the market leaders. "Whoever knows how to combine technology and humanization will have a competitive advantage," concludes Gibotti.

About ROCK

Rock Encantech is the first retail enchanttech in Brazil, dedicated to redefining Customer Knowledge standards in Brazil by integrating technology and humanity. Composed of the companies Bnex, LL Loyalty, and Propz, the ecosystem offers a range of market intelligence solutions, CRM with personalized recommendations, promotional actions, development and management of loyalty programs, marketplaces for loyalty programs, a travel platform (self-service and concierge), and Retail Media.

Currently, Rock Encantech serves segments such as supermarkets, pharmacies, construction materials, pet shops, fashion, cosmetics, shopping centers and the luxury market, where it already has more than 130 million users registered in partner programs, identifying more than R$310 billion in GMV and 1.3 billion transactions per year.

ClickBus expects to sell 1 million tickets for Carnival 2025 with special São Paulo-Rio promotion

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ClickBus expects to sell 1 million tickets for Carnival 2025 with special São Paulo-Rio promotion

ClickBus, the largest bus ticket sales app in Brazil, expects to surpass the 1 million ticket sales mark for Carnival 2025, a 30% increase compared to the previous year, and is launching a special promotion for trips between São Paulo and Rio de Janeiro.

With Carnival approaching, the company announced special discounts for those wishing to enjoy one of the world's biggest Carnival celebrations in Rio de Janeiro. Passengers departing from São Paulo can secure tickets with a 15% discount on purchases made through the ClickBus app and 12% on the website. The promotion is valid for departures until March 9th, with the possibility of an extended return until March 31st.

“Our goal is to make bus travel increasingly accessible and practical for Brazilians. We know that ticket prices tend to rise during Carnival due to high demand. Therefore, we want to offer travelers a more economical alternative and encourage the use of our app, where we guarantee flexibility, safety and greater discounts,” says Elbert Leonardo, Commercial Vice President of ClickBus.

The company issued 792,000 tickets during the 2024 Carnival and projects a significant increase for 2025. This growth reflects the trend of increased activity at Brazilian bus stations during holidays and the consolidation of road transport as an affordable option for domestic travel.

Rio de Janeiro, the highlight of the promotion, is worldwide known for its carnival festivities, which attract millions of revelers annually. The city offers a variety of experiences, from the grand parades at Marquês de Sapucaí to popular street blocks like Cordão da Bola Preta, Bloco da Favorita, and Monobloco.

In addition to the carnival schedule, the Marvelous City offers unmissable tourist attractions such as the beaches of Copacabana, Ipanema, and Leblon, ideal for relaxing moments between festivities. Iconic landmarks such as Christ the Redeemer, Sugarloaf Mountain, and the Lapa neighborhood complete the tourist itinerary for those seeking to see Brazil's main postcards.

The ClickBus promotion comes at a good time for those who are already planning next year's festivities and are looking to save money on their trip to the country's main carnival destination.

How ENEXT uses digital solutions to boost major brands on Amazon, Mercado Livre, and Shopee

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How ENEXT uses digital solutions to boost major brands on Amazon, Mercado Livre, and Shopee

Who has never visited a website with a specific interest in mind but ended up completing a purchase with items different from what was planned? Please be aware that this action does not happen by chance, and it is often the result of what is called retail media, a strategy that refers to the practice of presenting advertising content directly at the point of sale. The concept is gaining widespread prominence within the digital environment, especially in marketplaces like Amazon, Mercado Livre, Shopee, and other major sales networks.

In order to influence consumer behavior during the purchase journey, retail media positioned at online points of sale becomes powerful by allowing brands to reach consumers more precisely and relevantly, maximizing conversion and loyalty. According to Gabriel Lima, CEO and founder ofENEXTspecialized full digital consulting, the main attraction of this strategy is the context. "Consumers are already predisposed to purchase, which makes this strategy highly effective in increasing conversions and ensuring greater relevance in product exposure," he explains.

No wonder, Retail Media is one of the fastest-growing areas in digital marketing. According to data from the Newtail 2024 survey, global investment in the strategy is expected to exceed US$ 50 billion by 2025, with Latin America representing a significant portion of this amount. In response to this warming, a survey by ENEXT, in partnership with Newtail, found that 79% of Brazilian industries are working with Retail Media, while 100% of them believe that the concept is the new retail trend.

ENEXT itself has played a central role in implementing retail media in some of the country's leading brands. As the most certified agency in Amazon and Mercado Livre Ads, the consultancy has been developing strategies based on data intelligence, personalization, and continuous optimization. This work has allowed major brands to expand their visibility and maximize their results on the country's main marketplaces.

Nivea: Crescimento Expressivo na Amazon e Mercado Livre

One of the world's largest beauty and skincare brands, Nivea achieved a significant boost in its digital presence in the country through retail media strategies. Only on Amazon, the brand recorded a 110% increase in sales compared to the previous year, with the Moisturizing Body Milk for Dry Skin 400ml becoming the third best-selling product on the platform. "The segmentation work allowed us to reach the right audience at the right time, maximizing the conversion rate and expanding our presence in marketplaces," details the executive. On Mercado Livre, the growth was nearly 80%, with the media team responsible for 73% of the brand's total sell-out. The results were the outcome of a collaborative effort with ENEXT, supported by precise segmentation and ad optimization, which allowed Nivea to improve its visibility, reach strategic audiences, and establish itself as a reference within the chosen marketplaces.

Eucerin: Protagonismo no Setor de Beleza

Eucerin also reaped significant benefits by investing in retail media, with a 197% increase in sales on Amazon compared to the previous year, consolidating its presence among the largest in the beauty sector. This performance caused Eucerin to reach the eighth position among the best-selling beauty brands on the platform, with one of its products also ranking in the top 15 sales. "Data intelligence and continuous optimization were key to achieving these impressive results, ensuring that every media investment was converted into real return for the brand," highlights the CEO of ENEXT. In this sense, the agency's work allowed the brand to expand its presence in the marketplace and also position its products strategically for greater relevance and engagement with consumers.

Ads giant Taboola announces new focus beyond native advertising

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Ads giant Taboola announces new focus beyond native advertising

 Taboola, a global leader in large-scale performance for advertisers, announces today a new focus beyond native advertising and a powerful technology platform called Realize. Pioneering native advertising for over a decade, Taboola has driven the success of advertisers, especially in placements at the end of articles. Now, the company is expanding this legacy with the launch of Realize, the industry's first platform dedicated exclusively to performance at scale, in addition to search and social.

Realize leverages exclusive data, performance-oriented artificial intelligence, and a growing diversity of inventories and creative formats to achieve strategic objectives. Although advertisers need good solutions for all stages of the marketing funnel, specialization is essential. Platforms that promise to cover the entire funnel face significant challenges in standing out at each stage. Starting today, Realize is available to all advertisers focused on performance.

It is estimated that US$ 25 billion will be invested annually in search of performance through DSPs and niche AdTech solutions. However, many of these channels lack the expertise, scale, or data needed to achieve the expected results. DSPs tend to prioritize video and CTV, which are great for branding but not for performance, while AdTech companies often operate on a small scale. Furthermore, 75% of advertisers investing in social media report diminishing returns, facing challenges such as audience saturation, rising costs, and ad fatigue. The impact of this loss of efficiency can reach up to US$ 30 billion in advertising investments.

Realize is the only independent performance platform that goes beyond search and social, delivering results at scale. With access to exclusive inventory, proprietary data, and advanced AI technology, the platform simplifies performance campaigns, connecting advertisers to millions of consumers on the world's largest and most trusted publishers, as well as OEMs and apps.

Main features of Realize

  • New Inventory: Expanding beyond native advertising at the end of items

For the first time, Realize allows advertisers to access display formats and other parts of Taboola's extensive network of publishers, apps, and OEMs, including NBC News, Yahoo, Xiaomi, and Samsung. Now, advertisers can go beyond traditional native ad placements and reach relevant customers in high-visibility locations within the most trusted publishers and apps worldwide.

  • AI and Data Advantage: Measurable Results at Scale

Realize is driven by an AI-powered engine focused on performance, which identifies the best opportunities for campaigns on the Taboola publisher network and apps. This AI engine benefits from the direct integration of Taboola's code into publisher pages, ensuring access to unique signals and data to optimize and position ads more accurately than any other open web platform.

  • Creative Freedom: Get started fast with social, display, and vertical videos

Realize offers an intuitive experience for performance advertisers, allowing them to use the same creative assets from their display or social media campaigns. It instantly transforms these assets into highly effective ads placed on premium publishers and apps.

"Every business deserves a chance to grow and succeed," said Adam Singolda, CEO of Taboola. For a long time, performance advertising beyond search and social was extremely difficult. Advertisers ended up limiting themselves to these platforms simply because there was no viable alternative. Investing in DSPs and CTV is great for branding, but it is not optimized for performance, and working with hundreds of AdTech companies on a small scale is not worth the marketers' time. Amazon started in 1994 and, by dominating the book market until 2000, managed to expand into the entire e-commerce sector. This is our 'Amazon moment'.

Jeff Ratner, President of Media, Data and Analytics at Quigley-Simpson, said: “Taboola’s end-to-end approach to ensuring performance advertising success is impressive. We’ve worked with Taboola for many years and they’ve consistently demonstrated the technology and expertise needed to drive real ROI for our campaigns. Realize has great potential to go even further, combining powerful AI, highly engaged audiences and premium ad space with trusted publishers.”

Justin Chase, EVP of Media at EVERSANA, said: “As a media agency that is always at the forefront of performance marketing, we are excited to be using Realize. It brings together the best of both worlds: large-scale audience engagement with results-driven AI. This strategic move into performance is sure to bring huge benefits to Taboola and its clients.”

About TaboolaTaboola empowers businesses to grow through performance advertising technology that goes beyond search and social, delivering measurable results at scale.

Taboola works with thousands of advertisers who invest directly in Realize, its advanced advertising platform, reaching 600 million daily active users across the world’s top publishers. Major publishers like NBC News, Yahoo, and device manufacturers like Samsung and Xiaomi use Taboola’s technology to grow their audience and revenue, making Realize a unique solution with specialized algorithms and unmatched reach.

Disclaimer – Forward-Looking StatementsTaboola (the "Company") may, in this communication, make certain statements that are not historical facts and that refer to analyses or other information based on forecasts or future results. Examples of these forward-looking statements include, but are not limited to, statements about future prospects, product development, and business strategies.

Words such as “expects,” “estimates,” “projects,” “budget,” “forecast,” “anticipates,” “intends,” “plans,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue” and similar expressions are intended to identify such forward-looking statements, but are not the only means of identifying them.

By their very nature, forward-looking statements involve inherent general and specific risks and uncertainties, and there are risks that forecasts, estimates, and projections may not materialize. You should understand that various factors may cause actual results to differ materially from the plans, objectives, expectations, estimates, and intentions expressed in these statements, including the risks described in the Company's Annual Report on Form 10-K for the year ended December 31, 2023, Part 1, Item 1A "Risk Factors," and in our subsequent filings with the U.S. Securities and Exchange Commission (SEC).

The company warns readers not to place excessive reliance on any forward-looking statements, which are only valid as of the date they were made. The Company does not assume any obligation or commitment to publicly disclose any updates or revisions of these forward-looking statements to reflect changes in its expectations or in events, conditions, or circumstances that impact them.

Aline Bak launches The Power of Authority: How to elevate your brand in the digital world with a step-by-step guide for those who want to grow and stand out on social media

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Aline Bak launches The Power of Authority: How to elevate your brand in the digital world with a step-by-step guide for those who want to grow and stand out on social media

We are connected to everything: people, companies, brands, stories, desires, products, services, and entertainment. All of this is available at your fingertips in an instant, fueling our need for information, our curiosity, and the sense of belonging to the global network that the digital universe provides us.

Within this web of connections, the need to appear, stand out, sell products or services and transform into a powerful “brand” to attract followers, gain recognition and be monetized is a constant challenge linked to images, words, perfect videos and speeches that win over and transform a profile into a reference to attract new followers and ensure many likes.

To help those who want to start a journey on this path, mentor, influencer and writer Aline Bak will launch “The Power of Authority: How to Elevate Your Digital Brand”March 25th, at 7pm, at Livraria da Vila, in JK-Iguatemi (SP).

In her first book, the author uses her own methodology, built over 20 years of experience, to guide people who want to transform themselves or create a brand on Instagram, WhatsApp, TikTok, YouTube and other channels where the possibilities for interaction are endless.

Brazil is one of the leading countries in internet access, and Brazilians spend an average of more than 3 hours a day online, accessing various platforms and waiting for content that engages them. Therefore, it is important to know that, in addition to being present on social media, it is essential to understand that these platforms are different and powerful tools to build authority, reach new audiences, and connect a profile or product with those who truly matter.

To show these paths, Aline provides tools that will help the reader to mark their presence with strategy, consistency and authenticity to stand out and not be forgotten among the competition.

At the beginning of the book, the author suggests that the reader evaluate their own profile, their connections, whether their followers are relevant to their objective or business, providing tips for attracting new followers, engaging them, converting them into customers and measuring this entire operation.

In the next chapter, Aline details four pillars for generating authority on social media, talking about positioning, repositioning, target audience, common mistakes and teaching how to build a “digital persona”.

The next topic addressed is the importance of the influencer's or brand's story being consistent. Therefore, the author talks about the need to have storytelling capable of transmitting information and creating deep emotional connections, making people or brands more human, relevant and memorable for their audiences.

According to Aline, it is necessary to create narratives that inspire, engage, and resonate with people's values and desires. In a world full of messages and stimuli, storytelling stands out as the universal language that touches the heart before reaching the mind, awakening curiosity and creating a bond between the storyteller and the listener.

Another highlight is the description of the main archetypes that dominate social networks, their differences and the tips that will guide the reader to define their ideal profile through exercises and reflections.

Another step is to organize the information to have an impactful Bio and a schedule of relevant posts, with suggestions for images and layout, tips for recording videos and using other content that can add value and relevance to the profile.

Aline also proposes a self-analysis so that the reader can overcome blocks, fears and beliefs that prevent them from exposing themselves and gives them tools so that they can explore their image, discover their best angles, as well as tips on lighting, posture and other essential details to build their image.

In the end, the author addresses tools to boost growth on social media, bringing up topics such as partnerships, ads, metrics, investments and success stories capable of inspiring those who want to enter this world with authority to really make a difference.

Regulation of AI in Brazil: A delicate balance between innovation and protection

Emilio Duque Bugs
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Regulation of AI in Brazil: A delicate balance between innovation and protection

The regulation of Artificial Intelligence (AI) in Brazil has been a topic of increasing importance and debate in recent months, undoubtedly driven by the undeniable technological advancement and growing popularity of AI tools in our daily lives. There has been significant progress in the approval of legislation aimed at balancing technological innovation and the protection of individual and collective rights. In 2024, the Senateapproveda proposal for AI regulation (Bill No. 2338/2023, authored by the current Senate President, Rodrigo Pacheco), which still needs to be discussed and approved by the Chamber of Deputies in 2025. This legislative milestone arises as the world discusses how to handle the rapid technological innovations brought about by AI, and Brazil is not immune to these global issues.

The proposition approved by the senators adopts a stance aligned with European legislation, the EU Artificial Intelligence Act, in effect since July 2024, placing the human being at the center of regulation, aiming to preserve human rights in the face of technological advances, similar to concepts found in the General Data Protection Law (LGPD). This approach aims to ensure that companies operating in Brazil, especially those dealing with AI, prioritize citizens' rights, protecting them from abuses that may arise from the improper or uncontrolled use of emerging technologies, requiring mature internal governance processes within these companies. Brazil also innovates by protecting the copyright of works potentially used for AI platform training, something that has no parallel in European legislation.

The regulation of AI in Brazil, by ensuring that the use of these technologies is carried out ethically, also proposes the implementation of robust governance and compliance frameworks within companies. In a scenario where large corporations dominate the AI market and other technological advances, the law aims to balance power between tech companies and the need to protect fundamental rights. In this regard, legislation requires a high level of maturity from companies that aim to operate in the area (both as providers and users), placing the responsibility on them to analyze the potential impacts of each tool, adopting the corresponding mitigating measures, which can become a significant challenge for corporations that will need to have a deep understanding of their operations, clients, and partners, and adapt their internal policies to ensure compliance with established standards.

From an ethical perspective, the issue of AI is one of the most discussed in the Brazilian context, gaining relevance in light of the impact of the new United States government under Donald Trump's leadership. There, the president has aligned himself with the big tech companies (the Big Techs) and proposed a discourse that prioritizes the deregulation of AI and technology in general. The impact of such a stance is significant, as by encouraging a deregulation model, Trump could undermine global efforts to pursue a more balanced and controlled approach to AI use. This movement could generate tensions in international markets, with direct implications for developing countries like Brazil, which have been striving to establish stricter regulations but may be confronted with more liberal economic interests.

For Brazilian companies, adopting strict regulation, as proposed, brings challenges and opportunities. While compliance obligations may result in additional costs and administrative requirements, regulation can also create a more trustworthy environment for consumers and investors. The responsibility of companies to look inward and adopt governance policies and measures appropriate to the risks of their operations should not sound entirely unfamiliar to the Brazilian entrepreneur, given that it has already been adopted in more recent legislation, such as the LGPD and the Anti-Corruption Law (Law 12.846/13). In these examples, adopting more sustainable internal governance practices has brought a welcome maturity to organizations, being very well received in a highly positive manner by clients and business partners, in an increasingly sophisticated business environment.

The creation of a legal framework for AI can also serve as a model for other Latin American nations, positioning Brazil as a leader in the responsible regulation of this technology on the continent. However, it is necessary to carefully assess how companies will be able to adapt to these requirements, especially small and medium-sized enterprises that may face difficulties in implementing the required governance practices.

Another relevant aspect is the impact of regulation on copyright in an AI scenario. In a scenario where we are daily impacted by works that have been created or somehow assisted by AI tools. The proposal under discussion seeks to establish a balance between the rights of innovative companies and those of artists whose works are used to "train" AI systems. For example, in the music and entertainment sector, this could redefine royalties and revenue sharing for AI-automated productions, significantly changing the landscape of business in areas such as digital content production, entertainment, and advertising, where the use of AI is increasingly prevalent (there are many examples, but I recommend here the Beatles' "most recent" song, "Now and Then," reconstructed with the help of AI). With this, companies will need to rethink their monetization strategies and ensure that their business models are aligned with the new legal requirements.

The urgency of this regulation is something that continues to be reinforced by specialists in the technological and legal sectors in Brazil. In common, it is always emphasized that AI regulation is a fundamental and urgent step to ensure that the technology is used responsibly and beneficially for society. These agents emphasize that, without a clear regulatory framework, Brazil risks becoming a vulnerable market for uncontrolled AI use, with negative impacts on both consumers and companies.

AI regulation in Brazil will be a turning point in the country's technological development and business environment. Companies will need to adapt their governance, compliance, and ethics practices to meet the new legal requirements, while Brazil can position itself as an example of responsible regulation on the global stage. However, the impact of global trends, such as those adopted by Donald Trump's government, and the pressure from large technology companies, may pose additional challenges, especially if the country fails to effectively balance economic interests and the protection of citizens' rights. It is therefore necessary to closely monitor the debates that will take place on the bill, now in the Chamber of Deputies, and whether the congressmen will be in some way impacted by the stance adopted by the USA.

Ultimately, the success of regulation will depend on its ability to keep up with the rapid evolution of technology without stifling innovation. If implemented correctly, this regulation will not only protect citizens but also create a conducive environment for the sustainable growth of AI in Brazil, benefiting companies, consumers, and society as a whole.

TIVIT highlights the main technologies to invest in 2025

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TIVIT highlights the main technologies to invest in 2025

Many companies are allocating capital to innovation and adopting new tools to drive their growth – investments in digital transformation are expected to reach nearly $4 trillion worldwide by 2027, according to a study by International Data Corporation (IDC). Leaders of organizations in Brazil and around the world seek to chart the paths that will ensure competitive advantages and innovations capable of setting them apart in the market.

In this context, TIVIT, a Brazilian multinational that connects technology for a better world, has created a guide with the main technologies to be adopted in the next 12 months, highlighting Artificial Intelligence (AI), Machine Learning, Augmented/Virtual Reality, cloud computing and 5G.

"Whereas technologies were once considered differentiators, they are now indispensable for the survival of companies. The challenge, however, will be to use them strategically to generate sustainable value," says Paulo Freitas, CEO of TIVIT. He highlights how each tool can become a competitive advantage

Artificial Intelligence and Machine Learning

Consolidated as the most adopted technology by decision-makers, AI has driven automation and personalization. According to PwC's Digital Transformation Index 2024, 20% of respondents identified AI as the main tool for digital transformation, followed by Robotics (12%) and the Internet of Things (9%). The combination of machine learning, deep learning, and natural language processing enables more efficient machines capable of complex decisions, impacting areas such as health, finance, industry, and retail.

Augmented Reality (AR) and Virtual Reality (VR)

Becoming increasingly accessible, these technologies expand their applications beyond entertainment. In 2025, they are expected to play a central role in sectors such as education, corporate training, design, and health. Companies already use VR to train teams in simulated environments, while consumers test products in real time, such as clothing or furniture, in virtual contexts. Design and architecture professionals also benefit by creating 3D projects that ensure accuracy and resource savings before execution.

Cloud Computing

The storage and processing of data in the cloud continue to grow exponentially. Multicloud and hybrid cloud strategies should become standard, allowing companies to choose multiple providers to optimize operations, reduce costs, and increase resilience in the face of challenges.

5G

With speeds up to 100 times faster than 4G, 5G promises to revolutionize sectors such as IoT, industrial automation, and virtual reality. It enables the simultaneous connection of millions of devices, promoting smart cities, autonomous cars, and remote infrastructure monitoring. In connected factories, called smart factories, 5G enables automated and real-time data-driven operations, bringing greater efficiency and flexibility to production lines.

Other factors to consider

In addition to investing in new technologies, companies should prioritize sustainability as a central focus, according to Paulo. For the executive, solutions have been adopted in recent years to promote greener and more ecological practices, and companies are more aware of their environmental impact. "Energy efficiency is one of the key points for 2025 and has been used in data centers, for example," he says.

According to the CEO of TIVIT, the combination of technology and sustainability will reshape the way business is conducted this year. Organizations will have the chance to reimagine their operations and focus on personalization and greater efficiency. Therefore, having a partner you can trust is essential for the company's safe development. TIVIT offers the best market solutions to promote digital transformation of companies, enabling business growth without worries.

Brazilian multinational Asia Shipping wins Carbon Free Seal for offsetting carbon emissions

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Brazilian multinational Asia Shipping wins Carbon Free Seal for offsetting carbon emissions

Recently, decarbonization has become a strong and irreversible trend for businesses involved in international trade, seen as a strategy to reduce the impacts of global warming and the resulting climate changes. Embarking on this journey, Asia Shipping, the largest logistics integrator in Latin America, has just earned the Carbon Free Seal, a certification awarded to companies, events, or projects that demonstrate a commitment to neutralizing their Greenhouse Gas (GHG) emissions.

According to Alexandro Ferreira, Compliance Manager at Asia Shipping, the company will offset an initial scope of 750 tons of carbon (TCO2) related to its activities in 2025. He says that, for this, the first step is to measure the emissions in order to then find ways to reduce and offset them.

“With this initiative, we will have all sources of emissions accounted for, including those that represent the largest quantity, and the total to be offset, with reduction targets and strategies. We have already decided that this offset will be done through carbon credits, certified by the UN, from a renewable energy project. In addition, as an environmental cashback, for each ton of carbon neutralized, we will have an amount reverted to the planting of native trees, which accounts for around 125 specimens”, says the executive.

Jirau Project

To offset its carbon emissions, Asia Shipping chose to direct its credits to the Jirau Hydroelectric Power Plant (UHE) project, the fourth largest generator of electricity in Brazil, located on the Madeira River, 120 km from the capital Porto Velho (RO).

The main objective of the initiative is to produce electrical energy using a renewable source, replacing part of the thermal matrix in the National Interconnected System (SIN) transmission with the hydraulic matrix. The power plant provides energy

Renewable for more than 40 million people and developed with an optimized engineering approach that prioritizes the environment, through a continuous flow with minimal environmental impact, using special turbines to maximize efficiency. This prevents the river from deviating and keeps the flooded area to a minimum.

Culture of sustainability

Decarbonization is an integral part of Asia Shipping's strategic planning for 2025. "We are part of an ecosystem whose contribution to the net zero race is crucial to curb the impacts of climate change. Leading by example and delivering value to our stakeholders, we will contribute to a more sustainable legacy for future generations," comments Alexandre Pimenta, CEO of Asia Shipping.

To direct sustainable goals and promote a culture of social, environmental, and integrity awareness, Asia Shipping has just launched a new section on its website, entirely dedicated to the ESG theme. The news further reinforces the company's transparency policy, which already had an exclusive Compliance tab on its website.

Winnin presents insights on culture and consumer behavior for brands in 2025

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Winnin presents insights on culture and consumer behavior for brands in 2025

Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, held the 1st edition of theWinnin NOW. The event explored how video consumption patterns can be transformed into powerful strategic insights for the future of brands.

During the meeting, Gian Martinez, co-founder and CEO of Winnin, shared valuable insights on how attention and engagement data analysis can help companies become more relevant. Below are the 5 main paradigms of this mapping done by Winnin:

1 – The power of cultureGlocal: Brands that operate only locally may miss opportunities in an increasingly connected world. Those that balance a global vision with local adaptations gain an advantage, strengthening ties with their audience and attracting new consumers.

The rise of South Korean culture exemplifies this movement. K-pop, K-dramas, K-beauty, and K-food broke down borders and became global references, impacting various industries. Brands can explore this universe through co-creations and activations inspired by Korean lifestyle, increasing innovation and desire.

The "K" goes beyond labels, connecting fashion, beauty, music, gastronomy, and entertainment. This fusion of international trends and local identities allows brands to expand their reach authentically, transforming products into global cultural phenomena.

Fonte: Winning AI. Relevance (in terms of engagement) of the main major cinema figures in the last 12 months in Brazil, across all genres and ages.

2 – Fit is Fun:The fitness universe, previously focused on performance and aesthetics, now also embraces humor. Gyms have become stages for light and shareable content, where laughing at the struggles of weightlifting and awkward attempts at new exercises are now part of the experience – driven by platforms like TikTok and Instagram Reels.

For brands, this trend represents a great opportunity. Humor creates identification, strengthens communities, and stimulates natural conversations. When exploring this universe with campaigns and collaborations that mixfitness + entertainment, brands can generate more engagement and connect with the audience in an authentic and spontaneous way. After all, in today's fitness world, laughing is also part of the workout.

Fonte: Winning AI. Relevance (in terms of engagement) of the main niches related to fitness in the last 12 months in Brazil, across all genders and ages.

Is cleaning just a boring obligation?Cleaning and tidying up have ceased to be just obligations of adult life and have become a rising content niche. Videos oforganization, deep cleaningand before & afterThey gained space on social media, combining visual satisfaction, useful tips, and a therapeutic effect. More than a task, cleaning has become a new“me-time”, where routines are romanticized and household chores are transformed into moments of pleasure.

This trend represents a great opportunity for brands. Cleaning contents arerelaxingand they involve a diverse audience, from young people seeking organization to families and decoration enthusiasts. Link products tofeeling of well-being, going beyond the practical function, is a strategic way to engage and inspire this audience.

Fonte: Winnin.AI. Relevance (in terms of engagement) of the topics in the last 3 years. All genders and ages. World.

Does football have gender? No more!Women have been gaining more space and engagement in the world of football. Female creators stand out with authentic narratives, from stadium culture to tactical analyses and behind-the-scenes of sports. The female audience is also growing in different football niches, showing that the passion for the game goes far beyond stereotypes. This movement reflects a generational change, with theGen Alphaconsolidating a more diverse and inclusive football.

This is a territory in full transformation, and brands that recognize this change have the chance to connect genuinely with an increasingly engaged audience. Supporting content creators and female gamers not only strengthens women's empowerment in sports but also positions the brand as modern and inclusive. By embracing this evolution, brands connect with engaged fans and inspire new generations to be part of this universe.

Fonte: Winnin.AI. Audience of the topics in the last 3 years. All genders and ages. Brazil.

5 – What is the new "face" of Brazilian entrepreneurship?: female entrepreneurship has been gaining more and more space, especially in the world of finance. Women are transforming the market by sharing challenges and achievements, inspiring others to follow similar paths. By supporting this movement, financial service brands and investment products can highlight real stories, helping to demystify the financial universe and make it more accessible to other women.

Investing in women entrepreneurs' communities not only generates engagement but also strengthens brand loyalty. Whether through in-person events or digital spaces, creating an environment that facilitates exchanges and professional connections is an opportunity for brands that want to promote female empowerment in the sector.

Fonte: Winnin.AI. Engagement versus views of the topics in the last 3 years. All genders and ages. Brazil.

With a keen eye on data, the first edition of Winnin NOW showed that the success of brands is directly linked to their ability to understand and integrate into the narratives that are gaining momentum in digital culture.

“Winnin’s technology allows us to analyze and understand consumer behavior on an unprecedented scale and in depth. This allows brands to create more relevant strategies by offering more personalized content that, in addition to strengthening connections with their audience, accelerates the growth of their business. This behavioral data helps brands build loyal communities that identify with their values and become brand advocates,” he emphasizes.Gian Martinez, CEO and Winnin.

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