Unit 42, Palo Alto Networks' cybersecurity threat research unit, today released itsGlobal Incident Response Report 2025, revealing that 86% of major cyber incidents in 2024 resulted in operational shutdowns, reputational damage, or financial losses.

The report, based on responses to 500 major incidents in 38 countries and across all sectors of the economy, highlights a new trend: financially motivated criminal groups have shifted their focus to causing deliberate damage, destroying systems, locking out customers and causing prolonged outages to maximize impact and pressure victims into paying ransoms.

The speed, sophistication and scale of attacks have reached unprecedented levels, driven by AI-based threats and multi-faceted intrusions, making the 2024 cybersecurity landscape even more volatile.

Cyber threats are getting faster and more destructive

As attackers rewrite the rules of the game, defense teams struggle to keep up. The report highlights several trends

• Attacks faster than everIn 25% of incidents, intruders exfiltrated data in less than five hours, three times faster than in 2021. The scenario is even more alarming in 20% of cases, where data theft occurred in less than an hour.
• Internal threats on the riseThe number of internal incidents related to North Korea tripled in 2024. State-sponsored groups have infiltrated companies, posing as IT professionals, securing jobs, and then installing backdoors, stealing data, and even altering source codes.
• Multi-pronged attacks have become standard: In 70% of cases, attackers exploited three or more attack surfaces simultaneously, forcing security teams to protect endpoints, networks, cloud environments, and human factors at the same time.
• Phishing is backAfter being overtaken by vulnerabilities last year, phishing has once again become the main initial access vector for cyberattacks, accounting for 23% of breaches. With the use of generative AI, phishing campaigns are more sophisticated, convincing, and scalable than ever.
• The rise of cloud attacks: Nearly 29% of incidents involved cloud environments, and 21% resulted in operational damage, with attackers exploiting misconfigurations to scan entire networks for valuable data.
• AI as a catalyst for the attack cycleCriminals are using artificial intelligence to create more convincing phishing campaigns, automate malware development, and accelerate their progression within the attack chain. In a controlled experiment, researchers from Unit 42 discovered that AI-assisted attacks can reduce data exfiltration time to just 25 minutes.

Why do cyber attacks continue to be successful?

The report highlights three key factors that are enabling attackers to succeed:

• Complexity compromises security effectiveness:In 75% of incidents, there was evidence in the logs, but operational silos prevented detection.
• Lack of visibility facilitates attacks:40% of cloud incidents were caused by unmonitored assets and shadow IT, allowing attackers to move laterally without detection.
• Excessive privilege amplifies harm: In 41% of attacks, attackers exploited excessive permissions to facilitate lateral movement and privilege escalation.

Malicious actors are reshaping their strategies, combining AI, automation, and multifaceted tactics to bypass traditional defenses. The time between the initial invasion and total impact is rapidly decreasing, making detection, response, and mitigation more critical than ever.

To stay ahead of threats in 2025, organizations need to proactively strengthen the security of networks, applications, and cloud environments, and empower their security operations with AI-powered solutions for faster, more effective detection and response.

In the current digital landscape, it is essential for companies to diversify their means of contact with consumers. With the advancement of digitalization, this strategy broadens the brand's reach and positively impacts finances.

According to data from the Business Research Company, the omnichannel market is expected to reach $7.52 billion in revenue by the end of 2025. This approach involves integrating physical and digital channels, ensuring a consistent experience for the consumer.

By adopting this strategy, companies offer the same quality of service regardless of the channel used by the customer, be it an online store, social networks or messaging applications such as WhatsApp, favoring retention and profits.

New consumer habits shape the future of the omnichannel market

With an annual growth of 14.4%, the sector jumped from $6.57 billion in 2024 to the forecast of $7.52 billion in 2025. This advancement highlights the need for integration of communication channels to make strategies more coherent and effective.

The forecast is that this growth rate will continue until 2029, when the omnichannel market is expected to reach $12.88 billion. Among the main trends for the coming years, experts point out:

• Growth of voice commerce:The possibility of making online purchases using voice command increases convenience for consumers, reducing the need for manual interaction.
• Sustainability:Omnichannel integration optimizes processes and makes operations more efficient, favoring sustainable practices.
• Contactless payments:Offering support across multiple channels also makes digital transactions faster and more accessible.
• Omnichannel personalization:The connection between channels allows the collection of strategic data, enabling the creation of personalized experiences for each consumer.

WhatsApp CRM optimizes companies' digital marketing

Presentin 99% of cell phones in BrazilWhatsApp is an essential tool for omnichannel strategies. Companies can adapt the app to optimize customer relationships.

THEWhatsApp CRM("Customer Relationship Management") allows the integration of conversations with clients into a unified dashboard, facilitating the management of interactions. Among the benefits of this system are:

• Improved customer service:centralizes information and facilitates the resolution of doubts.
• Attracting new customers:Adding a direct button to WhatsApp simplifies initial contact.
• Fast submission of proposals:With organized data, it is possible to monitor the purchasing journey and personalize offers.
• Scalability:WhatsApp supports a large volume of interactions, keeping up with business growth.

Integration with WhatsApp API enhances strategies

The integration of CRM with the WhatsApp Business API can be a differentiator for companies' digital marketing. In the market, platforms like Kommo offer this service.

This integration allows managing clients in a unified inbox. Additionally, it includes features such as chatbots and automated broadcasts.

Implementation can be done in different ways, from a free version, such as WhatsApp Lite, to more robust cloud-based solutions, which require greater investment but offer advanced management features.

WhatsApp is already a key part of omnichannel strategies, providing fast and personalized communication, reducing barriers and favoring brand sales.

Traveling for work is a practice valued by 91% of Brazilian professionals, according to the “Corporate Traveler Profile”, a recent survey byOnfly,Largest B2B travel tech in Latin America, held in partnership with Opinion Box.The study, which was created with the goal of helping companies better organize their travel management, improve employee experience, and optimize travel policies in a more strategic and data-driven way, surveyed 1,021 professionals across the country.

The data shows that 64% of corporate travelers have been with their current companies for more than five years and that 55% hold leadership positions.The study also reveals that the main reasons for corporate travel are due to training and capacity building (47%), events and fairs (45%), and field visits (32%).

Regarding the frequency of travel, 15% of professionals responded that they travel once a year, 22% once every six months and 28% travel once every three months.

Sectors that provide the most business travel

The research also identifies the segments that most frequently undertake business trips: service organizations lead this list, representing 16%, followed by others with 15%. Health ranks third, with 11%, and technology is fourth, with 10%.

However, 53% of professionals who travel for work said that the companies they work for do not have a specific department responsible for organizing travel."This result shows how companies in Brazil can still invest in innovation when it comes to their employees' experience with corporate travel, aiming to simplify the lives of those traveling for work, ensure greater transparency for managers, and save money at the end of the month," comments Marcelo Linhares, CEO and co-founder of Onfly.

Travel expenses

The main expenses associated with these trips are food (87%), accommodation (79%) and local transport (60%).

Travel Policies

Onfly's research indicates that 89% of corporate travelers are clear about their company's travel policies, with access to guidelines mainly through online documents (49%), meetings with responsible departments (27%), or via platforms (27%). Marcelo Linhares believes that, with transparency in travel policies, traveling professionals have all the necessary tools to manage their trips independently. "As the data shows, if most people have this clarity about travel, the booking of this type of commitment wouldn't need to be made by third parties. They could manage it freely, according to their own preferences," he/she/they assess.

The study also presents data regarding the payment methods used in corporate travel: 37% of professionals said they make payments via corporate card, while 35% still pay travel expenses out of pocket and then receive reimbursement. When it comes to accountability, 39% of respondents indicated that this process is carried out automatically, while 32% still need to do it via paper documents.

“Technology is an essential tool for all sectors today, but unfortunately, we still see companies that carry out reimbursement processes for corporate travel expenses in an archaic way, where employees need to save the receipts and present them upon returning from the trip to receive their reimbursement, and often, this financial return takes days, weeks and even months to be reflected in the account”, says Linhares, who adds that this company habit harms both the employee, who has to bear the costs and may face personal financial difficulties, and the company's management, which loses visibility and faces a greater risk of fraud and problems in reconciling accounts.

Routine outside the home

Being away from home during business trips directly impacts professionals' daily lives: 60% of travelers who participated in the survey reported that exercising is the routine most affected, while 57% said it is the change in personal time, and another 57% admitted to having difficulty maintaining a balanced diet.These challenges are even more felt by women, who have higher rates than men in these aspects, with a highlight on exercise practice: 64% versus 57%.

Travelers' preferences

When it comes to the preferred customer service channels for travelers to resolve business travel issues, WhatsApp is the most used (65%), followed by email (60%). This reinforces the need for quick and accessible channels to meet demands during travel.

Regarding check-in preferences, 44% of travelers choose online check-in, while 20% prefer counter check-in and 16% self-service.

The CEO of Onfly believes that the survey results endorse the opportunities companies have to improve employee well-being, helping travel managers organize this type of demand more strategically. "The corporate traveler is increasingly seeking flexibility and convenience in their journey. Providing solutions that meet these demands is essential for companies that want to value their professionals, optimize travel results, and strictly adhere to their policies and compliance," he states.