A AD Lifestyle, a traditional Carioca brand founded in 1984, found in Generative Artificial Intelligence a strategic differentiator to enhance the customer experience and optimize their results. The brand has partnered with ShopNext.AI, a startup specializing in innovation for e-commerce, and has implemented a set of AI-based solutions to make its interactions smarter and more personalized, optimizing its online sales results.
Just six months after implementation, the retailer's numbers already show a significant impact: a 12% increase in sales, a 25% rise in average ticket, and a 70% reduction in support channel contact volume. Furthermore, 98% of customer inquiries began to be resolved directly by AI, without the need for human intervention.
With advanced natural language processing technology and context analysis, the Wizard system, created by ShopNext.AI, now allows consumers to perform more intuitive searches on the AD Lifestyle website, receive accurate recommendations, and get instant answers about products, orders, and exchange policies. In the Genius solution, the AI behaves like a virtual assistant, simulating the experience of a physical store salesperson, interacting in real time and assisting customers throughout their shopping journey. The solution was integrated not only into the AD Lifestyle website but also into the brand's WhatsApp, through Genius via WhatsApp, where it is used to recover abandoned carts and trigger targeted promotional campaigns.
According to Pedro Duarte, CEO of ShopNext.AI, the use of Generative Artificial Intelligence in digital retail is just beginning, but it already demonstrates its transformative potential. "The online consumer is becoming increasingly demanding, seeking quick, seamless, and personalized experiences. Our technology enables brands like AD Lifestyle to deliver faster and more efficient service, reducing friction in the purchasing process and increasing conversion," explains the executive.
The adoption of Generative Artificial Intelligence has been consolidating itself as an irreversible trend in digital retail, and the results obtained by AD Lifestyle reinforce the potential of this technology to drive growth, efficiency and loyalty in the sector.
According to Carlos Filipe Gomes, CEO of AD Lifestyle, innovation has brought not only operational gains but also strengthened the bond with customers. "We are able to provide a much more intuitive and personalized experience. AI helps us better understand consumer preferences and offer exactly what they are looking for, in a simple and effective way," says the executive.
TIVIT, the Brazilian multinational that connects technology for a better world, announces the launch of TIVIT People, an innovative solution for managing employee journeys. With the aim of engaging talent, developing leadership, and retaining essential professionals, TIVIT People provides an integrated, secure, and intuitive experience aligned with the strategic needs of companies.
Studies indicate that healthy corporate environments aligned with professionals' values directly impact productivity and job satisfaction. According to Harvard Business Review, 92% of employees recognize this effect. Furthermore, Gallup indicates that 70% of employees are disengaged and that effective onboarding processes can increase retention by up to 82%.
TIVIT People stands out for offering a digital and artificial intelligence-based approach, promoting efficient talent management at all stages of their journey within the company. The solution consists of four main modules
TIVIT People Welcome:Reduces onboarding time and accelerates the productivity of new employees by offering a welcoming and 100% digital experience from day one. With electronic and certified signature, the admission process becomes faster, safer, and free of bureaucracy.
TIVIT People Lifecycle:Centralizes and controls data and documents with artificial intelligence, ensuring quick access to essential employee information. The solution also ensures security in compliance with LGPD, protecting sensitive data.
TIVIT People Evolution:It enhances the continuous development of talents, aligning their skills with the company's strategic objectives. Allows mapping skill gaps, fostering leadership, and developing succession plans efficiently.
TIVIT People Engage: increases organizational engagement through personalized and continuous climate surveys, with real-time feedback, allowing leaders to make strategic decisions based on concrete data about the well-being of their teams.
"TIVIT People goes beyond traditional talent management solutions by combining artificial intelligence and a humanized approach to transform the employee experience and optimize business processes. Unlike other market players, we offer various solutions in a single platform that not only integrates and automates but also provides strategic insights to boost organizational performance and increase talent retention," says Paulo Freitas, CEO of TIVIT. According to the executive, with TIVIT People, "companies gain a real competitive advantage by aligning technology and management to enhance their main asset, human capital."
With an integrated data structure, TIVIT People optimizes internal processes, reducing costs and increasing organizational productivity. The platform stands out as a strategic pillar for companies seeking to modernize their human resource practices, bringing more intelligence, agility, and efficiency to the corporate environment. By adopting TIVIT People, organizations gain a significant competitive advantage, aligning innovation and human capital to drive sustainable growth in the current digital landscape.
Merco, a reputation research and monitoring company that conducts reputation studies and publishes reference rankings in Latin America, Spain, Portugal, and Italy, operating in a total of 19 countries, presents the 11th edition of the Corporate Reputation ranking in Brazil. In the survey, which focuses on the performance of the top 100 companies in 2024, Natura leads, followed by Mercado Livre and Ambev. Eight sectors make up the companies in the Top 10 of the survey, with a highlight on the Cosmetics and Perfume sector.
Regarding the top 10 on the list, the study also includes Grupo Boticário (4th), Itaú Unibanco (5th), Google (6th), Nestlé (7th), Toyota (8th), Magazine Luiza (9th) and Nubank (10th).
The rise of 15 new companies among the Top 100 reinforces the importance of corporate reputation as a priority for large organizations. Of the 15 companies, eight are newcomers: L’Oréal, Colgate-Palmolive, Mastercard, Diageo, Dengo, Grupo Bimbo, Kimberly-Clark, and Vibra Energia. Among the organizations that returned to the Top 100 in 2024 are Visa, Dell, Uber, Tetra Pak, Siemens, Accenture, and CPFL.
“We congratulate all companies that make corporate reputation a commitment to their stakeholders and society. By recognizing the best companies in Brazil, we offer companies a fundamental management and decision-making tool, allowing them to understand and evaluate their reputation and its impacts on different stakeholders,” he explains.Lylian Brandão, CEO of Merco Brazil.
Methodology
In this edition, Merco relied on 26 sources of information. The research fieldwork was conducted in Brazil from April to December 2024, consisting of 15,341 interviews. The consulted stakeholders were: 565 directors of large companies; 72 university professors; 65 business journalists; 65 financial analysts; 63 consumer associations; 66 unions; 71 NGO representatives; 67 government members; 71 social media managers; and 4,467 consumers (Merco Society). Additionally, the research considered 9,726 interviews from the Merco Talento 2024 ranking, which takes into account the opinions of employees, HR specialists, and students.
Through a careful multi-stakeholder analysis, company assessments are obtained based on the variables that most impact corporate reputation, including: economic and financial results, quality of commercial offering, talent, ethics, corporate governance, international dimension, innovation, communication, environment, social commitment, management and strategy.
In addition to these assessments, an analysis of the companies' digital reputation was also conducted through Merco Digital, with 950,616 mentions analyzed across digital channels and social media of the 100 evaluated companies. And a final step, with the assessment of objective indicators, based on a survey answered by the companies themselves.
It is worth emphasizing that one of the highlights of this edition of the ranking is the fact that the communication of these organizations has also been recognized. This is because, according to the business journalists consulted, the corporate communication teams that best transmit information and maintain a good reputation over time were from Google (1st), Natura (2nd), Nubank (3rd), Apple (4th), Mercado Livre (5th), Itaú Unibanco (6th), Coca-Cola (7th), Ambev (8th), Unilever (9th), and Grupo Boticário (10th).
“Regarding the best companies in communication, we have seen the contribution of this recognition. Therefore, it is not enough for companies to have good initiatives, but they must be communicated clearly and broadly to the ecosystem of which they are part. Therefore, we understand that this factor directly influences the corporate reputation of a brand”, he analyzes.Lylian.
When the analysis focuses on specific business sectors, the impact of diversity present in the ranking is viewed positively by Merco. In 2024, companies from 44 different sectors were recognized in the industry ranking, with emphasis on the eight sectors that make up the companies in the Top 10 of the survey, which are: Cosmetics and Perfumes; Financial Services; Beverages; E-commerce; Digital Industry; Food; Automotive Industry; and Retail. This shows that corporate reputation is increasingly permeating the entire industry.
Below, check out the complete list of the Top 100 companies, as well as the Top 3 companies with the best reputation in each of the 44 sectors of activity.
Giuliana Flores, a pioneering online flower and gift shop in Brazil, is betting on the growth of the floriculture market during the Women's Day celebration in 2025. Celebrated on March 8th, the festive date can boost sales of flowers and arrangements nationwide, with an expected growth of over 18% compared to 2024.
International Women's Day is an important date for celebrating achievements, rights, and the recognition of female power, historically celebrated with gifts and messages for mothers, friends, and partners. With the forecasted increase in sales, Giuliana Flores expects an average ticket of R$ 190 for purchases on this special day, with an estimated 12,500 orders.
“The celebration of Women’s Day opens the calendar of commemorative dates that heat up the retail market, especially in the sale of flowers, arrangements and gifts. Participating in this important day is gratifying, as it celebrates the importance of women’s leadership by offering unique experiences through memorable products”, says Clóvis de Souza, CEO and founder of the company.
If Pix had no difficulty gaining the favor of Brazilians, the adoption of this instant payment method is expected to grow even more as the new functionalities planned by the Central Bank come into play. The next update, which will come into effect on February 28th, is the Near Field Communication Pix (or Pix by Biometrics).
It allows the consumer to make payments by bringing a cell phone with NFC technology close to the card reader, without the need to open the bank's app. For this, it is enough that the Pix key has been previously registered in a digital wallet. Already in online shopping, the payment completion is done within the virtual store environment itself, without having to access the financial institution's app. In both cases, the payment journey becomes much simpler and smoother.
The resource had already been in operation since November in testing involving some banks and payment transaction initiators, the ITPs. With the official entry into force, although the inclusion of Pix by Proximity in banking and wallet apps is not mandatory, players who do not offer this convenience to their customers will fall behind the competition.
There would be no reasons for that anyway, since the Near Field Communication Pix offers numerous benefits for consumers, merchants, and companies. Bruno Loiola, co-founder of Pluggy, a fintech that offers payment solutions and financial data for companies through Open Finance, highlights that the impact of the news is more visible in retail, but goes far beyond, potentially even affecting public transportation. Below are some positive impacts of the new Pix feature.
Greater agility in face-to-face transactions.In physical retail, Near Field Communication (NFC) Pix will reduce the time required for payments, eliminating the need to scan QR Codes or type Pix keys. "Currently, there is significant friction when paying with Pix: the consumer needs to open their phone, access the bank's app, enter credentials, and locate the Pix area to complete the transaction. With the new functionality, the payment will be made directly in virtual wallets, bringing the phone closer. More and more people are expected to adopt this method, improving the shopping experience," predicts Loiola.
More conversion in online transactions.Payment via Pix is already common in the online environment. But now it gains features that allow increasing conversion and eliminating some intermediaries and risks of other payment methods such as card or boleto. Just as some e-commerce platforms have the one-click credit card payment feature, it will be possible to do the same with Pix. By securely storing the Pix key in a virtual wallet or even within the favorite store, the consumer can authorize an online transaction with a simple biometric confirmation on their mobile phone.
More security for consumers and businesses.The feature will provide greater protection against fraud, as payments will only be authorized through device authentication, via biometric or password. Furthermore, with the reduction of the need for physical contact and exposure of sensitive data, users will have greater peace of mind when conducting transactions.
Another advantage in terms of security is that the consumer can see on their phone the amount to be debited before approving the transaction. In the current contactless card payments, the amount is only displayed on the machines, which can also be subject to fraud.
Ease for companies in managing receipts.For companies, especially in the retail and services sector, Contactless Pix will simplify financial reconciliation and reduce costs with other payment methods, such as card machines and bank slips. "Not to mention that, in instant transactions, the receipt is immediate. This can result in a higher profit margin and less dependence on financial intermediaries," adds the Pluggy executive.
Expansion of the use of Pix in transportation and services.A new feature will allow public transportation means, such as buses and subways, to adopt Pix in an even more practical way, as a direct alternative to electronic tickets and transportation cards. And services such as tolls and parking lots can be paid more smoothly and without friction.
The used cell phone market is booming and is expected to grow even more in Brazil, following the international trend. Flávio Peres, CEO of Trocafone, a leader in the buying and selling of pre-owned smartphones in the country, highlights that the sector has the potential to double in size in the coming years, following global trends.
“The average Brazilian would need four salaries to buy a new iPhone. That’s why a second-hand cell phone makes a lot of economic sense,” Peres points out.
A pioneer in the segment, Trocafone analyzes the growth of the sector driven by the high cost of new devices and consumers' search for more affordable alternatives.
Impact of tariffs on electronics
Donald Trump officially announced, earlier this month, his plan to impose a 10% tariff on imports from China, directly affecting Chinese smartphone companies like Xiaomi and the supply chain of brands such as Apple and Motorola. A study by the Consumer Technology Association (CTA) already projected that this measure could raise smartphone prices by up to US$ 305, while laptops and tablets could see increases of up to US$ 540. According to Trocafone's CEO, the implementation of tariffs, especially on Chinese products, will have a global impact, making new cell phone releases even less accessible and boosting demand for used and refurbished models.
“With the cost of new smartphones rising, the trend is for more consumers to opt for pre-owned and refurbished models, which offer excellent value for money and promote digital inclusion. Furthermore, it is a sustainable alternative that increases the life cycle of devices”, says Flávio Peres.
Growing demand and market opportunity
The reconditioning of smartphones, which involves the purchase, repair, and resale of used devices, is already a global phenomenon. According toIDCIn 2023, more than 195 million used smartphones were sold worldwide, a 6.4% increase compared to 2022, with an estimated market value of US$ 72.9 billion. The forecast is that this number will reach 257 million units by 2028, growing at a compound annual growth rate (CAGR) of 5.7% – more than double the new smartphone market, which is growing at a rate of 2.8%.
Companies like Back Market (France), Swappie (Finland), and Cashify (India) are growing rapidly. Latin America is already the second region with the highest global sales growth in smartphone re-commerce, with an 18% increase in 2023, behind only the Indian market, which grew by 19%, according to theCounterpoint Research.
In Brazil, the used car market still has great growth potential. Currently, the penetration of refurbished smartphones in the country is only 3.3%, well below the 26% in North America, according to Trocafone. "There is still much room for the Brazilian market to keep up with this growth rate, which mainly stems from the need for more information about the advantages, both when choosing a used model and to ensure extra income from selling the devices stored at home," explains Peres.
Furthermore, the used smartphone market is becoming more structured and reliable, with the availability of refurbished devices that come with receipts, warranties, and excellent condition. "This is an essential differentiator for those seeking a quality phone at a more affordable price, while still ensuring the security of the process," concludes the CEO of Trocafone.
According to data from the latest analysis of the Edenred Repom Freight Index (IFR), the average freight price per kilometer traveled in January was R$6.97 in the country, which represents an increase of 2.35% compared to December.
The increase in the average freight price per kilometer traveled in January mainly reflects the impact of the regular diesel price, which, according to the Edenred Ticket Log Price Index (IPTL), had an average value of R$ 6.23 in January, registering a 0.48% increase compared to the previous month's average, and the S-10 type, which recorded an average price of R$ 6.31 in the first month of 2025, after a 0.64% increase in the same comparison. Additionally, the macroeconomic scenario also influenced transportation costs, as the rise in the basic interest rate (Selic) makes credit more expensive and pressures the value of other essential inputs for transportation operations," explains Vinicios Fernandes, director of Edenred Repom.
The executive also emphasizes that, starting in February, the expectation is to maintain the upward trend in the average freight price, driven by increased demand for transportation in the agribusiness sector, a reflection of the delay in the 2025 harvest, which is likely to concentrate the flow of production in a shorter period. "Factors such as taxation on the sector, mainly ICMS (Tax on Circulation of Goods and Services), and the upward revision of the freight table should also further pressure transportation costs in the coming weeks," concludes Fernandes.
The IFR is an index of the average freight price and its composition, based on the 8 million annual freight and toll transactions managed by Edenred Repom. Edenred Repom, the brand of Edenred Brazil's Mobility business line, has been specialized in managing and paying expenses for the freight transportation market for 30 years, leading in the freight payment and toll voucher segment with 8 million transactions annually and over 1 million truck drivers served across Brazil.
With 2025 in full swing, many retailers are already starting to prepare for the upcoming holidays of the semester, such as Carnival, Easter, Mother's Day, and Valentine's Day. Adopting specific strategies and practices for each of these milestones will help merchants boost sales and strengthen customer relationships.
For William Santos, commercial director of VarejOnline — a company specialized in technology for managing stores, franchises, and point of sale (POS) — it's not too early to think about the entire semester. "This is the exact moment to intensify preparations; therefore, it is important to pay attention to planning, ensure presence across various channels, maintain efficient inventory management, and above all, focus on the customer experience, which is the true differentiator," he emphasizes.
One of the first steps to successful management is, in fact, advance planning. By identifying the key dates of the segment, retailers can create a detailed calendar necessary to organize everything from advertising campaigns to inventory management, avoiding unforeseen issues during celebrations.
And when it comes to stock, analyzing sales history and consumption trends helps to predict demand more accurately, avoiding both stock shortages and excesses, which can lead to losses. Diversifying the portfolio also helps in catering to different client profiles, increasing the chances of conversion.
William also emphasizes the importance of a multichannel approach, which integrates physical stores, e-commerce, and social media, offering the customer the freedom to choose where and how to shop. "Additionally, quick and accessible channels such as WhatsApp Business and chatbots enhance the experience and speed of service, which is essential during periods of high demand," he adds.
Another point is that, although discounts are always attractive during seasonal dates, innovating in actions can make the brand stand out. Offering combos, cashback, exclusive raffles, or personalized gifts for purchases within certain price ranges are effective ways to attract attention and boost sales.
Finally, for William, after-sales service is the secret to turning occasional buyers into loyal customers. "A attentive service after the purchase, combined with loyalty actions such as discount coupons for future acquisitions, extends the impact of seasonal campaigns and strengthens the bond with consumers throughout the rest of the year," he concludes.
Continuously investing in initiatives that minimize environmental impacts, promote social development and strengthen governance, Luft Logistics promoted, on 20/02, from 8:30 am to 12 pm, atAir Healthcarein Itapevi (SP), the panelGreen Logistics: Innovation and Sustainability.The event, which discussed practical decarbonization strategies, with an emphasis on the purchase of carbon credits and the integration of green technologies in the logistics chain, brought together an audience of 120 people – including government representatives, executivesC-Level andmanagers ofSupply ChainCommercial, ESG, and Quality of different companies.
By incentivizing solutions and including all clients in their sustainable logistics agenda, Luft Healthcare highlighted the relevance of carbon credits as a mechanism for offsetting greenhouse gas emissions. The opening was conducted by the company's CEO, Felipe Selistre, after the welcoming remarks by the moderator journalist Gloria Vanique. "The purchase of credits is not just a corporate strategy, but an ethical commitment to future generations," declared the CEO.Next, Conrado Bertoluzzi from the Via Green Institute sharedinsights about the urgency of addressing climate change, the importance of developing sustainable projects, and the need to mitigate the impacts of human activities on the environment.
Climate Change
After the presentation of L’Oréal's decarbonization project by the company's National Transportation Manager, Vitor Pinheiro, the following multisectoral leaders discussed climate change and decarbonization: Carlos Eduardo Gouvêa, CEO of CBDL (Brazilian Chamber of Laboratory Diagnostics); Marcella Cunha, President-Director of ABOL (Brazilian Association of Logistics Operators); and Nelson Mussolini, CEO of Sindusfarma (Pharmaceutical Industry Union).After the debate, Roberto Ferreira, an undergraduate professor at Mackenzie Presbyterian University – Administration, Law, and Medicine, spoke.
Innovation and Practical Actions
Among Luft Healthcare's sustainability initiatives, those related to the fleet stand out, such as modernization with Euro 6/Proconve P8 vehicles; tests with electric trucks and trucks powered by CNG/biomethane; and thegreen building in Itapevi (SP), in a model with an artesian well, effluent treatment station (ETE), and the use of traceable renewable energy.
On the Luft Digital technology platform, the "Carbon Footprint" module monitors and reduces emissions. With the use of integrated technology, route optimization and preventive maintenance help reduce fuel consumption and the generation of atmospheric emissions. Furthermore, the company remains committed to selective collection and environmental education programs, involving employees and partners in responsible waste management.
With the panelGreen Logistics: Innovation and SustainabilityThe company achieved its goals: bringing clients closer, enabling the exchange of experiences, and facilitating pathways for cooperation among the various institutions related to the pharmaceutical industry's supply chain and distribution, towards integrated practices and multisectoral cooperation, for effective decarbonization actions.The event was supported by ABOL.Bioconverter, CBDL,HSPW, LEAF, Sindusfarma and Stable Tech.
The global logistics multinational ID Logistics is opening a selection process for positions at its distribution centers located in three states in the Southeast region: São Paulo and the metropolitan area, Rio de Janeiro, and Minas Gerais. The vacancies are for work in the online commerce sector, where the company has a strong presence.
The 1,400 vacancies are distributed across the ID Logistics distribution centers located in the city of São Paulo, Guarulhos (SP), Belo Horizonte (MG), and São João do Meriti (RJ). The hired will reinforce the logistics operations aimed at e-commerce. The positions are for the months of February and March for temporary work, with the possibility of becoming permanent.
It is the logistics assistant's responsibility to perform important activities such as receiving products, managing and storing inventory, as well as order shipping. The positions are full-time, with the possibility of permanent hiring for those selected in the event of vacancies and if they demonstrate perfect performance and attendance.
ID Logistics offers market-competitive salaries and an attractive set of benefits, including chartered bus transportation and free on-site meals.
Dedicated professionals are being recruited, with a high school diploma or currently pursuing higher education, and a minimum age of 18 years, with no maximum age limit. Previous experience is not required, facilitating entry into the job market for new talent.
ID Logistics Brasil emphasizes that, although the vacancies are temporary, there is a concrete chance of being hired for those who demonstrate excellence and commitment, becoming part of the company's permanent staff and its ongoing logistics operations.
ID Logistics is committed to inclusion and sustainable development, reinforcing its role as a corporate citizen and leader in the international logistics market.
Those interested in taking advantage of this opportunity must register exclusively through the official ID Logistics recruitment portal, athttps://vagas.id-logistics.com.br/
