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Five Business Intelligence (BI) Trends That Show the Way to Sustainable Business Performance

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Five Business Intelligence (BI) Trends That Show the Way to Sustainable Business Performance

We live in the information age, which is characterized by a volume of data generated daily that has never been seen before. This situation creates a significant obstacle for companies: the ability to extract valuable information and turn it into strategic decisions.

Therefore, business leaders face the need to achieve greater agility in data-driven decision-making aligned with business objectives. Without this, they risk losing efficiency and, most importantly, losing the clarity needed to scale the operation safely.

In this scenario, Business Intelligence (BI) emerges as the best response to the demand by organizing and converting data into actionable insights, becoming the "starting point" for companies aiming to establish growing and sustainable financial performance.

It is about anticipating scenarios, defining paths, and acting with precision. The proof of this is in a McKinsey study. “The Data-driven enterprise 2025”The integration of Artificial Intelligence (AI) and Machine Learning into BI enables accurate analysis and automatic alerts about opportunities and risks.

The five BI trends

In 2025, five BI trends stand out to meet the critical demands for scalability, speed, and adaptability:

  • AI and automation:Automated analysis, through AI algorithms, allows immediate access to reports and enables informed decisions. This is a differentiator to prevent lack of data from resulting in missed opportunities or operational inefficiency.
  • Cloud Scalability:The cloud BI offers flexibility to increase or decrease data storage capacity according to demand. This allows handling large volumes of information without performance loss, even during peak times, and without the need for significant investments in physical infrastructure.
  • Democratization of access:Dashboards with integrated reports allow employees from all departments to access the data, making BI a "common language" within the company. This not only speeds up decisions but also makes those decisions more personalized and assertive.
  • Customization for new demands:Data analysis allows the creation of new Key Performance Indicators (KPIs) and new strategic objectives, maintaining the alignment of the analyzed information with business priorities.
  • Data governance:As regulatory standards such as the General Data Protection Law (LGPD) become more stringent, the ability to protect data to ensure compliance becomes a decisive criterion in the use of BI.

BI Maturity

These trends apply to companies at different stages of maturity in terms of data usage:

  • Initial adoption:companies that should establish a centralized data environment for reliable reports. Their challenges are low data literacy and the lack of governance processes. The benefits of BI are greater data visibility and reduced time in report generation.
  • Strategic expansion:companies that already use BI for reports and analysis but have not yet explored its strategic potential. Your challenges are connecting BI to strategic planning, adopting predictive analytics, and integrating multiple data sources. The benefits of BI are improved decision-making, cost reduction, and process optimization.
  • Full maturity:companies that already have BI disseminated and integrated into their business strategy. Your challenges are scaling the use of BI, ensuring data quality, and automating analytical processes. The benefits of BI are real-time decision-making, constant innovation, and greater operational efficiency.

Regardless of the maturity level, BI is essential to reinforce the importance of a data-driven corporate environment (what we also call “data culture”).data-driven”). 

Therefore, in 2025, scaling the operation will mean, above all, scaling intelligence: more than extracting data, it is necessary to master it, contextualize it, and turn it into strategy.

If the combination of robust technology and strategic expertise is the differential for a more solid and competitive future for companies, BI is the “one-way street” for companies to explore new markets without losing control of thecore business.

Don't want to lose money in 2025? Check out 5 tips for quality investing

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Don't want to lose money in 2025? Check out 5 tips for quality investing

At the beginning of 2025, several investors have already realized that there are many opportunities ahead, but also many challenges. Therefore, it is important to know how to navigate this dynamic economic environment to avoid unnecessary risks and increase portfolio profitability.

“While it is necessary to pay attention to new market trends, there are some actions to protect resources that are essential for any investor, especially with a view to shielding their own economies from the well-known and historical Brazilian volatility”, says Victor Deischl, CFA, Co-founder and Investment Manager atRubik Capital, an independent asset manager and investment consultancy.

To help those who don't want to lose money this year, the expert listed five essential tips. Confira: 

  • Diversify your investments

One of the most solid and well-known strategies in the market, diversifying portfolios reduces dependence on certain investments, especially in a country with fiscal uncertainties like Brazil. In this regard, Deischl recommends that this process be divided between allocations within the national and international territory.

“It is important to keep resources in strong currencies, such as the euro and the dollar, mainly through offshore companies; and to seek to invest in national exporting companies, which pay good dividends and are safe”, advises the executive.

  • Use digital platforms

According to a PwC survey, 74% of CEOs in the financial market believe that generative artificial intelligence (AI) will help improve the quality of their products and services by early 2025. This type of projection reinforces how the growth of emerging technologies is becoming increasingly frequent in the sector, especially in areas focused on risk reduction such as asset management.

"AI and a series of other technological tools are excellent allies for monitoring and optimizing investment portfolios," highlights the manager. "In this regard, it is interesting to look at the proprietary technologies of fintechs, in addition to open finance resources, which can enhance the performance of different profiles," he/she/they adds.

  • Follow market trends

With technological advancement, the financial market is constantly changing, making it essential to keep up with its innovations. Furthermore, new regulations and best practices are being implemented by regulatory institutions and companies at all times, requiring a continuous adaptation process.

Rubik Capital's CFA mentions the growing importance of ESG (Environmental, Social, and Governance) and green technologies as an example of this. "Sustainability is no longer optional in the market. This is the kind of information essential for investors aiming for assertive opportunities that bring increasing returns in the future," he explains.

  • Invest in financial education

To invest with quality, it is important not to succumb to panic or make impulsive decisions that compromise the long-term growth of your wealth. For this reason, financial education is essential to avoid fads and carefully analyze each opportunity.

Deischl adds that seeking specialized help, especially in the case of Private and Ultra High Net Worth (UHNW) clients, is also part of this learning process. "Active investments, supported by experienced managers or Multi Family Offices, tend to mitigate risks and anticipate precise financial movements," he/she/they points out.

  • Have an emergency fund

Another strategic solution for any investor is to build an emergency reserve. For this, investing these amounts in funds serves as a financial cushion for unforeseen events and allows the money to continue earning.

"There are options for all investor profiles, allowing resources to be protected both for those who are more experienced and for beginners," emphasizes the specialist. "Within Rubik itself, for example, we have four funds that are distributed and open, ranging from long-biased equity categories, multi-market, and fixed income," he adds.

Bonus tip: customize your investments

Deischl also emphasizes that an umbrella for all the previous tips is the customization of wallets. "Establishing a strategic and unique bias involves considering one's own profile and market nuances. There is no one-size-fits-all recipe, only the need to make informed decisions that meet your financial goals," he concludes.

Trump and the New Crypto Ecosystem Landscape

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Trump and the New Crypto Ecosystem Landscape

Donald Trump's second term began on January 20 and, with just over a month in duration, is already promoting a profound reconfiguration of the United States' economic policies. The president's new guidelines on international trade relations have impacted global investments, increasing volatility in stock markets around the world. The so-called "Trump effect" has been redefining the way markets react to regulatory changes and new strategies implemented by the American government.

This reconfiguration is not limited only to international trade or macroeconomic policies. The crypto ecosystem is one of the most impacted sectors, undergoing a significant transformation. The approach of the previous administration, characterized by restrictions and caution regarding digital assets, is being replaced by a vision that prioritizes technological innovation and financial freedom. This shift in stance not only reflects the growing influence of the crypto sector on the global economy but also signals an alignment with the principles of decentralization and privacy fundamental to the crypto community.

Bitcoin an alternative to the traditional system

In recent weeks, Trump threatened to impose a 25% tariff on products from Mexico and Canada, as well as a 10% surcharge on imported items from China and 25% on all steel and aluminum imports destined for the US. These protectionist measures have created an environment of uncertainty in global markets, especially impacting assets considered risky. The rise in commercial costs tends to pressure inflation and discourage investments, creating a challenging environment.

“Bitcoin has been standing out as a reliable asset amid this volatility. While stock markets around the world have accumulated significant losses, Bitcoin has remained virtually stable, reinforcing its role as a store of value in times of economic instability. This resilience demonstrates the growing maturity of the digital asset and its ability to attract investors seeking protection against the uncertainties of the traditional market,” says Luiz Parreira, CEO of Bipa.

In the face of this scenario of drastic changes in economic and regulatory policies, the new Trump administration has adopted a more favorable stance towards innovation in the crypto sector. The recent executive orders signed by the president reflect a clear effort to reshape current regulations and stimulate the growth of the digital asset market in the United States. This pro-crypto shift marks the beginning of a new phase for the sector, which now benefits from a more favorable environment for the development of decentralized financial technologies and the participation of major institutional investors.

Executive Orders and Regulatory Overhaul

Donald Trump's second term brought a profound reconfiguration of the United States' regulatory policy regarding the crypto ecosystem. This transformation marks a break from the restrictive approach of the Biden administration, establishing a new paradigm that prioritizes innovation and financial freedom in the sector.

Two executive orders that significantly impact the cryptocurrency and Bitcoin sector signed by Trump in January, representing the first concrete steps of this change. The first of them revoked Executive Order 14067 from the Biden administration, which imposed restrictions on the crypto sector and promoted the development of a Central Bank Digital Currency (CBDC). In its place, a pro-crypto policy was established, explicitly banning the creation of CBDCs and creating a "Presidential Working Group on Digital Asset Markets." Furthermore, Trump ordered all federal agencies to review their regulations on crypto assets within a period of 30 to 60 days. This order also protects the right to self-custody and Bitcoin mining.

The second executive order focused on revoking SAB 121, eliminating the requirement for banks and financial institutions to include custodial crypto assets in their balance sheets. This measure removes one of the main barriers to the entry of traditional financial institutions into the crypto market, enabling a greater supply of custody services and products related to digital assets.

CBDCs Ban

Trump's decision to explicitly ban the development of CBDCs marks a drastic break from the previous administration. The new executive order not only prohibits government agencies from promoting or issuing CBDCs but also mandates the immediate termination of any projects related to these state digital currencies.

This measure was widely celebrated by the crypto community, which views CBDCs as a tool for state surveillance and government control over individual financial transactions. The prohibition reflects a political view that values financial privacy, dollar sovereignty, and decentralization, principles aligned with the philosophy of Bitcoin and cryptocurrencies in general.

ETFs drive the market

The Bitcoin ETFs launched last year exceeded market expectations. BlackRock's IBIT and Fidelity's FBTC achieved a combined volume of $4.5 billion on their first day of trading. In just 11 months, IBIT accumulated an impressive $50 billion in assets, breaking records and highlighting the growing demand for regulated products in the Bitcoin ecosystem.

In the Brazilian exchange-traded index fund market, of the ten ETFs that had the highest return to investors in 2024, seven are related to crypto assets and blockchain networks, according tosurveyfrom Quantum Finance.

“ETFs play a crucial role in popularizing the crypto market by simplifying access to these assets. They eliminate the complexity of cryptocurrency custody, allowing exposure to appreciation without concerns about security and storage, making investment more accessible and attractive. ETFs are an interesting first step, but it is always worth remembering that they do not provide access to a key feature of Bitcoin: the possibility for individuals to perform their own custody. It is through self-custody that individuals can guarantee their financial sovereignty,” says Caio Leta, head of research at Bipa.

The “Bitcoinization” of the Financial System

The growth of Bitcoin ETFs not only represents a co-optation by the traditional financial system but also a "Bitcoinization" of that system. Products such as ETFs denominated in BTC, ETFs of companies that adopted the "Bitcoin standard," and debt securities aimed at purchasing Bitcoin are examples of this integration.

The market is adapting to the logic and principles of Bitcoin, transforming its traditional dynamics. This is just the initial phase of a change that could redefine the foundations of the global financial market.

From North to South: how nano and micro creators can expand brands’ presence at Carnival

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From North to South: how nano and micro creators can expand brands’ presence at Carnival

Carnival is more than a party: it is a cultural spectacle that mobilizes millions of people and billions of reais throughout Brazil. For brands, it is a showcase to position themselves creatively and connect with consumers beyond the Rio-São Paulo axis. After all, the biggest Brazilian popular festival takes place in different regions of the country.

In 2024, for example, Belo Horizonte, in Minas Gerais, and Salvador, in Bahia, attracted 5 million and 3 million more people, respectively. The data is from the Ministry of Tourism. "Brands should leverage nationwide cultural events to expand their market. In this sense, nano and micro creators can act as local ambassadors, translating the brand's identity for different audiences and making communication more authentic and closer to the reality of each region," analyzes Rapha Avellar, CEO and founder of BrandLovers.

According to the mapping done byBrandLoversNano and micro creators were identified in all 27 federative units of Brazil, with the main destinations of revelers accounting for 58% of the more than 220,000 content creators registered on the platform. "We have creators working in Bahia, Minas Gerais, Pernambuco, Rio de Janeiro, Santa Catarina, and São Paulo, just to name a few," says Avellar.

Moreover, BrandLovers investigated the niches of these creators, as the carnival season presents a great opportunity for brands in the Beauty, Fitness, Fashion, Food, and Beverage sectors. After all, cross-referencing the location data of creators and their niches contributes to a more effective strategy when promoting a brand on important dates, such as Carnival.

In Recife, for example, 59% of creators focus on beauty-related content, while in Florianópolis, the majority focus on fitness topics (60%). In Fortaleza, more than half of the creators address topics related to Fashion, and Salvador reaches nearly 30% of creators talking about Food & Drink.

In the end, what do all these data mean for brands? They demonstrate that there is a great opportunity for companies to activate hyper-targeted and regional campaigns, leveraging the potential of influencers who have an authentic connection with their local audiences. "Our country is diverse, and Carnival reflects this plurality. A well-planned strategy should include creators who represent this diversity and can convey the cultural essence of each region," analyzes Rapha Avellar, CEO and founder of BrandLovers.

How to use creators to maximize the impact of Carnival campaigns?

The secret to successful Carnival campaigns lies in leveraging the authentic influence of creators. Some of the main ways to use nano and micro creators in marketing strategy are

  • Local activations and real-time coverage: creators can share authentic experiences from street blocks, private parties and themed events, generating immediate engagement for brands.
  • Promotion of products and services relevant to the festivities: segments such as fashion, beauty, tourism and food benefit from presenting specific solutions for Carnival, whether through makeup tutorials, style tips or recommendations for bars and restaurants.
  • Participation in the brands' media mix: nano and micro creators offer a more humanized approach that is closer to the public, complementing traditional and digital media influence strategies.
  • Challenges and viral campaigns: Creating challenges on TikTok or Instagram with nano and micro creators can boost campaign reach and engagement.

The importance of local creators for brands

The difference of nano and micro creators lies in their proximity to their audiences. Because they are more niche, they can genuinely engage their followers and deliver superior results in highly personalized campaigns. Furthermore, these influencers act as true cultural ambassadors, connecting brands to the habits and values of different regions of Brazil.

In the end, Carnival is about connection, culture, and identity. Brands that know how to leverage this strategically, by working with authentic and regional creators, will not only expand their presence but also create memorable and impactful campaigns.

NAVA announces more than 140 in-person and remote vacancies

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NAVA announces more than 140 in-person and remote vacancies

NAVA Technology for Business, a company specialized in business and technology solutions, has over 140 job openings, remote, hybrid, and on-site. Professionals in technology, administration, sales, finance, and human resources are sought after. The available opportunities are for the regions of Barueri, Campinas, São Paulo (capital), São Leopoldo (RS), and Rio de Janeiro (RJ).

In technology, there are vacancies for information security and data & analytics specialists. The company also offers several other options for those seeking reemployment in the market this year and for those just starting their careers. The employment regime is CLT, and the benefits include meal and food vouchers, health and dental plans, childcare assistance, pharmacy partnership, assistance for physical activities, as well as other flexible benefits such as mobility aid, education, and private pension.

With 29 years of experience in the technology market, certified by Great Place to Work and committed to the UN Global Compact, NAVA offers a dynamic environment focused on innovation, valuing diversity and professional development.

“We seek to strengthen our organizational culture so that it is one of the pillars of the company’s success, especially in this current expansion scenario. The goal is to attract and welcome talents who share our values and want to build, together with us, a trajectory of impact and innovation”, says Tatiana Porto, Chief People Officer at NAVA.

Among the main open positions are:

  • Senior Process Analyst (Campinas – SP, Hybrid)
  • Senior Recruitment and Selection Analyst (Barueri – SP, Hybrid)
  • Senior Automated Test Analyst (Remote)
  • Administrative Assistant (Barueri – SP, Hybrid)
  • Full and Senior Java Developer (São Paulo – SP, Hybrid)
  • Developer.Senior Net (Remote)
  • Developer.Senior Net (Maringá – PR, Hybrid)
  • Senior Data Engineer (Remote)
  • Product Owner (São Paulo – SP, Hybrid)
  • Junior Support Technician (Barueri – SP, Hybrid)

Information and requirements for the vacancies can be found at:https://nava.gupy.io/.

Pix news for 2025: more ease and security for users

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Pix news for 2025: more ease and security for users

The Central Bank continues to expand the functionalities of Pix, consolidating the system as the main payment tool in Brazil. By 2025, three major innovations promise to make financial transactions even easier: Automatic Pix, Near Field Pix, and boleto payments ("BolePix"). The news enhances convenience and safety for consumers and businesses.

Pix similar to direct debit –With mandatory launch for all institutions starting June 16, 2025, Automatic Pix will allow recurring charging of variable amounts, bringing more predictability and security to companies that make periodic payments, such as gyms, condominiums, utility bills and streaming services.

“Automatic Pix represents a significant advance for companies and consumers. For businesses, it reduces default and operating costs. For users, it offers convenience and avoids delays in payments for essential services,” he explains.Thiago Amaral, partner at Barcellos Tucunduva Advogados in the areas of Payment Methods and Fintechs, PhD and Master in Commercial Law from PUC/SP and professor at FGV/SP and Insper.

Pix by Proximity –Already in the testing phase, from February 28, 2025, Near Field Communication (NFC) Pix will be available to the public, enabling instant transactions via NFC technology. Without the need to open banking apps or enter passwords, the payment can be made simply by bringing the smartphone close to a compatible device, similar to what already happens with contactless cards.

“The arrival of Pix via Contactless Payment will bring more agility and security to everyday payments. In addition, it will facilitate the e-commerce experience, reducing cart abandonment and making online shopping more fluid,” highlights Amaral.

BolePix, the evolution of the boleto –Another significant innovation is BolePix, which will integrate specific QR Codes into traditional invoices, allowing the customer to choose between Pix payment or bank slip. This feature, which is already available, ensures greater flexibility for consumers and efficiency for companies.

“BolePix speeds up payment confirmation and reduces operational costs, as it combines the immediate liquidity of Pix with the practicality of a bank slip. This is an essential modernization for the financial sector,” says Amaral.

For the expert, with these innovations, “Pix reaffirms its position as one of the most innovative payment systems in the world, ensuring more convenience, security and efficiency for users and companies”, concludes Amaral.

Fintechs: segundo olhar para prospects recusados pode trazer, em média, R$4 milhões a mais na receita anual de uma fintech sem aumento de inadimplência, de acordo com estudo da Serasa Experian

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Fintechs: segundo olhar para prospects recusados pode trazer, em média, R$4 milhões a mais na receita anual de uma fintech sem aumento de inadimplência, de acordo com estudo da Serasa Experian

A groundbreaking study conducted by Serasa Experian, the first and largest data tech company in Brazil, showed that fintechs can safely expand their credit granting by up to R$ 4 million on average per fintech through a rejected application re-evaluation model, that is, reassessing new clients who were initially denied credit but may be eligible with additional analysis. The study was conducted based on the fintech portfolio, simulating a second level of complementary analysis in the credit policy.

In percentage terms, the average amount of R$ 4 million represents a 20% increase in approvals for each Fintech based on an analysis that considers criteria about the borrower that were not taken into account in the initial assessment, such as the trend of Score variation, payment punctuality history, and the severity level of debts. Considering, for example, that 1/3 of the population has low-severity debts, according to the Serasa restrictive database, this more accurate analysis becomes even more important, as the creditor may be rejecting a low-risk customer.

For Fernando Galbiatti, B2B Offers Director at Serasa Experian, this second look at clients who were previously rejected is essential for Fintechs to increase revenue without additional acquisition costs – since the client has already reached the company – and to maintain the expected level of default as outlined in their credit policy. With the re-evaluation of denied applications, a Fintech that today approves 25 out of every 100 credit requests, for example, can, upon a second review, approve nearly 30 and, in doing so, become more competitive as it prevents these clients from going to the competition.

This increase in credit supply does not impact default rates, as it already takes into account the risk percentage managed by each fintech. With this, the requalification of denied applicants allows for increased gains without compromising the safety of the operation.

Furthermore, adopting the second analysis also brings direct benefits to the consumer who would, at first, have their credit denied. When evaluated more thoroughly and thus able to be approved, he no longer needs to seek out other creditors or potentially accept higher interest rates.

“By zooming in on consumers who were initially rejected by the creditor’s credit policy, we can, based on intelligence from additional information, find customers who have the potential to use credit without increasing default. For example, a consumer may not have the minimum information required to access credit, but their CPF may be linked to a MEI of which they are a partner and may be generating recurring revenue. This is an example of the many profiles that can be detected when we reanalyze rejected CPFs. This strategy can be very interesting, especially for fintechs, since it allows them to test hypotheses, adopt a more aggressive strategy due to seasonality, or gradually expand without changing the current credit policy,” explains Fernando Galbiatti.

The numbers are the result of a study carried out with the integrated Repesagem de Negados solution using Fintech cases as a starting point.

The analysis is conducted through a strategic and individualized assessment of the provided database, combining exclusive and market data with analytical intelligence capabilities, enabling a comprehensive view of your clients' potential by CPF and/or CNPJ. In the solution, it is possible to identify the audience with the greatest potential for re-engagement without increasing the Fintech's risk exposure. The study was also conducted in other sectors, such as banks and financial institutions, where a significant increase in the final approval rate was observed.

What Small Businesses Need to Know to Break Down Barriers by 2025

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What Small Businesses Need to Know to Break Down Barriers by 2025

Managing a small business has never been an easy task. Dealing with daily demands, sending orders, and keeping customers satisfied, many entrepreneurs end up facing difficulties that can lead to significant losses, both financial and operational. But the good news is that with some simple strategies and a focus on organization, it is possible to ensure sustainable growth for 2025.

One of the biggest causes of loss is the lack ofinventory controlExcess inventory ties up money that could be invested in other areas, while low inventory results in lost sales. Another fundamental point is thecash flowWithout strict monitoring, financial decisions can be compromised, especially during high-demand periods such as seasonal dates.

Technology is also a great ally in preventing losses. Digital solutions focused on logistics, for example, enable small businesses to optimize deliveries, reduce costs, and improve the customer experience. SecondVictor Maes, CEO of SuperFrete,“Today, small businesses can compete with large companies thanks to technology. Efficient logistics builds customer loyalty and reduces waste, which is essential in a competitive market,” he points out.

Artificial Intelligence and customer experience are highlights in retail for 2025

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Artificial Intelligence and customer experience are highlights in retail for 2025

NRF Retail’s Big Show 2025, the largest global event in the retail sector, took place in January in New York, bringing together experts to discuss the main market trends. Among the participants were Paraná entrepreneurs Emilio Silva, CEO of Datasoul, and Eduardo Córdova, CEO of market4u, who shared their analyses and experiences directly with the members of theMasterboard Club, in Curitiba.

During the event, Emilio Silva and Eduardo Córdova highlighted the main lessons learned from NRF 2025 and how these trends should impact the Brazilian market.

Datasoul is involved in the digital transformation of medium and large companies, having implemented over 300 projects in 14 countries over 15 years. For Emilio Silva, CEO of the company, retail in 2025 will be based on the balance between technology, personalization, and environmental responsibility.

"Consumers will seek authentic connections with brands, valuing companies that promote a sense of community. Additionally, artificial intelligence will replace individual apps, making the shopping experience more seamless. Another essential point will be brand leadership in environmental initiatives, with more durable and sustainable products," explains Emilio, who warns, however, about the risk of digital fatigue in retail. "The excess of viral trends will make consumers increasingly value nostalgia and storytelling as competitive differentiators," he/she/they emphasizes.

Five trends that will transform retail in 2025

Market4u is the largest microfranchise in Brazil, with over 2,185 stores and 600 franchisees across the country, according to the Brazilian Franchising Association (ABF). Eduardo Córdova, CEO of the brand, shared five key trends for the retail sector in 2025:

1-Artificial Intelligence (AI) and automation – AI agents will revolutionize the organization of distribution centers and the shopping experience, increasing efficiency and reducing costs.

2- The evolution of physical stores – Despite the growth of e-commerce, 80% of purchases still happen in person. To attract consumers, stores will need to become spaces of experience and entertainment.

3-Strategic use of data – The ability to collect and interpret data will be decisive in offering personalized and effective actions.

4-Purpose as a factor of competitiveness – Companies with clear and consistent missions will have a competitive advantage, as this strengthens the engagement of consumers, employees and partners.

5-New technologies for retail optimization – Innovations such as smart bracelets, automated self-checkouts and delivery robots are already a reality in some countries and should gain ground in Brazil in the coming years.

According to Eduardo Córdova, before adopting these technologies, retailers need to ensure that their internal processes are organized. "The first step is to structure the business foundation. There's no point in investing in AI if the company doesn't collect and organize its data well," warns the CEO of market4u.

The meeting was promoted by Masterboard Club, a community created in 2017 that encourages the exchange of experiences, learning and strategic connections between entrepreneurs.

Report highlights key data protection trends for 2025

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Report highlights key data protection trends for 2025

A Winnin– a platform that uses proprietary AI to map cultural trends based on video consumption on the internet – has just launched2025 Data Protection Reportan annual report that guides brands on the main trends and challenges that are likely to shape the future of data privacy and security.

The analysis highlights a scenario full of evolution, challenges, and opportunities, and offers tips on essential tools to enhance work. "We are providing responsible insights so that brands and companies can explore opportunities, anticipate regulations, and build data management aligned with the demands of the year," says Natasha Melo, Legal Director of Winnin.

According to data from Winnin, between January/2023 and November/2024, the terms “Privacy and Data Protection” saw a significant increase in interest, totaling more than 3 billion views and more than 149 million total engagements on networks such as TikTok, YouTube, Instagram and Facebook.

The company also identified a growing interest in the terms "LGPD" and "Artificial Intelligence" during the same period. The technical term "LGPD" had a peak in engagement between May and June 2024, totaling over 70,000 views. The term "Artificial Intelligence" also gains traction in engagement, totaling over 140k videos related to the subject in the same period.

The report also highlights projections on new regulations from the National Data Protection Authority (ANPD) and provides practical guidance for organizations to strengthen their compliance and innovation.

To access the full content and follow the detailed analysis, go toreport directly.

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