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New AI solution on WhatsApp will help micro and small entrepreneurs to boost results

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New AI solution on WhatsApp will help micro and small entrepreneurs to boost results

Micro and small Brazilian entrepreneurs now have an artificial intelligence solution to transform WhatsApp Business into a more efficient sales, customer service, and relationship channel. A Blip, the leading conversational intelligence platform that connects brands and consumers on social apps, has just launched aautomation service for interactions on WhatsAppwhich will speed up service and boost revenue for those who sell products and services online.

Initially, the solution is free and is designed to meet a market need. According to Opinion Box, 79% of consumers communicate with brands and companies via WhatsApp, and 56% have already made purchases through the app.

"A small entrepreneur who has a fashion store in Brás, for example, can use automated WhatsApp service to instantly respond to their customers' most frequently asked questions, such as information about products, prices, and payment methods," says Sérgio Passos, Chief Product Officer (CPO) and co-founder of Blip.

The initiative is in line with the recent announcement of Meta's new SMB API Solution, “Business-on-App”, which allows the coexistence of functionalities from the Whatsapp Business App and the Whatsapp Business API, with a focus on micro and small businesses.

“We have updated our Blip Go plan offering, a business model aimed at small and medium-sized businesses, and now offer a version with services for micro and small entrepreneurs. Companies that sign up for this plan will have an Intelligent Contact on WhatsApp to communicate with their consumers using AI to interpret customer messages and respond based on the knowledge configuration created by the store owner, providing a dynamic and more natural conversation, similar to human service. In addition, AI will help the entrepreneur to always be in control of when automation should or should not take over the conversation. This speeds up the service process, improves the customer experience and reduces the risk of losing sales to competitors,” explains the specialist.

With the solution, it is also possible to send messages to distribution lists to promote, for example, new collections, flash sales, and seasonal promotions directly to the customer base, encouraging more store visits and boosting orders via WhatsApp. "The entrepreneur will also be able to track how many clients interacted with the sent campaigns, analyzing the impact of the messages and adjusting their strategies to achieve better results. This feature is scheduled for a later stage," comments Sérgio.

Another advantage of Smart Contact in Blip Go is the flexibility in automation. The entrepreneur can activate or deactivate artificial intelligence at any time, and if a human attendant joins the conversation, the bot automatically deactivates, ensuring a more personalized service when necessary. "If the human agent sends a message during the conversation, the AI interrupts the service, allowing human interaction when necessary. Everything is fully adjustable," says Sérgio.

Before launching the service in the market, Blip conducted a study on the segments that should be most impacted. They are: retail clothing and accessories sectors, beauty service providers (such as hairdressers and manicurists), food (food delivery, food trucks, and meal boxes), consulting and training (coaching and marketing consulting), as well as e-commerce and online product sales.

"We have always been committed to contributing more and more to the rise of small Brazilian entrepreneurs. One day, we also started our journey as a company to forge a path of success, with many challenges. Blip Go arrives to support the journey of micro and small entrepreneurs who want to grow, who have ambition, and who believe in the conversational era and in the power of an Intelligent Contact as a bridge to scale their businesses," says Roberto Oliveira, co-founder and CEO of Blip.

How to join Blip Go

Micro and small entrepreneurs who wish to use the automation solutions on WhatsApp offered by Blip can registerthis siteThe onboarding process involves a waiting list during the initial launch phase of the solution. Additionally, the company created a VIP group, and the entrepreneur who participates will have early access to news about the product and its development, educational content such as articles, ebooks, and videos that will help grow their business, among other updates.

Central Bank authorizes Magalu to offer financial services

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Central Bank authorizes Magalu to offer financial services

The Central Bank of Brazil granted authorization to Magazine Luiza (Magalu) to operate as a financial institution, allowing the retail giant to expand its activities into the financial services sector. The decision represents an important milestone in the company's strategy to establish itself as a comprehensive ecosystem of solutions for its clients and partners.

With the authorization, Magalu will be able to offer a variety of financial services, including digital accounts, credit cards, loans, and other banking products. The initiative is part of a broader company movement to diversify its operations and add value to its users, going beyond e-commerce and brick-and-mortar retail.

Magalu's entry into the financial sector is not a surprise, given the growing interest of major technology and retail companies in exploring new business areas. The company had already been signaling this ambition with the launch of its digital wallet, MagaluPay, which allows users to make payments, transfers, and other financial transactions in a practical and secure way.

Frederico Trajano, CEO of Magalu, highlighted the importance of the Central Bank's authorization for the company's strategy. "Our mission is to digitize Brazil, and financial inclusion is a fundamental part of this process. With the offering of financial services, we will be able to better serve our clients and partners, providing more convenience and access to essential products and services," said Trajano.

The Central Bank's decision also reflects the trend of greater openness and innovation in the Brazilian financial sector. In recent years, the regulatory body has encouraged the entry of new players into the market, promoting competition and financial inclusion. Magalu's authorization is a clear example of this policy, which aims to democratize access to financial services in the country.

For consumers, Magalu's entry into the financial sector could represent a series of benefits. In addition to the convenience of accessing integrated financial services through the e-commerce platform, customers will be able to enjoy a more personalized experience and competitive offers. The company promises to use its vast database and knowledge of consumer behavior to develop financial products that meet the specific needs of its users.

Market analysts view Magalu's movement with optimism, highlighting the potential for synergy between retail and financial services. However, they also point out that the company will face significant challenges, such as competition with traditional banks and well-established fintechs, as well as the need to comply with strict regulatory requirements.

The Central Bank's authorization for Magalu to offer financial services marks a new chapter in the company's history and in the Brazilian financial sector. With the promise of innovation and inclusion, Magalu is preparing to further transform the market by offering complete and integrated solutions for its customers and partners.

With information from E-Commerce Brasil

Brazilian e-commerce optimistic: 77% of retailers predict growth in 2025

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Brazilian e-commerce optimistic: 77% of retailers predict growth in 2025

E-commerce in Brazil has shown resilience and optimism despite the challenges faced in recent years. According to a recent survey, 77% of Brazilian e-commerce retailers are confident in significant sector growth by the end of 2025.

The study, conducted by the e-commerce platform Nuvemshop in partnership with the consulting firm Mandaê, surveyed over 500 retailers from different segments and sizes. The results point to a positive outlook for the future of e-commerce in the country, driven by changes in consumer habits and the accelerated adoption of digital technologies.

Among the factors supporting this optimism are the expansion of internet access, the increase in consumer confidence in online shopping, and the diversification of payment options. Furthermore, retailers have been investing in improvements to the user experience, with more intuitive websites, detailed product pages, and efficient customer support.

The research also revealed that, to fully harness growth potential, retailers are attentive to market trends. About 60% of respondents plan to expand their product catalog and invest in digital marketing strategies to attract and retain customers. Already 45% plan to invest in logistics and delivery solutions to ensure customer satisfaction.

Another point highlighted by the study is the importance of presence in marketplaces. More than half of retailers (53%) already sell their products on platforms like Mercado Livre, Amazon, and Magalu, and this number is expected to grow in the coming years. Marketplaces offer an additional showcase for products, as well as logistical and payment conveniences.

Despite the optimism, retailers also acknowledge the challenges to be faced. Intense competition, the need for investments in technology, and adapting to changes in consumer behavior are among the main concerns. However, most believe that with proper planning and strategies, it is possible to overcome these obstacles and achieve the desired growth.

The optimism of Brazilian e-commerce retailers reflects confidence in the sector's potential and its ability to adapt to market demands. With the acceleration of digital transformation and changes in consumer habits, e-commerce is expected to become a key channel for retail in the country.

To seize growth opportunities, it is essential for retailers to invest in innovation, enhance the customer experience, and stay attentive to market trends. Thus, they will be able to stand out in an increasingly competitive environment and meet the expectations of Brazilian consumers, who are becoming more demanding and connected.

With information from E-Commerce Brasil

Serasa selects eight startups for acceleration program

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Serasa selects eight startups for acceleration program

A Feels likehas just selected eight startups to join its acceleration program, an initiative that seeks to boost innovation and development oftechnological solutionsin the financial sector. After the first phase, four startups will be selected for the final stage, where each will receive an investment of R$ 120,000, as well as six months of mentorship and strategic support to boost their growth and improve their business model.

The program seeks to booststartups high-impact, offering not only financial resources but also access to market experts, exclusive mentoring, and strategic networking. The goal is to help these companies scale their businesses and contribute to the digital transformation of the sector.

How does acceleration work?

The eight selected startups will undergo an intensive three-month acceleration phase, where they will receive support in financial management, business strategy, technology, and investment fundraising. After this period, the four that demonstrate the greatest potential for growth and innovation will advance to the second stage, where they will receive personalized mentorship and thefinancial contribution of R$ 120 thousandto boost your solutions.

The program reinforces Serasa's commitment to supporting the startup ecosystem, encouraging the creation of innovative solutions that improve the consumer experience and contribute to the digitalization of the sector.

Betting on the growth of the sector

Serasa's initiative takes place at a time of increasing digitalization offinancial servicesIn Brazil, with startups playing a key role in building agile and accessible solutions for the market. The program aims not only to strengthen new businesses but also to bring entrepreneurs closer to investors and potential strategic partners.

Among351 subscribers, we had eight chosen, which were: Garrafa no Mar, Yolo Bank, Niiw and UP Vendas, Credere, Direct Debit, Minha Escola, Muda Meu Mundo.

With this initiative, theFeels likereinforces its role as one of the great promoters of innovation in Brazil, offering selected startups the necessary tools to structure their operations and gain prominence in the market.

The acceleration program runs until the second semester of 2025, when the four finalists will be revealed. The expectation is that the project will not only open new business opportunities but also accelerate the growth and consolidation of the participating startups. An important step for the national innovation ecosystem.

Mercado Livre reveals Brazilians' consumption habits on the platform

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Mercado Livre reveals Brazilians' consumption habits on the platform

Mercado Livre, one of the largest e-commerce platforms in Latin America, recently released a study highlighting the shopping habits of Brazilian consumers. The research, based on data collected by the company, reveals valuable insights into user behavior and outlines personalized consumption profiles.

According to the study, Brazilians are increasingly embracing online shopping, seeking convenience, variety, and competitive prices. The COVID-19 pandemic further accelerated this trend, with many consumers choosing to make their purchases through mobile devices such as smartphones and tablets.

Mercado Livre identified different consumer profiles among Brazilians, taking into account factors such as age, gender, geographic location, and product preferences. Among the highlighted profiles are the "technology enthusiasts," who constantly seek the latest in electronics and gadgets, and the "fashion lovers," who follow trends and prioritize purchasing clothing and accessories.

Another identified profile is that of "modern parents," who use the platform to purchase products for their children, such as toys, children's clothing, and baby care items. The "home and decoration specialists" are those who seek furniture, appliances, and household items.

The research also revealed that Brazilian consumers value fast delivery and the possibility of installment payments. Mercado Livre has been investing in logistics solutions to meet this demand, such as expanding its distribution centers and partnering with delivery companies.

Furthermore, the platform has been investing in personalization features, using artificial intelligence to recommend products based on users' purchase and browsing history. This approach aims to provide a more relevant and accurate experience for each consumer.

The study of the Free Market reinforces the importance of understanding consumer behavior and preferences in the digital environment. By creating personalized consumption profiles, the company aims to offer an increasingly satisfying shopping experience tailored to the individual needs of Brazilians.

With ABS information from communication.

New research from Claroty’s Team82 highlights urgent threats from ransomware and insecure connectivity in mission-critical OT assets

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New research from Claroty’s Team82 highlights urgent threats from ransomware and insecure connectivity in mission-critical OT assets

A Claroty, a leading company in the protection of cyber-physical systems (CPS), releases a new report revealing the most coveted exposures for adversary exploitation in operational technology (OT) devices. Based on the analysis of nearly one million OT devices, the report "The State of CPS Security 2025: OT Exposures"State of CPS Security 2025: OT Exposuresfound more than 111,000 Known Exploitable Vulnerabilities (KEVs) in OT devices across manufacturing, logistics, transportation, and natural resources organizations, with over two-thirds (68%) of KEVs linked to ransomware groups. Based on the analysis of nearly one million OT devices, the report reveals the most risky exposures for companies amid growing threats to critical sectors.

In the report, the renowned research groupTeam82Claroty examines the challenges that industrial organizations face in identifying, in OT devices, which Known Exploitable Vulnerabilities (KEVs) to prioritize for remediation. The survey highlights how understanding the intersection of these vulnerabilities with popular threat vectors, such as ransomware and insecure connectivity, can help security teams proactively and efficiently minimize risks at scale. With the offensive activity increasing by threat actors, the report details the risk that critical sectors face of OT assets communicating with malicious domains, including those from China, Russia, and Iran.

"The inherent nature of operational technology creates obstacles to protecting these mission-critical technologies," says Grant Geyer, Director of Strategies at Claroty. From the incorporation of offensive capabilities into networks to targeting vulnerabilities in outdated systems, threat actors can exploit these exposures to create risks to availability and security in the real world. As digital transformation continues to drive connectivity for OT assets, these challenges will only proliferate. There is a clear imperative for security and engineering leaders to shift from a traditional vulnerability management program to an exposure management philosophy, in order to ensure they can make the most impactful and feasible remediation efforts.

Main findings:

  • Of the nearly one million OT devices analyzed, Claroty’s Team82 found that 12% contain Known Exploitable Vulnerabilities (KEVs), and 40% of organizations analyzed have a subset of these assets insecurely connected to the internet.
  • 7% of devices are exposed with KEVs, which have been linked to known ransomware samples and actors, with 31% of organizations analyzed having these assets insecurely connected to the internet.
  • In the survey, 12% of organizations had OT assets communicating with malicious domains, demonstrating that the risk of threats to these assets is not theoretical.
  • The manufacturing industry was found to have the highest number of devices with confirmed Known Exploitable Vulnerabilities (over 96,000), with over two-thirds (68%) of these linked to ransomware groups.

To access all of Claroty’s Team82 findings, in-depth analysis, and recommended security measures in response to vulnerability trends, download the report:“State of CPS Security 2025: OT Exposures“

Methodology

The report “State of CPS Security 2025: OT Exposures” provides an overview of trends in OT device vulnerabilities and exposures in the manufacturing, logistics and transportation, and natural resources sectors observed and analyzed by Team82, Claroty’s threat research team, and our data scientists.

Rico is recognized for excellence in customer service in FGV ranking of best investment platforms

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Rico is recognized for excellence in customer service in FGV ranking of best investment platforms

Rico, XP Inc.'s financial services platform, was recognized for its excellence in customer service. In an evaluation conducted by Fundação Getulio Vargas (FGV) in partnership with Toluna Insights, Rico achieved prominent positions in three essential categories: privacy, advice, and contact.

The ranking, part of the “Best Bank and Investment Platform” award, considers nine aspects of the service offered by financial institutions.

“Our focus has always been to democratize access to investments with transparency and simplicity. Winning the award in the categories of privacy, advice and contact proves that we are on the right track, offering quality service and building a relationship of trust with our clients,” says Pedro Canellas, head of Rico.

The privacy criterion assesses the level of protection of clients' data and information. Already advising a direct conversation with the core business of XP Inc., of which Rico is part, as it concerns the quality of guidance given to clients, considering clarity and effectiveness. And contact is the essence of Rico, analyzing agility and accessibility in service for issue resolution.

“The ranking recognition endorses all the work we have done at Rico in recent years, with a focus on simplifying the lives of investors. It is a privilege to receive the FGV seal, showing how unique our platform is and how ideal it is for those who want to start investing and make better financial decisions,” explains Gerson Fini, Rico’s executive director.

The recognition reflects Rico's ongoing commitment to providing quality service, prioritizing customer safety and satisfaction.

Escapism Economy: What are the Benefits for Business Marketing?

Renan Cardarello
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Escapism Economy: What are the Benefits for Business Marketing?

People are tired of so much information in their daily lives. Unilateral interactions with brands, an excess of content that does not align with their profile, and too many news stories are, more than ever, creating a need to escape this reality. Although this movement may be harmful to brands, it can also be strategically driven by marketing to help users relax their minds and at the same time enable a financial return for companies – a strategy known in the market as escapism economy.

When asked why they want to escape reality, 42% of Brazilians said they are looking to escape “their own mind”, and 34% justified this movement as a result of “the news”, according to a global study by McCann Worldgroup – an excess of information that encompasses all the online interactions that users come across, daily, not only from news portals, but also from paid advertisements carried out by a series of companies.

The lack of this care by a brand can be extremely harmful to its prosperity and profitability. According to the global study by McCann Worldgroup, as proof of this, 44% of consumers want brands to understand their frustrations, along with 56% who want them to provide dreams. Those who do not follow and meet these demands will surely lose market share, harming their image, reputation, and continuity.

The data presented in the study show the importance of distractions as a healthy way to cope with daily stress. And, in this scenario, a good marketing strategy is capable of finding ways to interact with this audience in a less aggressive and one-sided manner, for the development of more assertive, relevant, and non-excessive campaigns and message transmission. In other words, explore this theme of escapism in your interactions with people, aiming not only for a sale but also for the creation of a bond.

According to the McCann study, this escapism economy already moves US$ 10 trillion, and is expected to reach US$ 13.9 trillion in 2028, transforming marketable products into moments of distraction that not only help people who are going through a time of great stress, but also help brands create sales opportunities that bring better internal results and greater satisfaction to their consumers.

To achieve these goals, advertainment, storytelling, branded content, product placement, guerrilla marketing and UGC strategies have proven effective in this regard, in terms of bringing companies and their products and presenting them in creative ways, so that they gain special attention from people simply by being different from the ordinary.

Use these tools and planning with strategy and creativity, instead of simply developing simple and mass-produced ads without intelligence behind them, which ultimately fails to attract, retain, and engage the target audience. If it is necessary to invest more time than usual to create assets that truly attract attention and build brand recall for your brands, do it! The market, for a few years now, has been showing signs that "marketing that doesn't look like marketing" is one of the most effective in delivering results.

Creating a connection with an audience that is exhausted from so much information in their lives is really difficult. After all, when a person ends up having a bad experience with your company, that feeling persists for a long time, capable of harming decades of sales. But once this bond is created, it becomes strong enough to transform thelifetime valueof the customer and the reputation of the brand compared to its competitors.

Fintalk presents successful cases in Conversational AI at Cubo Itaú

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Fintalk presents successful cases in Conversational AI at Cubo Itaú

Fintalk, a pioneering startup in the development of conversational Artificial Intelligence in Brazil, presented its main cases during an event at Cubo Itaú this Thursday, the 20th.

Fintalk brought together executives from major companies to discuss how conversational AI is redefining the relationship between businesses and customers in the collections sector. The success story with C&A Pay highlighted how Fintalk's technology automates critical processes, improves the customer experience, and drives financial results, establishing the company as a reference in the AI market for business operations.

Itaú Cube is a non-profit organization that, since 2015, has curated startups in the traction phase with high scalability potential to boost businesses and the economy. "The strategic partnership between Fintalk and Cubo Itaú aims to boost the adoption of AI solutions in large corporations, offering innovation quickly and efficiently within a more connected and dynamic ecosystem," explained Luiz Lobo, CEO and founder of Fintalk.

In just two years, Fintalk has established itself as a reference in conversational AI in Brazil, serving leading market clients such as C&A, CIMED, Stone, Alloha, and Avenue. The significant growth is also reflected in the team, which increased from 3 to 50 professionals.

Can betting sites be held liable for the participation of minors on their platforms?

Maria Eduarda Calcagnotto Michelon of Light
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Can betting sites be held liable for the participation of minors on their platforms?

Since 2023, theonline sports betting, popularly known as“bets”, began to be regulated in Brazil with the sanction ofLei nº 14,790/2023. However, the accelerated growth of this sector, driven bydigital influencersraises concerns that go beyond gaming addiction. The exhibition ofchildren and adolescentsto betting platforms has become a growing problem, especially due to advertising campaigns and the appeal of games, often without proper understanding of the risks involved.

In response to this reality, theSupreme Federal Court (STF)determined, by means ofpreliminary decision by Minister Luiz Fux (ADI 7721 MC/DF), in November 2024, the suspension of anyadvertising of fixed-odds online gambling (betting) aimed at minorsthroughout the national territory.

The decision also providesrestrictions on the use of resources from assistance programs in online betting, in addition to the application ofdaily fine of up to R$50,000.00in case of non-compliance. The federal government was tasked with theimplementation of inspection and control measures, as established inOrdinance 1,231/2024 of the Ministry of Finance, regulating theIt was Bets.

Responsibility for the Participation of Minors in Games

The platforms ofonline gamblinghave a legal obligation to adopt effective measures toavoid exposing children and adolescentsto your activities. This responsibility is based on several laws protecting children and adolescents established in the Brazilian legal system.

A Law No. 14,790/2023 (Bets Law), in hisArticle 16, paragraph III, expressly prohibits advertising aimed at children and young people. Furthermore, theConsumer Protection Code (article 39)classify asabusive practiceany advertising aimed at children,regardless of the nature of the product or service advertised.

In the criminal sphere, theStatute of Children and Adolescents (Law No. 8,069/90)establishes a penalty ofimprisonment from 1 to 4 yearsfor the crime ofcorruption of minors. This violation includesencourage children and teenagers to participate in online betting, either through thedirect involvement in the gamesor thedisclosure made by underage digital influencers.

Me andGeneral Data Protection Law (LGPD – Law No. 13,709/2018)imposesstrict restrictionsto the processing of personal data of minors. Any collection or use of sensitive information requiresexpress consent of parents or guardians. Failure to comply with this rule may result inadministrative sanctions and severe penaltiesfor bookmakers.

Although stillthere are no specific penalties for betting platforms that fail to monitor access by minors, the need forexpand the responsibility of these companies.Stricter measures ofage controlcan be fundamental formitigate negative economic and social impactsof the “bets”, promoting theprotection of children and adolescents against early exposure to gambling.

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