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Companies that resist digitalization lose space and customers, warns expert

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Companies that resist digitalization lose space and customers, warns expert

Many traditional companies still see digitalization as something distant or unnecessary, but the scenario has changed. Businesses that do not adapt end up losing customers to more agile and connected competitors. Just look at the consumption: more and more people are researching products online, shopping via mobile phones, and expecting quick service through messaging apps. Those who haven't entered this world yet are falling behind.

A survey by the National Confederation of Industry (CNI) showed that 58% of large companies in Brazil have started digitization processes. But the striking fact is that only 29% managed to successfully implement these changes, which shows that many still face difficulties in adapting.

ToThiago Finch, entrepreneur and CEO of Holding Bilhon, the mistake of many companies is to see digitalization only as an expense, without understanding the real benefits. "Digital transformation is not just about technology, it's about efficiency and new ways to sell and connect with customers. Today, those who don't invest in this are wasting money because they miss out on reaching a huge audience that already expects this type of experience," he signals.

What companies gain by migrating to digital

Digitization allows traditional businesses to reach more customers without the need to invest in large physical structures. With an e-commerce, for example, a neighborhood store can sell to the entire country of Brazil. A restaurant that adopts online orders gains more convenience and reduces queues. A small business that uses social media for customer service can sell more without relying solely on customers who pass by.

Furthermore, automating internal processes saves time and money. Management systems help organize inventories, control sales, and even prevent waste. Payment platforms make transactions faster and more secure. All of this improves the customer experience and delivers direct results for revenue.

Another important point is data collection. Digital tools allow for a better understanding of customer behavior, which helps to offer products and services more aligned with what they truly want. "Instead of trying to guess what might work, companies start making decisions based on concrete information," Thiago Finch points out.

Why some companies still resist digitalization

Even with so many advantages, many traditional companies still avoid this change. The main reason is the fear of the unknown. Many entrepreneurs are afraid of making mistakes, spending money without return, or simply don't know where to start.

Another factor is the company's culture. Family businesses or companies that have been operating the same way for decades may have difficulty convincing the team and managers that digitalization is worth it. The challenge is not only in technology but in changing the mindset of those who are used to doing everything manually.

Finch explains that this barrier needs to be overcome for the company to remain competitive. "The market doesn't wait. Today, if a consumer finds a competitor offering more convenience, they will switch providers immediately. It doesn't matter how traditional or well-established the company is; if it doesn't make the customer's life easier, it will lose ground. This ranges from simple things like accepting credit card payments to more advanced conveniences, such as anticipating the consumer's desires," exemplifies the CEO.

How to get started with hassle-free scanning

For those who want to take the first steps without great risks, the best is to start small. A restaurant can test online orders before creating its own app. A store can sell on Instagram before opening a full e-commerce. Small adjustments already make a difference in the operation and customer perception.

Investing in team training is also essential. Many employees may resist change because they do not feel prepared to use new tools. Training and internal support help make this transition smoother and more efficient.

Furthermore, having specialized partners can accelerate the process. Technology companies offer ready-made solutions that facilitate digitalization without requiring significant initial investments and with intuitive interfaces. The important thing is to start and adjust according to the business's needs.

For Thiago Finch, the mistake is thinking that this change can be postponed. "Those who haven't taken this step yet need to act now. Digitalization has ceased to be a trend and has become the only way to ensure growth in the coming years," he emphasizes.

What makes a company truly admired by its employees?Check out the ILoveMyJob survey

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What makes a company truly admired by its employees?Check out the ILoveMyJob survey

O ranking Loved Companies 2024, conducted by the employer branding hub ILoveMyJob, highlights the most admired companies by Brazilian professionals and the strategies that make these organizations benchmarks in people management. Based on the opinion of 865 professionals from different regions of the country, the survey highlights how companies have been investing in more innovative, attractive, and talent-aligned work environments.

“Today, companies need to go beyond competitive salaries. Actively and routinely listening to talent is essential to creating environments that inspire and meet the growing expectations of employees. This practice not only continually improves the employer brand, but also allows us to anticipate behaviors and build lasting relationships with employees.”, says Angélica Madalosso, CEO of ILoveMyJob.

At the top of the list are Natura, Vale and Grupo Boticário, which, despite operating in different sectors, share some common points: robust investments in organizational culture, innovation and a strong connection with employee values.

What makes a company admired by professionals?

According to the research, the factors most valued by employees when evaluating a work environment include:

  • Positive organizational climate (18%)
  • Transparency and efficient communication (16%)
  • Autonomy (12%)
  • Flexibility (11%)
  • Appreciation and recognition (10%)
  • Respectful and inclusive environment (9%).
  • Relevant purpose (7%)
  • Growth opportunities (5%)
  • Other factors such as benefits, learning and development, good pay and others (12%)

Furthermore, the study reveals that the main reasons leading professionals to leave their companies are related to structural and management issues. Inadequate compensation (45%), lack of a career plan (30%), and workload (15%) are the most cited factors.

What are Natura, Vale and Grupo Boticário doing differently?

The detailed analysis of the ranking reveals that the most admired companies by talent invest in practices that go beyond traditional compensation and benefits. See some of the initiatives that make these companies a reference

  • Nature:Bet on an organizational culture that balances innovation, well-being, and social impact.Additionally, your careers page is outside the main website, which offers accessibility features and invites professionals to review the company on Glassdoor, where it currently has an overall rating of 4.1%.
  • Vale: It is undergoing a cultural transformation and has prioritized diversity, inclusion, and sustainability. Among the highlights pointed out by the survey is the strengthening of the employer brand, with actions aimed at professional development and work-life balance. Your LinkedIn account has over 4 million followers and highlights topics on innovation and ESG.
  • Boticario Group:It stands out for investing in differentiated corporate benefits, such as Pet Assistance. Furthermore, it reinforces your employer brand identity with a strong strategic positioning on social media and a structured careers page within the corporate website. The group also invests heavily in employer branding on Glassdoor and review platforms.

Main trends observed in the ranking

In addition to the initiatives of the best-positioned companies, the study highlighted some trends:

  • B2C Focus:B2C companies, such as Natura and Grupo Boticário, have strengthened their presence through strong investment in employer branding.
  • Differentiated corporate benefits:Companies are increasingly offering benefits beyond the traditional package. Grupo Boticário, for example, stood out with Auxílio Pet, an innovation in the market. The study analyzes that, possibly, the choice of benefits stemmed from active listening to the employees and, thus, reflects on the well-being of all of them.
  • Digital transformation:Investments in technology and digitalization drive modern and dynamic work environments. Companies like Itaú stand out in this regard.
  • Innovation:All companies in the ranking prioritize innovation, regardless of the sector. Natura, Vale, and Grupo Boticário, for example, are constantly seeking new solutions and ways to improve processes.
  • ESG: Most companies prioritize ESG (Environmental, Social, and Governance) issues, with good corporate practices, sustainability, and social responsibility, which have a significant impact on attracting and retaining talent.
  • Flexibility:Hybrid and remote models remain preferred among talent and contribute to a healthy balance between the employee's professional and personal life.
  • Setor: The 2024 ranking showed a dominance of companies from the energy sector, driven by interest in ESG and sustainability.

Check out the national ranking of the most loved companies to work for

In addition to providing a detailed overview of the practices that make a difference in people management, the study also revealed which companies stand out in the national scene. The ranking, which reflects the perception of the interviewed professionals, shows a mix of national and multinational companies, as well as an increased interest in entrepreneurship as a career alternative:

1st –Nature

2nd –OK

3rd –Boticario Group

4th –Eurofarma

5th –Petrobras

6th –Eletrobras

7th –Itau

8th –Own Business (desire to undertake)

9th –CPFL

10th –Echoenergia

A Loved Companies 2024It is conducted annually by ILoveMyJob and provides an overview of the best practices in employer branding management in Brazil. The full report can be accessed atwww.lovedcompanies.com.br.

China advances in AI race, challenges Western leaders in imaging

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China advances in AI race, challenges Western leaders in imaging

A DeepSeek, Chinese artificial intelligence startup,launched the Janus-Pro-7B, a model ofAI image generationwhich, according to the company, surpasses Western competitors such asFROM-E 3, from OpenAI, and theStable Diffusion, from Stability AI. The announcement marks a new chapter in the competition between China and Silicon Valley for dominance in generative artificial intelligence.

To Rafael Franco, CEO yes Alphacode, an app company headquartered in São Paulo, Curitiba (PR), and Orlando (FL-USA), is responsible for large-scale projects such as Habib's Groups, Madero, and China In Box, among others. This progress reinforces the growing impact of Chinese AI in the market.“Generative artificial intelligence has become one of the pillars of technological innovation, and China's growth in this sector signals a future where the diversity of solutions will be even greater. This means that companies need to adapt quickly to integrate these new tools efficiently and strategically.“, analysis.

According to internal benchmarks,Janus-Pro-7B achieved 84.2% accuracy in DPG-Bench, one of the main evaluation tests for image generation models, surpassing the performance of DALL-E 3. Additionally, the model was trained with more than90 million samples, combining real and synthetic data to enhance the visual quality of the generated images. DeepSeek also made the model available on1 billion and 7 billion parameter versions, allowing greater flexibility for developers and companies looking to implement the technology.

The launch comes at a time of rapid growth in Chinese AI, driven by massive investment from giants such asBaidu, Tencent and Alibaba. These companies compete directly with Western references such asOpenAI, Google DeepMind and Stability AI, transforming the global market. A expansion of open-source technologydeveloped in China has also been a relevant factor, making access to advanced models more democratic and accessible.

DeepSeek was already gaining prominence in the artificial intelligence sector. Recently, yourassistant based on the DeepSeek-V3 model has become the most downloaded free app on the US App Store, surpassing even ChatGPT itself. This growth reflects the public's interest in alternatives to Western-developed technology and reinforces China's presence in the global AI race.

For users, competition between industry giants meansgreater variety of solutions, better quality and reduced costs. The advancement of models like the Janus-Pro-7B can drive new opportunities forcontent creators, designers, advertisers and companiesthat rely on high-quality AI-generated images.

Franco emphasizes that this dispute also presents challenges for companies that develop and integrate artificial intelligence.“The big difference will be in the ability to adapt. More efficient and accessible models open up new possibilities, but require companies to know how to use these technologies to generate real value for users and businesses.”, he concludes.

Looking for a job? Here are 5 LinkedIn tips to protect yourself from scams

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Looking for a job? Here are 5 LinkedIn tips to protect yourself from scams

On Safer Internet Day, celebrated globally on February 11th, LinkedIn, the world's largest professional social network, reinforces its commitment to helping professionals protect themselves during online job searches. Recognized in over 100 countries, this year's mobilization has the theme "Education for Digital Citizenship" and aims to empower society to use the digital environment in a critical, ethical, and responsible manner.

In a scenario where the search for new job opportunities is increasingly digitalized, the topic is especially important for Brazilians, sincein 2025, 3 in 5 professionals plan to change jobsAnd 65% of the platform users in the country state that they use LinkedIn for this purpose. For this process to occur safely and without unforeseen issues, it is essential thatadopt practices that protect your personal information, ensuring that the search for a new career develops smoothly and without risks.

Among LinkedIn's efforts to ensure the security of its users, the following stands out:profile verification tool, which can be used for identity verification and generates a visible badge on profiles for free, indicating that the account has been authenticated and is indeed trustworthy.

“At LinkedIn, we require that every profile represent a real person and we havepoliciesClear guidelines prohibiting fake profiles. For this, the Trust and Safety teams work every day to identify and restrict inauthentic activities. One of the methods used to ensure that accounts are genuine is the Automated Scale Detection System, in which over 97% of fake accounts are identified and removed from the platform," explains Milton Beck, General Director of LinkedIn for Latin America.

To further improve job searches and overall network usability, LinkedIn has listed some tips to make the platform even safer to use:

1- Be wary of offers that are too good to be true:Malicious people tend to attract their victims with tempting promises, such as above-average salaries for basic positions. If the proposal seems unrealistic, it's worth researching more about the company and even connecting with other employees to learn more about the opportunity.

2- Beware of suspicious orders:It is not common for reliable recruiters to ask users to do thedownload from encrypted files to interviews. This request should reinforce the candidate's attention. Additionally, be cautious of alleged job offers that require upfront payment for courses, materials, or registration, and never provide banking information on the platform.

3- Research the company, recruiter and vacancy:It is important to confirm whether the company has averified LinkedIn page, a label indicating that the organization has undergone an authentication process. Additionally, there are ways to verify if the recruiter is truly affiliated with the company, such as analyzing their profile and connections, for example. Many companies tend to advertise job openings directly on their official channels, so it's always worth comparing the information.

4- To ensure a safer search, LinkedIn offers tools such as:

  • Verified vacancies filter– allowsviewonly opportunities posted by companies with authenticated profiles.
  • Risk warning messages– LinkedIn cansignalmessages containing suspicious content.
  • Two-step verification – this featureadds an extra layer of security to the account, reducing the risk of unauthorized access.

5- Report suspicious activity:when identifying a suspicious vacancy or message,the complaint can be made directly on the platform. LinkedIn maintains a team dedicated to investigating potential fraud and ensuring a safer environment for professionals seeking new opportunities.

Looking for a job requires caution, but with the right tools and extra attention, it is possible to find good opportunities without falling into traps. Furthermore, LinkedIn continues to invest in tools to ensure a safe and reliable environment for professionals around the world. To learn more about the platform's security initiatives,access.

X (formerly Twitter) is Brazilians' favorite website: visits increased 462.8% in the last year in Brazil

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X (formerly Twitter) is Brazilians' favorite website: visits increased 462.8% in the last year in Brazil

Visits to X (formerly Twitter) increased by 462.8% in the last year in Brazil, with a monthly average of more than 151 million visits in 2024, according to an exclusive survey by Semrush, a digital marketing platform specialized in online visibility.

“The increase in visits to X in Brazil in 2024 is also due to the controversy that the network faced during the year in Brazil. This brought more attention to the site and also revealed that other networks are still unable to deliver the same experience as X with quick and controversial debates and interactions”, explains Erich Casagrande, Marketing Leader at Semrush in Brazil.

In addition to X, in 2024, platforms like TikTok and Reddit also stood out with growth or stability. TikTok maintained a monthly average of 150 million visits due to its continuous enhancement of interactive features and relevance among young people. Reddit experienced a significant increase of 46.3%, rising from 77 million to over 110 million visits, driven by engagement in niche communities and real-time discussions.

“Reddit can consolidate itself in Brazil as it already does in other regions, being one of the main networks for debates and sharing information on various topics in the community, with little or no commercial presence of brands”, says Erich Casagrande.

Conversely, sites like Snapchat, YouTube, LinkedIn, Pinterest, and Instagram experienced drops in their visits over the past year. "What draws the most attention here is the decline of YouTube, one of the most relevant search engines alongside Google. One possible factor for this reduction is the increasing presence of TikTok among the younger generations. However, the volume and relevance of YouTube still remain significant," completes Erich.

Check out the list of the Top 10 social networks and traffic volume in Brazil:

  1. YouTube– 3.27 billion monthly visits (-26.7%)
  2. Instagram– 558 million monthly visits (-6.1%)
  3. TikTok– 151 million monthly visits (+4.4%)
  4. X (formerly Twitter)– 131 million monthly visits (+462.8%)
  5. Reddit– 86 million monthly visits (+46.3%)
  6. LinkedIn– 75 million monthly visits (-26.7%)
  7. Pinterest– 72 million monthly visits (-16.5%)
  8. Bluesky (bsky.app/ Chinese application that came to replace X)– 6.9 million monthly visits (+3,971.7%)
  9. Snapchat– 814 thousand monthly visits (-48.1%)
  10. Bilibili (Southeast Asia's largest anime, comics and gaming community)– 351 thousand monthly visits (+8.4%)

At the beginning of 2024, Snapchat started with over 1.2 million visits but ended with less than 650,000, reflecting a significant loss of users. Despite its popularity in North America and Europe, the platform faces a significant decline in engagement in Brazil. This decline is mainly due to the competition from Instagram Stories, which captured a large part of the audience, and possibly to the lack of innovation on the platform. Furthermore, a controversial redesign affected the user experience, while other social networks evolved to better serve the Brazilian audience.

Seeking profit at any cost is expensive – and very expensive

Valmir de Souza
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Seeking profit at any cost is expensive – and very expensive

In recent years, we have seen the evolution of companies' sustainability practices, with reservations, of course. The ESG acronym (environmental, social, and governance) has taken over the agenda of investors, consumers, and employees of corporations, but the moment seems to be one of regression with the return to the pursuit of profit at any cost. With Donald Trump's return to the U.S. presidency, we observe major corporations like Meta and the fast-food chain McDonald's retreating from their social practices. And the expectation is that all the priority areas of the ESG Agenda will be harmed.

There is no denying that the primary purpose of a company is value creation and that its perpetuity is related to economic performance. In this way, the acronym ESG should be EESG, where the economic comes first. After all, without funds or returns, there is no way to invest in social and environmental practices. The problem is that the sole objective cannot be to guarantee profit at any cost, as the company ends up putting its image and brand at risk. And, with the growth of social media, being away from the anxieties and demands of the population is a major problem and can lead to the cancellation and boycott, even if only temporarily, of the brand. There it weighs in the pocket.

About 10 years ago, specifically in August 2015, negotiations were concluded that led to the adoption, in September, of the Sustainable Development Goals (SDGs) during the United Nations Summit on Sustainable Development. On that occasion, an agreement was reached that includes 17 Goals and 169 targets, covering diverse sustainability topics ranging from issues such as poverty eradication and inequality reduction to inclusive economic growth. The agenda must be fulfilled by 2030.

Since the SDGs were launched, large corporations have embraced the agenda and improved their processes to meet the goals. For example, initiatives aimed at diversity, equity, and inclusion have become part of the hiring policies of companies of all sizes. This policy allowed people of various genders, races, with disabilities or neurodiversity to have opportunities in the job market, even though access to higher positions remains restricted.

On the company's side, hiring people with different profiles allows the organization to understand the peculiarities of its consumers, expanding the service network, sales, and consequently, profit. After all, a brand for everyone generates more value and greater long-term return.

However, this fact began to be questioned, and a wave of companies and institutions emerged. A recent survey released by the Conference Board, an American business organization with over a thousand members, shows that half of the companies have already adjusted their terminology for diversity programs, and another 20% are considering similar changes.

The McDonald's fast food chain is among the companies that have abandoned commitments to the so-called diversity, equity, and inclusion (DEI) objectives, halting the requirements for suppliers to adopt such practices. The decision comes after the United States Supreme Court ended the use of affirmative action in college admissions.

Meta also rolled back a series of policies in these areas and informed employees that they will no longer be required to interview candidates from underrepresented groups for open positions or to seek business with diverse suppliers. Walmart, Nissan Motors, Boeing, Ford, Toyota, and Harley Davidson have already followed the same path. Walmart announced that it will no longer use race and gender parameters to select supply contracts and has reduced training on racial equity. Other companies such as Johnson & Johnson, Coca-Cola, and Uber have removed or softened mentions of diversity criteria in their corporate reports regarding their compensation policies.

Here we take DEI programs as an example, but the regression to the 70s and 80s, when the focus was on ruthless profit-seeking, is evident in various areas of sustainability, whether social or environmental. Initially, the view is that such objectives generate expenses and not profit. A clear mistake when reputation is at stake. Rejecting sustainability is shooting oneself in the foot of society and the companies themselves. Profit at any cost costs a lot.

Safer Internet Day: Half of Brazilians stop buying due to lack of trust in apps or websites, says Serasa Experian

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Safer Internet Day: Half of Brazilians stop buying due to lack of trust in apps or websites, says Serasa Experian

The growing digitalization of consumption has revealed a concerning paradox: while the volume of online purchases increases, consumers' sense of security decreases. According to the 2024 Digital Identity and Fraud Report by Serasa Experian, the first and largest data tech company in Brazil, 48% of respondents have already abandoned a purchase due to lack of trust in the website or app. Even so, the activity recorded an average growth of 1.6 percentage points in 2024 compared to 2023. Almost half (48%) reported making between 1 and 3 digital purchases every month. Meanwhile, the belief that companies are taking effective measures to protect has dropped from 51% to 43%.

This scenario indicates that, despite the convenience of digitalization, consumers still do not feel fully protected. "The increasing digitalization has brought numerous benefits, both for companies and consumers, but it has also exposed vulnerabilities that need to be addressed. With these insights, there is an opportunity for companies to invest in robust authentication and fraud prevention solutions to ensure consumer trust in the online environment," comments Caio Rocha, Director of Authentication and Fraud Prevention Products at Serasa Experian.

What do consumers fear most when buying online?

The most cited fears by respondents when making an online purchase were "buying from a fake website" (41%), "someone buying something using my data" (41%), and "my data leaking" (37%), situations that continue to impact users' digital experience.

Physical biometrics as a reliable authentication solution

About 69% of consumers consider it essential for companies to be able to identify them accurately in the online environment. This factor becomes even more crucial in light of the increase in fraud attempts, which, according to the Serasa Experian Fraud Attempt Indicator for November 2024, exceeded one million incidents in the month, equivalent to an occurrence every 2.5 seconds. In this scenario, companies need to strengthen their protection solutions without compromising the user experience.

The research reveals that authentication methods are becoming even more essential for security, such as physical biometrics, which includes facial recognition, fingerprinting, and voice recognition: 7 out of 10 consumers (71.8%) say they feel secure when using the technology, and its use has increased significantly in the past year, rising from 59% to 67%. Behavioral biometrics – which analyzes patterns such as pressure on the screen, typing style, and voice variations – is still little known by users.

With the advancement of authentication technologies, Rocha points out that investing in digital security has ceased to be a differentiator and has become an imperative necessity for companies seeking to ensure customer trust and mitigate fraud risks. "Physical biometrics is a reliable solution because it is tangible and difficult to replicate, but given the dynamic landscape of fraud in Brazil, effective prevention requires a layered strategy. Knowing the consumer beyond their identity allows for the identification of behavioral patterns, reduction of friction, and strengthening of security. At Serasa Experian, intelligence linked to technology is a differentiator, combining facial biometrics, device analysis, document verification, and analytical intelligence to detect fraud and protect transactions. Thus, companies ensure security without compromising the user experience, balancing prevention and convenience."

DeepSeek: a inteligência artificial chinesa que “quebrou” o mercado e a hegemonia americana em IA

Fernando Moulin
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DeepSeek: a inteligência artificial chinesa que “quebrou” o mercado e a hegemonia americana em IA

The landscape of Artificial Intelligence (AI) was recently shaken up with the arrival of a new player: DeepSeek. Developed by a Chinese startup, the tool promises to redefine what we understand by generative AI, challenging industry giants like OpenAI, Google, and Microsoft. But what makes DeepSeek so special?

It is an open-source AI platform that stands out for its efficiency and low development cost, achieved through an innovative and highly disruptive technological architecture compared to the most well-known generative artificial intelligence models on the market. One of the most notable technical innovations is the so-called "intelligent quantization," which in simpler terms would be understood as the rounding formula used to facilitate calculations. Such an approach significantly reduces memory requirements and associated costs without compromising the accuracy of the results.

So while companies like OpenAI have invested around $6 billion over a decade, with a team of 4,500 employees, DeepSeek has achieved comparable results in just two years, with a team of less than 200 employees and an investment approximately 1000 times smaller, between $5 and $6 million.

Furthermore, DeepSeek is built on a hybrid architecture that combines deep neural networks with sparse attention mechanisms and advanced reinforcement learning algorithms. The combination allows for more efficient data processing, reducing computational consumption while maintaining high accuracy.

Another differential is that DeepSeek adopts the "mixture of experts" approach, activating only the necessary computational resources for each task. The technique not only increases efficiency but also reduces energy consumption, making the model more sustainable. One of the biggest advantages is the fact that it is an open-source system. This means that anyone, whether a researcher, developer, or technology enthusiast, can access its source code, study it, modify it, and improve it according to their needs.

The democratization of AI gives developing countries and regions access to cutting-edge technologies without relying exclusively on proprietary and high-cost solutions, leveling the playing field and allowing different communities to benefit from AI advances to solve local challenges.

Market impact

The introduction of DeepSeek had a significant impact on the technological and financial markets. Companies like Nvidia, a leading provider of AI chips, saw a sharp decline in their stocks (which had been experiencing months of excessive appreciation) after the launch of DeepSeek, resulting in a loss of approximately 600 billion dollars in market capitalization (up to the time I am writing this article). This demonstrates how much the "phenomenon" DeepSeek challenged thestatus quoand prompted a reassessment of AI development strategies by large companies.

All of this was so impactful and transformative that even the newly inaugurated US President Donald Trump, who has as one of his main government flags the global leadership in AI by North American companies, was forced to speak out.

Furthermore, the accessibility and low cost of DeepSeek open opportunities for small and medium-sized enterprises to adopt advanced AI solutions, previously restricted to large corporations due to high costs. The result can be greater innovation in various sectors, from health to finance.

The success of DeepSeek signals a shift in the AI development paradigm (which was led and dominated by the US), bringing new major competitors to the industry, who will emphasize efficiency with accessibility. This approach is expected to encourage other companies to adopt open-source models, seeking more resource-efficient solutions.

However, preparing for this revolution requires professionals and companies to adopt certain behaviors:

  • Keep yourself updated continuouslyStaying informed about the latest trends and advances in AI is crucial. Reading news and participating in courses, workshops, and conferences can help keep up with the fast pace of innovations.
  • Adopt an open mindset: Being willing to experiment with new tools and approaches, such as those offered by DeepSeek, can provide significant competitive advantages, since there are literally dozens of new things every day – and this process will only accelerate.
  • Encourage collaborationThe open-source nature of DeepSeek highlights the importance of collaboration within the AI community. Contributing to open source projects and sharing knowledge are actions that can accelerate collective progress, countering the main models previously prevailing in the market, which are paid and closed.

Digital transformation is accelerating, and DeepSeek exemplifies how innovations can emerge unexpectedly, challenging established players and redefining the future of technology. Being prepared for changes is essential to stay relevant and competitive in the current market. I am very curious and interested in continuing to follow where all of this will lead us! And you?

Almost 11,000 delivery drivers and small business owners have already completed high school in an initiative by iFood

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Almost 11,000 delivery drivers and small business owners have already completed high school in an initiative by iFood

Last Tuesday, February 4th, to the sound of rapper Hungria, iFood celebrated the graduation of over 5,000 participants from the latest edition of the My High School Diploma program. Since the launch of the initiative in 2022, approximately 11,000 delivery drivers, store owners, and employees of iFood partner stores and their families have completed their studies. During the event, the company announced the expansion of its commitment to education through iFood Conecta, a new platform that will offer technical and higher education courses starting at R$99.00, in partnership with Anhanguera Educacional.

According to internal research conducted in 2024, the research also highlighted the positive impacts of the program: 45% of delivery workers who graduated reported an increase in income, while 28% said they were enrolled in higher education or technical courses after completing high school.

“The impact of education on our ecosystem is immense. Almost 11,000 lives have been transformed, expanding prospects for personal and professional growth. Our goal now is to offer these people the chance to advance even further, acquiring new knowledge and increasing their earning potential through professional qualifications,” explains Luana Ozemela, CSO and Vice President of Impact and Sustainability at iFood.

Launched in 2022, Meu Diploma do Ensino Médio has already trained almost 11 thousand people — the equivalent of 275 full classrooms —, consolidating itself as the largest EJA education project – youth and adults – in the private sector.

The program offers free support to help students prepare for the National Exam for Certification of Youth and Adults' Skills (Encceja), conducted by the National Institute of Educational Studies and Research Anísio Teixeira (Inep), linked to the Ministry of Education (MEC). My Diploma offers study materials, tutoring, and mock exams, completely free and online, accessible via mobile phone.  

The initiative reinforces iFood's commitments to education. Currently, about 26% of couriers registered on iFood have not completed this educational step. By 2025, the platform will expand the program with the offer of 35,000 new scholarships. Those interested can now register throughofficial websiteor obtain more information via WhatsApp, on number (11) 4040-3140.

Higher education – iFood Conecta

To allow participants of My Diploma to continue their training journey, the platform presents iFood Conecta. Through a partnership with the Anhanguera Educacional group, delivery people, owners, and employees of partner establishments will be able to enroll in technical and higher education courses offered by partner institutions at brand units across Brazil.

Participants will be able to choose between the semi-presential or distance learning modality, with special conditions and easy payment options: Undergraduate or Technologist courses from R$99 per month, technical courses from R$149 per month and complete Professional Courses for R$400 upfront or 4x of R$100.

Administration, Marketing, Logistics, Physical Education, Engineering, Occupational Health and Safety, and Systems Analysis and Development are examples of options available at Conecta, which will offer more than 90 courses.

The trends that are redefining retail and the consumer experience

Celio Martinez
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The trends that are redefining retail and the consumer experience

Retail is undergoing an accelerated transformation driven by technology, personalization, and customer experience, aspects that come together in a unified journey. Events like NRF 2025, the most significant in the retail and consumer sector worldwide, held in January in the USA, reinforce that the industry can no longer delay strategic changes, as the present moment already demands new approaches to stay competitive.

Among the main highlighted trends presented at NRF, five are essential for brands that want to lead this new era of retail.

The Unified Journey: A Seamless Experience

The consumer journey is increasingly integrated, with the lines between the physical and digital worlds blurring. NRF 2025 highlighted the importance of providing an experienceseamless, that is, fluid, in free translation, in which the customer can start a purchase online and complete it in store or vice versa.

This customer interaction cycle requires:

  • Channel integration:a holistic view of the customer, with data shared across different touchpoints;
  • Personalization:offering personalized products and services at every stage of the journey, from discovery to after-sales; and
  • Ease:simplifying the shopping experience with agile and intuitive processes.

In the United States, Starbucks is a successful example of implementing the journeyseamless. The coffee shop chain demonstrates that retail, across different regions and business models, is replacing the fragmented view of purchasing with a holistic approach that connects and integrates – with personalization and convenience – all points of contact with consumers.

It also leaves another lesson: not to stagnate with success. Even in light of the good results achieved, Deb Hall Lefevre, Starbucks' executive vice president and Chief Technology Officer, highlighted during the digital transformation panel that the company "still hasn't arrived there." For her, there is still much work to be done in the face of the diversity of franchises and business models spread across the regions of the country. The purpose of Starbucks, according to the executive, is to continue advancing in the unification of its channels to serve better. In Lefevre's words, "it all boils down, once again, to a consistent tactile experience."

Retail Media 2.0: the audience at the heart of strategies

Retail Media is evolving into a new era where the combination of data and behavior allows for the construction of consumer profiles with increasing accuracy. This transformation has significant implications for retail

  • Targeted audience:the ability to identify and segment audiences in a granular way allows for more targeted and effective campaigns;
  • Personalized messages:create personalized messages that resonate with each consumer’s needs and interests; and
  • Optimization of results:measure the impact of campaigns and optimize strategies in real time.

In the words of Pete Nordstrom, President and Brand Director of Nordstrom, "the consumer journey, previously fragmented, now unifies into an omnichannel, personalized, and highly technological experience." The company, founded as a shoemaking shop in 1901 in Seattle, is a reference in innovation and shopping experience.

Located next to Central Park, Nordstrom's megastore focused on selling exclusive luxury items for the female audience. Combined the high-end brands like Gucci and Yves Saint Laurent with two floors of owned restaurants and cafes and proprietary services such as ultra-personalized tailoring and makeup offered by "Beauty Services." To exemplify the integration capability and convenience, a client of theflagshipYou can order a drink from one of the restaurants while trying on a dress. If you choose to have your meal at home, the establishments deliver to the requested address.

Analyzing cases like Nordstrom makes it clear that the future of retail is marked by the convergence between physical and digital.

Artificial Intelligence: the key to data analysis

Artificial Intelligence (AI) is revolutionizing the way companies analyze and interpret large volumes of data. At NRF 2025, the importance of AI for:

  • Demand forecast:anticipate consumer needs and optimize stocks;
  • Mass customization:create personalized experiences for millions of customers; and
  • Price optimization:set dynamic prices based on demand and consumer behavior.

This means that AI impacts decision-making, and this is a revolution that is only just beginning. It is certain that it will transform everything we know, from business to consumer, work, and interpersonal relationships.

The idea of disruption promoted by Artificial Intelligence has permeated countless lectures since the opening of the event, in the panel entitledGame-Changing, presented by Walmart CEO and NRF president, John Furer, and Azita Martin, vice president and general manager of AI for retail at Nvidia. Beyond the literal translation "Game Change," the term aims to express the concept of disruption that the use of technology represents for the world from now on.

Azita Martin lived up to the theme and told us about one of the processes implemented by Nvidia in logistics. She said that, with software and cyclic testing of AI agents, it is possible to evaluate and refine how the system adapts to the unpredictability of the real world. If an incident occurs along the planned route of the AMRs (automated mobile robots), the computer vision updates the occupancy map in real time and sends it to the AI model with a new optimized route.

This example demonstrates the AI's ability to model and adapt to real-time data, as observed in distribution centers, optimizing logistics operations. Used to forecast demand, optimize prices, personalize experiences, and much more, given its ability to analyze large volumes of data in retail, enabling faster and more accurate decision-making.

In-Store: o novo digital

As we have already noticed, physical stores are becoming increasingly digital and interactive spaces. Logo, the fourth highlight presented at NRF 2025 was the adoption of the same digital practices by thein-store:

  • Immersive experiences:use of technologies such as virtual and augmented reality to create unique experiences;
  • Integration with e-commerce:offering online and offline purchasing options in an integrated manner; and
  • Real-time data analysis:collects in-store customer data to personalize the experience and optimize operations.

One of the giants in the beauty luxury market, Sephora, has shown that "omni" is not just a word but a strategy rooted in the company's DNA. Artemis Patrick, CEO of the company in North America, emphasized the company's long-standing commitment to the unified omnichannel approach. According to Patrick, the massive investments in digitalization of the in-storeThey involve, for example, the automation of payment methods so that the physical shopping experience has the same fluidity as online.

OmniADS: a convergência dos canais

Finally, the union of online and offline gave rise to a new concept: "OmniADS". This approach refers to creating campaigns that span all channels, offering a consistent and personalized experience for the consumer.

The NRF 2025 made it clear that the future of retail has already begun. The fusion of technology, personalization, and integration is not just a trend, but the new rule of the game. Companies that implement these transformations by investing in technology, data, and customer experience will be prepared for market challenges and to lead the next era of consumption. This is the opportunity to redefine strategies, reinvent experiences, and reach a new level of relevance.

*Célio Martinez is CEO of Converta Ads

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