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Knowing how to listen: an essential differentiator for successful leadership

The corporate world presents increasingly dynamic and collaborative activities, where the ability toknow how to listenIt is fundamental for those who wish to maintain successful leadership. Although communication is often associated with speech, active listening allows a high-performance team to be led by managers who better understand the needs, challenges, and ideas presented by employees.

Active listening in leadership

The activity ofknow how to listenIt is not just aboutpay attention to a dialogueThis involves text interpretation and the perception of emotions behind the conversation, providing a healthier work environment where employees are encouraged to express opinions without fear of retaliation from superiors. Generally, leaders who know how to listen share feelings such as empathy, respect, and commitment to business growth.

Benefits of knowing how to listen

When leaders are willing to listen to their employees, team members feel more confident and valued, strengthening the relationship between them. Furthermore, many ideas can arise from open discussion, providing opportunities for everyone to participate in this process.

On the other hand, knowing how to listen also involves promoting innovation and resolving conflicts, as the activity allows for accurately identifying the true causes behind them. Active listening facilitates the search for solutions.

The employee's participation is encouraged by those who know how to listen, creating motivation in those who are part of the business. The activity benefits decision-making among leaders, who have more perspectives on the team, generating greater confidence and assertiveness in choosing which path to follow.

How to develop the skill

Improving listening skills requires continuous improvement and a lot of dedication. Full attention is required during the conversation, avoiding distractions such as using the cell phone or parallel activities.

Asking questions also encourages active listening, as the leader shows genuine interest in the information provided by the employee. Furthermore, asking for clarification encourages dialogue.

However, interrupting speech can be considered a communication noise for those practicing active listening. It is extremely important to give the other person space to finish their reasoning before taking the floor.

Leaders who master the art of listening tend to create more productive, engaged, and sustainable teams. This skill further strengthens the organizational culture by promoting a healthy, inclusive, and more collaborative work environment.

In a scenario where competition is fierce and adaptation is a constant necessity, practicing active listening will be the difference that transforms teams while defining leaders as true agents of change in the business.

Ranking shows main complaints of Brazilian consumers

Problems such as delivery delays, misleading advertising, and unsatisfactory service are among the main reasons for consumer dissatisfaction in their shopping experiences. This is what the CX Trends 2025 study, conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box, shows.

According to the survey, the main problems reported by consumers include products or services with lower than expected quality (26%), late deliveries (24%) or non-deliveries (21%), misleading advertising (24%), problems with customer service (20%) and lack of feedback on complaints and requests (18%).

"The research makes it clear that consumers are increasingly demanding and attentive to the quality of products and services. For companies, this data is a warning: improving the customer experience is no longer an option but a competitive necessity," says Rodrigo Ricco, founder and director of Octadesk. "Monitoring these pains allows for proactive action, correcting failures in service, logistics, and communication to ensure a stronger and more reliable relationship with the audience," he adds.

The study also revealed that consumers expect clear actions from brands to improve their experiences, such as quick problem resolution (37%), expanding shipping options (37%), discount coupons for future purchases (33%) and reducing delivery times (32%).

"The Brazilian consumer has made it clear what they expect: agility, clarity, and empathetic service. For brands, this is an opportunity to stand out, not just for what they sell but for how they serve and connect with their customers," he says.

The impact of online sales growth on consumer behavior

The study also highlights the strong presence of e-commerce in Brazil. In the last 12 months, 77% of Brazilian consumers made purchases both online and in physical stores, reinforcing the hybrid consumption behavior.

Among the most influential factors in the purchase decision are free shipping (62%), product or service quality (56%), and competitive pricing (53%) — the same items that, when poorly managed, lead the causes of dissatisfaction.

The main purchasing channels include online stores (68%), marketplaces (66%), and physical stores (64%). Furthermore, platforms like WhatsApp (30%) and Instagram (28%) are increasingly prominent in the decision-making process, highlighting the growing importance of social media in Brazilian commerce. "The study shows that social networks have shifted from being advertising platforms to becoming a purchasing channel option for consumers, largely due to offerings from small entrepreneurs. WhatsApp stands out in this regard, experiencing strong growth with four percentage points more compared to last year," highlights the director of Octadesk.

To access the full report,Click here.

Alternative data unlocks credit for millions of Brazilians

Even though it is very useful for the population to access essential products and services for their survival, credit remains a big taboo here in Brazil.Data from the Brazilian Institute of Research and Data Analysis (Ibpad) shows that about 73% of Brazilians feel financially excluded precisely because they do not have access to this convenience. Partly, the problem is due to traditional assessment models, which cannot capture the financial behaviors of people who operate outside formal banking structures.

With this, the use of alternative data can be the great advantage of financial institutions, which still rely on very outdated information from credit bureaus when assessing potential clients. To give an idea, a survey by the World Bank (Global Findex Database) shows that 45% of Brazilians are underbanked, mainly relying on cash transactions or alternative financial services.

On the other hand, Pix experienced explosive adoption, being used regularly by more than 70% of the adult population, according to the Central Bank. The growth of digital payments presents a huge opportunity to redefine credit assessment, but financial institutions are still adapting to it.

According to Igor Castroviejo, country manager of 1datapipe, an AI-based consumer insights solutions provider, the biggest mistake institutions make when assessing credit is labeling individuals without a banking history as having a poor score. "This simply is not true. Currently, we have technologies to assess real financial behaviors beyond outdated credit models," the executive points out.

AI and Alternative Data: Unlocking Credit

Considered the technology of the moment, Artificial Intelligence has been very useful in the credit assessment segment. Through its combined use with data analysis, it is capable of providing insights that go far beyond traditional bank statements. By analyzing actual financial behaviors, models based on this technology can provide a clearer and more inclusive view of creditworthiness.

This is so true that a study by Cinnecta indicates that around 50% of financial institutions already use AI in their credit processes, with 70% of teams considering it a high priority to install new technologies to further improve assessments.

However, what would be the main sources of these alternative data? Below are some examples

 Cell phone use –Frequency of recharge, bill payment and consumption habits indicate financial stability.

 Bill and rent payments –Timely payments for essential services are strong indicators of financial responsibility.

 E-commerce and digital transactions –Purchasing and payment patterns in BNPL (Buy Now, Pay Later) services show consumer trustworthiness.

Social and behavioral data– Digital footprints, such as employment history, education and professional networks, reveal credit potential.

“These AI-powered insights enable lenders to move beyond outdated models and expand financial access to millions of people,” explains Igor Castroviejo.

The role of Pix in financial inclusion

Pix is quickly becoming the most powerful tool for financial inclusion in Brazil, allowing millions to build a transaction history without the need for a traditional bank. With over R$ 26 trillion transacted in the past year through the platform, according to the Central Bank, financial institutions have a goldmine of data at their disposal. Yes, but only if they adopt AI-based strategies.

According to Igor Castroviejo, the explosion of digital payments in Brazil is a fundamental game change that should be taken into account by authorities. "Financial institutions that do not incorporate this type of information will be ignoring the future of credit," he affirms.

Why is AI essential?

Creditors often classify clients without a credit history as high risk simply because they lack conventional financial records. AI challenges this view, focusing on real-time behavioral insights rather than just past credit performance.

A study by Juniper Research predicts that AI-based credit assessments will lead to a 67% increase in lending opportunities in emerging markets by 2028. "Financial institutions that adopt this change may expand their customer base, reduce default rates, and create a more equitable credit ecosystem," says Igor Castroviejo.

With this, instead of relying solely on outdated methods, financial institutions should adopt dynamic and real-time models that reflect modern consumer behavior. "The credit industry is at a crossroads. Either we evolve and include more people, or we continue excluding millions based on outdated standards," says Igor Castroviejo.

The time to act is now

Financial institutions that adopt AI-driven credit models will lead the next wave of financial inclusion. Since the technology already exists, the question now is who will be the first to use it strategically.

As Brazil moves towards a more inclusive financial future, the real question is not "if" AI can fill this gap in the credit market, but rather "who" will be the pioneer in this movement. "This will only encourage the creation of products focused on people's real needs. Additionally, the measure reduces inequalities by expanding access to credit, electronic payment methods, and simpler, low-cost banking products," concludes Igor.

ESG in retail: how to transform commitments into concrete actions

In recent years, society has shown a growing engagement of people in environmental, social, and governance causes, the so-called ESG (Environmental, Social & Governance). And the influence of this more conscious segment of the population is redefining consumption habits, with a significant impact on retail. Today, Brazilians have become discerning in their purchasing choices, taking into account the brands' commitment to sustainability and social issues. Investors are also adopting more rigorous criteria when evaluating where to allocate their resources, based on companies' decisions regarding diversity and corporate governance.

To effectively incorporate ESG principles into retail, it is essential to understand what this concept encompasses. It is necessary to understand and implement actions based on the principles that define solid practices in environmental, social, and governance issues. The UN Sustainable Development Goals (SDGs) serve as a compass to guide companies towards more responsible and sustainable practices.

These objectives provide a comprehensive roadmap for how companies can contribute to a better world (using three SDG goals: gender equality, decent work, and life below water), and this is particularly relevant for retail. Ignoring gender equality, subjecting employees to poor working conditions, or not adopting sustainable practices regarding water is not only a moral mistake but can also have serious implications for your brand's reputation and success. After all, in today's business, responsibility is a fundamental component of profitability.

After understanding some fundamental principles of ESG, it is necessary to delve into the best practices that can be implemented in the retail sector. By translating these concepts into tangible actions, your store not only fulfills its social responsibility but also stands out in the market and strengthens the connection with customers.

Here are some practices you can adopt in your store:

Reducing Environmental Impact:Adopt strict policies for efficient consumption of natural resources. This not only helps the planet but can also save money in the long run. Additionally, take measures to reduce waste and promote waste management and recycling practices. In this way, in addition to reducing environmental impact, it can also create a positive image for your brand.

Inclusion and Diversity:Implement strong inclusion and diversity policies in your company. Strive to build a diverse team in terms of social class, age, ethnicity, and sexual orientation through the selection process. Diversity not only enriches the company's culture but also brings different perspectives that can drive innovation and creativity.

Healthy Organizational Culture:Create and promote an organizational culture that values employee health and fosters a positive work environment. This involves maintaining dynamics that ensure a balanced journey for your employees, taking into account aspects such as emotional and mental well-being. A healthy team is more productive and engaged.

The key to success in ESG is the consistent implementation of these practices. It's not just about adopting policies to check boxes, but about embedding these principles into your company's DNA. When ESG becomes an integral part of your corporate culture, it not only benefits your brand but also society as a whole.

So, retailer, go beyond commitments and turn them into concrete actions.

What do the most popular companies to work for in Brazil do?

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

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.

Cybersecurity in 2025: What Companies Can Expect and How to Prepare

Cybersecurity is constantly evolving, driven by technological advances and increasingly sophisticated digital threats. In 2025, organizations face an even more challenging landscape, where hackers use artificial intelligence to exploit vulnerabilities at record speed, with digital identities becoming top targets. In this scenario, the question is clear: how can companies not only protect themselves but also thrive in such a dynamic environment?

"Unfortunately, Brazil is already among the main targets of hackers worldwide. Recent data from Check Point Research shows that attacks in the country continue to grow, and the bad news is that the level of cybersecurity maturity in most Brazilian companies is still very low," warns Thiago Tanaka, cybersecurity director at TIVIT, a Brazilian multinational that connects technology for a better world. In 2025, it will be essential to operate with greater cyber resilience, which includes protecting access, investing in proactive solutions, keeping software updated, and training teams to identify and mitigate threats.

With the growth of artificial intelligence (AI) and automation, cybercriminals are becoming more skilled. The use of AI in cyberattacks is enabling the creation of more sophisticated and harder-to-detect threats. A significant increase in the frequency and complexity of cyberattacks is expected in the coming years. This causes enterprises to rethink their security strategies and adopt more advanced solutions.

The reportCybersecurity Forecast 2025, produced by Google, states that AI will be one of the main risk factors in the coming year. Your application will facilitate the creation of new forms of phishing, social engineering attacks, anddeepfakes, which could be used for identity theft. The report also indicates that ransomware will continue to be a disruptive threat, now with more elaborate extortion tactics, such as threats of sensitive data leaks and operational disruptions.

Other trends and threats mentioned in the report also include: the democratization of tools for hacker attacks (subscription-based attack services are lowering entry barriers for less experienced criminals); vulnerabilities being exploited at record speed (this acceleration requires companies to act proactively to mitigate risks and protect their systems before they become targets); attacks on identities and hybrid environments (with the expansion of hybrid work, compromised digital identities are becoming one of the main attack vectors).

As the cyber threat landscape becomes more complex, it is increasingly necessary for companies to implement security from the very beginning of their systems and application development. With the rapid technological evolution and ongoing digital transformation, security must be considered from the architecture of the solutions, not just as a "fix" after implementation.

Tanaka highlights that the best alternative to reduce the chances of attacks is through the adoption of preventive measures, combined with robust, adaptable and collaborative strategies:

  • Strengthen AI-based monitoring:Artificial intelligence solutions can detect anomalous patterns and respond to threats in real time. Integrating AI tools into defense systems should be a priority.
  • Implement the Zero Trust Model:The concept of “zero trust” minimizes the risk of unauthorized access by enforcing continuous authentication and network segmentation, as well as ensuring that only authorized users and devices are allowed to access critical data.
  • Invest in digital identity protection:With identities being one of the biggest points of vulnerability, technologies like multi-factor authentication and identity management (IAM) are critical to reducing risk.
  • Regularly update infrastructure and training:Ensuring that systems are always up to date and that employees are trained regularly helps mitigate social engineering attacks and exploitable vulnerabilities.

"Companies need to see cybersecurity not as a cost, but as a strategic investment capable of generating a competitive advantage. It is an essential differentiator to ensure business continuity in a landscape of increasing threats. At TIVIT, our commitment is to deliver solutions that seamlessly integrate with our clients' operations, allowing them to focus on growing their businesses without concerns about cyber risks," emphasizes Tanaka. We are prepared to face the challenges of 2025 with a robust and proactive approach, based on our expertise in managed security services, 24/7 monitoring, and AI-driven protection.

We have a monitoring, detection, and response framework with the most modern tools and a team of professionals that ensures very effective information security coverage.The cost of using this structure by our clients is infinitely lower than what a company would incur if it decided to establish its own organization. This study can and should be applied before deciding to maintain your own cybersecurity structure.Anyway, whether with an internal structure or a cybersecurity service company, it's not worth taking the risk.

Quality issues, delays and misleading advertising challenge brands in Brazil, according to CX Trends 2025 survey

Problems such as delivery delays, misleading advertising, and unsatisfactory service are among the main reasons for consumer dissatisfaction in their shopping experiences. This is what the CX Trends 2025 study, conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box, shows.

According to the survey, the main problems reported by consumers include products or services with lower than expected quality (26%), late deliveries (24%) or non-deliveries (21%), misleading advertising (24%), problems with customer service (20%) and lack of feedback on complaints and requests (18%).

"The research makes it clear that consumers are increasingly demanding and attentive to the quality of products and services. For companies, this data is a warning: improving the customer experience is no longer an option but a competitive necessity," says Rodrigo Ricco, founder and director of Octadesk. "Monitoring these pains allows for proactive action, correcting failures in service, logistics, and communication to ensure a stronger and more reliable relationship with the audience," he adds.

The study also revealed that consumers expect clear actions from brands to improve their experiences, such as quick problem resolution (37%), expanding shipping options (37%), discount coupons for future purchases (33%) and reducing delivery times (32%).

"The Brazilian consumer has made it clear what they expect: agility, clarity, and empathetic service. For brands, this is an opportunity to stand out, not just for what they sell but for how they serve and connect with their customers," he says.

The impact of online sales growth on consumer behavior

The study also highlights the strong presence of e-commerce in Brazil. In the last 12 months, 77% of Brazilian consumers made purchases both online and in physical stores, reinforcing the hybrid consumption behavior.

Among the most influential factors in the purchase decision are free shipping (62%), product or service quality (56%), and competitive pricing (53%) — the same items that, when poorly managed, lead the causes of dissatisfaction.

The main purchasing channels include online stores (68%), marketplaces (66%), and physical stores (64%). Furthermore, platforms like WhatsApp (30%) and Instagram (28%) are increasingly prominent in the decision-making process, highlighting the growing importance of social media in Brazilian commerce. "The study shows that social networks have shifted from being advertising platforms to becoming a purchasing channel option for consumers, largely due to offerings from small entrepreneurs. WhatsApp stands out in this regard, experiencing strong growth with four percentage points more compared to last year," highlights the director of Octadesk.

To access the full report,Click here.

Technology advances, but market trends are increasingly humanized

The year 2024 has already shown that the global labor market is undergoing one of the most rapid transformations in its history. Now, the report "The Future of Work" by the World Economic Forum presents the chapterSkills Outlook 2025-2030, showing that about 39% of professionals' essential skills will undergo significant changes by the end of the decade. This dynamic is primarily driven by the adoption of new technologies, the transition to a greener economy, and global demographic changes.

Among the skills that will grow most in relevance are analytical thinking, which involves the ability to solve complex problems based on structured data and information, and is already considered essential by seven out of ten companies. Furthermore, resilience, flexibility, and agility stand out as fundamental attributes, allowing professionals to quickly adapt to new market demands and crises.

According toBeatriz Nobrega, a counselor specializing in Human and Organizational Development with nearly 30 years of experience, leadership and social influence also stand out, especially in a context where technical tasks are increasingly automated, making collaboration and positive influence within teams essential. "Technological literacy, which includes everything from digital literacy to the competence to handle complex AI and big data systems, is another essential skill," he points out.

Finally, curiosity and continuous learning become strengths for professionals to keep up with and anticipate trends, demonstrating initiative in developing new skills. "The report indicates that the labor market is moving towards a model where collaboration between humans and machines will be predominant," he/she/they adds.

The Future of Work

The market also faces the widening of the skills gap. The study indicates that approximately 63% of employers see skill gaps as the main barrier to organizational transformation. Consequently, 85% of companies are prioritizing reskilling and upskilling their employees as key strategies to maintain competitiveness.

For Beatriz, the moment requires a change in mindset both on the part of organizations and individuals. We are living in a time when it is not enough to follow trends, but rather to understand them in order to navigate successfully in this market that has been transforming quite rapidly. The development of multidisciplinary skills that align technology andsoft skills, will be fundamental for the sustainability of careers and organizations," he/she/it emphasizes. She herself has been investing in benefit-education to supplement the total compensation in the companies she works for.

The rise of the green economy is also reshaping the labor market. Renewable energy engineers, sustainability specialists, and professionals in electric and autonomous vehicles are among the fastest-growing roles until 2030. Meanwhile, the expansion of AI is reshaping administrative functions, while manual skills and repetitive tasks tend to decline.

The technology sector continues to lead the demand for specific skills, highlighting specialists in big data, fintech engineers, application and software developers, and cybersecurity analysts. These transformations also impact traditionally manual sectors, such as agriculture and manufacturing, which are being transformed by innovations in automation and sustainability.

“Inclusion is another important pillar in companies’ strategies. Almost half of employers plan to explore diverse talent sources, focusing on removing barriers such as traditional degree requirements and adopting skills-based hiring models. This type of action helps to address the inequalities amplified by technological transformations,” concludes the expert.

Raphael Baltar is the new CEO of Meetz

With the goal of reaching greater heights and achieving strategic results, Meetz, a startup that offers end-to-end prospecting and sales engagement solutions for B2B businesses, is changing its management team. Executive Raphael Baltar, who is a partner of the company and served as COO, is moving to the position of CEO. Juliano Dias, who previously held the position, is now the Sales Director (CSO).

Graduated in Business Administration from the Federal University of Pernambuco and specialized in Economic-Financial Management at Fundação Dom Cabral, Raphael Baltar has a career dedicated to the sales field. Founder of Meetz alongside Juliano Dias, he is optimistic about the new challenge. "The focus of this change is to ensure that each person is in the position where their greatest potential can be harnessed. We are convinced that this move prepares the company to face the challenges of the coming years. Over the past five years, I have learned to prioritize people and customers; this will be our guide for the challenges ahead," he states.

Juliano explains that, with the changes, Raphael Baltar takes over management and the next strategic steps, while he remains involved in the company's daily operations, supporting the partners and the team. "I continue as a partner, founder, advisor, and now CSO, redirecting my energy towards sales, expansion, and market relationships, accelerating Meetz and our clients' results," he explains.

The executive emphasizes that, throughout his time leading Meetz, he has seen that a business only prospers when the right people are placed in the right positions, always at the right time as well. "It is necessary for each member of the company to dedicate themselves to what they do best. Baltar is a natural manager, with a keen eye for strategy, processes, operations, and people. Before becoming my partner here in the company, he was a salesperson and later a manager at another company I founded," he emphasizes.

Regarding Meetz, Juliano emphasizes that the company's culture is quite mature, focused 100% on results and customers. By 2025, our clients and partners can expect an even more structured, agile, and innovative company, ready to deliver high-level solutions, he concludes.

Artificial intelligence expert explains iris scanning and bans imposed on World

A World, led by Sam Altman, CEO of OpenAI, is at the center of a global debate after Germany mandated the exclusion of iris data collected in the European Union. The decision of BayLDA, the data protection authority of Bavaria, is an example of how the collection of biometric data is moving from the realm of science fiction to directly impacting people's lives.

According to the European Data Protection Board (EDPB), 70% of Europeans consider biometric data collection invasive, highlighting concerns about how this information is used and stored.

Alan Nicolas, an expert in artificial intelligence for business and founder ofLegendary Academy[IA], alert that the impact of this decision goes far beyond European borders. "The use of biometric data is no longer a matter of the future. People need to understand that by sharing this data, they are putting their privacy and personal security at risk. Regulation must be clearer to protect individuals," he states.

What's at Stake with Iris Scanning

BayLDA's decision forced World to delete previously collected iris data, claiming there was not enough legal basis for the collection. Although the company claims that the iris codes have already been voluntarily deleted, the order requires new procedures to ensure compliance with European regulations.

Damien Kieran, Chief Privacy Officer of Tools for Humanity, emphasized the need for a more precise definition of anonymization in the European Union. He assures that iris images are not stored, but critics of the practice raise doubts about the tracking and use of these codes.

Because it matters to everyone

In Brazil, World activated 20 collection points in São Paulo, where it has already scanned the irises of over 189,000 people. Although the company promises anonymity, experts point out that biometric data are highly sensitive and can be exploited for unauthorized purposes. "The debate is essential because we are dealing with information that can be used for control or surveillance, something that affects everyone, regardless of whether they are in Europe or Brazil," comments Nicolas.

In other countries, such as Spain and Kenya, the project also faced legal barriers. In the Spanish case, the collection was halted after the Data Protection Agency determined that the practices violated privacy regulations.

From fiction to reality

Alan Nicolas explains that, a few years ago, the use of biometric data to create digital identities was a theme of science fiction movies. Today, it is a reality that influences everything from website authentication to the fight against fake profiles and deepfakes. "It's no longer a matter of fiction. The question now is how to ensure that these technologies benefit people without compromising their privacy. As always, technology is not the villain. What needs caution is how people use it," he emphasizes.

The German decision shows that regulation needs to keep pace with the advancement of artificial intelligence and biometric technologies. "The biggest challenge is to educate people about the risks and ensure that governments and companies work together to create clear rules. Unfortunately, legislation anywhere in the world is not keeping up with the advances and ethical issues raised by these new possibilities. We must rely on everyone's technological education so that they are aware of the potentials and dangers of each tool," concludes Nicolas.

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