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Presumption of subordination in work through platforms

Work provided through platforms, called numerical, has brought, to the employment relationship, a new context of factual situations that differ from the traditional form of employment relationship in which work is physically identified with the place, people and clear information regarding the object of the employment contract, with better identified duties and obligations.

The concern with the legal framework of this new form of employment relationship, aimed at protecting the worker's labor rights, has adhered to the binary model that characterized the development of Labor Law. The European Union, driven by the series of conflicts existing in the EU countries, approved and published Directive (EU) 2024/2831 of the European Parliament and the Council, which came into force on December 2, 2024, and whose transposition deadline for Member States will expire on December 2, 2026. The directive applies to digital work platforms that organize work on digital platforms carried out within the European Union, regardless of their place of establishment or the law that is otherwise applicable.

According to the citation by Community legislationthe directive aims to improve working conditions and the protection of personal data at work on digital platforms through: a) Of the introduction of measures to facilitate the determination of the correct professional status of people working on platforms; b) Of promoting transparency, fairness, human oversight, safety, and accountability in algorithmic management of work on digital platforms; and c) Improving transparency regarding work on digital platforms, including in cross-border situations.

The directive also establishes minimum rights applicable to all persons working on digital platforms who have an employment contract or employment relationship or who, on the basis of an assessment of the facts, can be determined to have an employment contract or employment relationship, as defined by law, collective agreements or practices in force in the Member States, taking into account the case-law of the Court of Justice.

There is, in the directive, Article 5, which states that, legally, the contractual relationship between the person and the digital platform shall be presumed to be an employment relationship, conditioned on proof of the exercise of managerial authority and control by the platform, in accordance with the conditions established by national law. Therefore, it will be up to the platform to challenge the legal presumption, if interested.

As observed, we continue with the same previous rules in which the framing of the constitutive facts of the claim to the legal status depends on relevant and unquestionable elements for the service provider to be considered an employee. In other words, technological evolution and transformations in labor relations demonstrate that the elements of employment relationship formation cannot be defined by the legislator, but will always depend on the legal qualification of the facts.

As can be seen, the issue of the presumption of subordination has always accompanied and will continue to accompany discussions regarding the recognition of employment relationship. The law does not have the power to exhaust and pacify the discussion, as it seems that the investigation of the facts is still fundamental for convincing the judges who, today, when it comes to work through a digital platform, must face the autonomy of will and good faith in contractual relations, as the Supreme Federal Court has been affirming.

The digital crossroads: how Meta's decisions can impact corporate communications

The recent decision by Meta to end its third-party fact-checking program and adopt a model similar to X's "Community Notes" represents a seismic shift in the corporate and media communication landscape. This shift, announced by Mark Zuckerberg, not only redefines the role of social media platforms in information dissemination but also sparks a series of reflections on the future of the corporate communication market.

The impact of this decision on the corporate universe is multifaceted and potentially disruptive. Brands, which until then relied on an outsourced verification system to maintain their online credibility, now find themselves on more unstable ground. The absence of professional fact-checkers can create a fertile environment for the proliferation of misinformation, forcing corporate communication teams to rethink their monitoring and rapid response strategies. In situations of potential image crises, the polarized community may interpret the facts solely based on the narratives most convenient to the side they identify with, which can lead to even greater problems.

This new reality also requires a complete reevaluation of public relations and marketing strategies. Companies, aware of the risks associated with broadcasting their messages in a less controlled environment, may choose to diversify their communication channels or invest more heavily in verifiable proprietary content. There is still the ghost of advertiser Exodus, reminiscent of the crisis faced by YouTube in 2017/2018, looming over Meta. Big brands may reconsider their advertising investments if they realize that their brands are being associated with questionable or potentially harmful content.

The implications of this change transcend borders, reaching global and local dimensions. There is a lingering concern that the impact will be disproportionately felt in the Global South, where content moderation policies were already considered inadequate. This scenario could exacerbate existing problems of misinformation and manipulation of public opinion in more vulnerable regions. In the regulatory scope, Meta's decision may catalyze debates about the need for stricter regulation of social media platforms. In Brazil, for example, this can accelerate discussions around Bill 2630 and the analysis of the constitutionality of Article 19 of the Internet Civil Framework.

The end of partnerships with professional fact-checkers is viewed with apprehension by organizations such as theAbrajiwho fear a significant weakening of efforts to combat disinformation, especially during critical periods such as pre-election times. Easing restrictions on content related to sensitive topics such as immigration and gender may represent a setback in diversity and inclusion policies, potentially paving the way for the proliferation of harmful discourses against minority groups.

Meta's decision to change its content moderation policies marks a turning point in the corporate communication market. While some see this change as a step toward freedom of expression, others fear the consequences for information integrity and corporate responsibility. What is certain is that companies and communication professionals will have to adapt quickly to this new scenario, developing more sophisticated strategies to protect their reputation and ensure the reliability of their messages in an increasingly complex and challenging digital environment. In such uncertain times, one certainty. As always, the corporate communication ecosystem will demonstrate its resilience and ability to adapt to meet this new reality.

For half of Brazilians, AI can help make products cheaper in supermarkets

The research conducted by Neogrid, a technology and data intelligence ecosystem that develops solutions for supply chain management, in partnership with Opinion Box, a leading company in technology for market research and customer experience, reveals a positive perception among Brazilian consumers regarding the use of artificial intelligence (AI). The data indicates that more than half of the respondents (51.5%) believe that AI can contribute to fairer pricing on supermarket shelves.

According to the survey titled "Shopping Habits in Food Retail," 79.4% of respondents consider the prices they currently pay to be "unfair." In this context, the study by Neogrid/Opinion Box highlights the opportunity for retailers to increase transparency in the pricing of products. This is because most respondents (95.8%) say they would be more satisfied if there was greater clarity about the formulation of the values and if they knew the justification for each one.

AI can suggest price reduction

The research also indicates that technology is considered a key ally in collaboration between industries, distributors, and retailers. According to Predify, Neogrid's solution specialized in analysis ofpricing Based on AI, the survey results highlight the relevance of continuously monitoring consumer behavior and developing strategies to remain competitive in the market.

An analysis by Predify shows that AI can suggest price reductions of up to 15% on products. For example: a 1% reduction in price can lead to increases of up to 27% in revenue, 25% in demand, and 18% in profit. This demonstrates the positive impact that strategic price adjustments can generate when supported by advanced technologies like AI.

"Companies that do not collaborate with their partners risk falling behind. AI is an important ally that allows transforming accurate data into decisions, helping us to predict trends," explains Bruno Maia, Head of Data and AI at Neogrid. "When industry, retail, and distributors share information, everyone benefits from improved planning, inventory optimization, and more efficient deliveries."

Profile of interviewees

The survey was conducted online, on the Opinion Box Respondent Panel, between June and July 2024, with more than 2,000 people from all over Brazil over the age of 16 and from all social classes who are responsible or partially responsible for household purchases.

Profession on the rise: what it does and how to become a professional in the art of corporate purchasing

I am Paulo Ricardo Coelho Ribeiro, a purchasing specialist, and in this article, I want to share with you what I have learned throughout my professional journey. Have you ever stopped to think about the importance of a purchasing specialist in a company's success? This professional is much more than someone who negotiates prices; they are responsible for connecting strategy and operations, ensuring the company functions efficiently and profitably, mitigating losses.

In the business world, the purchasing department is one of the most strategic pillars. After all, acquiring products or services in the right quality and quantity, at the lowest possible cost, directly impacts competitiveness and profits. Let's explore the main responsibilities of this professional and how you can become an expert in the field.

But, ultimately, what does a purchasing specialist do?

The role of a professional goes far beyond closing contracts or negotiating with suppliers. It is an area that requires analysis, strategy, and market insight. Here are the main responsibilities

– Identification of internal needs:Before buying anything, it is necessary to understand what the company really needs. This involves aligning with internal departments and forecasting future demands.

– Supplier research and selectionChoosing the right suppliers means evaluating not only prices but also quality, delivery times, market reputation, and contractual conditions.

– Contract negotiationKnowing how to negotiate is one of the most important skills. A good specialist seeks advantageous agreements that meet the company's interests and promote long-term partnerships.

– Cost managementIn addition to reducing expenses, the purchasing specialist works to optimize resource use, ensuring that every cent invested yields a return.

– Market monitoring and analysisBeing attentive to market trends and price behavior is essential. This allows for quick and accurate decisions in moments of crisis or opportunity.

– Sustainability in acquisitions:Today, environmental responsibility is also part of the job. Many companies seek suppliers who follow sustainable practices, and it is up to the specialist to incorporate this into the purchasing strategy.

Why is this professional so important?

Imagine a company that purchases low-quality materials or has no control over its contracts. This can cause problems such as delays, increased costs, and even loss of customers. A purchasing specialist avoids these scenarios by ensuring everything is under control, acting as a bridge between business strategy and daily execution.

If you are interested in this profession, here are some practical tips to help you start your journey:

– Invest in technical knowledgeCourses in administration, logistics, or economics are an excellent foundation. Furthermore, specializations in areas such as supply chain and procurement are increasingly valued.

– Develop negotiation skillsNegotiating is an art. Practice, study techniques, and always be prepared to offer good arguments.

– Work on your analytical skillsDealing with data is an essential part of the job. Familiarize yourself with management tools, such as ERPs and purchasing software, and develop the ability to interpret reports.

– Always be up to dateThe market is dynamic, and what is trending today may not be tomorrow. Participate in events, read about the industry, and exchange experiences with other professionals.

If you're looking for a strategic, dynamic, and essential profession for the business world that AI (artificial intelligence) will hardly replace, the purchasing market may be the right choice. And remember: the path to becoming an expert begins with a first step.

KaBuM! it is the first e-commerce to open sales of the new RTX 50 series and has the largest stock in the market

The wait for the most advanced graphics processing technology has come to an end for gamers in Brazil: it has just arrived onKaBuM!The new generation of NVIDIA's GPUs, the RTX 50 series, launched worldwide today after generating great anticipation among the public. And as the largest technology and gaming e-commerce always stays ahead to offer the best to ninjas, KaBuM! guarantees the largest stock and variety of models of the new series in Brazil!

All RTX 50 series products are available on KaBuM!, from both lines announced by NVIDIA,RTX 5080andRTX 5090. There are more than 30 different models, from the brands Asus, Gigabyte, MSI, Palit, Galax, INNO3D and PNY.

For those who want the best performance that technology can offer, now is the time: the RTX 50 series takes graphics processing to a new level with 4th generation ray tracing colors, and faster response times through the low latency offered by the NVIDIA Reflex system.

The new series also employs AI capabilities to enhance graphics and make gaming and software experiences more fluid, bringing native tools to facilitate the workflow of creators and streamers, such as NVIDIA Studio, in addition to compatibility developed specifically for gaming monitors.

Be sure to check the availability of each model atdedicated pageto GPUs in e-commerce. If you completed the pre-registration on the KaBuM! website, don't miss your chance, as the products are already available!

Still not up to date on what each model in the RTX 50 series has to offer? Check the technical specifications of the different GPUs onofficial blogfrom KaBuM!Check out also the coupons and exclusive offers fromKaBuM! app, and secure even better prices for NVIDIA's new RTX 50 cards.

Former Banco BV and Quinto Andar is announced as new partner of ViperX

ViperX, an offensive security startup owned byDefense Group, Hub of the main cybersecurity solutions, has just announced a new partner and director: Marcos Castro, former QuintoAndar, Banco BV, Embratel, Qualys, and NEC Brazil.

The executive has over 25 years of experience in the technology market, with 17 of those years focused on information security. Your education includes a postgraduate degree on this topic from ITA and a specialization in Cyber Security from Daryus Business School, as well as certifications such as OSCE (Offensive Security Certified Expert) and CISSP (Certified Information Systems Security Professional).

“Becoming a partner at ViperX is like exploring a new system: full of expectations, challenges to be deciphered and the confidence that, with skill and dedication, the results will be very positive”, celebrates Castro.

At ViperX, the executive's goal will be to assist the company in its expansion efforts, forming new partnerships, creating new products, and improving existing services. According to Rodolfo Ramos, co-founder and COO of the startup, his experience in leading critical projects and transforming digital vulnerabilities into opportunities for strengthening will be essential for the company's future.

"Marcos is like that firewall you can't get through: efficient, resistant, and a little scary," jokes Ramos. Jokes aside, he came to transform our offensive security vision into something even greater. Hiring him was like adding extra spice to our recipe for success, as he brings a strategic and technical perspective, he concludes.

4 tips to make the customer experience easier when exchanging and returning products

Deal withexchanges and returnsProduct returns are not always a pleasant experience for consumers, who tend to delay the process. This delay, in fact, may be related to the fear of facing a bureaucratic process, which is not well regarded by clients.58% seek simplicity when making their returns, according to the second study by Invesp agency. At these times, having quality service makes a difference in gaining consideration for the brand.

Proof of this is that92% of people would buy from the store againif theprocessissimplified,according to the same study. With this in mind, more than just making changes to prevent customers from exchanging or returning the product—which, without a doubt, is an important point in any business strategy—companies need to understand that this probability exists and, therefore, must equip themselves with strategic solutions.

“Return processes can make a difference in customer loyalty, and business owners should use effective tools to make customer service the focus. This way, despite the exchange and return, the consumer experience becomes positive and their problem is resolved, increasing the chances that they will return in the future,” says Oswaldo Garcia, CEO ofNeoAssist, a leading platform in omnichannel customer service.

With this in mind, the specialist points out 4 processes that companies can include in customer service to provide a satisfying exchange and return journey. Check it out

Make the requirements and protocol for exchanges and returns clear

It is important that companies have a well-defined exchange and return policy that is, above all, accessible throughout the customer journey, regardless of the commemorative date.

From pre-sale to post-sale, it is essential to provide clear and transparent information about requirements, exchange deadlines, and how the return process works. The client wants practical solutions, and failing to deliver this desired experience can harm engagement with the brand.

Offer multiple service channels

Having access to multiple support channels is a favorable point for consumers, especially when the platforms are integrated and the conversation flow is not lost. Offering various service options such as social media, phone, email, WhatsApp, and chatbot makes the journey easier and helps resolve exchanges or returns quickly and in the customer's preferred way.

Provide self-services

For those who enjoy resolving exchange and return issues on their own, without necessarily interacting with sellers, as is the case for many Brazilians — 77% of respondents prefer "self-service" options, according to a ServiceNow survey — self-service options are a favorable choice.

Examples of this are bots, which automate 24/7 self-service across different channels with the help of AI, and smart FAQs, which recognize grammatical errors and similar terms, providing more comprehensive searches. These services are quick in resolving issues and delivering clear information about the process.

Be quick to respond – artificial intelligence can help

One of the factors that attract customers is a quick response. What he wants most is to be able to resolve his doubt and proceed with the exchange or return. With the help of artificial intelligence, support teams can provide this positive experience.

Today, solutions available on the market already allow detecting customers' emotions during interaction and recommending intelligent actions based on the tone of the conversation, often suggesting responses that speed up the service time. For example, Núb.ia from NeoAssist, which is capable of identifying critical points and offering proactive interventions, ensuring customer satisfaction at all stages of the purchase journey.

Decentralization of information and data vulnerability: learn how communication via emails and WhatsApp creates chaos for Corporate Governance

Companies' concern with corporate governance has been increasing — according to a survey by the Brazilian Institute of Corporate Governance (IBGC) in 2024, the private sector showed an average adherence of 66% to the practices recommended by the Brazilian Code of Corporate Governance, a 1.6 percentage point increase compared to 2023. State-owned companies and publicly traded companies also show steady growth.

Despite this, some common factors still hinder the good exercise of governance, according to Andréa Migliori, CEO ofWorkhub DigitalHR Tech solutions for corporate portals. "The pillars of governance are equity, transparency, integrity, sustainability, and accountability. For all of them, communication is a key point, and unfortunately there are many challenges in this area across companies of all sectors," he explains.

The CEO exemplifies the most commonly used methods for sending information within organizations: emails and WhatsApp. "Although they are quite useful and widely disseminated tools, both carry risks and delays that can impact the company's entire communication."

The first negative point raised is the issue of organization and access to information segmentation. With conversations and documents scattered across hundreds of emails or WhatsApp groups, it becomes very difficult to identify who said what and when. This also leads to different people having access to different information, which results in inconsistency in decision-making. In itself, this situation hampers the daily operations of the business and the teams' productivity, but it can also lead to specific complications during audits, which require traceability.

Another risk is data vulnerability. Partly because some email operators and messaging apps may not have the best security certifications, and partly because decentralization can lead confidential matters to people who should not have access, through recipients in copy or presence in WhatsApp groups, for example.

Andréa also indicates information overload as another common difficulty. "Channel saturation leads to wasted time and focus, with teams spending more energy trying to organize themselves than actually working. It is not unlikely that data is lost in such cases, which directly affects governance practices," emphasizes the professional.

One of the main solutions for this "chaos" is the use of a single communication channel capable of consolidating and organizing the company's information, serving as the "spine" of the internal communication strategy and allowing secure exchange of information and documents. This is the purpose of intranets and other corporate communication systems, especially those that offer integrated solutions to ensure everything is recorded within the same program.

"A good system can meet all internal communication needs and also provide ease during audits, with transparency and practicality," explains Andréa. But she also emphasizes: "It's a change of tool as much as it is a cultural change. People need to adapt, and it is essential that the entire team understands the reasons behind the novelty and uses it accordingly," she concludes.

Outsourcing leads the Financial sector to reduce fraud by up to 30%

In a dynamic and constantly evolving economic scenario like Brazil's, fraud prevention in the financial sector is a priority. Each year, financial institutions face substantial losses due to fraudulent activities, which not only affect their financial balance sheets but also undermine consumer trust and the integrity of the financial system as a whole.

According to the Brazilian Federation of Banks (Febraban), bank frauds cause annual losses that can exceed R$ 2 billion. This amount includes electronic frauds such as phishing, malware, and social engineering attacks, as well as traditional frauds such as document and check forgery.

And even though electronic fraud accounts for 70% of the loss, traditional scams still have their impact. Among these, the forgery of documents and checks stands out. Banks have adopted rigorous verification and authentication measures to mitigate these risks, but fraudsters continue to develop new methods to bypass security systems.

Financial sector: adopting BPO to mitigate fraud

Fraud not only undermines customer trust, it also causes significant losses for financial institutions.

In this context, BPO (Business Process Outsourcing) services have been adopted by financial institutions as a strategic solution to mitigate risks and strengthen control mechanisms.

One of the areas where BPO can have a substantial impact is in the customer registration process. Outsourcing this process to a BPO company allows banks and other financial institutions to benefit from advanced identity verification practices, background analysis, and data validation, thereby reducing the likelihood of identity fraud.

Additionally, BPO companies often employ cutting-edge technologies such as artificial intelligence and machine learning to detect suspicious patterns and anomalies that might otherwise go unnoticed using traditional methods.

Another financial process that can be benefited is payroll-deducted credit. This type of credit, which is quite popular in Brazil, is subject to multiple fraud risks, from document forgery to manipulation of customer information. When outsourcing the management of payroll-deductible credit, financial institutions can implement rigorous and systematic checks, ensuring that each application is meticulously evaluated.

BPO companies can provide an additional layer of security by utilizing sophisticated data analytics and real-time cross-referencing, which is crucial to identifying and preventing fraud.

Account opening also constitutes another process in which BPO services can assist in fraud mitigation. Scammers use fake or stolen identities to create fraudulent bank accounts, which are then used for illicit activities such as money laundering or financing criminal activities. Implementing robust identity verification measures and utilizing advanced technologies to detect suspicious behaviors are essential to mitigate these risks.

BPO can reduce fraud by up to 30%

Research indicates that outsourcing financial processes to BPO companies can significantly reduce the risks of fraud. A study by Everest Group revealed that companies using BPO services experience up to a 30% reduction in detected frauds compared to those managing these processes internally.

And this happens because, in addition to checking data, providers of these services operate with a very high level of compliance with legislation, including using technologies such as blockchain to create transparent and immutable records of transactions.

The integration of cybersecurity solutions offered by these providers is also a determining factor in protecting customers' sensitive data and preventing cyberattacks, which can lead to serious security breaches and financial losses.

In the Brazilian context, where challenges are unique and threats of fraud are ever-present, adopting BPO services can be the key to a safe and efficient financial operation and, certainly, to reducing losses.

Multifaceted leader: Zuk CEO has experience in different areas

Since 2023, at the forefront of Zuk, the largest real estate auction portal in Brazil,Henri ZylberstajnIt balances an intense and diverse routine, bringing to the company the experience gained in different areas. In addition to being a partner at Kwara and Passageiro de Primeira, he acts as a mentor at G4 Educação, inspiring and guiding executives and other entrepreneurs. In the social field, he maintains a strong involvement with the NGO Gerando Falcões and is the founder of the Serendipity Institute, created in 2018 to promote the inclusion of people with disabilities, motivated by his experience with his third son, who was born with Down Syndrome. He is also an advisor and angel investor in companies such as Loft, Agrolend, and SuaQuadra.

Performance at Zuk 

Partner at Zuk since 2023, the entrepreneur took on the role of CEO at the beginning of 2024 with the mission to enhance operations and focus on new growth levers. With the movement and organization, which maintain significant year-over-year growth, they aim to double the opportunities for properties auctioned in 2025. Among more than 1 million registered users, the company's success over time is also due to attractive discounts. Currently, the options listed on the Zuk Portal are up to 80% below market values.  

Contrary to an industry resistant to innovation, the company already adopts a simplified approach to online auctions, combining advanced technology with human support. The intention is to direct investments to further integrate Artificial Intelligence (AI) into operations. "Using AI more and more, we aim to optimize processes and position Zuk even more as a player at the forefront of technology use," shares Zylberstajn.

Inspiring trajectory 

From a family of Jewish origin, whose grandparents are refugees who came to Brazil willing to start over after World War II, Zylberstajn, 44 years old, comes from a privileged background. Your parents, entrepreneurs, always demonstrated the importance of dedication to work and education for their children. At school, he demonstrated skills in mathematics and physics, and was always passionate about solving complex problems, which led him to study civil engineering at the Polytechnic School of the University of São Paulo (USP). Soon after, he specialized in finance. Driven by challenges, he left behind a successful career as an executive in multinational consulting firms to establish his own company, SOLD Leilões – sold to a technology group ten years later. As a partner of Zuk, he has bold goals, including doubling the number of properties auctioned, doubling the company's size in 3 years.

At 28 years old, the current leader of Zuk held a comfortable position as an executive manager at a multinational recruitment and selection company in São Paulo, with above-average compensation. Meanwhile, he had a dream: to own his own business before turning 30, get married, and have children. At that same time, he joined his childhood friends André and Fabio Zukerman, whose family was involved in the auction business, to create a virtual auction company. Initiative that worked very well and continued to undertake. The company they founded became the largest in its segment.

My diverse journey has taught me that innovation and purpose go hand in hand. As CEO of Zuk, I use every accumulated experience — from engineering to social causes — to design solutions that generate impact, drive the company's growth, and, most importantly, lead the people who help us fulfill this mission," emphasizes Zylberstajn.

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