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Ebanx predicts automatic Pix will move US$30 billion in the first two years of operation

E-Commerce Update
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Ebanx predicts automatic Pix will move US$30 billion in the first two years of operation

The Central Bank of Brazil is about to launch Automatic Pix, a new payment method that promises to further boost the growth of e-commerce in the country. According to a study released by Ebanx, a company specializing in payment technology, the new feature is expected to generate at least US$30 billion in its first two years of operation, considering only the e-commerce sector. The information is from Reuters.

Pix, launched in November 2020, has already become an absolute success among Brazilians, moving more than R$ 2 trillion per month in payments and transfers. With the arrival of Automatic Pix, scheduled for June of this year, the trend is that these numbers will grow even more, especially in e-commerce.

Eduardo de Abreu, vice president of product at Ebanx, highlights the importance of Automatic Pix for e-commerce segments that rely on recurring revenue, such as streaming services and software as a service companies. "Ele (Pix Automatic) tends to be very large and very significant," says Abreu.

The new feature will allow scheduling payments with weekly, monthly, quarterly, or annual recurrence, in a free service for customers and offered by companies. This differs from the Recurring Scheduled Pix, which is already in operation, used by some users.

Although the credit card is seen as the main competitor of Automatic Pix in e-commerce, Abreu believes that most of the growth of the new functionality will come from new customers, currently without access to cards or with insufficient limits to contract these services.

Ebanx's study, based on internal data and data from other companies, indicates that Automatic Pix could capture around $2 billion of the credit card market in its first year of operation. Currently, the credit card processes approximately US$ 50 billion in recurring payments annually in Brazilian e-commerce.

Alexandre Albuquerque, senior analyst at Moody's Ratings, believes that banks will not be significantly affected by Automatic Pix, since they have diversified revenues and have offered benefits to keep customers on credit cards, such as cashback programs.

However, some banks are already anticipating by offering recurring payments via Pix, in an apparent strategy to retain customers and attract companies before the official launch. Santander Brazil, for example, already has a product that allows scheduling recurring payments via Pix, while Bradesco and Itaú Unibanco plan to launch similar services in the coming weeks.

Automatic Pix represents another step in the evolution of digital payments in Brazil, offering convenience, security, and accessibility for both consumers and businesses. With its potential for billion-dollar movement, the new modality is expected to further boost the growth of Brazilian e-commerce in the coming years.

Express delivery helps build customer loyalty and maintain quality standards in florist e-commerce

Clovis Souza
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Express delivery helps build customer loyalty and maintain quality standards in florist e-commerce

Maintaining express flower delivery represents a major challenge for online florists. The service is considered one of the most valued by consumers, who seek last-minute gifts for birthdays, unexpected celebrations, or simply to express a gesture of affection, with quick delivery being the competitive edge to retain the customer.

However, offering efficient express delivery in flower e-commerce requires overcoming logistical challenges in an expanding market that presents great growth opportunities for the business.

Flower quality

Flowers and arrangements are delicate products that require extra care in handling, packaging and delivery to preserve their beauty and freshness.

Therefore, the conditioning of the flowers is what ensures the availability of the product in a careful manner, complying with criteria such as estimated delivery time, storage temperature and humidity level in the environment.

Operating costs

Operational costs are also among the main challenges to maintaining express delivery in online florists. With the demand for quick and efficient activities, the modality can increase expenses in more distant regions and in cases with high order demand, which requires the development of delivery strategies.

Logistics infrastructure

Ensuring the logistics infrastructure is what guarantees success in express delivery operations. Maintaining a network of collaborators and strategic distribution points results in lower operational costs for the modality, which requires real-time tracking tools and more accurate and efficient communication with the customer.

5 facts about Gen Z in the workforce that you should know

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5 facts about Gen Z in the workforce that you should know

Faced with a dynamic and constantly changing market, Generation Z (born between 1995 and 2021) has expectations and faces challenges that are very different from those of their leaders.millennialsandboomers. “A large part of this ‘little group’ has already entered or is preparing to enter the job market”, comments Mari Galindo, founder ofNice House, an entertainment platform focused on vertical videos and Generation Z.

“In fact, Glassdor pointed out that the number of Gen Z professionals would surpass that ofboomers(born between 1945 and 1964) in 2024. On one hand, while Gen Z brings with it several important skills for the current economic landscape, especially digital fluency, ambition for experience and knowledge, and an astonishing (in a good way) capacity for adaptation, on the other hand, their significant entry into the labor market worries managers and recruiters of companies," explains.

Myths and truths about Gen Z in the job market

In January 2024, Resume Builder, software that uses artificial intelligence to help people create a good resume, published alarming data. According to the survey, more than 30% of recruiters simply refuse to hirea Gen Z, preferring older candidates; still in relation to this survey, 30% of managers fired their younger employees one month after they joined the team.

Next, Mari discusses the main stigmas that Generation Z faces in their daily professional lives. Check it out

1. Lack of commitment to work

MYTH.“The difficulty of managing Gen Z in the workplace has to do, in most cases, with the generation’s mentality – such as the way they interpret their professional career and, above all, an attempt to break the patterns established by past generations, which are now considered old-fashioned or obsolete,” explains Mari.

2. Education received at home contributes to certain attitudes at work

TRUE.“Some behavioral issues, during the interview and also in the workplace, both positive and negative, come from the education that young people received at home. They are not necessarily generational characteristics,” he says.

3. Young people prefer 100% remote work

MYTH.“The Covid-19 pandemic ended up impacting Gen Z more severely. Those who had been looking for a job since 2020 were already being introduced to the home office model (or semi-face-to-face, depending on the segment), which also shaped young people's expectations regarding the job market as a whole. In 2021, for example, LinkedIn pointed out that 70% of Generation Z believes that distancing themselves from older coworkers and managers negatively impacts their careers, as it is difficult to learn from them remotely,” points out the founder of Nice.

4. Flexibility between professional and personal is everything

TRUE.“The same LinkedIn study mentioned above also showed that 38% of respondents prefer the hybrid work model, precisely because it helps them maintain their personal routine and also exchange experiences with more experienced colleagues,” he adds.

5. You can’t change Gen Z’s attitude in the workplace

MYTH.There are ways to overcome generational differences, such as investing in mentoring and other development programs to improve the etiquette and performance of these young people, and even using their ambitions to create opportunities for growth and innovation. These measures not only help to refine this raw diamond called Gen Z but also to learn from it," she instructs.

Even though it is sometimes against the wishes of recruiters and managers, it is extremely important that companies invest in younger people.. “Ignoring the potential they hold is not ideal for any company – in a few years, they will be the majority in the corporate environment, even surpassing themillennials in numbers. Investing in Gen Z goes beyond benefits for companies; it is the main factor for us to have, today and increasingly, a more inclusive, dynamic, and resilient job market," concludes Mari Galindo.

From electric motorcycles to eco-friendly packaging: the new era of sustainable delivery

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From electric motorcycles to eco-friendly packaging: the new era of sustainable delivery

In a scenario where the convenience of receiving products at home has never been more valued, it is impossible to ignore the environmental impacts of this practice, especially regarding transportation and excessive packaging. However, a series of initiatives are emerging, aiming to mitigate these effects and transform delivery into a more eco-friendly and responsible model.

“In the midst of a process of transformations that accompany the new needs of consumers, entrepreneurs also face increasing pressure to adopt more sustainable practices. This includes, for example, the use of non-polluting transport to reduce carbon emissions and the implementation of strategies to minimize waste generation, aligning their businesses with a greener and more conscious economy”, comments Vinícius Valle, marketing coordinator at Gaudium, a startup focused on the mobility and logistics markets.

One of the biggest advances in this process is the adoption of electric bicycles and motorcycles. Vehicles powered by fossil fuels, which pollute the environment with harmful gas emissions, are being replaced by electric options that are more efficient and less harmful to the environment. Next to the bikes, these motorcycles not only help reduce carbon emissions but also offer the benefit of being quieter — which further decreases noise pollution.

The sector has also been investing in more sustainable packaging, replacing plastic with biodegradable or compostable materials that decompose faster and have a lower environmental impact. Additionally, some companies use reusable packaging with return systems, encouraging the circular economy and reducing waste.

These transformations are shaping a new landscape for the sector, where sustainability and innovation go hand in hand. "By adopting more eco-friendly practices, companies are not only meeting a growing demand for more responsible options but also contributing to a more sustainable future," concludes Valle.

Logistics solutions reduce the impacts of climate change on the Cold Chain

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Logistics solutions reduce the impacts of climate change on the Cold Chain

Climate change and global warming have imposed new logistical challenges on the so-called Cold Chain. According to a report fromGrand View ResearchThe refrigerated or frozen products market is expected to reach $892.27 billion by 2030, growing at an annual rate of 19.2% from 2025. At the same time, extreme temperature fluctuations can compromise the integrity of sensitive items such as food, vaccines, and hospital supplies.

This context has demanded new technological solutions, such as temperature monitoring sensors throughout the logistics chain, in order to guarantee quality control and avoid losses.

Specialist in logistics risk management,AHM Solutionpart of your work is focused on the Cold Chain. "Among the solutions we offer are sensors that enable real-time monitoring of thermal conditions during transportation and storage, ensuring compliance with regulatory standards and product integrity," explains Afonso Moreira, CEO of the company.

The systems provided by AHM Solution automatically alert cargo shippers in the event of deviations from the temperature recommended by the manufacturer, enabling rapid action to avoid losses.

“In addition, the recorders provide data on performance and temperature history during all stages of the logistics chain, assisting in strategic decision-making, which can even impact changes in the transport network”, adds Moreira.

One of the activities that require strict temperature control at all times is organ or blood donation logistics. In the case of organs, transportation must occur in a thermal box that maintains temperatures between 2 and 8°C. If it falls below or above that, the item needs to be discarded – something that is not uncommon. According to astudyfrom the Ministry of Health and the Foundation for Teaching and Research in Health Sciences (Fepecs), of the 22,824 bodies available between 2014 and 2021, around 60% were not used due to a lack of adequate conditions.

In the case of blood bags, according to Anvisa (National Health Surveillance Agency), among10% and 20%are discarded, mainly due to conservation failures and contamination.

Last year, a new temperature indicator device received certification from the FDA (Food and Drug Administration), the United States' health surveillance agency. The HemoTemp II features a irreversible temperature sensor that alerts the user when the blood bag temperature exceeds 6°C. In Brazil, this solution is represented by AHM Solution.

“Strict temperature control throughout the entire Cold Chain is not only a regulatory requirement, but a vital necessity to preserve lives and avoid waste. In times of global warming, the use of advanced technologies becomes essential to ensure the efficiency and sustainability of these operations,” says the CEO of AHM Solution.

Study proves that food trade in Brazil is more dynamic and diversified

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Study proves that food trade in Brazil is more dynamic and diversified

Few sectors have evolved as rapidly as the food retail industry in Brazil. The combination of inflationary pressure, recovery of purchasing power, and technological advances has transformed not only the consumer profile but also the strategies of companies. The impact is visible in formats such as wholesale stores, convenience stores, and digital marketplaces, which today shape food purchases in the country.

According to McKinsey's State of Grocery 2024 study, the share of wholesale stores in the sector's revenue jumped from 27% to 46% in six years. Meanwhile, hypermarkets lost ground, accounting for only 11% of the current market.

Andrea Eboli, business strategist with over 25 years of experience, founder and CEO of the corporate solutions workshopEDRhighlights the impact of these changes. "Retail is constantly adapting. Consumer segmentation is a response to emerging needs: saving on the essentials and investing in what brings convenience or pleasure," he explains.

Expansion of wholesalers and their new audience

The atacarejos gained prominence by combining affordable prices with a shopping experience focused on savings. Today, they are also present in urban areas, attracting middle and upper-class consumers. Regional networks have also migrated to this format, further expanding their presence in the market.

According to Andrea Eboli, the permanence of the model goes beyond prices. The atacarejo managed to break the stigma of being exclusive for bulk shopping. Many consumers use it for replenishment, due to the perceived cost-benefit in everyday products, he analyzes.

In their latest study, released at the end of 2024, McKinsey indicates that customer loyalty is the next challenge. To maintain growth, large networks are investing in point programs, logistical improvements, and product variety.

Regional networks and gourmetization

Regional chains also show strength, with an average annual growth of 20% among the 20 main smaller retailers. By investing in personalization, these groups have been able to serve specific niches, balancing popular and premium products.

“Today, consumers are looking for complete experiences and varied stocks. Regional chains have understood the importance of alliances with local suppliers to offer freshness and exclusivity, which builds customer loyalty and brings a sense of community, of supporting local businesses,” highlights Eboli.

An example is the growing demand for gourmet stores, focusing on fresh foods and premium categories. These spaces have attracted more sophisticated clients, strengthening the participation of this segment, which already accounts for 30% of the supermarket market.

Convenience as a competitive advantage

Another point is the boom of convenience stores, which added nearly 1,000 new units in 2024, especially in metropolitan regions. In addition to being close to the consumer, they stand out for their omnichannel model, which integrates in-store and digital purchases.

With the fast-paced routine, convenience has become a priority. If this reality was already present, it became even more tangible in the post-pandemic period, with consumers already accustomed to receiving an increasingly wider range of products at home. "Small purchases solve situations like grabbing a quick snack next to work or buying a missing ingredient through the neighborhood market app," comments Andrea Eboli.

For companies, this highlights the importance of understanding consumers' small intervals and investing in technological integrations and geolocation. "These behaviors show that the consumer values time and convenience, which paves the way for innovations in logistics and segmented offerings. This is an important perspective for managers seeking to stand out in the market," he adds.

The entry of stores into marketplaces and delivery apps strengthens this trend. Supermarket chains, for example, offer quick pickup options or delivery within minutes, catering to daily urgencies. This fusion between physical and digital stores is creating experiences that reduce the time consumers spend, without sacrificing variety and quality.

Channel integration and the future of the sector

The food e-commerce is still small in market share, but it is growing rapidly. In 2024, more than seven million households shopped online in the sector. Networks that invest in omnichannel strategies, such as personalized research and delivery tools, increase their chances of leading the market.

Andrea Eboli resumes the retail management. There was a time when food consumption was limited to in-store shopping. The winning strategy is to integrate convenience, economy, and experience. Increasingly, consumers value access to different channels, whether in-store or via mobile phone. Those who invest in understanding these preferences will be prepared for the future, he concludes.

2025: what can we expect from the logistics sector?

Vinicius Pessin
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2025: what can we expect from the logistics sector?

With the accelerated dynamics of e-commerce and the increasing consumer expectations for fast and efficient deliveries, the logistics sector has been constantly challenged to reinvent itself. The demand for faster, sustainable, and technologically integrated solutions drives profound transformations that are expected to intensify in 2025. Advances such as the use of Artificial Intelligence (AI), automation, and sustainability are at the center of predictions for the near future of logistics.

The implementation of AI andmachine learningIn logistics operations, it is growing rapidly. According to the DHL Logistics Trend Radar report, approximately 50% of companies already use AI in some way in their operations, and this trend is expected to become even more established by 2025. Advances enable greater efficiency in demand forecasting, route optimization, and warehouse management, bringing benefits to both companies and consumers.

Sustainability in focus

Green logistics is another important point among the expectations for 2025. Customers are increasingly attentive to organizations' environmental practices; therefore, the logistics sector has been investing in solutions such as route optimization, electric vehicles, and reduction of carbon emissions. Commitment to sustainability goals also strengthens companies' reputation, as they continue to align with regulatory requirements and consumer expectations.

Lessons from Black Friday 2024

Promotional dates, such as Black Friday, continue to be a major test for companies. In 2024, the main challenges involved managing unpredictable demand spikes, urban congestion, and limitations in the delivery driver base. Still, with strategic planning, many of these obstacles were overcome. Detailed meetings with clients for growth projections, team preparation, and agile problem-solving were essential to ensure operational efficiency.

A positive highlight was the ability to adapt to adversities, such as heavy rains and fierce competition among delivery drivers. Actions such as bonuses and maintaining a good relationship with delivery professionals helped resolve the main issues.

Celebratory dates, such as Christmas and Mother's Day, also challenge delivery companies. The significant increase in the volume of shipments requires careful planning and effective strategies to maintain the flow of operations. One of the main issues faced is dealing with the lower availability of delivery people, who also want to enjoy the holidays. To mitigate the challenges, bonuses and incentives are frequently used, maintaining the team's commitment.

For year-end deliveries, the logistics sector takes advantage of the accelerated pace inherited from Black Friday. With the operations team still highly productive, adapting to the seasonal peak tends to go more smoothly. The joint planning between logistics companies and retailers is essential for customers to receive their products on time.

In 2025, the logistics sector is expected to be characterized by the increasing adoption of technologies such as AI, automation, and sustainable solutions, aimed at increasing operational efficiency and meeting consumer demands for fast and responsible deliveries. Seasonal challenges, like those faced during Black Friday, will continue to test companies' adaptability, but strategic planning and innovation remain pillars for overcoming adversity.

Retention takes top management concerns

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Retention takes top management concerns

A 30th edition of the Robert Half Confidence Index (ICRH), who interviewed 387 professionals responsible for recruitment in companies across Brazil, revealed the main management priorities at the beginning of 2025. The study highlighted that talent retention has become the managers' greatest concern, closely followed by challenges related to productivity and profitability.

In the previous survey, regarding the second semester of 2024, talent retention ranked third in the priority list. Another highlight was the attraction of professionals, which rose from seventh to fourth position among the main challenges. Conversely, topics such as well-being and career lost relevance, dropping from fourth to fifth place, and from sixth to eighth position, respectively.

“It is no surprise that retention and attraction are gaining priority in a booming job market, with only 3% unemployment among qualified professionals. In this scenario of full employment, companies face harassment from other organizations to retain their best talent while competing to attract new professionals. This requires clear strategies from leaders,” comments Fernando Mantovani, general director of Robert Half for South America.

The 10 biggest concerns for managers at the beginning of 2025, according to the ICRH:

  • Retention: not losing good professionals to the market (60%)
  • Productivity:fulfill obligations more efficiently (56%)
  • Profitability:generating more value, spending less (54%)
  • Attraction:attract suitable professionals for the company (52%)
  • Well-being:promote mental health and quality of life (42%)
  • Remuneration:have competitive salaries and benefits (42%)
  • Technology:understand developments and use them to your advantage (35%)
  • Career:develop and offer growth opportunities (29%)
  • Market information:impacts of politics and economics on business (24%)
  • Working models:adapt and evolve in the adopted model (21%)


“Managers play a central role in defining priorities and engaging teams. Companies that combine operational efficiency, valuing talent and adapting to technological changes have greater potential to achieve their goals. Promoting mental health, offering competitive salaries and creating growth opportunities are essential initiatives in a market as dynamic as today’s,” concludes Mantovani.

AI project, developed by ApliCap, is recognized by AWS

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AI project, developed by ApliCap, is recognized by AWS

A Apply, a company specialized in capitalization, has just had its artificial intelligence (AI) project recognized by AWS (Amazon Web Services) as a success story. This means that ApliCap is among the most innovative companies in Brazil, demonstrating that tradition and technology can go hand in hand.

Using Amazon Bedrock, ApliCap transformed its document validation process for capitalization premium payments. As a result, the processing time dropped from 24 hours to just 1 minute, while the validation cost plummeted from R$3.20 to R$0.01. These changes resulted in an annual savings of R$500,000, consolidating the company's operational efficiency and enhancing the experience of the awarded customers.

When innovation transforms results

A ApliCap is an integral part of a conglomerate founded in 1947 in RS, which has always sought innovation to overcome challenges. The group's CIO, Fabiano Longaray, explains that ApliCap's operation required a profound transformation to meet the growing market demand.

“We operate in a highly regulated market, and the document validation process was manual, requiring a large team. This made it difficult to scale operations without high costs, reports Longaray. The traditional process resulted in approval times of up to 24 hours, which compromised the experience of the winners and hindered the sustainable growth of the operation.

To provide a good experience to the winners of their prizes, ApliCap invested in generative artificial intelligence, using Amazon Bedrock. According to Longaray, the choice was motivated by the constant pursuit of excellence.The main motivation behind the project was to significantly improve the experience of winners, speeding up the prize payment process and ensuring greater operational efficiency.”

Inspiration for the market

The recognition by AWS positions ApliCap as a benchmark of innovation in the Brazilian capitalization market. The project is a demonstration of how technology can be used to transform operations and improve the customer experience without compromising the quality and compliance required by regulatory agencies.

It's just the beginning of a new era of possibilities.Our commitment is to continue innovating to offer the best solutions to our clients and partners. This project is proof that, with the right tools, we can overcome challenges and achieve extraordinary results.”, concludes Diego Zugno, Director of ApliCap.

This success inspires other companies to explore the potential of artificial intelligence to transform their operations and create value for businesses and consumers.

International Data Protection Day: how PIX, Open Finance and LGPD are transforming the digital environment in Brazil

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International Data Protection Day: how PIX, Open Finance and LGPD are transforming the digital environment in Brazil

On January 28th, the International Data Protection Day is celebrated, a date that emphasizes the importance of ensuring security and privacy in the digital world. This is a topic that becomes even more relevant with the growth of PIX, Open Finance, and the use of financial apps like PicPay, Nubank, and Mercado Pago, which are transforming the way we interact with digital services.

PIX, for example, is already the most widespread payment method among Brazilians. The instant payment service, created by the Central Bank (BC), is used by 76.4% of the population. Next, come the debit card (69.1%) and cash (68.9%). The data is in thesearch“The Brazilian and his Relationship with Money”, published by the BC.

Open Finance, in turn, reached 37 million consents in October 2024, with 99% from individuals, representing a 35% increase compared to the 27 million recorded in the same period of 2023, according to the study "Evolution of Open Finance in Brazil," conducted by the international consultancy BIP.  

These advances are a reflection of consumers' growing confidence in sharing information in a structured and secure manner. However, despite the benefits of data sharing, there are still questions about how to do it securely in the financial market, maintaining the balance between innovation and privacy.

“It is essential that both companies and consumers understand the importance of protecting data such as name, address, financial history and consumption habits, ensuring compliance with the General Data Protection Law (LGPD)”, mentions the specialist and CEO of Lina Open X, Alan Mareines.

LGPD: 58% das empresas aumentaram seus investimentos em segurança

The LGPD was created to regulate the use and protection of personal data, promoting privacy and security. However, asurveyPwC revealed that 58% of companies increased their investments in information security after the legislation was implemented. This demonstrates that, although the compliance process is underway, there is a growing awareness of the importance of protecting personal data.

The adaptation of Brazilian companies to the Law has advanced, but still faces significant challenges. According to astudyAccording to Logicalis, only 36% of organizations in Brazil claim to be fully compliant with LGPD, while 43% are in the process of implementing measures to comply with the code. Notably, 6% of companies have not yet initiated specific compliance actions.

“Adapting to the LGPD brings several challenges for companies, such as the need to review internal policies, train employees and implement new data protection technologies. These measures are essential to prevent information leaks and ensure consumer trust,” analyzes Lina Open X CEO, Mareines.

For Mareines, consumers play a vital role in protecting their data. "It is essential to be aware of your rights, such as the right to access, correct, and delete your data, as well as to adopt good practices when sharing personal information, such as verifying the legitimacy of companies and using secure channels," he explains.

How to share data securely?

To share information securely, it is essential to adopt best practices. First of all, make sure that the websites and apps you use are trustworthy and employ encryption technologies. You can check this by looking to see if the address begins with "https" and if there is a padlock icon in the navigation bar.

Additionally, carefully read the privacy policies to understand how your data will be collected, stored, and used. Prioritize services that are transparent and clear regarding these practices.

Adjust privacy settings on platforms and devices to control which information will be shared and with whom. Whenever possible, enable two-factor authentication (2FA) to add an extra layer of protection to your accounts. It is also important to create unique and strong passwords for each account and, if necessary, use a password manager to organize them securely.

Keep your devices and applications updated with the latest versions of software and security patches. Avoid using public Wi-Fi networks to transmit personal data; opt for private connections or, if necessary, use a virtual private network (VPN) to ensure a secure connection. Regularly review the permissions granted to apps on your device, authorizing only access to the information necessary for their operation.

Be cautious with emails, messages, and links that seem suspicious or request personal information. Always verify the authenticity of the sender before sharing any data.

Make frequent backups of important files to ensure you can recover them in case of loss or cyber attack. In certain situations, consider using solutions such as digital wallets or authentication tokens to protect sensitive data.

Finally, stay updated on modern security and privacy practices by monitoring new threats and vulnerabilities. "By following these guidelines, it is possible to share information more securely, protecting privacy and significantly reducing the risks of exposure or misuse of personal data," emphasizes Alan.

10 Benefits of Sharing Your Data Securely

Sharing personal information can offer a range of benefits for both consumers and companies. According to asearchfrom Mastercard, while 60% of executives believe that consumers recognize advantages in sharing their data to obtain benefits, only 44% of users actually see value in it.

For companies, data provides valuable insights into market trends and areas for improvement, contributing to the development of more innovative products and services. Consumers can benefit in various ways by choosing to share their information securely, such as:

1) Personalized services:Shared data allows companies to tailor products and services to individual consumer preferences. A practical example is streaming platforms that suggest content based on the user's viewing history.

2) Discounts and rewards:Many companies offer perks such as coupons, exclusive promotions or loyalty programs in exchange for customer information, encouraging their loyalty.

3) Improved user experience:Data helps companies create more intuitive interfaces and features that meet user expectations, improving the customer journey.

4) Exclusive access:Some features or benefits, such as early access to exclusive releases and events, are only available to those who choose to share their information.

5) Most relevant recommendations:Based on the data, companies can suggest products and services that truly meet consumers' needs, saving time and improving the experience.

6) Improvement of products and services:Feedback and usage data help companies identify flaws and areas for improvement, resulting in more efficient solutions tailored to user demands.

7) Enhanced security:Banks and digital services can use behavioral data to quickly detect fraud, as well as offer more secure and practical authentication processes.

8) Personalized support:Data sharing allows companies to offer more agile and effective technical support, tailoring solutions to the specific needs of each customer.

9) Advances in health and well-being:In the medical field, shared data enables more accurate diagnoses, personalized treatments and continuous monitoring, improving patients' quality of life.

10) Encouraging innovation:Ethically collected data contributes to advances in technology and artificial intelligence, generating benefits that positively impact society as a whole.

“Understanding the importance of data sharing and adopting secure practices can bring countless benefits, both for consumers and companies, promoting a safer and more efficient digital environment”, concludes Mareines.

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