The growing digital transformation across various sectors of the economy has increasingly expanded the demand for technology specialist professionals. A reflection of this is in the survey by the Association of Information Technology and Communication Companies and Digital Technologies (BRASSCOM), which shows that the macrosector of Information Technology and Communication (ICT) in Brazil currently employs more than 2 million professionals.

Runtalent's data, a digital services company that is a reference in IT professional placement, reveals that hiring during the past year was significant not only for organizations in the technology sector. Although the area still concentrates the largest number of job opportunities (37%), sectors such as retail (22%), services (11%), and finance (9%) already represent a significant share of the jobs.

Runtalent's COO, Gilberto Reis, explains that the movement is a reflection of the need for digitalization for companies' survival. "The implementation of technology in organizational processes is increasingly less a matter of choice for businesses, regardless of size or area of activity. As companies need to stay in tune with the main solutions in the technology field, the logical consequence of this is the rising demand for professionals capable of meeting these demands," he explains.

The digitalization trend is also expanding to traditional industries, such as healthcare, with the implementation of digital medical records, teleconsultations, wearables and even more accurate diagnoses; in education, with Distance Learning (EAD), virtual teaching platforms and digital laboratories; and in agribusiness, with the use of drones, IoT (Internet of Things) sensors and data analysis to optimize planting, irrigation and harvesting.

This demand has intensified the search for professionals with skills in emerging areas such as artificial intelligence, cybersecurity, and data science. "Professionals with hybrid skills, combining technological knowledge with strategic business vision, have been highly valued," highlights Gilberto.

The executive also emphasizes that technology is a transformative factor for sectors seeking to optimize processes and enhance the customer experience, for example. He also notes that this scenario represents a window of opportunity for those who wish to enter or reinvent themselves in the job market. "With competitive salaries and remote work opportunities, careers in technology remain attractive. However, it is essential to stay updated and invest in qualifications to keep up with digital transformations," she adds.

“The coming years will be marked by great opportunities for those who want to enter the technology sector. The demand for qualified professionals continues to grow and companies are looking for talent willing to innovate and keep up with digital transformations. This is the ideal time to invest in training and build a solid career in the area,” concludes the executive.

The technological innovations expected for 2025 promise to profoundly transform various sectors, bringing greater efficiency, connectivity, and new business models. The advancement of technologies such as artificial intelligence (AI),machine learning, 5G andblockchainis remodeling markets and creating opportunities in areas such as health, logistics, and finance.  

"The impact of these technologies will be felt across all spheres of the economy. In healthcare, for example, artificial intelligence will be capable of providing personalized diagnoses and treatments with greater accuracy. In industrial production, advanced automation and predictive maintenance will optimize processes, reducing costs and increasing operational efficiency," says Vagner da Silva, coordinator of the Technology courses at Cruzeiro do Sul Virtual.  

Connectivity will continue to be enhanced by 5G technology, which, due to its maturity, will bring significantly higher internet speeds and greater connection stability. These features will enable advances in areas such as autonomous vehicles and telemedicine, facilitating remote medical consultations with exceptional video quality. Furthermore, the Internet of Things (IoT) promises an evolution in real-time data collection and analysis, with applications ranging from precision agriculture to intelligent inventory management in logistics.  

THEblockchainIt also emerges as a pillar of innovation, offering security and transparency in financial transactions and supply chains.A notable example is Drex, a Brazilian digital currency regulated by the Central Bank, which will use blockchain to represent assets such as real estate and vehicles quickly, securely and efficiently.", highlights Silva."

In the job market, automation and AI are driving an inevitable transformation. Although some traditional roles are being replaced, new professions are emerging at a rapid pace. Cybersecurity, data analysis, and software development are expanding fields, while creative and interpersonal skills are becoming increasingly valuable. According to the coordinator, machines can perform repetitive tasks efficiently, but critical thinking, creativity, and empathy are irreplaceable human skills that will be differentiators in the future market.  

The integration of these technologies into organizations presents challenges, such as resistance to change and the need for training. According to the specialist, overcoming these barriers requires a human-centered approach.Companies must invest in continuous training and create a culture of innovation that allows employees to feel part of the transformation process.", explain."  

By 2025, the landscape is one of a technological revolution that redefines both economic opportunities and human interactions. Companies and professionals who adapt quickly will have a significant advantage in this new digital landscape.  

The Instant Payment System (SPI) has solidified its absolute leadership in Brazil in 2024, redefining the way Brazilians conduct financial transactions. To give an idea, according to data from the Central Bank, 76.4% of the population adopted Pix as the main payment method, surpassing debit cards (69.1%) and leaving physical cash in third place (68.9%). With impressive numbers, the payment method processed around 42 billion transactions in the year, moving more than R$ 17.2 trillion.

This historical performance reflects not only the massive adoption by Brazilians but also Pix's ability to keep up with the country's main demands. Proof of this was the new record set on November 29th, when the payment method reached 239.9 million transactions in just 24 hours, driven by the payment of the first installment of the thirteenth salary.

In this context, the year 2024 was also marked by innovations in the instant payment ecosystem, with a focus on facial recognition, which brought even more security and convenience to the system. In addition to enabling quick payments, technology has revolutionized the onboarding process for new clients, allowing users to verify their identities quickly and efficiently. When capturing the face image, the system validates the information in seconds, eliminating the need for traditional and time-consuming methods, thereby increasing inclusion and confidence in the use of Pix.

For Ariel Salles, Vice President of Technology at Avivatec, a company renowned for technology solutions for business and the financial market, the implementation of facial biometrics is a milestone in the security of instant payments. "This method provides authentication that makes attempts at fraud, such as the use of stolen or forged passwords, more difficult. Its application in instant payments ensures that only the legitimate user can authorize the transaction, making the process safer and more efficient. This is essential as the volume of digital transactions grows, as it strengthens consumer trust and helps maintain the integrity of financial systems," he comments.

In addition to these innovations, other cybersecurity measures were essential to protect digital transactions. Multifactor authentication (MFA) has been widely adopted, reducing the risk of fraud by up to 99.9% and ensuring data protection during transmission and storage. In addition, continuous real-time transaction monitoring was also crucial, allowing for the quick identification and neutralization of threats.

Regulation and Pix by proximity

Another important milestone for the instant payment system in Brazil was the regulation and approval of Pix by approximation, which is already in the testing phase and will be available for use by all users from February 5, 2025.

With NFC (near field communication) technology, contactless Pix will enable quick and secure transactions simply by bringing devices like smartphones or cards close together, without the need for a password. Ideal for low-value payments, this new modality will bring more speed and convenience, further increasing the adoption of the tool as the main payment method in the country.

“NFC technology allows devices to communicate quickly and efficiently when brought close to each other, without the need for physical contact. This makes the payment process much faster, especially in everyday situations, such as shopping in stores or on public transport. The absence of a password or PIN also makes transactions more convenient and faster, meeting the growing demand for simple and efficient solutions in the payments market,” he concludes.

With these security measures and new technologies, 2024 has established itself as a year of transformation for instant payments in Brazil. Pix remains the main payment tool, providing Brazilians with more speed, security, and convenience in their daily lives.

According to the reportGlobal Self Service Technology Market Size, Forecast 2023 2033, The self-service technology market is expected to register a Compound Annual Growth Rate (CAGR) of 8.3% until 2033, reaching a value of USD 80.4 billion. In this context, as self-service continues to rise, Guilherme Mauri, CEO of theMy Little Farm,Retail technology startup operating under the autonomous convenience store franchise model states that by 2025, significant advancements are expected for these technologies, highlighting customer loyalty programs such as shopping clubs and cashback, as well as a potential reduction in costs for solutions that utilize cameras, artificial intelligence, and sensors.

“In Brazil, although we do not yet have the most advanced technologies on the market, we have very efficient solutions with low friction for the consumer. The trend is for technologies used in markets such as China and the United States to become more accessible, allowing for wider adoption. The combination of efficiency and cost-benefit will continue to be a differentiator,” says Mauri.

According to the executive, three technologies will be trends in self-service in 2025, check it out:

Artificial Intelligence (AI)According to the Artificial Intelligence in Retail research, 53% of retailers still do not use AI in their operations, and of these, only 7% intend to continue without implementing the technology in their businesses. At the same time, the study revealed that 84% of players using AI reported increased efficiency, while 39% observed improved customer satisfaction and 36% recorded increased sales.

In this scenario, Mauri states that AI will be essential to optimize the self-service experience. "Technology will enable advances such as product identification by cameras, innovations for authentication, and even store openings. These features, integrated into the operating system, will bring greater security, efficiency, and agility for both operators and consumers," he explains.

According to the executive, integrated AI systems can understand customers' shopping habits, offer specific promotions, and even optimize the store layout to enhance the experience.

Customization softwareAccording to data released by Salesforce, 73% of customers expect more personalization as technology advances. In this way, Mauri emphasizes that personalized service will be more evident due to the analysis of data provided by software that captures and organizes information in a structured manner. "Through understanding the profile of consumers, their preferences, and purchasing habits, it will be possible to make more targeted suggestions and promotions for each customer," explains the CEO of Minha Quitandinha.

Frictionless purchasingFinally, Mauri states that improving the customer shopping experience through more user-friendly systems with fewer steps to complete in self-service systems is something that can change the game in the supermarket sector. "The models adopted by supermarkets in general are still self-service software based on Windows, which is a less user-friendly system compared to Android and iOS, which are more modern. In addition, the excessive number of steps the customer has to go through to complete the purchase, along with the various errors that appear during the process, discourage consumers from using these systems at the time of purchase," explains.

Recently, Minha Quitandinha launched QPay to the market, a custom-made software for the autonomous store sector aimed at improving the buying and selling journey for both the shopper and the retailer. According to Mauri, the system had to be created in a more user-friendly and frictionless way for the customer, since the customer does not have access to a store attendant to assist them. "This model has proven to be a great success compared to the previous model. The truth is that the self-service market is an irreversible path, and therefore, proximity and convenience models will be increasingly demanded by consumers. Companies that manage to integrate accessible, efficient, and secure technologies will have a significant competitive advantage. In Brazil, the ability to adapt global solutions to our economic and cultural context will be essential for success in this market," concludes Mauri.