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Sustainable Marketing: How to Transform Purpose into a Value Strategy

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Sustainable Marketing: How to Transform Purpose into a Value Strategy

With environmental issues gaining increasing attention, sustainable marketing emerges as an opportunity for brands to align their values with consumer expectations. A study conducted by theABIHPEC (Brazilian Association of the Personal Hygiene Industry)reveals that 83% of people believe that consuming sustainable products and brands is one of the ways to help preserve the environment. However, 74% highlight the lack of information on the shelves about which products are truly sustainable.

More than a trend, it is an evolution in the way companies think and communicate their values. But how to turn this intention into a strategy?

“It’s not just about communicating good environmental practices, but about integrating these practices into the company’s DNA and the way it interacts with its consumers,” says Marcell Rosa, General Manager and Vice President of Sales LATAM atCleverTap, a platform specialized in digital marketing and user engagement. "Brands need to go beyond theory, offering solutions that truly have a positive impact on the environment."

What is Sustainable Marketing?

Sustainable marketing involves promoting products, services, and initiatives that not only meet consumers' needs but also minimize environmental impact. This can include everything from the use of biodegradable packaging to campaigns that raise awareness about eco-friendly practices.

However, the challenge goes beyond the product. It is necessary to create an authentic and consistent narrative that connects the brand to its audiences transparently.

"An e-commerce company can use recyclable packaging and offer customers the option to offset the carbon emissions generated by delivery, integrating this action into the purchase flow in a practical and accessible way. In the telecommunications sector, for example, companies can invest in more energy-efficient data centers and offer plans that encourage conscious internet use and digital consumption, reducing users' carbon footprint," explains Marcell.

Sustainable Strategies for Companies

  • Responsible Production: Invest in sustainable raw materials and reduce the carbon footprint throughout the production chain.
  • Green Scanning: Take advantage of technological platforms to reduce resource consumption in campaigns and optimize communication based on data.
  • Consumer Education: Create content that promotes environmental awareness and encourages more sustainable practices.
  • Partnerships with Social Impact: Collaborate with NGOs and initiatives that promote sustainability in a community-based way.

"Companies that embrace sustainable marketing promote positive values and reap tangible results in engagement and loyalty. Major retailers, such as Patagonia and Natura, are clear examples of how supporting environmental causes and implementing innovative practices can turn consumers into true brand ambassadors. Whether through recycling programs, like Natura's, or repair and reuse initiatives, like Patagonia's, these companies demonstrate that aligning purpose and action creates a positive impact for the planet and for business," comments Marcell.

A Green Future for Marketing

Adopting sustainable marketing is not just a survival strategy — it's a way to lead in a competitive market. "Integrating sustainability into the core business is, without a doubt, one of the greatest challenges of the current market. However, as companies and consumers come together for a healthier planet, marketing takes on a new meaning: transforming intentions into real impact," concludes Marcell Rosa.

Silver economy grows: why hire professionals 50+?

Ricardo Haag
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Silver economy grows: why hire professionals 50+?

The job market is not just for young people. Although the global population is aging, the improvement in society's quality of life means that we have more and more active and engaged seniors in their personal routines and even professional ones. The integration of these talents into the corporate environment drives what we call the silver economy, something that, although it is growing increasingly worldwide, still requires greater attention to ensure that this demographic is properly integrated and welcomed into companies.

According to IBGE estimates, the number of elderly people is expected to surpass that of young people by 2031. For the first time in our history, the Aging Index (AI) will be greater than 100, meaning there will be 102.3 elderly people for every 100 young people. This is a direct reflection of the population's active longevity through healthier habits, greater attention to physical health, and medical advances, which also positively impact better mental health, lower medication expenses, and a much more energetic life overall.

Beyond this social and health benefit, the increase in life expectancy is also leading to a greater pursuit by these individuals to stay professionally active – something that is extremely advantageous for companies. After all, what these talents have in abundance is accumulated experience and maturity gained throughout their journey, with greater emotional intelligence in dealing with everyday issues, better understanding of professional relationships, and maintaining them in the long term.

Parallel to this, when a professional has already experienced different economic scenarios, from a booming economy, recession, inflation, deflation, to governments with different positions, all of this makes him develop a better reading of the scenario, analyzing what he has already experienced as a basis for knowing what works or not.

All these attributes are something that no university or master's program teaches, but are built into our professional experience. And that, in fact, is often insufficient for many young talents entering the market, who lack years of experience, as well as the maturity, life experience, and behaviors necessary for a more structured view of various corporate issues.

According to IBGE data, by 2050, Brazil will reach a population of over 40 million people over 60 years old. Instead of distancing them from the market and making them feel useless, involving them in companies by leveraging their experience to adopt more assertive strategies will lead to achievements not only financial but also social, in a way that makes them feel useful and keeps them active in areas they enjoy.

In this adaptation to the corporate routine, however, some precautions need to be taken. In many cases, the arrival of these talents will not have a natural synergy and will require special attention from companies and other members, as obstacles can be created, even by the senior professionals themselves.

There is still a strong belief among many of them that their advanced age will not bring positive achievements for the companies, uncertain that they will be able to contribute to operations and meet the set goals. These concerns can cause them to arrive at the headquarters anxious about their performance, which can be avoided not only through self-understanding and appreciation but also through internal actions taken upon their arrival, encouraging and recognizing their achievements at work.

For the younger professionals, the lack of sensitivity is a significant risk, which will also require companies to take actions that demonstrate the importance of these seniors for business performance and how both can work and learn together. In the end, empathy, effort, and respect from both sides will be necessary for this movement to bear mature fruit for all involved.

A diverse professional environment is not only one that values gender inclusion but also one that internally addresses ageism. Those who learn to deal with heads that think differently and have distinct perspectives, but who, when cared for and valued by everyone, will certainly elevate the achievement of the expected results.

Conscious personalization and retail media: The big marketing trends in 2025

E-Commerce Update
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Conscious personalization and retail media: The big marketing trends in 2025

With the advancement of technologies and the sophistication of digital tools, 2024 has solidified marketing practices marked by creative campaigns and innovative strategies. As brands become more dependent on data and artificial intelligence to connect with consumers, personalization has gained unprecedented prominence. However, with this new power also comes great responsibility.  

Marketing in 2025 will require a more ethical and transparent approach, with brands caring not only about data accuracy but also about how that data is managed and used. Next year promises to be a milestone in the evolution of more human and conscious marketing practices.

Brands will need to connect more deeply with consumers by offering authentic experiences that respect their privacy. Furthermore, the use of e-commerce platforms as communication channels will be essential to win over the audience at the moment of purchase decision, while creating content that provides real value to consumers will become increasingly crucial for building a relationship of trust. Check out what the marketing trends for the next year are

1. Ethical personalization

For All Set's CEO, Leopoldo Jeiressati, marketing is no longer limited to demographic data. The analysis now involves a deep understanding of consumers' emotional and behavioral needs. "The brands face the challenge of connecting genuinely, but this is only possible when there is responsible management of the collected data," highlights the executive. With the growing use of artificial intelligence, brands have access to a vast amount of information, but it is essential that they respect consumer privacy and consent. Sensitive data, such as information about intimate health or pregnancy tests, requires careful and transparent handling.

2. Retail media as a strategic channel

Another major bet for 2025 is retail media, which is establishing itself as a powerful channel for brands to connect directly with consumers at the moment of purchase decision. E-commerce platforms, such as Mercado Ads, have become strategic branding channels, and All Set, a pioneer in the in-house model in Brazil, has been helping brands like Mercado Ads and Pepsico explore these platforms.

According to eMarketer's research, investment in retail media is expected to grow by 30% in 2025. "This trend offers a great opportunity for brands to connect with consumers in a more assertive and personalized way," explains Jeiressati, highlighting the importance of transparency in data use during this process.

3. Use smarter content

Marketing is also advancing towards the creation of smarter content that adapts more dynamically to the consumer's preferences and needs. The focus is on developing content that is not only personalized but also more relevant and less invasive, making better use of data to create communication that makes sense and generates real value.

This movement aligns with a growing desire among consumers for a more authentic and meaningful experience. "The future of marketing will depend on brands' ability to use data to create content that adds value, respecting consumers' choices and privacy," concludes Jeiressati.

A All Set, with its innovative approach and in-house model, is positioned as a reference in data management and ethical personalization. With consumers increasingly attentive to corporate practices, 2025 promises to be a decisive year for brands seeking to balance technological innovation and social responsibility, achieving financial results alongside a positive impact on society.

Tips for starting the year with financial peace of mind

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Tips for starting the year with financial peace of mind

With the arrival of 2025, many Brazilians are looking for ways to start the year with financial peace of mind, but how to establish an efficient organization that lasts throughout the entire year. The financial planning specialist at Me Poupe! Marina Farias shares valuable tips for organizing the budget and achieving financial stability.

The first tip is to review the expenses made in the previous year to identify spending habits and opportunities for cost reduction. "Before thinking about the future, it is important to understand how you spent in the past. Knowing where the money is going, understanding your financial habits, and having the total amount of income and expenses on a daily basis contribute to better control throughout the year. Tools like spreadsheets and apps can help map these patterns," he advises.

Setting clear financial goals is another essential step. Marina suggests using the SMART method, a technique that guides the creation of goals so that they can be easily visualized and, consequently, easier to achieve. "The SMART method helps identify goals and what will be needed to achieve each one. This little word in English also works for Portuguese, meaning to create goals: Specific, Measurable, Achievable, Relevant, and Time-bound, that is, with a specific deadline," he explains.

The construction of a reserve, which some call an 'emergency' fund but can also be called a 'peace of mind' reserve, is also essential for dealing with financial unforeseen events. Marina advises saving the equivalent of at least six months of monthly expenses, investing that amount in daily liquidity investments. "With her, it is possible to be prepared to face unexpected situations, such as periods of low activity. In this way, the person can have more peace of mind to make decisions," she affirms.

A key point to watch out for in such a plan is to avoid debt, and for that, it is essential to control the use of the credit card. Marina suggests always thinking of the number three. "Set a personal limit that does not exceed three times your monthly income, divide it into a maximum of three installments, and monitor expenses in real time. Protect yourself by setting a personal limit. Additionally, if the purchase does not fit within your budget when divided into a maximum of three installments, then it is probably of a very high value, and it is best to plan carefully how many times to divide it to ensure it does not become a burden," he advises.

Finally, Marina emphasizes the importance of continuing to study finance to make more informed and effective decisions. "Those who stop acquiring new knowledge remain stagnant in time. Education is the great ferment of your financial life," he concludes.

Expert reveals how to scale businesses with technology and strategic pricing in 2025

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Expert reveals how to scale businesses with technology and strategic pricing in 2025

Scalability is one of the main goals of entrepreneurs seeking to expand their businesses. Meanwhile, in sectors like accounting, where an increase in clients generally raises the workload and operational costs, adopting efficient strategies is essential to achieve profitability and competitiveness. Among these strategies, the use of technology and well-planned pricing stand out.

According to Gartner, companies that implement automation tools and artificial intelligence can reduce their operational costs by up to 30%. Additionally, adjustments made at the right moments can increase revenue by up to 15% without compromising the customer experience.

ToJhonny Martins, vice-president ofSERAC, a corporate solutions hub specialized in accounting, legal, educational, and technology areas, the balance between innovation and market adaptation is the secret to scaling a business. "Technology is essential for growth. Tools such as online platforms and management software help serve more clients with quality, reducing costs. However, growth requires these advances to be aligned with the value delivered, especially in sectors that depend on recurring services, such as accounting," explains.

For the executive, adopting technological solutions allows companies to automate manual processes, improve productivity, and meet greater demands without the need to significantly expand the physical infrastructure or team. "Technologies like artificial intelligence can optimize routine activities, such as customer service and financial data analysis, freeing up time for strategic decision-making," says Jhonny.

Pricing is another critical factor for the sustainability and growth of a business. According to Jhonny, strategically adjusting prices requires sensitivity to understand customer behavior and the market. "Avoid periods of greater financial sensitivity, such as the beginning of the year, and communicate clearly the added value of the service. When the client perceives the benefits of what you offer, they tend to value the partnership, even with price adjustments," he emphasizes.

Furthermore, the vice-president of SERAC warns that clients who choose only the lowest price tend to switch easily. "Focus on retaining those who recognize the quality and value of your work. These clients not only stay longer but also become advocates for your brand in the market," he concludes.

Check out seven suggestions from Jhonny Martins for successful climbing in 2025

  1. Automate operational processes: invest in tools that reduce manual work and increase productivity.
  2. Invest in digital platforms: expand your online presence to reach new audiences.
  3. Use artificial intelligence for data analysis: identify patterns and make decisions based on accurate information.
  4. Monitor customer satisfaction in real time: feedback tools help adjust services as needed.
  5. Adjust prices based on added value: Highlight service benefits to justify planned increases.
  6. Plan adjustments in strategic periods: avoid moments of high financial sensitivity for the customer.
  7. Focus on retaining qualified customers: prioritize those who recognize the value of your work and build long-term partnerships.

Zapia launches reminders feature on WhatsApp

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Zapia launches reminders feature on WhatsApp

In an increasingly digital and dynamic world, consolidating various tasks into a single app simplifies the routine and enhances productivity. Considering that WhatsApp is already used by 99% of internet users in Brazil, according to the Panorama Mobile Time/Opinion Box survey, Zapia emerges as a practical solution by expanding the functionalities of the most used app by Brazilians. As a personal assistant integrated with WhatsApp, Zapia now offers a new feature to help organize daily tasks: reminder scheduling.

With the new feature, it is possible to receive notifications directly in the messaging app about appointments, meetings, or personalized reminders of any kind. Just provide the date, time, and description of the event, and Zapia will send you a message at the right moment. It is also possible to set daily, weekly, or monthly repetitions, and include details such as location, participants, and notes.

“The launch of reminder scheduling is a natural extension of the assistant’s proposal, which aims to offer practicality in various areas of daily life, helping users stay organized without sacrificing convenience,” says Juan Pablo Pereira, CEO ofScarf.

In addition to reminders, the assistant continues to offer a range of features to simplify daily life and extend the usefulness of WhatsApp. Zapia answers questions on multiple topics, reproduces the writing of texts from photos/images, and can transcribe audio, making message reading easier when it is not possible to listen to them. It also assists in finding nearby places and services and makes personalized recommendations for dining and physical activities, contributing to a more practical and healthy routine.

“This new feature makes Zapia an even more complete and accessible tool, focused on making communication efficient and organized, all with the convenience of being available to users via WhatsApp,” says Pereira.

Tax reform: 2025 will be a strategic year for companies in the Simples Nacional

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Tax reform: 2025 will be a strategic year for companies in the Simples Nacional

With the approval of the regulation of the tax reform through PLP 68/2024, 2025 will be marked as a year of strategic preparation for companies classified under the Simples Nacional. Although more profound changes are only expected in 2026, experts warn that the coming year will be crucial for internal adjustments, assessment of tax regimes, and reconfiguration of contracts.

Non-Simple National Impacts– ForThulio Carvalho, tax lawyer and master in Law from PUC-SPThe companies in the Simples will face new challenges in the competitive landscape. "With the introduction of taxes such as the IBS (Tax on Goods and Services) and the CBS (Contribution on Goods and Services), the tax credit in the Simples system will be limited, which may make negotiations with companies from traditional regimes less attractive, as they will have more advantageous credits," observes Carvalho.

Furthermore, the tax simplification — a central feature of the Simples Nacional — may be affected by the possibility of collecting the Dual VAT (IBS and CBS) outside the regime, scheduled for 2027. "This challenges the practicality logic of the Simples, requiring operational adaptations to maintain companies' competitiveness," explainsGuilherme Di Ferreira, specialist in Applied Tax Law and responsible for the Tax area at Lara Martins Advogados.

Opportunities and practical changes- Despite the challenges, significant progress is on the horizon. Di Ferreira highlights the update of revenue brackets as a positive move, aligned with current economic realities. "These adjustments give companies more breath and allow greater room for growth," says the expert.

Other changes include the review of contracts with suppliers and the adaptation to the new accounting system. Companies renting out their own properties, for example, will no longer be able to choose the Simples regime, while taxpayers must provide tax information in the month following the occurrence of the taxable events.

Planning as a differential- Experts emphasize that 2025 will be an opportunity for companies to review their operations and consider migrating to other tax regimes, such as Actual Profit or Presumed Profit, when it is more advantageous. Furthermore, it will be essential to monitor complementary regulations that will define practical aspects of the tax transition.

“This is the time for planning and analysis. More than ever, Simples Nacional will require strategic management so that companies can take advantage of opportunities and mitigate the impacts of tax reform,” concludes Carvalho.

Bitcoin ends 2024 priced at US$ 92 thousand after historic high of US$ 106 thousand, according to Biscoint

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Bitcoin ends 2024 priced at US$ 92 thousand after historic high of US$ 106 thousand, according to Biscoint

Bitcoin concludes 2024 at a robust level, valued at US$ 92,000, even after a 13.2% retracement from the all-time high of US$ 106,000 recorded in December. With an accumulated appreciation of 110% this year, the cryptocurrency maintains its position as one of the most profitable investments in the financial market, establishing itself as a strategic asset in diversified portfolios.

For Israel Buzaym, communication director of the Bity Group, Bitcoin's performance in 2024 reflects its resilience, even in a challenging global economic scenario marked by high inflation and rising interest rates. "Although these conditions have led many investors to prefer more predictable assets, Bitcoin has proven that it continues to attract strong institutional interest and maintain its relevance in the market," he/she/they highlights.

The correction observed at the end of the year reflects not only the natural adjustment of an upward cycle but also the profit-taking by large investors who entered the market in 2023 and 2024. For Buzaym, this movement is healthy: "The market is maturing, and it is natural to see fluctuations as the regulatory infrastructure and institutional adoption evolve. These corrections are opportunities for technical strengthening."

In the short term, the market is closely monitoring the technical support at $90,000. If lost, prices could retreat to levels such as $86,000 or even $73,000. However, the director of the Bity Group highlights the recovery potential: "If there is a recovery and the asset breaks above $100,000 again, the scenario for new highs will be strengthened, especially with the halving scheduled for 2025."

Buzaym also highlights that Bitcoin’s fundamentals remain solid: “The asset is increasingly integrated as a store of value in large portfolios, in addition to having growing institutional adoption and regulatory advances in key markets. These elements, combined with the reduction in issuance after the halving, could catalyze a new appreciation cycle.”

Despite fluctuations, Bitcoin ends 2024 with an impressive performance, reinforcing its position as a resilient and prominent asset in the global market. Looking ahead to 2025, the focus should be on continuing the development of a more mature and accessible market, capable of sustaining upward trends more consistently," concludes Buzaym.

Virtual reality glasses and other devices will gain protection against hackers

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Virtual reality glasses and other devices will gain protection against hackers

With the arrival of the end of the year, a period marked by holidays, travel, and the search for innovative gifts such as virtual reality glasses (Apple Vision Pro and Meta Quest), smart automotive systems (Apple CarPlay and Android Auto), connected watches, and smart TVs, these devices gain even more prominence in the lives of Brazilians. According to a surveyCommercial Association of Sao Paulo (ACSP)Almost half of Brazilians (46.6%) plan to buy gifts this Christmas, with items such as cell phones, computers, and appliances showing higher purchase intentions than in 2023, with increases of 5.4% and 17%, respectively. Furthermore, a survey of theABCommshowed that, during Black Friday, 37% of e-commerce sales were electronics, many of them intended for Christmas gifts.

Keeping an eye on this scenario and anticipating cyberattacks that may increase alongside the rise of these products, Appdome, a leader in mobile experience protection, announced that its platform now protects applications operating on technologies beyond smartphones, such as streaming systems, augmented reality devices, and smart cars. According to Allied Market Research, the global emerging mobile platform market is expected to grow by more than 20% annually until 2030.

“According to ourGlobal Consumer Survey 2024, the use of mobile services is surpassing web and online services in all markets," said Tom Tovar, co-creator and CEO of Appdome. As our clients expand their offerings to new mobile platforms, it is important to provide protection for these experiences, ensuring the operational efficiencies achieved with mobile app protection on smartphones.

Technological evolution has opened up new opportunities for companies to connect with consumers beyond smartphones and tablets, through devices such as virtual reality glasses, smart clothing, and connected cars. These innovations offer unprecedented experiences in areas such as entertainment, health, and mobility, allowing consumers to interact with brands in new ways.

However, with the growth of these platforms and mobile systems, new security risks also emerge; smartwatches and virtual reality headsets are examples of devices that are already becoming targets for cybercriminals. Hackers can steal personal data, invade accounts, and even manipulate information in connected cars and IoT systems. This reinforces the need for companies to adopt effective security measures to protect their users and businesses, ensuring a continuous and secure experience across different devices while exploring new ways of engagement and growth.

With the release of new features, theAppdome PlatformNow offers quick and effective protection against frauds, bots, malware, and cyberattacks, as well as combating cheating in virtual reality device games such as Apple Vision Pro and Meta Quest. The platform also ensures security for iOS applications on macOS with M-series chips, Apple TV, and Apple CarPlay, and for Android applications on Android Auto, Android TV, and Google Play Games on Windows PCs. Thanks to continuous innovations, Appdome enables Android and iOS developers to expand their presence to other platforms, maintaining robust protection across all operating systems and devices.

According to Jamie Bertasi, Chief Customer Officer at Appdome, “The mobile market is booming. Two years ago, Appdome focused solely on smartphones, but now, with our new AI-powered capabilities, our customers can ensure cutting-edge security, anti-fraud and bot defense on any mobile platform, positioning Appdome as a leader in securing the future of mobile.”

What to expect from Generative AI in 2025?

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What to expect from Generative AI in 2025?

The launch of ChatGPT in 2022 was the catalyst for a series of changes driven by Generative AI (GenAI), enabling a wide range of technological innovations worldwide. Naturally, there are many speculations about what still lies ahead in the coming years regarding the topic, but in 2025, what can be expected in terms of AI trends?

According to the specialist in the area, Paulo Henrique de Souza Bermejo, who has a post-doctorate in Innovation from Bentley University, in Massachusetts/USA, and Executive Certification in Strategy and Innovation, through MiT, some issues in this sense are already being discussed, both in the market and in the field of research.

He highlighted that regarding 2025, one can expect, for example, a more capable and personalized Generative AI. According to him, the major creators of large-scale language models (the so-called LLMs, from English "large language models"), which are a kind of core for generative AIs, continue to evolve rapidly. "Investments are being made to make these models more robust and specialized, capable of generating even more accurate and creative content, as well as functioning in highly specific contexts. Additionally, new features are being added to allow users, including non-programmers, to create their own AI agents by training them with their personal data. This type of functionality, initiated with ChatGPT, is expected to expand to other platforms and LLMs, including those developed by Anthropic, Meta, and Google," he noted.

When it comes to health, Paulo stated that especially diagnoses could become more accurate. "Investments in devices and systems have expanded the capacity and accuracy of AI-based medical exams, directly contributing to improving healthcare services, especially in less privileged regions. This ranges from medical diagnoses to the interpretation of tests and treatment recommendations," he noted. From another perspective, AI-based tools should predict diseases before they manifest, using data from wearable devices (such as smartwatches and other sensors) and integrated medical histories.

Another point raised by the specialist concerns greater integration of advanced personal assistants into daily life. "AI will be integrated into devices such as augmented reality glasses, autonomous cars, and smart appliances, optimizing everyday tasks. This is already becoming a reality in some contexts, through AI agents," explained Bermejo.

And, when it comes to education, it will be more personalized and engaging. "Educational platforms should expand their resources and personalize learning paths based on students' cognitive profiles and interests. For example, students with higher aptitude in mathematics will find it easier to engage in training related to exact sciences, while those interested in arts may excel in courses focused on creativity," he emphasized. In general, according to the specialist, the tools will become increasingly accessible. "Smaller companies and individuals will have access to powerful AIs through low-cost platforms powered by open-source LLMs (i.e., open-source, freely available), such as LLaMA (Meta AI), Falcon (TII), and Mistral (Mistral AI). In this context, online courses and platforms will expand AI education, democratizing essential skills for the future," he listed.

Regarding the labor market, Paulo pointed out that AI could automate many administrative, legal, and financial functions, requiring greater adaptation of the workforce. "It's not about replacing professionals with AI, but about replacing those who do not use AI with those who make good use of it. If AI is not yet helping you with something at your job, stop and reflect: there is very likely something it can make a significant difference in. New demands will arise for professionals who know how to integrate, manage, and regulate AI. For example, until recently, it was hard to imagine job postings for prompt engineers. In 2025, this demand is expected to grow, along with the emergence of new roles," he endorsed.

For Paulo, in 2025, it's not just about speculating what will come, but about preparing ourselves for a world where AI will be increasingly present and indispensable. "The real question is not 'if' AI will be integrated, but 'how' and 'by whom'. And I believe it would be good to ask ourselves if we are ready to harness the transformative potential of this technology," he emphasized.

Responsible AI: Regulation, Ethics and Sustainability

According to the researcher, in 2015, AI regulation will be more prevalent, including in Brazil. "Proper regulations will provide greater transparency, safety, and ethical use of technology. On another front of the issue, responsible AI initiatives have focused efforts to minimize algorithmic discrimination. This involves practices to address distortions caused by training data, as well as improving data diversity," he said.

Paulo also informed that regarding sustainability, AI will be used to optimize supply chains, reduce waste, and improve energy efficiency, especially with the popularization of AI agents in corporate systems. "Furthermore, predictive tools will help monitor climate changes and plan mitigation actions," he revealed.

In the entertainment industry, according to him, AI could generate scripts, music, visual arts, and even complete movies. This should be intensified with the emergence of startups that offer services, including free ones, to create these types of content. "Another point relates to interactive games and simulations, which will be conducted in real time based on user choices. Although the hype around the metaverse has diminished, these technologies continue to evolve, especially in the gaming sector," he detailed.

Paulo also highlighted that AI will be essential for managing homes, cities, and even infrastructure autonomously. Today, as he mentioned, it is inconceivable to think of smart devices without generative AI, so what is expected is a greater connection between AI and the Interconnected Smart Devices (IoT).

Advances and concerns

“Artificial General Intelligence (AGI) differs from AI, including generative AI, in that it is not limited to a specific domain. It is a form of intelligence that can adapt to new situations, solve complex problems, and learn continuously. While LLMs like ChatGPT demonstrate impressive abilities, they are still limited to specific tasks based on the training they received and lack the ability to understand broad contexts or transfer knowledge between different areas in a genuine way. Sam Altman, CEO of OpenAI, recently reported that the challenges for General AI are of an engineering nature, that is, a lot of work, and do not require basically new scientific advances. He added that his company is at stage 2 of 5, and even reported that this can be overcome by 2025”, explained Paulo.

According to the researcher, despite numerous benefits to people, companies, and society in general that can be provided by the conveniences this technology can generate, there is much discussion about the dangers involved, especially regarding ethical, control, and security aspects. "How to ensure that AGI remains aligned with human interests? Who will control this technology? If not properly addressed, it could further widen the gap between nations and social classes, and systems that utilize it could even cause catastrophic impacts if misused. Whether with general AI or even generative AI, I believe that semi-autonomous systems, where the final decision necessarily passes through a human being, are the safest option until these dilemmas are definitively resolved," he concluded.

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