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5 strategies to apply in marketing and earn more at the end of the year

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5 strategies to apply in marketing and earn more at the end of the year

Year-end sales boost the cash registers of Brazilian retailers, and entrepreneurs from various sectors prepare for the date with the expectation of increasing revenue. According to the Leading Sales Index of the Institute for Retail Development (IAV-IDV), the forecast is for a 7% increase in December compared to the same month in 2023.

To contribute to the new perspective, Fabiano Cruz, CEO of Alot agency, a martech specialized in brand building and management with strategies aligned with AI, listed the 5 main transformative actions in marketing to capture more customer attention and increase sales during the end of the year. "It's a very timely moment to calibrate the campaigns in a targeted and aligned way with the target audience. Therefore, everything should start with good segmentation," points out the CEO. He details each step to achieve success. Check it out

  1. Advanced Customer Segmentation

The specialist states that it is necessary to deeply understand the different buyer profiles within the customer base in order to offer more targeted products and services. "An effective technique is RFM analysis (Recency, Frequency, Monetary Value). Recency refers to the customer's last purchase, frequency is how often they make purchases, and monetary value is how much they spend on average," notes Fabiano.

  1. Be aware of future purchasing trends

"Anticipating which products will be most searched is crucial for good results, and we achieve this by analyzing historical sales data to forecast future demand. For example, a retailer notices an increased search for home gym equipment. Upon realizing this, the company increases stock of these products and creates targeted promotional campaigns, meeting the growing demand and maximizing sales," illustrates Fabiano.

  1. Dynamic pricing optimization

Fabiano says that dynamic pricing is important and contributes to an increase in purchases. "By adjusting prices in real time based on consumption behavior, stock, and competition, the company achieves more sales and profits. Understanding this price elasticity and how changes affect the quantity sold allows for setting attractive prices for different products," he/she analyzes.

To illustrate, he explains that a hosting platform changes the hotel room prices based on the query. "During the months of December and January, the website may offer greater discounts on rooms with low occupancy, encouraging bookings and increasing revenue," guarantees Fabiano.

  1. Smart inventory management

Managing inventory efficiently is essential to avoid excessive costs, and demand forecasting provides data and analysis to anticipate which products will be in higher demand.

"It is interesting to perform an ABC classification to categorize items into: A (most important) – items that represent the majority of sales value, B (intermediate importance) – products with a moderate impact on sales, and C (less important) – items with the least influence on revenue. This provides a parameter for when to increase stock, ensuring availability and avoiding stockouts. This improves customer satisfaction and directly impacts cash flow," suggests Fabiano.

  1. Analysis of your social networks

Seeing what your customers are saying about your brand is an excellent thermometer and provides you with valuable insights. Social media monitoring and assessing whether comments are positive, negative, or neutral help understand their perception. If an electronics company sees praise for a new feature of its smartphone on social media, it can highlight this difference in its campaigns. But if there are complaints about the battery, it can offer discounts on accessories like portable chargers. Additionally, proactively engaging with customers by responding to comments and feedback improves the brand's image and allows for strategy adjustments as needed, concludes the expert.

ABcripto launches certification to qualify professionals and strengthen the virtual assets market

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ABcripto launches certification to qualify professionals and strengthen the virtual assets market

The Brazilian Association of Cryptoeconomics (ABcripto) announces the launch of the Virtual Assets Specialist Certification (CEAV), a pioneering program created to train and credential professionals qualified to work in companies providing virtual asset services in Brazil.The program is aimed at areas such as technology, compliance, law, auditing, and for students interested in the segment, becoming a strategic differential in a rapidly expanding market.

"ABcripto CEAV represents a milestone in the qualification of professionals in the crypto assets sector. By promoting quality education, we aim to prepare specialists for technological and regulatory challenges, strengthen trust in the market, and drive the adoption of best practices," says Bernardo Srur, CEO of ABcripto.

Focusing on training in fundamental concepts of cryptoeconomics, CEAV structures its exam into three main modules: fundamentals, business, and regulation. The content covers distributed ledger technologies, smart contracts, tokenization, national and international regulations, risk analyses, and best compliance practices. The exam consists of 30 multiple-choice questions, with four options per question and only one correct answer.  

To be approved, the candidate must achieve at least 70% correct answers (21 questions). Those who reach 50% (15 questions) are entitled to a second attempt at no additional cost. The exam modules include fundamentals such as blockchain and distributed ledger technologies, differentiation between cryptocurrencies and tokens, operation of networks like Bitcoin and Ethereum; businesses involving Web3 services, business models in exchanges, custody, and DeFi (decentralized finance); and regulation, covering Brazilian standards, anti-money laundering measures, and tax issues.

“CEAV is an essential initiative to foster the sustainable development of the cryptoeconomy. Through this certification, professionals have the opportunity to expand their knowledge, adapt to market demands and raise standards of excellence in the sector,” he highlights.Fabio Moraes, Director of Education and Research at ABcripto.

Candidates must adhere to the ABcripto Code of Ethics and Self-Regulation and commit to the continuing education program. Registrations are open, and after paying the registration fee, it is possible to take the exam in a controlled virtual environment. The exams will be held starting from January 20, 2025. The preliminary result is released immediately after the exam is completed. The approved individuals are added to a public list of certified professionals, available on the official program website.

For more information and registration, visit the website at thislink. 

Mercado Livre leads, but Chinese companies register record growth on Black Friday

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Mercado Livre leads, but Chinese companies register record growth on Black Friday

Although it is a recent entrant to the Brazilian market, Temu experienced an impressive growth during this year's Black Friday, intensifying the competition with Mercado Livre and Shopee for dominance in app-based e-commerce.  

According to data fromAppreach, an agency specialized in advertising for apps, Temu recorded a 3,100% increase in downloads and a 4,100% rise in monthly active users (MAU) in November 2024, compared to the same period last year. This rise is directly linked to an aggressive promotional and viral marketing campaign that boosted the app's popularity in Brazil.  

Meanwhile, Mercado Livre maintained its leadership, with a 29.8% increase in downloads and a 23.2% increase in MAU during the same period. The performance consolidates the platform's strength in loyalty and recurrence, demonstrating that the user base remains highly engaged. Shopee also showed positive results, with a 23.5% increase in downloads and a 20.3% increase in MAU, standing out for its balance between user acquisition and retention.  

Temu's growth was the most significant among the three apps, but part of this is due to its very low initial user base, since the app only began operations in Brazil in 2024. In contrast, Mercado Livre and Shopee showed more stable growth curves, reinforcing their position as established leaders.  

"The Brazilian market is experiencing a period of intense competitiveness in e-commerce. Temu has arrived strongly, betting on aggressive promotional campaigns, but Mercado Livre and Shopee remain references in long-term retention and engagement," comments André Sales, CMO of Appreach.  

Acquisition and retention strategies

The strategies varied among the competitors. Mercado Livre focused on its loyal base, using loyalty and engagement programs to increase recurrence. Shopee has strengthened its presence with seasonal promotions and ease of use. Temu, on the other hand, bet on its aggressive market entry by offering massive discounts and heavily investing in digital marketing.  

"Temu has brought a disruptive approach but needs to prove its long-term retention capacity. Meanwhile, Mercado Livre continues to lead in MAU, demonstrating its strength as the preferred platform for Brazilians," concludes Sales.  

With Black Friday marking the start of the peak season for retail, the competition between Shopee, Mercado Livre, and Temu is expected to continue energizing the market. The consolidation of leadership and the acquisition of new users will be crucial in the upcoming major promotional dates.

Impact of the end-of-year festivities on digital trends: Winnin points out opportunities for brands

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Impact of the end-of-year festivities on digital trends: Winnin points out opportunities for brands

A Winnin, a platform that uses proprietary AI to map cultural trends based on internet video consumption, reveals data about audience behavior during the holiday season. With over 600,000 mapped niches and real-time analyses, the platform provides essential insights for brands and companies, highlighting the relevance of the "End of Year" theme starting from the end of September.

The main platforms for Christmas and New Year videos include YouTube and Instagram, which stand out in this scene. In the last 12 months, across all platforms, about 88,000 creators produced approximately 241,000 pieces of content related to these dates. Each video, on average, received 257,000 engagements and 3 million views, highlighting the enormous potential of the season for brands and creators.

In addition to festive content, videos related to the end of the year also attract audiences interested in topics such as religions and esotericism, viral humor, relationships, clothing, fashion, sweets and desserts, food and restaurants, and politics.

“In the Christmas universe, themes such as decoration, festive looks, dinner vlogs and gift unboxings continue to attract attention. But the narrative goes beyond that, exploring the transition from the old to the new year, with New Year's promises and iconic moments of the turn of the year. And of course, the festive mishaps, which are almost a cultural ritual of this time of year, continue as a separate phenomenon, authentically translating the chaos and joy that mark these celebrations”, highlights Pedro Drable, head of strategy at Winnin.

These data highlight how the end of the year is a strategic period for brands aiming to maximize their cultural relevance and audience engagement. The holiday season goes far beyond traditional celebrations, encompassing a variety of interests that authentically connect audiences and brands during the months of November, December, and January. Taking advantage of these trends allows brands to stand out by creating relevant content that not only engages but also strengthens their cultural presence during a time of great collective attention.

With record results, Braé earns R$26 million this Black Friday

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With record results, Braé earns R$26 million this Black Friday

Braé Hair Care, the premium high-performance cosmetics brand, broke its revenue record this Black Friday, the biggest in its history. With discounts of 50% to 70% across the entire site, the company generated R$ 26 million – more than 100% growth compared to 2023, which was R$ 10 million.

With the campaign “Braé like you’ve never seen it before”, the company developed a robust action with different fronts, with influencer marketing at the center of the strategy, which, in addition to converting into sales, brought the brand even closer to its customers and attracted new consumers.

More than 25 big influencers, such as Adriane Galisteu, Deborah Secco, Rafa Kalimann, and Paolla Oliveira, as well as personalities like Gabi Brandt and Gil do Vigor, lent their voices to the campaign. About 50User-Generated Content (UGC) created content to generate experimentation, and over 1,500 affiliates highlighted the brand's exclusive promotions on their networks, resulting in 15% of the company's total revenue. There are more highlights: 300 assets focused on conversion; 150 exclusive contents; and five internal marketing actions.

“The result was exceptional and represents the strength and grandeur of Braé in the beauty market in Brazil. It is gratifying to see the team’s commitment and dedication in achieving such an impressive number. It was a joint effort and exceeded all expectations. I am proud!”, highlights Renato Antunes, CEO and founder of the brand.

Currently, Braé is one of the main cosmetics brands in the hair care market, present in 26 countries, in more than 25 thousand beauty salons and 5 thousand multi-brand stores, in addition to 12 kiosks between the states of Rio de Janeiro and São Paulo.

Chinese hackers: attacks exploit known flaws since 2021

Felipe Guimaraes
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Chinese hackers: attacks exploit known flaws since 2021

The recent attacks allegedly carried out by the Chinese group Salt Typhoon on telecommunications companies and countries – including Brazil – have put the entire world on alert. News reports mention the level of sophistication of the invasions and, more alarmingly, the criminals are still supposedly inside these companies' networks.

The first information about this group emerged in 2021, when Microsoft's Threat Intelligence team released information about how China had successfully infiltrated several internet service providers to monitor companies and capture data. One of the first attacks carried out by the group was through a breach in Cisco routers, which served as a gateway to monitor internet activities occurring through these devices. Once access was obtained, hackers were able to expand their reach to additional networks. In October 2021, Kaspersky confirmed that cybercriminals had already expanded their attacks to other countries such as Vietnam, Indonesia, Thailand, Malaysia, Egypt, Ethiopia, and Afghanistan.

If the initial vulnerabilities have been known since 2021 – why were we still attacked? The answer is, precisely, in how we deal with these vulnerabilities in our daily lives.

Rape method

Now, in recent days, information from the U.S. government has confirmed a series of attacks on "companies and countries"—which allegedly occurred due to known vulnerabilities in a VPN application by Ivanti, in Fortinet FortiClient EMS, used for monitoring servers, in Sophos firewalls, and also in Microsoft Exchange servers.

Microsoft's vulnerability was disclosed in 2021 when, shortly thereafter, the company released the patches. The Sophos firewall vulnerability was published in 2022 and fixed in September 2023. The issues found in Forticlient became public in 2023 and were fixed in March 2024, as well as those in Ivanti, which also had their CVEs (Common Vulnerabilities and Exposures) registered in 2023. The company, however, only fixed the vulnerability last October.

All these vulnerabilities allowed criminals to easily infiltrate the targeted networks using legitimate credentials and software, making detection of these intrusions almost impossible. From then on, the criminals moved laterally within these networks, deploying malware that aided in long-term espionage efforts.

What is alarming about the recent attacks is that the methods used by the hackers of the Salt Typhoon group are consistent with the long-term tactics observed in previous campaigns attributed to Chinese state agents. These methods include the use of legitimate credentials to mask malicious activities as routine operations, making it difficult for conventional security systems to identify them. The focus on widely used software, such as VPNs and firewalls, demonstrates an in-depth understanding of vulnerabilities in corporate and governmental environments.

The problem of vulnerabilities

The exploited vulnerabilities also reveal a concerning pattern: delays in applying patches and updates. Despite the corrections provided by manufacturers, the operational reality of many companies makes the immediate implementation of these solutions difficult. Compatibility tests, the need to avoid interruptions in mission-critical systems, and, in some cases, the lack of awareness of the severity of failures contribute to the increase in the exposure window.

This issue is not just technical, but also organizational and strategic, involving processes, priorities and, often, corporate culture.

A critical aspect is that many companies treat patch application as a "secondary" task compared to operational continuity. This creates the so-called downtime dilemma, where leaders must choose between a temporary service interruption to update systems and the potential risk of a future exploitation. However, recent attacks show that postponing these updates can be much more costly, both financially and reputationally.

Additionally, compatibility tests are a common bottleneck. Many corporate environments, especially in sectors like telecommunications, operate with a complex combination of legacy and modern technologies. This makes each update require a considerable effort to ensure that the patch does not cause problems in dependent systems. This type of care is understandable, but it can be mitigated by adopting practices such as more robust testing environments and automated validation processes.

Another factor that contributes to the delay in applying patches is the lack of awareness about the severity of the vulnerabilities. Often, IT teams underestimate the importance of a specific CVE, especially when it has not been widely exploited so far. The problem is that the window of opportunity for attackers may open before organizations realize the severity of the issue. This is a field where threat intelligence and clear communication between technology providers and companies can make all the difference.

Finally, companies need to adopt a more proactive and prioritized approach to vulnerability management, which includes automating patching processes, network segmentation to limit the impact of potential intrusions, regularly simulating possible attacks to help identify potential "weak points."

The issue of delays in patches and updates is not just a technical challenge, but also an opportunity for organizations to transform their security approach, making it more agile, adaptable, and resilient. Above all, this mode of operation is not new, and hundreds of other attacks are carried out with the same method.method of operation,based on vulnerabilities that are used as entry points. Taking advantage of this lesson can be the difference between being a victim or being prepared for the next attack.

How capillarity in reverse logistics has boosted retail businesses

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How capillarity in reverse logistics has boosted retail businesses

The growth of e-commerce in Brazil has brought many business opportunities, but also major logistical challenges. In 2023, global online sales reached $5.8 trillion, and the construction of new storage spaces exceeded 148 million square meters, according to data from the NAIOP portal. In Brazil, the increasing volume of returns reinforces the need for a network of collection points capable of efficiently serving different regions.

Faced with this challenge, capillarity has become a survival factor for companies seeking to optimize reverse logistics and offer better solutions to consumers.

Challenges of a continental country

In a country with continental dimensions like Brazil, reverse logistics faces challenges ranging from transportation to collection in more remote locations. Electronic devices, such as modems, routers, and set-top boxes, require efficient systems for collection, transportation, and reconditioning or recycling.

Without a well-structured collection network, companies may suffer from high transportation costs, delays and difficulties in meeting consumer demands.

Specialist in telecommunications logistics solutions, PostalGow found in capillarity a way to overcome these barriers. With more than 6,300 Correios agencies and 2,800 return stations equipped to receive, deliver, return, and store packages—spread across the country—the company facilitates equipment returns by consumers in various locations. This structure allows reducing the operational costs of the contracting parties and responding more quickly to the needs of retail and end customers.

Practical and technological solutions

Reverse logistics requires more than a broad network; it also demands the integration of technology to ensure operational efficiency. PostalGow developed the DevolvaFácil platform, which offers integrated solutions for the return of products in an agile and traceable manner. The tool is compatible with the contracting companies' ERP systems, enabling automated management of returns and real-time monitoring of each stage of the process.

Carlos Tanaka, founder of PostalGow, explains that technology is one of the pillars to make operational capillarity. Decentralized collection points, integrated with monitoring systems, ensure efficiency and control. This allows companies to handle demand peaks, such as those recorded on Black Friday, without losing service quality, he explains.

At PostalGow Distribution Centers, strategically located in regions such as Barueri, Manaus, Brasília, and Porto Alegre, the collected items go through sorting, reconditioning, and recycling. This approach ensures that equipment is recovered or properly disposed of, promoting practices aligned with environmental and sustainability standards.

Customer Experience

In addition to optimizing companies' logistical processes, capillarity also improves the consumer experience. The ease of returning products at nearby locations and the offer of incentives, such as discounts or loyalty programs, make the reverse logistics process more accessible.

Tanaka highlights that the proximity between collection points and consumers reduces barriers to product returns. "Facilitating access to return points encourages customer participation and reinforces the company's image as committed to practical and sustainable solutions," he/she states.

Benefits for the retail market

In retail, extensive reverse logistics provides significant gains. Companies reduce their transportation and storage costs, as well as improve inventory management efficiency. The integration of collection and distribution systems with advanced technology also allows for greater predictability and control over operations.

PostalGow, with its "end-to-end" approach, delivers solutions that cover everything from collection to reconditioning and final delivery of equipment. In 2023, the company experienced a 60% growth, strengthening its position as a reference in the reverse logistics sector in Brazil.

LinkedIn Surpasses 10 Million Service Pages, Strengthening Global Entrepreneurship

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LinkedIn Surpasses 10 Million Service Pages, Strengthening Global Entrepreneurship

LinkedIn, the world's largest professional social network, celebrates a significant milestone: over 10 million Service Pages – designed to showcase professional services – created globally, a 48% increase compared to the previous year. In Brazil, the number of entrepreneurs and freelancers offering their services through the platform reached 1.1 million, a 47% increase compared to the previous year, considering that more than 1.23 million service providers are currently registered on the platform.

Recent LinkedIn surveys highlight a global trend: the growing interest in entrepreneurship. Currently, 42% of professionals on the platform are interested in starting their own business or working as freelancers.

This is not only an interest of service providers but also of contractors/buyers: data shows that 80,000 service requests are made weekly on LinkedIn, with an annual growth of 65% in the number of buyers requesting services, and an average of 8 requests per minute. Among the areas with the highest demand are: coaching and mentoring, marketing, and software development/consulting.

“LinkedIn has established itself as the main platform for entrepreneurs and service providers to expand their businesses, connecting professionals with potential clients and new opportunities. In Brazil, the possibility of creating free and personalized Service Pages has been a game-changer for those looking to professionalize their work and increase their visibility. This allows freelancers and microentrepreneurs to showcase their uniqueness and creativity in a practical and accessible way. In a market where independent work is growing rapidly, having a reliable platform that facilitates the exposure of services and connection with clients is essential”, he says.Milton Beck, Managing Director, LinkedIn Latin America and Africa (LTS). 

The first step to start offering services on LinkedIn is to create a Service Page, which functions as a showcase to highlight your services and business, for free. This function aims to help manage proposals, requests, and communicate with potential clients efficiently. To create a Service Page, simply access your LinkedIn profile and fill out the "Offer Services" or "Add Services" section. This will ensure that the profile appears in search results related to the services offered.

ToAndre Santos, speaker, professional mentor, LinkedIn Top Voice and one of the service providers registered on the platform, “LinkedIn not only enhanced the generation of qualified leads but also became the main tool to strengthen my personal and business brand. I have already signed contracts with global companies, thanks to the visibility and reach that the platform provides. It is much more than a social network; it is a professional ecosystem that connects you with the right people. For service providers, it is a complementary channel to build authority, generate business, and strengthen the personal brand.

The growth of Service Pages reflects the evolution of LinkedIn as a space where professionals and companies can connect in a practical and strategic way. All these data show how the platform has adapted to the new market demands, expanding possibilities for both providers and those seeking to hire specialized services.

Qlik Announces Innovations with Accenture, SAP, Databricks and Snowflake, and New Capabilities for Cloud Migration and AI Adoption

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Qlik Announces Innovations with Accenture, SAP, Databricks and Snowflake, and New Capabilities for Cloud Migration and AI Adoption

A Qlik®, a global data integration, analytics, and Artificial Intelligence (AI) company, announced several updates with some of its main partners, including Accenture, SAP, Databricks, and Snowflake, as well as new features aimed at facilitating cloud migration and AI adoption. With this, Qlik aims to support companies in maximizing the power of their data and AI technologies to generate relevant and reliable business results.

Qlik Technology Enables Faster, Real-Time Results for Accenture’s GenWizard

Qlik was selected by Accenture to provide critical support technology for GenWizard, its comprehensive Generative AI platform. By incorporating a Qlik data integration solution, GenWizard is prepared to deliver more accurate, timely, and valuable insights driven by Artificial Intelligence across various corporate functions.

GenWizard acts as an AI platform for companies, helping them scale Artificial Intelligence in application management, infrastructure optimization, and software development. The platform increases productivity, reduces operational costs, and enables smarter decision-making by using Generative AI to automate processes and provide actionable insights. The Qlik Talend Cloud will support the GenWizard "event fabric," ensuring continuous data movement across various systems to provide reliable and responsive AI applications.

"Strong partnerships are the cornerstone of meaningful innovation," says David Zember, Senior Vice President of Global Partnerships and Alliances at Qlik. Our collaboration with Accenture highlights how trust-based relationships generate transformational results for clients. By combining Qlik's real-time data integration capabilities with Accenture's GenWizard platform, we are enabling companies to scale AI initiatives and realize the full potential of their data. Together, we are reducing complexity, increasing agility, and paving the way for AI success.

Qlik Talend Cloud is supporting GenWizard’s core value through:

– Real-time data integration:Continuous data synchronization ensures that GenWizard maintains a real-time environment, essential for accurate AI predictions and insights. By reducing latency, the platform enables faster and more reliable decision-making across various corporate functions.

– Scalable and flexible architecture:Qlik's technology seamlessly integrates with cloud and on-premises systems, allowing GenWizard to be effortlessly scaled across different environments. This adaptability is crucial for companies managing complex and evolving data environments.

– Data integrity and securityReliable validation and data security measures ensure that the data processed by GenWizard are accurate, consistent, and compliant. This reliability is an essential component for building trust in the results generated by AI and maintaining data quality throughout the AI pipeline.

Accenture's GenWizard was designed to help companies harness the full potential of Generative AI by integrating various use cases such as software modernization, infrastructure management, and enhanced data insights. For these AI applications to be effective, a solid database is crucial. The Qlik Replicate solution, part of Qlik Talend Cloud, simplifies data replication and ingestion, ensuring that GenWizard can leverage a consistent and high-quality data pool across different sources.

Qlik Introduces Enhanced Integrations with SAP, Databricks and Snowflake to Drive Greater Value Creation from AI

Qlik also announces the expansion of its ready-to-AI data integration features, offering new improvements for SAP, Databricks, and Snowflake. These advancements enable companies to streamline data workflows, accelerate AI deployment, and obtain faster insights, ensuring that Business Intelligence is built and scaled based on quality, real-time data executed on Amazon Web Services (AWS).

As organizations continue to deepen the integration of AI into their operations, the demand for robust and continuous data management across all platforms has never been greater. Companies need reliable data pipelines that can handle the complexity and volume of data required to feed effective AI models. The latest Qlik updates directly address these needs, reducing barriers to AI adoption by simplifying data connections on industry-leading platforms.

"Companies know that to truly leverage AI, they need accessible, high-quality data. Our latest enhancements build on Qlik's solid integration foundation, making it easier for companies to prepare their data for AI, whether they are using SAP, Databricks, or Snowflake systems," says Drew Clarke, Executive Vice President and General Manager of Qlik's Data Business Unit. With these new features, we are providing the reliable and real-time data environment that businesses need to innovate with confidence.

New features include:

– Expanded SAP OData support:Enhanced integration with SAP Rise and SAP Cloud, facilitating easier migrations to the Cloud and enabling better data extraction for richer insights and greater operational efficiency.

– AI-ready components for Databricks:Enhanced connectivity to seamlessly link real-time data to advanced AI models, enabling faster, more accurate deployments.

– Real-time data connections to Snowflake:New integration improvements that accelerate the deployment of AI insights across the Snowflake ecosystem, optimizing performance and supporting faster decision-making.

These updates represent an important step in Qlik's ongoing mission to enable businesses to achieve tangible AI results. In addition to integration, the Qlik platform offers a comprehensive AI value chain, including advanced analytics features such as Qlik Answers™, which transform unstructured data into actionable insights. By providing a robust solution andend-to-end, Qlik ensures that organizations can easily move from data collection to analytics and ultimately to AI-driven decision making.

Qlik eliminates barriers to cloud migration, paving the way for easy AI adoption across industries

A QlikThere are also new features for cloud migration support for companies, allowing them to leverage AI technologies more effectively. By removing barriers to Cloud adoption, Qlik is helping organizations leverage Amazon Web Services (AWS) cloud computing technology to unlock more value from their data assets and achieve better analytics results.

Recent features such as the launch of PixelPerfect reporting and anonymous access in the Cloud demonstrate Qlik's commitment to bridging the gap between functionalityon-premisesand in the Cloud, facilitating the adoption of AI-ready environments by companies.

"Artificial Intelligence is not just about implementing specific AI technologies; it's about having the right environment to support them," says Brendan Grady, Executive Vice President and General Manager of Qlik's Analytics Business Unit. Our focus has been on paving the way for our clients to migrate to the Cloud, which means providing solutions that remove traditional barriers. By continuing to enable new critical features in our Cloud analytics offerings, we are ensuring that our clients can make a seamless transition to the Cloud and, in doing so, position themselves to leverage the best of AI.

Recent Qlik innovations supporting Cloud and AI adoption:

– Qlik Answers: This AI-driven solution addresses the challenges of unstructured data by enabling organizations to extract valuable insights from vast amounts of this type of data.

– Qlik AutoML:This year, Qlik's predictive analytics platform saw a 40% increase in usage and introduced enhancements such as intelligent optimization andembedded analytics.

– PixelPerfect Cloud Reports:Accurate, high-quality reporting that was previously only availableon-premises, are now fully available in Qlik Cloud Analytics.

– Anonymous access:Provides secure and accessible analytics in the cloud, making it easy for companies to share public data with anonymous users without compromising security

Qlik’s continued investment in removing barriers to cloud adoption aligns with its broader mission of providing data integration and analytics solutions. end-to-endthat enable companies to thrive in a data-driven world. By enabling simplified cloud transitions, Qlik ensures that companies can position themselves to leverage cutting-edge AI technologies, driving innovation, agility, and smarter decision-making.

Intelligent agents: the new era of Brazilian retail

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Intelligent agents: the new era of Brazilian retail

The 2024 CIO Agenda Outlook for Industry and Retail report, produced and published by Gartner, estimated that by 2026, more than 75% of retail companies will adopt artificial intelligence solutions to generate customer data that simulates real information. Currently, only 5% of Brazilian organizations are applying AI, meaning only one in twenty competitors is investing in technology. However, within a year and a half, it is expected that three out of four will have technological processes. In this sense, Yalo, an intelligent sales platform, integrated technology into processes, allowing agility and personalization to enhance a quality experience and offer customers deeper connections regarding their needs and searches.

In recent years, generative AI has been developed and improved in order to become a great ally, generally, for entrepreneurs, shopkeepers, merchants, and retailers in the country. The tool offers significant benefits by integrating systems and software as increasingly intelligent, agile, and qualified agents according to each business model, respecting the diverse personas of the target audience, adopting personalized strategies, and establishing real connections with users.  

"The revolution we are experiencing with artificial intelligence is becoming increasingly accelerated and omnipresent. I believe it will develop even further on a grand scale, perhaps 100 times greater than the changes that have impacted us in the last 20 years. There is an urgent need for us to study, monitor, and align ourselves with the solutions that AI reveals to boost our sales, optimize processes, and simplify journeys, considering employees, agents, partners, and end customers," explains Manuel Centeno, General Manager of Yalo in Brazil.

Intelligent agents are now an evolving reality within small, medium, and even large businesses across all sectors, representing a potential solution generated by artificial intelligence. The integration of an intelligent sales platform, with highly trained assistants, allows for infinite-speed data reading and analysis on any topic.

For João Bernartt, an artificial intelligence specialist, training agents must become part of the routine in companies, aiming to adapt the sales model to reality as quickly as possible. "People need to be prepared to start building relationships with this type of technology, viewing the tool as an ally in their daily lives. I understand that many people have concerns; it is important to investigate and ensure data protection, but we also need to adapt to the necessity of sending emails, with the emergence of the internet, and in this way, we must see AI as an extension of our services, since we are the ones who train it through interactions and questions," she explains.

Between April and June of this year, the Artificial Intelligence in Retail survey, conducted by Central do Varejo, analyzed 307 Brazilian retailers regarding their investments. The information gathered revealed that most of the companies' applications are focused on marketing and sales. The ranking continues with customer service through chatbots (56%), marketing content creation (50%), customer experience personalization (36%), and trend analysis (34%). Other relevant applications are report automation (25%) and fraud prevention (22%).

Since most of it is applied to customer service, investing in intelligent agents is an opportunity that should be prioritized. The automation of retail sales processes remains conversational, but the current AI landscape enables the customer to converse and explain their needs to an engaged and humanized salesperson. The integration of the intelligent platform within a conversational aspect with capable agents translates into a more natural relationship for us. We analyze the moment we are experiencing as a renaissance with the super sellers. We have returned to the conversational style we once experienced, but now we are empowered by our strong ally, technology.

For the future, Yalo plans to launch intelligent sales agents that are being trained with technical skills to serve as sales models, in order to strengthen the implementation of these new technologies in organizations. "In addition to agility and optimization, innovation promises to transform the journey through closer and higher-quality interactions, strengthening relationships to boost sales and promote customer loyalty," concludes Manuel.

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