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Who has never wanted a personal assistant? AI personal assistant answers questions and fulfills requests

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Who has never wanted a personal assistant? AI personal assistant answers questions and fulfills requests

Com o tempo cada vez mais escasso, buscar por ferramentas que auxiliem nas tarefas diárias se tornou imprescindível. E a inteligência artificial se tornou uma aliada incrível. As is the case of theScarf, assistente pessoal inteligente no WhatsApp. Ela é capaz de responder dúvidas, fornecer dicas personalizadas e auxiliar em diversas atividades. De pesquisas rápidas a atividades complexas, a assistente otimiza o tempo e descomplica a vida, permitindo que se concentre no que realmente importa. Isso porque ela se posiciona como uma especialista independentemente do assunto, conforme as necessidades do usuário.

Um exemplo é com a assistência de compra de produtos, com muitos detalhes técnicos como, por exemplo, um celular. A IA consegue trazer as especificidades dos modelos atuais, indicando a melhor opção de compra conforme suas necessidades. Com um comando certeiro, a ferramenta consegue ser uma auxiliar perspicaz.

“There are many possibilities with AI, but the use of intelligent assistants as experts in various subjects, who still respond in seconds and are available 24 hours a day, makes life easier, because it avoids hours of research through other means such as Google, YouTube, etc. Furthermore, very soon it will be able to perform some actions for us,” explains Michele Chahin, VP of marketing atScarf.

Check out some scenarios in which an AI personal assistant can deliver results with expertise:

Make everyday life easier

A assistente pessoal inteligente pode transformar o dia a dia em uma experiência mais prática e eficiente. Com a capacidade de transcrever áudios, ela garante que não se perca nenhuma informação importante, mesmo em momentos em que não seria possível ouvir a mensagem.

In addition, Zapia can summarize news and, as it is always connected to the internet, it can provide real-time data, such as weather forecasts or traffic conditions, further optimizing your routine.

Outra funcionalidade prática é a possibilidade de encontrar serviços e restaurantes próximos, necessitando apenas enviar uma mensagem pelo WhatsApp para a assistente virtual.

Schedule reminders

Com a função “Lembretes”, é possível programar compromissos personalizados para qualquer evento, reunião, etc. 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.

Stay healthy

Para uma vida mais saudável, a IA é especialista em recomendar restaurantes fitness, criar receitas específicas de acordo com suas restrições alimentares ou plano alimentar, e até mesmo analisar fotos de pratos para fornecer informações nutricionais detalhadas.

Também vale pedir ajuda com roupas para correr uma maratona, fazer pilates ou usar na academia, assim como solicitar dicas de tênis ideais para seu tipo de exercício.

No caso de atividades mais intensas, a IA também atende pedidos de orientação para montar treinos, com detalhes específicos sobre período de exercício, horários disponíveis e que rotina seguir. No caso de uma maratona, é possível pedir, por exemplo, um plano de preparação para uma maratona de 3 km, durante 3 meses e apenas atividades noturnas.

Product recommendation

Com a especialidade em recomendação de produtos, a ferramenta auxilia a comparar modelos, pesquisar preços, apontar o melhor custo-benefício e entender quais marcas são compatíveis com sua necessidade. Isso é vantajoso porque dessa forma a IA consegue entender suas preferências e facilitar na hora das sugestões futuras.

Outra possibilidade é coletar dicas para presentear alguém especial. Sejam parentes, amigos, parceiros ou conhecidos, chatbots de IA conseguem responder com boas sugestões, assim, você se preocupa apenas em guardar a memória do presente sendo entregue à pessoa especial. O recurso também serve para procurar produtos pessoais, de forma geral. Desde roupas, acessórios, móveis ou itens de cozinha, a IA apresenta itens, lojas, descontos, promoções e instruções complementares.

Christmas without delays: how delivery companies prepare for high demand

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Christmas without delays: how delivery companies prepare for high demand

The moment a customer receives a purchase at their home is when the actual contact between the company and the consumer occurs. First impressions matter, and a lot; therefore, having a good delivery logistics process is essential for businesses of all sizes, and something to reinforce during major dates like Christmas.

As one of the most important dates for commerce in the second semester, it has everything to be a busy and lively day for those running promotions. Therefore, planning an efficient delivery logistics is very important.

To help traders, theJoy, a startup focused on mobility and logistics markets, uses its years of experience in the industry to provide five tips on how to implement intelligent delivery logistics, thus ensuring the best possible experience for buyers.

1- Plan ahead

Consider other past commemorative dates. Provide data on how sales were during these periods to get an idea of how the second Sunday of August will be and how this could impact your business logistics. Especially considering Christmas, it may be necessary to hire more labor or improve the storage space to optimize it, among other factors to be considered. The investment is worth it to ensure a high level of service.

2 – Pay attention to deadlines

Have you ever thought about waiting for a package that had an estimated delivery date and still not receiving the product? That's right, I bet I would never buy from that place again! Therefore, paying attention to deadlines greatly influences the customer experience and should be taken seriously, especially when there are dates that tend to be busier. There are high chances that more orders than usual will be placed.

3 – Offer options

If possible, offer customers more than one receiving option, such as early deliveries, collection points, or in-store pickup. By combining the customer's needs with product availability, this diversification is a great option for companies to offer consumers.

4 – Planning delivery routes

Christmas falls on a Wednesday this year, so many companies are提前 their deliveries. If your business makes same-day deliveries, make sure to plan your routes by considering neighborhoods near major avenues and outlining alternatives to avoid traffic lights and congestion zones.

If possible, collect data from the regions that buy the most from your business and use this information to your advantage to carry out this planning.

5 – Let the customer know where their purchase is

Last but not least, keeping the product tracking information up to date is beneficial for your customers' shopping experience. So, whenever possible, make sure to inform whether the goods have already been shipped, are in transit, or have already been delivered.

When we make planned purchases, such as during Christmas when people already have a specific gift in mind, it is common to create expectations and feel anxious to finally have the purchase in hand. Therefore, having a device that allows you to track the order is very powerful.

Inventory management and automation: the key to avoiding financial losses in retail

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Inventory management and automation: the key to avoiding financial losses in retail

In the retail sector, inventory is considered one of the main financial assets. However, according to a survey by HSR, a market research firm, less than 40% of retailers invest in inventory management systems. The importance of adopting efficient management and process automation has proven to be essential solutions to minimize errors, optimize resources, and prevent financial losses.

"Effective management is essential for the growth and stability of a company. Investing time in recognizing and correcting the most common mistakes can optimize services and make daily operations easier, avoiding unpleasant surprises and even ensuring more opportunities for business," says William Santos, commercial director of VarejOnline, a company specializing in technology for store, franchise, and point-of-sale (POS) management.

VarejOnline serves networks such as Grupo L’occitane, Decor Colors, Petland, among other major operations; the experience in the segment allows William to bring insights on the subject. The specialist highlights some simple actions that can transform your retail reality and prevent financial problems. Check it out

1. Have daily cash control

Many franchisees neglect daily cash control, which can lead to discrepancies and significant losses in the medium and long term. William emphasizes the need to record all transactions, from large sales to minor expenses, including in-person sales and e-commerce.

“A disorganized cash register can snowball. Setting aside time every day to focus on this management is essential. To make things easier, the solution is to implement a cash register system and ensure that it is followed and updated constantly,” he explains.

2. Separate personal and business finances

It is common for some retailers to mix personal finances with business finances, especially when they manage more than one point of sale.William warns that this practice can obscure the true view of the unit's performance and create serious fiscal and cash flow problems. The solution is to establish separate bank accounts for the company and personal use, ensuring a clear separation.

3. Ensure that seasonal expenses are anticipated

Seasonal expenses, such as quarterly taxes, license renewals, and stock replenishments during holidays, often catch franchisees off guard. If there is no planning, these expenses cause hardships that could be avoided. William recommends creating a detailed payment calendar that considers these seasonal expenses and helps to allocate funds appropriately.

4. Value the analysis of financial data

Regularly analyzing the company's budget data can ensure franchisees identify patterns, trends, and areas for improvement. Therefore, keep your control up to date and monitor carefully.

“It is important to dedicate time to periodically reviewing reports and seeking insights to optimize the franchise’s financial management. Today, management systems, the famous ERPs, can present key data to retailers, or even connect with APIs to customize operations according to the needs of each business,” explains the specialist.

5. Invest in training and financial education

It's not enough to have management tools and not know how to use them, or even understand the subject. William encourages owners to constantly seek courses, workshops, and resources that help them improve their financial skills and those of their team.

“Knowledge is a powerful tool. Some ERP companies even include employee training when offering the solution. This makes management smarter and reduces business vulnerability,” he concludes.

Benefits of AI impact customer service

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Benefits of AI impact customer service

Society has been dealing, especially in recent years, with a technological revolution in various fields of activity. In this way, the theme is always on the agenda in the market, drawing attention to Artificial Intelligence. The term has transformed the way companies handle their processes and objectives, generating frequent debates and concerns related to its use. From the consumer's perspective, with the use of advanced algorithms, it is feasible to identify needs, find better ways of targeting, and offer solutions that align with expectations, a true personalization of service.

Artificial Intelligence and new opportunities for business

According to a Microsoft survey, 74% of Brazilian micro, small, and medium-sized enterprises use Artificial Intelligence in internal management. Thus, 63% worldwide achieved performance and profitability gains, according to the Global Tech 2023 report. The reason for this comes from the fact that the tool offers unique benefits for companies, such as the ability to process and analyze large-scale data quickly and securely. In this way, there is an identification of patterns, allowing for the visualization of emerging trends. Furthermore, it generatesinsights to forecast future demands or new opportunities.

In this way, it has a strong impact on market competitiveness and decisiveness in decision-making. "There is no way to escape this scenario: those who refuse to adapt to the"tech will fall behind, become outdated, and miss incredible business opportunities. The ideal is to allow adjustments according to the brand's possibilities and challenges, incorporating precise strategies to improve results," indicates Tiago Sanches.head Total IP sales.

The impact of AI on the customer journey

It is clear today how the application of the mechanism provides entities with an improved understanding of the target audience, understanding their habits and preferences with greater certainty, consequently offering satisfying experiences. In this regard, the marketing and customer service departments make good use of the ability to personalize contact with thousands of potential buyers.  

According to McKinsey, places with AI in the routine increased transactions by up to 30%. Gartner predicts that by 2025, 80% of interactions will be driven by innovation. "These numbers make even more sense when we analyze after-sales, as they significantly increase the likelihood of conversion and loyalty. The assistance provided to the user makes all the difference here, considering how to ensure more proactivity, speed, and exceeding expectations," reveals Sanches.

Logo is an excellent choice for companies wishing to position themselves ahead of the market and elevate their level compared to the competition. "Currently, with frequent variations in the technological context, adaptability proves to be an essential factor to ensure relevance. The adoption of solutions that enable this circumstance not only makes the client happy but also brings productivity, efficiency, and agility to the demands," he explains.

Within the marketing context, it translates into product recommendations that are indeed crucial to the audience, impactful campaigns, and the centralization of the individual in each process.

The strategic implementation of the tool

According to the Global AI Adoption Index study, in Brazil, 41% of companies have already integrated Artificial Intelligence into their operations. In the financial aspect, an annual compound growth rate (CAGR) of 31.22% is expected over the next five years, indicating expansion across various sectors. "Still, not everything is flowers, and to harness all this potential, it is essential to go beyond operational tasks. Through automations and integrations with other systems, the maximum is extracted from the machine, focusing on intelligent guidance," indicates the specialist.

Among the challenges along the way, lack of technical knowledge and difficulty adapting tend to be common. In the survey, 17% of companies reported limited skills and lack of experience in the field. To achieve success, it is beneficial to have partnerships mediating the project. At Total IP, in addition to having a multi-technology and highly skilled team, we offer services focused on communication between humans and modernization, such asOmni Robot,Omni Chatand AI About the Transcriptions," points out the manager. Thus, an adequate investment is ensured, secure under the General Data Protection Law (LGPD), with good results and effects already in a short period.

Eu Entrego grows 30% on Black Friday 2024

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Eu Entrego grows 30% on Black Friday 2024

A Eu Entrego recorded a 30% growth on Black Friday this year compared to 2023. During the event, the logtech achieved an average of 42 deliveries per minute in 430 different cities.

The home appliances and fashion sectors led the most popular categories on the platform, while the state of São Paulo was the highlight in terms of shipping volume, followed by Minas Gerais and Rio de Janeiro.

One of the major differentiators this year was the efficiency of the Metropolitan Hubs. These distribution centers, strategically located in urban areas near the main consumer hubs, have significantly accelerated delivery times. With products closer to the end consumers, Eu Entrego ensured greater agility, even during peak demand, providing an even more satisfying shopping experience.

Furthermore, the company reinforces the role of technology in its success. "Our exclusive system, based on Artificial Intelligence, enabled real-time route optimization, ensuring speed and efficiency in shipments, even during peak demand times," highlighted Vinícius Pessin, CEO and co-founder of Eu Entrego.

“This year’s Black Friday was a milestone for us, demonstrating the impact of our preparation and team integration to ensure customer satisfaction and agility in deliveries,” concluded Pessin.

Digital Hypercollaboration: The Human Factor as a Driving Force for AI Projects

Cassio Pantaleoni
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Digital Hypercollaboration: The Human Factor as a Driving Force for AI Projects

When developing a well-crafted digital strategy, we cannot suppress the possibilities of hyper-collaboration. Advances in artificial intelligence (AI) and multimodal language models (LLMs) provide a distinct way of interaction between humans and machines. Meanwhile, thinkers like Jaron Lanier warn that this should not be a reason for the dilution of human values and creativity. On the contrary, the human factor is the essential engine that drives innovation and productivity in the digital universe.

Lanier, often called the "father of virtual reality," explains that technology should enhance human expression, never hinder it. Your works highlight the importance of authorship and individual contribution to a fairer and fundamentally more creative system. This vision aligns with the capabilities of AI models, such as LLMs, which operate multimodally — processing text, images, sound, and even video to provide more substantial insights and results. Still, such tools reach their full potential when guided by human intuition, empathy, and inventiveness.

Talking about hypercollaboration means discussing a kind of harmony between human possibilities and the instrumental supports of AI. For example, in complex projects, LLMs can provide data, analyses, or initial ideas that can guide many human intuitions. Basically, this serves as a foundation capable of being used to conceive, based on complementary human abilities, extraordinary ideas. Multimodality broadens the scope of this collaboration, allowing professionals to combine languages, images, and sounds to create richer and more engaging narratives.

There is, however, a certain risk in this model. As Lanier emphasizes, if human contributions are assumed by systems that merely replicate existing data, the human touch disappears. This is where the preservation of creativity becomes crucial: recognizing that the human role is not just to operate machines, but also to be the visionary, the storyteller, and the innovator within this context.

When well directed, digital hypercollaboration fosters an era of unprecedented productivity. AI models can generate solution sketches, and the human factor refines these creations to meet cultural, ethical, and behavioral needs. By valuing human capabilities, we ensure that technology remains an instrumental addition and thus enables consistent competitive advantages.

Keeping this seemingly simple idea as the destiny of technology allows us to exalt the union of forces between humans and machines, ensuring that the entire ongoing journey of digital evolution is still a truly human and productive journey.

In 2025, the Technology sector will lead job creation in management positions in Brazil

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In 2025, the Technology sector will lead job creation in management positions in Brazil

According to recent projections by the International Monetary Fund (IMF), Brazil is expected to grow by 2.2% in 2025, with the unemployment rate remaining stable at around 7.2%. The scenario of moderate growth and gradual stabilization of the economy next year is expected to influence companies' priorities, which will seek not only efficiency and cost reduction but also innovation and sustainable growth strategies. The analysis is from Grupo Hub, an HR consulting firm with recruitment, selection, and people development solutions, with over 10 years of experience and clients such as Ambev, Google, Natura, Santander, Stellantis, and Vale in its portfolio. According to the company, in light of the expectation of an adjustment phase in 2025, advances can be expected in strategic sectors that promise to stimulate the labor market, especially for managerial positions.

According to Victor Fazzio, senior partner of the Hub Group, the Technology sector will remain buoyant in 2025, leading job creation for managerial positions. In 2024, 25% of the positions worked on by the consultancy were allocated to the segment. Next year, the Brazilian economy will present growth opportunities for companies and professionals willing to invest in innovation, digitalization, and sustainability. Knowledge in these areas will be competitive differentiators across all sectors, especially for management and executive positions, which will need to combine technical and strategic skills, highlights the executive.

The growth of artificial intelligence, cybersecurity, blockchain, and data analysis is expected to boost the advancement of digital transformation across various industries. Skills such as adaptive leadership, change management, and strategic vision will be in high demand.

The consultancy lists, below, the positions that will be in demand in 2025.

Chief Technology Officer (CTO)

Responsible for leading the technological strategy, this professional will be essential in guiding innovation in digital products and services in a market that is constantly changing.

Artificial Intelligence (AI) Specialist

AI is becoming essential for optimizing processes, predicting trends, and personalizing customer experiences across various sectors, from finance to healthcare. Specialized professionals will become increasingly necessary to develop, train, and fine-tune AI models, ensuring that the technology is used ethically and efficiently.

Chief Information Security Officer (CISO)

Cyberattacks increased worldwide in the first half of 2024, including in Brazil, according to the Threat Intelligence division report of Check Point Software. With the escalation of this scenario, there will be high demand for professionals who ensure data security.

Cyber Security Specialist

Digital security is a constantly evolving field, not only due to the increase in cyberattacks but also because of the complexity of data protection regulations (such as LGPD in Brazil and GDPR in Europe). Companies will need specialists to protect sensitive data, assess risks, and develop security strategies against threats.

Data Science Manager

A study conducted by McKinsey & Company showed that companies that use digital data intensively have experienced above-market growth, including boosting their EBITDA. The use of data for business decisions will continue to drive demand for leaders in data science and analytics.

Data Analyst/Big Data

With the exponential growth of data, qualified professionals will be needed to analyze it, generating actionable insights that support decision-making. The Data or Big Data Analyst helps extract value from data, which is now crucial for competitiveness, process optimization, and identifying new business opportunities.

Analysis Manager

In addition to data analysis, efficient management of analytics operations and transforming insights into strategic actions are necessary. The Analytics Manager leads teams and projects, aligning data analysis with business objectives, becoming essential to ensure that analytical insights generate real value.

Cloud Engineer/Specialist

With the migration of many companies to the cloud, due to the scalability and cost reduction it provides, cloud specialists will be in demand to implement, maintain, and optimize infrastructures. These professionals are crucial to ensuring the security, efficiency, and compliance of systems and data stored in the cloud.

Startup Beorange has already helped customers save R$5 million in 2024

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Startup Beorange has already helped customers save R$5 million in 2024

Beorange's clients have already saved approximately R$5 million together on improper payments in 2024, and additionally, the savings from tax optimization will reach R$3 million next year. And to further improve the lives of companies, in 2024, Beorange takes a new step: with the acquisition of Hrelp, it now integrates comprehensive Human Resources management into its platform, becoming a leader in administrative intelligence.  

"Beorange is a comprehensive platform for business management. To give an idea, in Brazil, today, 30 to 40% of companies go bankrupt within five years. Since Beorange started in July 2022, we have not lost any clients due to business closure. Additionally, 91.3% of our clients have positive cash flow," emphasized Beorange's CEO, Myle Pontes.

The positive feedback from Beorange clients is mainly because the platform integrates all accounting and administrative services in one place. "The entrepreneur has a complete view of their cash flow, and with our consulting, we help them allocate their money better to balance the accounts. We combine human expertise with technology to offer the best and to make the entrepreneur confident so they can focus their efforts on growing their company," added Myle.

Furthermore, through the startup's platform, the Beorange client can access crucial information for their business, managing the operations and trusting the data. "It's a time-saving measure in administrative processes and beyond; moreover, our consultative approach also results in savings, whether through avoiding improper payments or tax optimization," said the executive.Complete administrative intelligence

In November 2024, Beorange announced the acquisition of another startup, Hrelp. With this acquisition, in addition to accounting, personnel management, and financial services, the platform now integrates complete Human Resources management, from hiring, promotion control, vacations, and the entire employee development journey. With the adoption of this new technology, Beorange is a leader in administrative intelligence for companies. The expectation is to launch HR management to the market in January 2025.

But why the term administrative intelligence? Myle explains that the technology developed by Beorange uses different approaches, including process automation and artificial intelligence for business management. "Our purpose is to make administrative management less bureaucratic and more intuitive, using technology to benefit the business," he/she/they added.

The biggest strategic technology trends for 2025

Rodrigo Costa
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The biggest strategic technology trends for 2025

As we approach 2025, the global technological landscape is rapidly transforming, driven by innovations such as generative Artificial Intelligence (AI), quantum computing, and advanced robotics. With this evolution, it is essential for business leaders to stay updated on emerging trends that are shaping their sectors.The coming years promise to bring significant opportunities for growth, efficiency, and transformation.

Continued advancements in AI, quantum computing, and human-machine interaction are the main drivers behind the list of 10 technologies that IT leaders should watch closely in 2025. Each of these innovations represents powerful tools for overcoming challenges related to productivity, security, and innovation.

The 10 technologies that will transform the global economy

Based on reports from companies such as Gartner, Deloitte, EY and Forrester, we highlight the 10 main trends that are expected to impact the technological landscape in 2025.

The key to surviving this new industrial revolution is to lead it. This requires two key elements of agile business: awareness of disruptive technology and a plan to develop talent that can make the most of it.

1. Generative Artificial Intelligence

Generative AI, capable of creating content and solutions autonomously, will be one of the most powerful forces in 2025. Gartner predicts that this technology will help companies innovate quickly and automate complex tasks.

2. Quantum Computing

According to Deloitte, quantum computing will move from research labs to practical applications, enabling it to solve problems that traditional computers cannot, such as complex optimizations in supply chains.

3. Edge Computing

Still according to Gartner, edge computing (Edge Computing) will become essential to reduce latency and increase the efficiency of applications and services. This technology enables data processing closer to where it is generated, enabling real-time solutions such as autonomous vehicles and smart cities.

4. Intelligent Automation with AI

The use of AI to automate processes goes beyond RPA. Forrester highlights the combination of process automation with AI to create fully autonomous operations that optimize efficiency and reduce costs.

5. Multicloud Solutions

The multi-cloud strategy will continue to expand, allowing companies to combine different service providers to avoid dependence and increase resilience. Gartner indicates that multicloud will provide more flexibility and security for business operations.

6. Sustainable Technologies

Sustainability will be an imperative for technological innovation. According to McKinsey, technology companies will focus on practices and products that reduce environmental impact, with renewable energy and data efficiency being priorities.

7. Expanded Blockchain

Blockchain goes beyond cryptocurrencies for applications in data security, smart contracts, and supply chain tracking.According to Deloitte, companies will adopt this technology to ensure transparency and reliability in digital transactions.

8. Immersive Experience with Augmented and Virtual Reality

As hardware and software evolve, Forrester predicts a significant increase in the adoption of AR and VR technologies, transforming consumer experiences, training, and remote collaboration.

9. Advanced Cybersecurity with AI

With the rise of cyber threats, AI-driven cybersecurity solutions will become a necessity. Gartner highlights that AI will assist in real-time incident detection and response, enhancing defense capabilities against cyber counterattacks.

10. Plataformas Low-Code/No-Code

The simplification of app development with low-code and no-code platforms will allow more people to create technological solutions without advanced technical knowledge.For EY, these platforms will democratize innovation and help companies respond quickly to changes.

The workforce in 2025

These technologies can have enormous benefits for many companies, but they will also create great challenges. The McKinsey report includes some suggestions for preparing for these challenges, emphasizing the anticipation of future needs through continuous training.The nature of work will continue to change, and this will require strong education and retraining programs.

The World Economic Forum also highlighted that in almost all sectors, the impact of technological changes is shortening the lifespan of employees' existing skill sets. The talent to manage, shape, and lead ongoing changes will be scarce unless we take action today to develop it.

Companies will need to place talent development and the future workforce strategy at the forefront of their growth and can no longer be passive consumers of ready human capital. They demand a new mindset to meet their talent needs.

Emerging technologies, although promising for a brighter and more efficient future, come with their set of challenges and ethical dilemmas. Balancing innovation with responsibility will be the key to ensuring that these technologies benefit society as a whole without compromising fundamental values and rights.

Priscyla Laham takes over as president of Microsoft Brazil

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Priscyla Laham takes over as president of Microsoft Brazil

Microsoft announced two changes in the organization today. After nearly six years leading the Brazilian subsidiary, Tania Cosentino will become General Manager specializing in Sales for the Security Sector at Microsoft Latin America. Priscyla Laham will be the new president of Microsoft Brazil. Priscyla Laham is an experienced executive with over 25 years of experience in Technology, Consumer Electronics, and Online Services, working in various roles in Marketing, Sales, Partnerships, and Product. She started her career in the consumer segment but soon transitioned to technology, working for IBM and then joining Microsoft in 2000. Over 14 years at Microsoft, he held various positions in the USA, Argentina, and Uruguay. Priscyla also served as Sales Director at Facebook/Meta before returning to Microsoft in 2017 as Vice President of Sales for the Consumer sector. Since July 2023, she has been the Vice President of ISV Partnerships for Microsoft Americas, leading the teams in Canada, Latin America, and the United States.

In her new position as President of Microsoft Brazil, Priscyla will focus on continuing to support and accelerate Brazilians' digital transformation journey through technologies such as artificial intelligence and cloud services, enabling the Microsoft ecosystem and its clients in Brazil to seize business opportunities and continue growing through innovative and secure solutions. The executive holds a degree in marketing from the Escola Superior de Propaganda e Marketing (ESPM), has an MBA from Insper, and in 2013 completed the Executive Program at Stanford University.

“I am extremely honored to have the opportunity to lead Microsoft Brazil and to be part of such a passionate, talented and deeply committed team. We are experiencing a unique moment, in which the adoption of Artificial Intelligence and the use of cloud platforms are decisive in the path to the growth and inclusive prosperity of the country. Microsoft plays a fundamental role in supporting customers and partners to achieve success through technology. I believe that we have powerful tools in our hands that can help solve issues that are relevant to society and the planet, in addition to leveraging Brazil’s competitiveness”, highlighted Priscyla.

"Priscyla brings with her extensive experience in various segments of Microsoft. I am confident that her broad vision of business and operations will be essential for our growth in Brazil," said Tito Arciniega, President of Microsoft Latin America. Tania is a truly inspiring leader who leaves a remarkable legacy within Latin America's largest subsidiary. I firmly believe that your extensive management experience will significantly contribute to strengthening the security sector in the region, which remains a top priority for our company," emphasized the executive.

Tânia Cosentino led Microsoft Brazil since January 2019. Under your management, in 2019, the Women Entrepreneurship (WE) program was created to strengthen female entrepreneurship in technology-based startups, and in 2020, the Microsoft Mais Brasil plan was launched, which supports initiatives to encourage the use of technology as a driver of the country's sustainable economic development. The executive is an electrical engineer by training and has over 40 years of professional experience, mostly in multinational companies in the electrical and industrial automation sectors. She was the first woman to assume the presidency of Schneider Electric, where she joined in 2000. In 2013, he became president of South America and, in 2018, assumed the global vice-presidency of quality and customer satisfaction. She has received more than twenty awards; among them, she was honored by the Institute of Engineering with the title of Eminent Engineer of the Year (2022) and was named by Forbes magazine as one of the best CEOs in Brazil (2024). In her new position as General Manager specializing in Sales for Microsoft's Security Sector in Latin America, Tania will focus on accelerating the security journey in the region, an area where companies and end users are experiencing one of the most complex scenarios in history, with keyword attacks increasing exponentially – more than 10 times compared to 2022 – and entire cyber economies built around cybercrime, in addition to the challenge of a highly complex regulatory environment.

“I am very motivated to contribute to the growth of security businesses in Latin America. The region has enormous potential for growth in the adoption of AI and cloud services, and for these technologies to truly enhance human potential, they must first and foremost be secure. With the threat landscape constantly evolving, security must be a priority for all organizations,” concluded Tania Cosentino.

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