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IAB Brazil promotes masterclass on the future of the creator economy

IAB Brazil offers an online masterclass on October 18th, from 10 am to 12 pm, about the future of the creator economy, with the main trends shaping the sector for the coming years. Among the topics, opportunities, challenges, and changes in consumer expectations will be discussed.

Registrations can be made through the website. The mediation of the conversation is handled by Mayer Mirmovicz, co-founder of Social Tailors and president of the Creator Economy Committee of IAB Brazil. On the panel, there will be Manuela Villela, head of the YouTube Brazil creator ecosystem; Denise Porto Hruby, CEO of IAB Brazil; and Ana Paula Passarelli, founder and COO of the Brunch agency.

“The creator economy has revolutionized the way brands and consumers interact, and digital advertising plays a fundamental role in this new scenario. As the sector matures, more opportunities arise for brands and influencers. This is a market that is only set to grow and the research points out practices to make the most of its potential,” says Denise Porto Hruby, CEO of IAB Brazil.

Why choose a corporate cell phone subscription instead of buying one? 

Joining a corporate cell phone subscription plan is a strategic decision that benefits companies, regardless of the industry. In recent years, there has been a significant increase in the adoption of these plans, driven by the search for more economical and efficient solutions in mobile device management.   

With the subscription service, the customer can choose new or renewed devices (so-called as new orlike new) from major brands, including Apple, Samsung, and Xiaomi, to be used for at least 24 months. During this period, a much lower monthly amount is paid than what would be an investment in a new device, which can vary depending on the model and brand.

Cost reduction and logistical ease  

The corporate cell phone subscription significantly contributes to reducing companies' operational costs, as it eliminates large initial investments in devices and provides predictable monthly costs that include maintenance and updates. Additionally, the monthly fee can be fully deducted from Income Tax under the Actual Profit regime.  

Another major advantage is the ease of device management and continuous technical support, relieving companies from logistical and technical complications related to device management. This service also offers greater flexibility in device exchanges and the guarantee of always-updated devices, in addition to being much more sustainable due to the circular logistics that are part of the business model.  

Increased productivity and engagement  

Not only do companies benefit from the subscription plan, but employees do as well. This freedom to choose and exchange devices according to demand increases employee satisfaction, as they have access to more modern devices suited to their needs, along with technical support available at all times, improving productivity and engagement.   

On average, companies replace devices every 24 to 26 months, ensuring that employees always have access to updated technologies without overburdening the budget with frequent purchases.  

Performance and operational efficiency  

In general, companies hire a plan aiming to increase productivity, facilitate internal and external communication, improve the security of corporate data, and provide employees with appropriate tools to perform their duties. In the geographic aspect, metropolitan regions and business centers have the highest concentration of contracted corporate devices, where the demand for efficient communication and device management solutions is greater.  

For this, they usually opt for smartphone models that offer a balance between performance, security, and cost-effectiveness, including brands like Apple, Samsung, and Motorola. Among the most sought-after features are advanced security, long battery life, remote management capability, support for corporate applications, and high durability of the phone.

Program brings digital inclusion to more than a thousand children and teenagers in Curitiba

Computers without operational utilities in the corporate market now serve a different purpose through the "Click Social School." The reverse logistics program is an initiative of the Paraná Technology and Communication Users Association (Sucesu-PR), which reinforces the idea of digital inclusion beyond contact with cell phones among underprivileged communities, connecting business organizations with social schools and civil organizations located in Curitiba.

Started during the COVID-19 pandemic period, Click Escola Social has already delivered over a thousand computers to institutions and social organizations working in the education of children and young people in the capital. According to the president of Sucesu-PR, Fernando Misato, the initiative is the largest computer reverse logistics program in the state. "We always hear about the lack of high-level labor available in the market; however, we have a pool of people who can become high-performance professionals. Therefore, Sucesu-PR created the program to facilitate access to technology for this audience," he explains.

"The program remains aligned with the recent ESG practices of companies that adopt strategies connected to environmental, corporate, and social governance actions," he/she/it highlights. Once considered obsolete equipment by business organizations, the computers donated to Sucesu-PR undergo a hardware update, during which sensitive data is erased. After the process, educational programs and games are installed to encourage children and adolescents to interact with computers, as well as to have access to the internet.

The institution delivers the equipment ready for use to the organizations, based on a loan agreement signed between the parties. According to Misato, the delivery time of the material varies depending on the condition of the equipment. "Respecting the accounting cycle and computer usage, we estimate that these devices can still be used for another three years," he notes. When the equipment returns to Sucesu-PR after the end of its usage cycle, they are considered electronic waste and are properly disposed of by specialized companies in the recycling of this type of material.

The association's president also emphasizes that companies interested in participating in the project should contact the channels of Sucesu-PR. The organizations will receive a certification confirming their participation. Educational institutions interested in participating in the program can also contact the association to be included in the list of social organizations to receive the equipment in future actions.

During Children's Day week, retail activity increased by 0.3%, according to Serasa Experian

THESerasa Experian Trade Activity Indicator, the first and largest datatech in Brazil, revealed that sales in physical retail had a positive reaction during Children's Day week (10/05/2024 to 10/11/2024), and recorded a 0.3% increase in sales compared to the same period in 2023. See the survey of the last 10 years below

"The last seasonal date was Father's Day, which showed a 1.8% decline in Brazilian physical retail purchases. The growth of Children's Day indicates a slight recovery, reflecting an increase in consumer confidence and a positive response to seasonal promotions," comments Serasa Experian economist Luiz Rabi. Considering only the weekend of the commemorative date (10/04/2024 to 10/06/2024), there was a 3.7% decrease compared to 2023 (10/06/2023 to 10/08/2023).

Children's Day sales drop in São Paulo

According to the Serasa Experian Retail Activity Indicator, retail sales in São Paulo experienced a decline. During the week (October 5 to 10, 2024 vs. October 5 to 10, 2023), the decrease was 0.1%, and on the weekend (October 4 to 6, 2024 vs. October 6 to 8, 2023), it was 3.3%.

To check more information and the historical series of the indicator,Click here.

Expert gives tips on how companies should prepare to maximize sales and strengthen their brand during Black Friday

Black Friday, one of the biggest dates in global retail, has established itself in Brazil as an excellent opportunity to increase sales and build customer loyalty. However, success during the event does not happen by chance. This is what Lucien Newton, franchise specialist and vice-president of the Consulting vertical at 300 High Impact Ecosystem, says. For him, the networks that want to make the most of this opportunity need strategic preparation and careful planning. "The participation of franchise networks in Black Friday campaigns is vital to capitalize on the sales peak that this date brings. In addition to increasing sales volume in a short period, it is an opportunity for franchises to strengthen brand recognition, attract new customers, and retain existing ones," he comments.

The specialist says that the first step to a successful Black Friday is to start preparing in advance, and this involves not only setting sales goals but also developing a strategy. Inventory planning should be based on previous sales data, demand forecasts, and market trends. "Franchises need to ensure effective communication between franchisor and franchisee to align expectations and ensure that promotional products are available in sufficient quantities. Early negotiations with suppliers are essential to guarantee that stock replenishment is efficient and swift. Additionally, maintaining strategic inventories for high-demand products and having a well-structured logistics system are crucial measures to prevent stock shortages, ensuring customer satisfaction," explains.

The professional listed three precautions that franchises need to take to maintain brand consistency and avoid conflicts between franchisees during the promotional period. They are:

Uniformity- It is crucial that franchises maintain similarity in promotions, prices, and visual communication. The franchisor must provide clear guidelines on the discounts to be offered, the promotional products, and how these campaigns will be advertised. This prevents individual franchisees from making adjustments that could cause distortions to the brand or create conflicts with other franchisees.

Communication– Maintaining it effectively and standardized among franchisees is essential to ensure brand cohesion and avoid friction that could harm internal relationships and the franchise’s image.

Training- Franchises must implement specific training before Black Friday, preparing franchisees and employees to handle the increased customer flow and high-demand situations. These training sessions can include sales simulations under pressure, customer service techniques for busy periods, as well as guidance on managing inventories and quickly resolving logistical issues. "It is also important that employees are prepared to maintain the quality of service, even in stressful situations, ensuring that consumers have a satisfactory experience, regardless of the sales volume," he comments.

Black Friday offers a great opportunity for networks to increase their sales, but also brings challenges. "The combination of real discounts, a smooth shopping experience, and efficient after-sales service can turn the campaign into a platform for sustainable growth. With a customer-centric approach and solid planning, networks can not only maximize sales during the event but also build lasting relationships with their consumers, ensuring continuous gains throughout the year," he concludes.

OpenAI (ChatGPT) executives in Brazil for the first time

Superlógica, a comprehensive technology and finance platform for the condominium and real estate markets, brings OpenAI (ChatGPT) to Brazil for the first time. Representatives Anita Bandoji and Daniel Halpern will appear at Superlógica Next 2024, the largest housing sector event in the country, to discuss the impact of artificial intelligence on business management. The meeting will take place on November 19th at the Anhembi District in São Paulo.

On the main stage, the Celso Furtado Theater, Anita and Halpern from OpenAI, will demonstrate how Artificial Intelligence (AI) capabilities, through ChatGPT, can transform the daily activities of property management companies and real estate agencies. The demonstration will cover how AI can be used to analyze large volumes of data, automate processes, and generate insights that enable more strategic and efficient business decision-making.

“AI has become a great ally in optimizing processes and boosting the management of condominiums and real estate agencies. We are very excited to welcome OpenAI executives for an unprecedented presentation in Brazil, reinforcing our commitment to technological innovation and the search for solutions that improve efficiency in the sector,” says Carlos Cêra, CEO of Superlógica.

In addition to the lecture, Superlógica will carry out several activities in partnership with the American company, such as an exclusive meeting between OpenAI representatives and a select group of Superlógica clients. For the employees, there will be a hackathon, conducted by OpenAI, focused on artificial intelligence. The goal is to strengthen the AI culture among development teams.

Superlógica Next has been taking place since 2017 and has already traveled through various states of the country. The 2024 edition will feature over 60 speakers, more than 30 leading brands at the Business Fair, and over 100 mentoring sessions with renowned professionals.

Amcham Talks debuts in Belo Horizonte with Trends and Innovation Festival

THEAmcham Talks – Trends and Innovation FestivalPremieres on October 17th in Belo Horizonte, bringing one of the largest executive gatherings in the state. The event will promote discussions on technology, ESG, and people development, with the expectation of bringing together more than 300 business leaders. The American Chamber of Commerce in Minas Gerais (Amcham MG) is responsible for this initiative, which aims to connect and prepare the region's companies for future challenges.

The arrival of Amcham Talks in BH represents a milestone for the Minas Gerais innovation ecosystem. The goal is to provide a space for learning and a platform for exchanging experiences among companies, connecting them to the trends shaping the market, says the regional manager of Amcham MG, Douglas Arantes. She completes: "Our expectation is that the leaders leave the event more prepared and inspired, with practical insights to apply in their organizations, driving innovation and sustainability in business."

The Minas edition will also serve as a warm-up for the national Amcham Talks, scheduled for October 29th in Campinas, São Paulo. The national meeting will focus on Sustainability, Artificial Intelligence, the Future Professional, and Operational Efficiency and will be the seventh edition of the festival, established as one of the main innovation events in Brazil.

Amcham Talks BH Schedule

The Festival's dynamics take place in three simultaneous rooms, each addressing crucial topics for the future of business. In the Tech Room, with support from Banco BS2, speakers Rodrigo Moreira, Executive Director of Products and Companies at Banco BS2, Luiz Candreva, Head of Innovation at Ayoo, and Vitoriano Dornas, Counselor and Partner at FairFood, will present the latest technologies revolutionizing the corporate environment.

Sala People will feature leaders such as Henrique Medeiros, CEO & Founder of FCVC, Rodrigo Montezuma, Open Innovation Manager at ArcelorMittal Brazil, and Washington Botelho de Souza, President of the Latam Division at JLL. They will share their insights on digital transformation and the role of leadership in preparing teams for future challenges.

In the ESG Room, supported by Grupo Sada, the focus will be on sustainability. Speakers such as Elisa Cunha Dias, Sustainability Manager at Grupo Sada, Arthur Rufino, CEO of Octa, and Mauricio Dall’Agnese, Director of Strategy and Innovation at CEMIG, will demonstrate how sustainability can be a key ally for the success and longevity of businesses.

In addition to offering top-level content, the event will allow participants to interact directly with great leaders and experts, providing an exchange of knowledge essential for the sustainable growth of organizations.

Service:

Event:Amcham Talks BH – Trends and Innovation Festival
Data:October 17, 2024 (Thursday)
Time:1:30pm to 6pm
Local:The One Events | Ave. Raja Gabáglia, 1143 – Luxembourg, Belo Horizonte
More information: https://www.amcham.com.br/event?eventid=24001 

AI increases the efficiency of entrepreneurs in marketplaces and recovers 23 million in sales

For 60% of small and medium-sized Brazilian business leaders, the expectation for 2025 is to expand their businesses. However, the growth of these businesses may be limited by internal and management challenges, as 98% of entrepreneurs are responsible for strategic decisions in at least one area, and 96% perform operational tasks in at least one area. The data are from the "Cabeça de Dono" survey, conducted by Instituto Locomotiva at the request of Itaú Empresas.

This "Achilles' heel" is what Loja Integrada aims to address with two recent technologies: the Channel Hub and the Marketing Automation module. The first ensures the delivery of an optimized catalog for marketplace channels, guaranteeing high product approval rates. The second recovers sales through the delivery of automated messages to customers who did not complete a purchase during browsing, generating over 23 million reais in sales recovery. Both are facilitated by machine learning and artificial intelligence (AI) models. With these solutions, thousands of entrepreneurs will be able to re-engage customers, advertise their products across various channels, and generate new reach in just a few clicks.

“In the current scenario, where most sales occur through channels such as marketplaces, the biggest challenge was adapting products to different formats and requirements. To overcome this barrier, we developed generative AI models that ensure that new products are registered with high-quality data and automatically adapted to the specific requirements of each marketplace,” explains Victor Popper, CEO of Loja Integrada.

Based on the catalog of the chosen marketplace, the AI automatically suggests the correct attributes to ensure the product is quickly accepted by the platform, adjusting the data to the required format. This release is the result of introducing a new layer of unified data, where the history of prices, freight, inventories, and products is consolidated, for example, with conversion metrics.

Considering that more than 80% of Brazilian retail sales in 2024 occurred on marketplaces, and 10% of sales in 2025 will occur on social media, according to data from Simplicty, the challenge for the digital entrepreneur is no longer to create a store but to connect and operate across multiple channels while maintaining competitive margins and a customer base.

“Selling a second time to the same customer is five times cheaper than winning over a new audience. That’s why Loja Integrada is taking a leap that is already revolutionizing the operations of entrepreneurs: new automated customer engagement and retention campaigns, where, based on the consumer’s browsing data, it is possible to send messages to close the purchase, without having to configure anything”, he continues.

In recent months, Loja Integrada had already announced a partnership with Indexa.AI, in addition to new features such as a shareable cart link, evaluation tool, updated search engine and price segmentation by zip code.

How to use AI to your advantage for greater operational efficiency and productivity

Artificial Intelligence (AI) is revolutionizing the way companies operate and set their course worldwide. Its ability to process large volumes of data quickly and identify complex patterns makes it a powerful tool for detecting operational and governance deficiencies, making organizations more efficient, competitive, and resilient.

By leveraging AI capabilities, companies can make smarter decisions, reduce risks, and improve their results. The application of this technology across multiple areas not only improves the efficiency and effectiveness of operations but also strengthens governance by providing a more accurate and real-time view of the company's status, enabling a quick response to potential issues.

Meanwhile, taking AI from theory and putting it into practice, combined with other methods and technologies to enhance efficiency, requires strategy and knowledge. When we talk about optimization in the operational area, there are countless processes and two clear paths: the first is pure and simple automation, through Robotic Process Automation (RPA) tools – technology that uses software robots to automate repetitive and manual tasks performed by humans in business systems.

The other approach deals with identifying the processes and whether the best practices are truly being adopted. All this mapping and questioning within a market benchmark is very important, and in this action, AI can assist considerably by predictively indicating which steps are optimized and which ones do not generate adequate value, comparing with companies in the same sector, preventing failures, and suggesting improvements around bottlenecks and workflows.

The positive impact to combat operational deficiencies with AI also involves automating repetitive tasks (AI frees professionals to focus on activities that require more creativity and analysis) and reducing errors (task automation reduces the possibility of human errors, increasing process accuracy). Add to that real-time analyses around fraud, risk management, and sentiment analysis.

Nothing beats practical examples to illustrate what we are dealing with here. In the industry, AI can positively impact the operation of all machinery by analyzing sensor data and indicating preventive maintenance, preventing activity stoppages. For banks and insurance companies, behavioral patterns can assist in identifying fraud in financial and claim requests.

Furthermore, AI can contribute significantly to the automation of client projects, standardizing interpretations according to established parameters, bringing more personalized results, with greater efficiency, cost reduction and satisfaction.

We can conclude, in this way, that the more automated a company's process is, the less the impact of operational deficiency. This is because automation is capable of catching the error and reprocessing, which would be an ideal scenario. If the amount of rework is not significant or the time spent on it is small, we have an acceptable deficiency; however, it is important to assess the maturity level of each organization.

In the same vein, it is worth emphasizing that AI or technology do not have the power to question and criticize. The machine learns what it is taught, but there are situations involving bias or ethics alongside algorithms, and it is in these cases that the human factor becomes essential. There must always be someone capable of observing, redirecting, and providing feedback to the technology tools, so ongoing training and capacity building cannot be minimized.

From the factory floor to IT departments, operational efficiency with AI and machine learning, to name just two possible technologies, is essential in a highly competitive environment with increasingly demanding customers for personalized deliveries. With better decision-making, increased efficiency, and optimized costs, we have a complete ecosystem close to the highest returns sought by any and all businesses. But, to achieve this result, understanding the processes, measuring, automating, and having structured governance in place are essential.

Research highlights urgent need for expertise to harness Generative AI on unstructured data

Qlik®, a global company in data integration, analytics, and Artificial Intelligence (AI), announces new research revealing that, although companies recognize the significant potential of unstructured data to improve operational efficiency and generate meaningful insights, many are struggling to effectively leverage this resource. The research shows that lack of knowledge and insufficient tools are the main barriers, with only a small percentage of companies dedicating more than a quarter of their AI budget to unstructured data initiatives.

"With many sources citing that unstructured data accounts for 80% of the world's data, it is no surprise that business leaders want more real value from this untapped resource," says Brendan Grady, General Manager of Analytics at Qlik. However, our research highlights that nearly 70% agree that their organization is not well-equipped to understand how Generative AI can be leveraged in their unstructured data.

“Enterprises are looking for solutions that enable the adoption of Generative AI without requiring them to overhaul their existing skill sets and technology stacks. The opportunity lies in finding ways to seamlessly integrate AI into current analytics environments, enabling organizations to extract the right answers from unstructured data and drive meaningful business outcomes.”

The survey reveals insightful data on how leaders feel and what they are doing to address the opportunities presented by unstructured data and GenAI:

– Concerns about data privacy and compliance are prevalent:59% of respondents are very concerned about data privacy and 47% about regulatory compliance, significantly surpassing concerns about ROI (19%).  

– Integration and cost are the top priorities for evaluating vendors:When evaluating suppliers, system integration (55%), cost (50%), and governance resources (49%) are the main priorities, while supplier reputation is a low priority (16%). The interviewees expect modest financial gains from the use of unstructured data, with 45% predicting an improvement of 10% to 20% in their revenue or profit.

– Interest in GenAI is high, but significant investment is lacking:Among those interested in using GenAI for unstructured data, two out of three respondents plan to invest in a Generative AI tool for unstructured data. Despite widespread interest, only 22% of all respondents indicate that they are making "significant" investments in AI technologies.

– Unstructured data is seen as an essential factor for efficiency:A clear majority (62%) sees unstructured data as an opportunity to improve operational efficiency, while only 31% believe it can drive innovation. Almost half (45%) describes a use case involving better search and query tools for researching internal documents.

– Traditional research tools are insufficient for unstructured data:There is a strong consensus that traditional corporate research tools are insufficient to maximize the value of vast document libraries. Only 16% have already acquired a tool designed to provide insights from unstructured data, and most efforts remain in early or pilot stages.

"Our research findings highlight a critical challenge that companies currently face: the knowledge gap needed to fully leverage the potential of Generative AI for unstructured data," says Erik Bradley, Chief Strategist and Research Director at Enterprise Technology Research. Although the appetite for leveraging unstructured data is high, the lack of specialized skills and appropriate tools is a significant barrier. To truly capitalize on the opportunities presented by Generative AI, organizations must invest in overcoming this knowledge gap and integrating advanced AI capabilities into their existing analytics frameworks.

The "Unstructured Data and Generative AI Research," conducted in April 2024 by Enterprise Technology Research (ETR) on behalf of Qlik, interviewed 200 enterprise technology decision-makers across various sectors. For more information and to access the full survey results, visithttps://www.qlik.com/us/resource-library/unstructured-data-benchmark-report 

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