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Black Friday 2025 in Brazil: Installations stabilize after a drop last year, while remarketing and conversions on iOS skyrocket.

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Black Friday 2025 in Brazil: Installations stabilize after a drop last year, while remarketing and conversions on iOS skyrocket.

AppsFlyer today released its Black Friday 2025 analysis for Brazil, showing a year of stabilization in installation trends and improved conversion results, despite continued divergence between platforms.

Overall installs of Shopping apps remained stable year-over-year, with installs on Android down 14%, while installs on iOS increased 2%. Additionally, non-organic installs decreased 12% on Android and 2% on iOS, while organic installs fell 21% on Android and 2% on iOS, resulting in total declines of 10% and 11%, respectively. Total conversions grew 6% overall, driven by an 85% increase on iOS.

Remarketing performance told a similar story: remarketing conversions increased by 113% on iOS, but fell by 7% on Android, indicating much greater re-engagement efficiency among iOS users.

In-App Purchases (IAP) increased by 8% year-over-year. Black Friday itself generated a considerable increase in spending, with revenue rising 65% on Android and 53% on iOS compared to the day before Black Friday. The share of paying users increased by 18% on Android and 15% on iOS.

Key discoveries in Brazil

  • Overall Purchase installs stabilized year-over-year, remaining effectively flat, with iOS up 2% even as Android fell 14%.
    Non-organic installs declined 12% on Android and 2% on iOS, while organic installs decreased 21% on Android and 2% on iOS.
  • Total conversions rose 6% overall, driven by an 85% increase on iOS, despite declines on Android.
  • Remarketing conversions decreased by 7% on Android, but skyrocketed by 113% on iOS, highlighting highly responsive iOS audiences.
  • IAP revenue increased 8% year-over-year, reflecting the growing willingness of consumers to spend among active users.
  • The Black Friday uplift resulted in strong revenue growth, with Android up 65% and iOS up 53% compared to the previous day.
  • The participation of paying users increased by 18% (Android) and 15% (iOS), demonstrating that users who engaged were more likely to convert.
  • Ad spend increased by 21% on Android and 73% on iOS compared to the day before Black Friday, indicating a significant investment. Data from AppsFlyer shows improved installation performance and exceptional growth in iOS conversions, even with a drop in Android remarketing.
  • Intensified on the platforms.
  • The number of participating apps grew by 5% on Android and 4% on iOS, resulting in a total increase of 1%.

“Black Friday 2025 in Brazil highlights a shift towards smaller, but more valuable audiences ,” explains Renata Altemari, general manager for Latin America at Appsflyer. “The sharp increase in iOS conversions and paying customer share shows that consumers who bought were highly motivated, even with large install volumes remaining under pressure.”

Methodology

AppsFlyer's Black Friday analysis is based on an anonymized aggregate of proprietary global data from 9,200 shopping apps, including 1,000 apps that generated conversions on Black Friday. The dataset includes 121 million total installs and 140 million remarketing conversions across Android and iOS. In-app purchases (IAPs) reflect revenue generated by purchases made within the apps. Year-over-year comparisons compare Black Friday 2025 to Black Friday 2024, while uplift metrics compare Black Friday performance to the previous day.

Volkswagen launches official parts and accessories store on Shopee.

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Volkswagen launches official parts and accessories store on Shopee.

Volkswagen do Brasil is expanding its digital presence and launching an official parts and accessories store on Shopee, one of the largest marketplaces in the country, accessed monthly by about a third of the Brazilian population. This new feature offers customers even greater convenience in purchasing genuine Volkswagen products directly from the VW Dealer Network via their smartphones, securely and quickly.

How to find the Volkswagen store on Shopee

When searching for “Volkswagen” in the app, the consumer will see a banner of the brand before the product results. Simply click and enjoy a simple, fast and reliable experience.

The Volkswagen store is part of Shopee's 'Official Stores' section, a space that brings together more than 1,000 major brands. On the marketplace, consumers can use the compatibility search filter to find auto parts for their vehicles, and also have access to the Mechanic Club, which offers exclusive benefits such as discounts and special offers.

Available portfolio

At the official Volkswagen store on Shopee, customers can find everything from technical parts (lubricants, fuel injectors, engine and ignition components) to accessories and items from the VW Collection line, such as clothing, caps, mugs, and much more.

Volkswagen is a leader in online sales of parts and accessories.

Volkswagen do Brasil also has its own website, Peças.VW , and other channels. In online sales, parts and accessories are sold directly by the Volkswagen Dealer Network.

“Volkswagen’s arrival on Shopee reinforces our strategy of offering practicality, convenience, and security to customers, with original parts and accessories in a reliable digital environment. This move demonstrates the strength of the Volkswagen brand in the aftermarket and the confidence consumers have in purchasing genuine products directly from the VW Dealer Network. Since 2017, Volkswagen has invested in online sales of parts and accessories, and by 2025, our goal is to reach R$ 200 million in total volume across digital channels. This year alone, we have already registered more than 3 million visits and sold more than 100,000 items online. Being on Shopee further expands our reach and strengthens the VW customer experience,” says Gustavo Ogawa, After-Sales Director of Volkswagen do Brasil.

“Volkswagen arrives at a time when the automotive category is gaining more and more traction on Shopee. We have expanded the presence of relevant automakers and brands and launched initiatives such as the Mechanic Club, which bring the right audience closer to the product they need, safely and conveniently. For VW, this means visibility on an app accessed monthly by a third of the Brazilian population; for the consumer, an even more complete experience when buying auto parts,” says Felipe Lima, Head of Business Development at Shopee.

How VW became the number 1 online retailer of parts and accessories.

Several factors contributed to Volkswagen do Brasil becoming the number 1 automaker in online sales of parts and accessories, with growth of 24% this year.

Quality and reliability: genuine Volkswagen parts and accessories are synonymous with quality and reliability. Consumers know they are purchasing products that have been developed and tested for their vehicles, guaranteeing safety and durability.

Wide product availability: Volkswagen offers a vast catalog of parts and accessories, covering its portfolio of vehicle models, from the oldest to the most recent releases.

VW Dealership Network: The strength of the Volkswagen Dealership Network, with 470 physical stores in Brazil, 200 of which are selling items online, contributing to the success of e-commerce, ensuring fast delivery and full customer support.

Volkswagen After-Sales Vale +: Volkswagen's after-sales positioning, always available, providing leverage to improve the business of independent repairers and ensuring convenience and safety for their customers.

Investment in advertising: Volkswagen has started making substantial investments in advertising within marketplaces, allowing its stores and ads to gain prominence with customers.

The market for AI agents is expected to exceed US$50 billion by 2030.

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The market for AI agents is expected to exceed US$50 billion by 2030.

The era of chatbots programmed to repeat pre-written phrases is giving way to a new generation of artificial intelligences capable of thinking, acting, and deciding on their own. These are AI agents: systems that are already beginning to redefine what we understand by automation and intelligent customer service.

The advancement is as rapid as it is impressive. According to the consulting firm Markets & Markets, the global market for artificial intelligence agents is expected to grow from US$7.84 billion in 2025 to US$52.62 billion by 2030, representing an average annual growth rate of 46.3%. Another survey, by Precedence Research, projects that the sector will reach approximately US$103 billion by 2034, driven by the expansion of autonomous systems capable of making decisions and independently executing tasks in complex business operations.

But what lies behind this almost vertical expansion curve? A new type of technology and a new type of vision. In Brazil, one of the companies that has stood out in this transformation is Atomic Apps, a company of the Atomic Group, specializing in software that unites people, processes, and results through what its founders call "the atomic power of AI."

Founded in 2019, Atomic Apps became known for solutions like Powerzap and Powerbot, but it is with the launch of Atomic AgentAI that the company is maximizing its leading role in the global conversational automation market. The tool is what many experts consider the next step in the evolution of chatbots, a technological shift that puts Brazil on the map of innovation in artificial intelligence applied to business.

Djeison Mickael, CEO of Atomic Apps, explains that: “The great differentiator of Atomic AgentAI is that it truly understands the context and acts autonomously. It doesn't depend on fixed flows or scripts. It's a technology that learns from interactions, adapts to each client, and generates real value for the business, all without needing human intervention. And best of all: without needing a CRM to function, it also operates perfectly autonomously.”

According to the executive: “The future of customer service isn't about having a robot that answers messages, but rather an agent that understands, converses with, and resolves issues. That's the game-changer. Atomic AgentAI was created to simplify the use of AI in companies and show that it can work independently, intelligently and humanly at the same time.”

The difference lies not only in the technology, but in its accessibility. Atomic AgentAI eliminates the need for programmers, complicated integrations, and even CRMs; simply create an account, configure your brand's tone of voice, and start operating.

“With this technology, a company can serve ten to ten thousand people simultaneously, with the same quality. This is a game-changer: it reduces costs, increases revenue, and improves the customer experience, all at the same time,” he explains. He emphasizes that: “Our goal, as Atomic Apps, has always been to make artificial intelligence accessible and practical. Being recognized as a Meta Tech Provider and operating with our own infrastructure reinforces that we are on the right track: offering performance, stability, and security for those who want to grow with AI.” 

This point reinforces the brand's positioning in its proprietary infrastructure. Atomic Apps recently became a Meta Tech Provider in Brazil, a status achieved after launching its own Official WhatsApp API.

Currently, the company has a presence in over 50 countries, with 2,000 active clients, and is gaining ground in both small businesses and large corporations seeking efficiency and innovation.

“The truth is that intelligent customer service is no longer just a promise. It’s already a reality. And it’s being built by us, Brazilian companies, in Portuguese, with technology that truly generates results,” concludes Djeison.

References: 

https://www.researchnester.com/reports/autonomous-ai-and-autonomous-agents-market/5948
https://www.grandviewresearch.com/industry-analysis/autonomous-ai-autonomous-agents-market-report
https://www.globenewswire.com/news-release/2025/07/23/3120312/0/en/Autonomous-AI-and-Autonomous-Agents-Market-to-Reach-USD-86-9-Billion-by-2032-Driven-by-the-Rapid-Integration-of-AI-into-Decision-Making-and-Business-Operations-Research-by-SNS-Insi.html

3 strategies to protect your data after Black Friday

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3 strategies to protect your data after Black Friday

The period after Black Friday is often treated as a period of rest for retailers, but it is precisely when cyber risks increase. According to the Consumer Pulse report, 73% of consumers say they fear digital fraud in holiday shopping, and the country recorded a 7.7% increase in suspected digital fraud between Black Friday Thursday and Cyber ​​Monday, compared to the rest of 2024. 

These numbers show that post-campaign monitoring is just as important as security strategies during peak sales. For José Miguel, pre-sales manager at Unentel, it's not enough to breathe a sigh of relief after the sales peak, because that's exactly when the most silent attacks begin. "We see many cases where retailers close the day celebrating the results and, minutes later, internal systems are already being scanned by intruders," he says.

To transform this window of risk into a strategic advantage, three fundamental practices are recommended:

1. Maintain continuous monitoring, even after the peak.

During Black Friday, teams are usually on high alert, but when sales volume drops, the level of attention doesn't decrease. It's at this point that hackers exploit forgotten login credentials, temporary passwords, and logged-in environments. A 24/7 active monitoring system ensures that no suspicious activity goes unnoticed.

2. Review logs and identify out-of-the-ordinary behavior.

The high volume of transactions makes it difficult to analyze suspicious events during the peak. After Black Friday, it's time to review logs in detail and identify anomalous patterns, such as out-of-hours access, authentications from different locations, or improper data transfers.

3. Terminate temporary access and review integrations.

Seasonal campaigns create a series of credentials and integrations with partners, marketplaces, and external APIs. Leaving these accesses active after the event is a common mistake that increases the risk of intrusion. An immediate audit after the campaign ends is essential to mitigate vulnerabilities.

“Treating the post-campaign period as a time for relaxation is a mistake. Digital security needs to keep pace with the business, even on days when sales decrease,” concludes José.

Black Friday 2025: Retail sales grow 0.8% over the weekend, driven by a 9.0% increase in e-commerce, according to Cielo.

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Black Friday 2025: Retail sales grow 0.8% over the weekend, driven by a 9.0% increase in e-commerce, according to Cielo.

The Black Friday 2025 weekend once again solidified the leading role of e-commerce in Brazilian consumer spending and PIX as a payment method. Data from the Cielo Expanded Retail Index (ICVA) shows that total retail grew 0.8% compared to the same period in 2024, driven mainly by the digital channel, which registered an advance of 9.0%. Physical retail showed a contraction of 1.4%.

In total, 90.34 million transactions were made: 8.6% of them were made through Pix. The performance of the digital market was also reflected in the behavior by macro-sectors. Services advanced 3.7%, supported by segments linked to experience and mobility. Durable and Semi-durable Goods declined 1.2%. In e-commerce, all macro-sectors grew: Non-durable Goods (11.1%), Durable Goods (8.8%) and Services (8.8%), which consolidates the channel as an engine of retail performance.

Among the sectors, Tourism & Transportation led with an increase of 8.4%, followed by Drugstores (7.1%) and Cosmetics (6.3%), which confirms the consumer's prioritization of well-being, health, and experiences. From a regional perspective, only the South registered growth (0.8%). Santa Catarina stands out with an expansion of 2.8%. The Southeast showed the largest contraction (-2.3%).

“The Black Friday 2025 weekend reinforces the strength of e-commerce in Brazil, with increasingly connected and demanding consumers. Retailers need to invest in technology and channel integration to keep up with this transformation. The prominence of the Services, Tourism, and Wellness sectors shows that consumers value experiences and convenience, opening new opportunities for retailers to innovate and diversify their offerings,” stated the Vice President of Business, Carlos Alves.

E-commerce saw its peak sales during the early morning hours and late evenings of November 28th to 30th. Meanwhile, physical retail registered its highest activity around lunchtime during the same period, demonstrating distinct consumption dynamics between the channels.

The male audience had a greater share of sales and revenue, but the average ticket price for women was slightly higher. Installment credit maintained its relevance, with a ticket price well above other payment methods — especially in the digital realm, where it is dominant for higher-value purchases.

Lower and middle classes accounted for the majority of sales and revenue, while the ultra-high-income segment stood out for its higher average ticket price, especially in e-commerce. In e-commerce, the ultra-high-income accounted for almost half of the period's revenue , with the highest average ticket price observed ( R$ 504.92 ). Among consumer personas, the "Supermarket" profile led in sales and revenue, followed by "Fashion" and "Gastronomic".

ABOUT ICVA

The Cielo Expanded Retail Index (ICVA) tracks the monthly evolution of Brazilian retail, based on sales in 18 sectors mapped by Cielo, ranging from small shopkeepers to large retailers. The weight of each sector in the overall result of the indicator is defined by its performance in the month.

ICVA was developed by Cielo's Business Analytics area with the goal of providing a monthly snapshot of the country's retail trade based on real data.

HOW IS IT CALCULATED?

Cielo's Business Analytics unit developed mathematical and statistical models applied to the company's database with the goal of isolating the effects of the merchant acquiring market—such as market share variations, the replacement of checks and cash in consumption, as well as the emergence of Pix (Brazil's instant payment system). In this way, the indicator reflects not only the activity of commerce through card transactions, but also the real dynamics of consumption at the point of sale.

This index is by no means a preview of Cielo's results, which are impacted by a number of other drivers, both in terms of revenue and costs and expenses.

UNDERSTAND THE INDEX

ICVA Nominal – Indicates the growth in nominal sales revenue in the Expanded Retail sector for the period, compared to the same period of the previous year. It reflects what the retailer actually observes in their sales.

ICVA Deflated – Nominal ICVA discounted for inflation. This is done using a deflator calculated from the Broad Consumer Price Index (IPCA), compiled by IBGE, adjusted to the mix and weights of the sectors included in the ICVA. It reflects the real growth of the retail sector, without the contribution of price increases.

Nominal/Deflated ICVA with calendar adjustment – ​​ICVA without the calendar effects that impact a given month/period, when compared to the same month/period of the previous year. It reflects the pace of growth, allowing observation of accelerations and decelerations in the index.

ICVA E-commerce – Indicator of nominal revenue growth in the online retail sales channel, in the period compared to the equivalent period of the previous year.

Black Friday: E-commerce surpasses R$ 10.1 billion in revenue.

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Black Friday: E-commerce surpasses R$ 10.1 billion in revenue.

Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce, released the results of accumulated online sales from Thursday (27) to Sunday (30). Revenue exceeded R$ 10.19 billion, a result 7.8% higher than that recorded in the period from November 28 to December 1, 2024, Thursday to Sunday of Black Friday week last year, when the total revenue was R$ 9.39 billion. The data were extracted from Confi Neotrust's Black Friday Hora Hora Platform.

Nearly 56.9 million items were sold, totaling 21.5 million orders, 16.5% higher than the number of orders completed in the same period last year. The top 3 categories that stood out the most during the period were TVs (with revenue of R$ 868.3 million), smartphones (R$ 791.2 million), and refrigerators/freezers (R$ 556.8 million). Among the products with the highest revenue, the Samsung 12,000 BTU Inverter Windfree split air conditioner led the ranking, followed by the Samsung 70-inch 4K Smart TV, Crystal Gaming Hub model, and the black 128GB iPhone 16.

According to Léo Homrich Bicalho, Head of Business at Confi Neotrust, the consolidated results for the four main days mark the best performance in e-commerce, surpassing the historical record of 2021, when revenue reached R$ 9.91 billion. “The Black Friday 2025 battle was won with the intensity of the first 48 hours of the event. The 2025 curve aggressively diverges from 2024 on Thursday and Friday, building the entire financial advantage of the period. Over the weekend, the curves touch, indicating that the anticipation was so effective that it 'emptied' the urgency to buy on Saturday and Sunday, confirming the strategy of concentrating conversion efforts on weekdays,” he explains.

According to Bicalho, day-to-day analysis reveals two distinct consumer behaviors. “At the turn of the event (Thursday and Friday), the strategy was clearly one of volume and discounts: revenue grew by double digits (+34% and +11%, respectively) driven by an aggressive drop in the average ticket price (-17% and -12%). This confirms that consumers took advantage of the offers to fill their carts with lower-value, fashion items,” adds the Head of Business.

However, according to the expert, the scenario reversed over the weekend. “Sunday (November 30th) brought the most interesting insight: even with a drop in total revenue (-7.9%), the average ticket price skyrocketed +18%, indicating that impulse purchases of lower-value items have given way to more analytical purchases. This profile, of the analytical buyer, used the last day to finalize purchases of the highest-value items in the ranking, guaranteeing the absolute leadership of TVs (R$ 868M) and the strength of the White Goods line (refrigerators and washing machines), before the offers expired,” concludes Bicalho.

Daily results

On Thursday (27), the day before Black Friday, national e-commerce reached a turnover of R$ 2.28 billion, up 34.1% compared to last year. The number of completed orders, in turn, was 63.2% higher, reaching 5.9 million compared to 3.6 million last year. The average ticket was R$ 385.6, a decrease of 17.87%.

On Black Friday (28), revenue was R$ 4.76 billion, half a billion reais higher than last year, a growth of 11.2%. The number of orders completed on that date was 28% higher, with 8.69 million compared to 6.74 million last year. The average ticket fell 12.8%, registering R$ 553.6.

On Saturday (29), revenue was R$ 1.73 billion, a decrease of 10.7% compared to Saturday 2024, and the average ticket, R$ 459.9, 4.9% lower. The number of orders completed on Saturday grew to 3.77 million, a value 6.22% lower than the 2024 figure, when it reached 4.02 million.

On Sunday (30), revenue was 1.36 billion, a drop of 7.9% compared to the Sunday after Black Friday last year. However, the average ticket hit R$ 424.4, 18% more than in 2024. The number of completed orders, however, fell again compared to last year: there were 3.19 million in 2025 against 4.09 in 2024, a reduction of 22%.

Check out the daily revenue chart: link to access the high-resolution image.

WhatsApp as a storefront: how to use the app to win over and retain customers this Christmas.

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WhatsApp as a storefront: how to use the app to win over and retain customers this Christmas.

WhatsApp has ceased to be just a messaging app and has established itself as an essential digital showcase for Brazilian retail. According to research by the National Confederation of Retail Leaders (CNDL) in partnership with SPC Brasil, 67% of companies in the commerce and services sectors already use the tool as their main sales channel. The resource has become the most direct point of contact between brands and consumers, where the customer researches, negotiates, and completes the purchase in just a few clicks. With the approach of the end-of-year holidays, a period when consumption peaks due to Christmas sales, those who have not yet structured their customer service and conversion strategies within the app run a serious risk of losing ground to more digital competitors.

During this period, personalization results in more conversions and repeat customers after the holidays. For Marcos Schütz, CEO of VendaComChat, a licensing company specializing in WhatsApp automation, the combination of integrated catalogs, automated messages, and business intelligence has transformed the app into a strategic sales and customer loyalty tool. “By recognizing this contact channel as an active relationship showcase, entrepreneurs will gain an advantage over those who haven't yet adopted automation. The secret is to use it as a strategy that adds value and agility to the main customer service,” says the executive.

According to Marcos, some strategies are sure to achieve success in seasonal results, such as Christmas. Check them out:

Targeted campaigns – personalize messages for distinct audiences, including loyal customers, new contacts, and especially abandoned shopping carts. A message targeted to each group increases open rates and engagement, as well as creating an emotional connection with the audience. At Christmas, targeted communications transform simple contacts into active buyers.

Catalogs and purchase buttons - transform WhatsApp into a vibrant digital storefront, showcasing products, combos, and offers with attractive photos and short descriptions. Use interactive catalogs to facilitate navigation and include purchase buttons that take the customer directly to payment. This will reduce the time between interest and conversion.

Automating initial customer service – use intelligent workflows to answer frequently asked questions and direct customers to the right agent. This reduces waiting times, improves satisfaction, and frees up the team for higher-value conversations. During this period, when message volume increases, automation ensures higher sales conversion.

Post-sales training – The rule is clear: the relationship doesn't end with delivery; that's where loyalty begins. Train your team to conduct strategic post-sales follow-up, asking about the experience, offering coupons for future purchases, and encouraging positive reviews. A good relationship after the purchase is what transforms one-off buyers into repeat customers.

CEOs launch strategic studio that bets on a for-equity model to boost startups.

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CEOs launch strategic studio that bets on a for-equity model to boost startups.

Strategy Studio enters the market with an innovative proposal that breaks with the traditional model of agencies and consultancies. Instead of acting solely as a supplier, the studio becomes a direct partner in the growth of startups, small and medium-sized enterprises, and companies through the "for equity" model, in which it contributes strategy, branding, and executive experience in exchange for equity participation. The objective is simple and direct: to support expanding businesses that need positioning, differentiation, and structure to scale, but that do not always have the resources to hire high-value senior services. The strategy boutique has just closed a contract for the launch of a hair cosmetics brand, which will be launched in the first quarter of 2026, using this model. 

Created by three executives with extensive experience in the financial, communications, and innovation markets, Strategy Studio aims to support entrepreneurs and founders in transforming vision into value, connecting brand strategy, digital strengthening, and business direction in models developed for small and medium-sized enterprises. The equity-based format is the highlight of their work and brings the studio closer to the reality and results of the companies they serve. 

Founded by Rodrigo Cerveira, CMO of Vórtx, Ricardo Reis, CEO of Ampliva, and Norberto Zaiet, former CEO of Banco Pine, Strategy Studio brings together complementary expertise to address the main challenges faced by expanding businesses, such as professionalizing branding, increasing margins and average order value, scaling consistently, structured communication, and strengthening the perception of value among investors, franchisees, or new markets. 

With the concept "Soul for your Vision," the studio starts from the business strategy to build strong, consistent, and scalable brands. According to Rodrigo Cerveira, "expansion is only sustainable when the brand sustains the value that the market perceives. Well-positioned businesses increase visibility, accelerate traction, and gain strength to grow, especially in the startup universe, where every choice weighs on the next step." 

Strategy Studio operates in two formats: strategic consulting for established companies seeking repositioning and growth, and the equity-for-equity model, aimed at startups and promising businesses where the studio becomes a direct partner in their development, participating in the journey and sharing risks and results. This approach reinforces the studio's unique selling proposition and sets it apart from traditional agencies by combining branding, digital, and executive vision within a long-term framework.  

Among the partners' experiences are the creation of the Vórtx brand, the digital transformation of Banco Pine with Pine Online, and the restructuring of the Hyundai brand in Brazil—projects that demonstrate the trio's ability to integrate strategy, positioning, and execution to generate real value for growing businesses. "It is precisely this vision, adopted in the strategies of large companies, that we are adopting with startups, aiming to accelerate growth by addressing business pain points, encompassing operational strategy, marketing, and effective market positioning," concludes Rodrigo Cerveira. 

WideLabs is betting on technological sovereignty and sees Brazil advancing in the artificial intelligence race.

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WideLabs is betting on technological sovereignty and sees Brazil advancing in the artificial intelligence race.

Artificial intelligence has ceased to be merely a promise and has become a determining factor in the competitiveness of nations and companies. In Brazil, the progress is evident: an IBM study indicates that 78% of companies plan to increase investments in AI by 2025, and 95% are already registering concrete progress in their strategies. This movement reinforces a structural change and places digital sovereignty at the center of the national debate.

Leading this process, WideLabs emerges as one of the protagonists of the transformation. Founded during the pandemic with the purpose of developing independent national technology, the company adopted a distinct path: instead of relying on foreign solutions, it structured a Sovereign AI Factory, capable of delivering the entire lifecycle of an artificial intelligence solution, from hardware and infrastructure to proprietary models and advanced applications.

Sovereignty as a strategy, not as discourse.

According to Beatriz Ferrareto, Partner & Chief of Business Development at WideLabs, the Brazilian market is experiencing an accelerated but asymmetrical transition. “Companies' interest has grown exponentially, but there is still a gap between wanting to use AI and having the real conditions to apply it strategically, securely, and independently. It is in this void that WideLabs operates,” she states.

The AI ​​Factory developed by the company brings together a complete ecosystem:

  • Proprietary GPU infrastructure and sovereign models;
  • Training, curation, and alignment pipeline done entirely in the country;
  • Tailor-made solutions for governments and regulated sectors.;
  • On-premises operation , ensuring privacy and compliance with local laws and standards.

This arrangement allows for technological independence and reduces dependence on foreign systems, a growing concern in the public sector and strategic industries.

International expansion and regional impact

The vision of sovereignty also guides WideLabs' expansion beyond Brazil. In partnership with NVIDIA, Oracle, and research centers in Latin America, the company has been exporting its AI Factory model to countries interested in reducing technological vulnerabilities.

One example is PatagonIA, an initiative created in Chile with the Institute of Complex Systems Engineering (ISCI). The solution was born from the Brazilian experience with the AmazonIA ecosystem and represents a decisive step towards consolidating an AI with a Latin American identity, trained with local data and accents and operated in a 100% sovereign environment.

Technology that reflects local culture, language, and reality.

According to Nelson Leoni, CEO of WideLabs, the future of AI in Latin America necessarily involves autonomy. “Investing in sovereignty is not a luxury, it’s a strategic necessity. The region needs locally developed technologies, aligned with our culture, our language, and our legislation. We cannot depend on systems that can be shut down, limited, or altered by external interests,” he states.

Leoni further emphasizes that the AI ​​Factory is not just about technology, but about governance, transparency, and accountability. “AI can democratize access to services, reduce bottlenecks, and improve public policies. But this requires ethics, oversight, and responsibility. Whoever masters this balance between innovation and social impact will define the region's competitive future.”

A national infrastructure for a new technological cycle.

With a growing presence in state and federal governments, and in sectors such as health, justice, and industry, WideLabs has established itself as one of the leading companies in the new AI economy in Brazil. Its Sovereign AI Factory model is already adopted by institutions representing tens of millions of citizens.

The company believes the country is facing a historic opportunity: “If Brazil wants to lead the era of artificial intelligence in Latin America, that leadership requires technological independence. And that is exactly what we are building,” concludes Leoni.

Pix update and new security rules enhance protection in digital transactions.

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Pix update and new security rules enhance protection in digital transactions.

The Central Bank announced last Tuesday (25) an update to the Pix return system, allowing automatic tracking of suspicious transfers and guaranteeing reimbursement within 11 days after dispute. The measure, which comes into effect in February 2026, arrives at a critical moment, in which digital scams and financial fraud have become increasingly sophisticated, affecting consumers and companies of all sizes. Experts point out that the speed in returning funds and automatic monitoring can drastically reduce losses caused by instant fraud.

Furthermore, the transformation of the ANPD (National Data Protection Authority) into a regulatory agency, consolidated by Provisional Measure No. 1,317/2025, strengthened oversight of companies that process financial data, while new laws and decrees, such as the Digital Statute of Children and Adolescents (Law No. 15,211/2025) and Decree No. 12,622/2025, now require minimum security, documentation, and governance practices in digital transactions. For e-commerce, this means that data protection is no longer just a legal obligation, but a strategic business component.

Matheus Macedo, COO of UnicoPag , a payment gateway, emphasizes that “ checkouts , gateways, and payment systems are no longer just operational components. They have become critical points of trust. Each transaction involves sensitive information that needs to be protected by multiple layers of security. The failure of a single link can compromise both revenue and a brand's reputation.”

According to the expert, the movement goes beyond regulation. “Companies that anticipate the new rules demonstrate to the market that digital security is not just a requirement, but a competitive advantage. Transparency and data protection are now decisive factors in the relationship with the consumer,” he states. Macedo reinforces that, in the digital environment, trust is built in clicks, but can be lost in seconds, and companies that do not adapt risk losing relevance and customers.

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