In the current geopolitical landscape, cyber warfare has become a central component of conflicts and disputes between nations. States are employing offensive cyber operations for espionage, sabotage, and political influence on a global scale.

Government-coordinated attacks – often through advanced groups known as APTs (advanced persistent threats) – have evolved in sophistication and scope. This context of global cyber threats directly affects Brazil's digital security, exposing strategic sectors to significant risks and requiring responses commensurate with the technical level of adversaries.

Evolution of cyber warfare in the global scenario

In the last two decades, cyber warfare has gone from an isolated phenomenon to a global pandemic. In this turning point, there was an important milestone: the 2017 NotPetya attack, a malware with unprecedented destructive power at the time, which ushered in a new era of cyber warfare.

Since then, traditional conflicts have taken on a strong digital component: for example, the Russian campaign in Ukraine included a series of cyberattacks against electrical grids, communications, and government agencies, while hacktivist and criminal groups aligned with state interests. The integration between conventional and digital warfare has become clear, and the boundaries between state attacks and common cybercrimes have become blurred.

The main state agents of global cyber warfare include powers such as China, Russia, the United States, Iran, and North Korea, among others. Each employs specific strategies: cyber espionage for stealing industrial and government secrets, sabotage against enemy critical infrastructures, and influence attacks (such as invasions followed by leaks of confidential data to interfere in political processes). A concerning feature is the growing collaboration (or tolerance) between States and criminal groups.

Examples include ransomware gangs based in countries that do not suppress them, using financial extortion to cause strategic damage. In 2021, the ransomware attack on Colonial Pipeline in the US (attributed to a Russian-speaking group) exposed the lack of preparedness of infrastructure companies against such threats. These attacks on critical infrastructure give notoriety to the aggressors and often financial returns, making them increasingly frequent and sophisticated.

The growing influence of China

China has emerged as one of the most influential and active cyber powers. Recent reports indicate an aggressive expansion of Chinese digital espionage operations worldwide. In 2024, an average increase of 150% in intrusions carried out by hackers linked to China was observed, affecting organizations in nearly all sectors of the economy. Only in 2024, seven new Chinese cyber espionage groups have been identified, many specialized in specific sectors or technologies.

The cyber campaigns carried out by Chinese hackers have a global reach and do not spare Latin America. Research indicates that in 2023, most cyberattacks in Latin America originated from agents linked to China and Russia.

This coordinated effort reflects not only geopolitical objectives (such as monitoring diplomatic positions or foreign investments) but also economic interests. Brazil, for example, is today the largest destination for Chinese investments in Latin America, especially in energy, telecommunications, and mining. Coincidentally (or not), cyber espionage originating from China against Brazilian targets has grown in a manner similar to that observed in other regions with high Chinese investment, such as countries participating in the Belt and Road Initiative – a group that includes countries from Asia, Europe, Africa, and Latin America.

Impact of global threats in Brazil: strategic sectors under attack

Several strategic Brazilian sectors are already experiencing intrusion attempts by malicious foreign actors, whether groups supported by nations or sophisticated criminal organizations. The main vectors include targeted phishing campaigns, advanced malware embedded in critical networks, and exploitation of vulnerabilities in widely used systems.

Various installations of Brazil's critical infrastructure—such as electrical power grids, oil and gas, telecommunications, water, and transportation—have become frequent targets in cyber warfare, given their potential to cause widespread damage if compromised. In February 2021, two of the largest companies in the Brazilian electric sector suffered ransomware attacks that forced them to temporarily suspend part of their operations.

The financial sector is also not left out.North Korean groups have been showing great interest in Brazilian cryptocurrency targets, financial institutions, and even defense sectors. These criminals seek to steal digital assets to finance North Korean government programs, circumventing sanctions – it is a form of cyber warfare driven by economic motives. Furthermore, international cybercriminals (often linked to Eastern European networks) see Brazilian banks and their millions of customers as lucrative targets. Banking malware campaigns, phishing networks, and card data theft are hitting Brazil on an industrial scale. Not by chance, a recent report indicated that Brazil is the second most attacked country in the world for cybercrimes, suffering over 700 million attempts in 12 months (an average of 1,379 attacks per minute) – many of which target financial frauds.

Government and public institutions

Brazilian government institutions – including federal agencies, the Armed Forces, the Judiciary, and state governments – have become priority targets in cyber warfare, attracting espionage and sabotage attacks from various countries. Groups associated with China, Russia, and North Korea have directed operations against Brazil in recent years.

Motivation ranges from interest in diplomatic and commercial secrets to gaining strategic advantage in international negotiations. A Google report in 2023 revealed that since 2020, more than a dozen foreign cyber espionage groups have targeted users in Brazil – 85% of phishing activities attributed to governments originated from groups in China, North Korea, and Russia.

This intense activity reflects Brazil's position as a regional leader and influential actor on the global stage, making it an attractive target for adversaries seeking privileged information.

How Brazil has mitigated the risks of cyber warfare

In the face of the escalation of global cyber threats, Brazil has been adopting – and should continue to improve – various measures tomitigate risks and strengthen your cybersecurityThe lessons learned from incidents and experts' recommendations converge on some key points, such as strengthening cybersecurity governance structures – Brazil approved the National Cybersecurity Strategy (E-Ciber) in 2021, which emphasizes the need to strengthen national protection capabilities, improve international cooperation, and encourage the development of national technologies.

But there is still much to be done. The country needs to implement additional layers of defense in the energy, telecommunications, financial, transportation, sanitation, and other essential services sectors. This includes adopting international security standards (e.g., ISO 27001 standards, NIST framework) and requiring infrastructure operators to meet minimum cybersecurity requirements. It is also necessary to reduce the attack surface of these organizations, increase their resilience, and establish robust protocols for prevention, monitoring, and incident response.

In particular, the security of the backbone of the internet in Brazil should be improved – protecting data centers, large servers, exchange points, and other assets that support various critical sectors.

In the private sector, there is greater maturity, depending on the segment. The financial sector, for example, has one of the most advanced cybersecurity ecosystems in Brazil, driven by strict regulations from the Central Bank, ongoing investments in anti-fraud technology, and the need to protect high-value transactions against increasingly sophisticated threats.

In conclusion, global cyber warfare poses complex but manageable challenges for Brazil with proper planning and investments. The country has already shown progress – it is considered the most mature in cybersecurity posture in Latin America – but the pace of the threat requires constant improvement.

In the invisible theater of cyberspace, where attacks occur in microseconds, preparing in advance is essential. Strengthening Brazilian cyber resilience will not only mitigate the risks of cyber warfare but also ensure that Brazil can safely seize the opportunities of global digital transformation without having its sovereignty or strategic assets held hostage by hidden adversaries. In short, cybersecurity is national security, and it should be a priority in times of peace and conflict, today and always.

The Brazilian retail media market – advertising networks supported by retailer assets – is experiencing a boom in growth. The market reached R$ 3.8 billion last year, a jump of 42.3% over 2023 – advancing at a rate that is twice the global average of 20.3%. Although it accounts for about 0.6% of the global market, Brazil currently has the highest growth rate in the world in the category.

And this movement has been happening precisely because retailers and the industry are embracing this trend quickly – so much so that the expectation is that this media channel will end 2025 with significant growth compared to 2024. This demonstrates that the national retail sector is determined to become a protagonist in digital advertising, riding the "third wave" of online media – as retail media networks have been called. In other words, there is a growing consensus that retailers will become advertising powerhouses, playing a central role in connecting brands and consumers.

At least 64% of major Brazilian brands are already working with retail media, according to the 2024 Retail Media Insights survey. Do lado dos varejistas, 55% afirmam já operar sua própria rede de mídia – de supermercados a farmácias e marketplaces, diversos segmentos estão criando estruturas para monetizar suas audiências.

The segmentation power of Retail

Behind the rise of retail media networks is a valuable asset for the retailer: their consumers' first-party data. Unlike other vehicles, retail holds rich information about purchasing behavior – transaction history, viewed items, visit frequency, preferences, and even loyalty program data. This information allows for extremely precise audience segmentation. Varejistas podem alavancar os insights de compra de seus clientes para oferecer soluções de publicidade hiper segmentadas, atingindo o consumidor certo com a mensagem certa e no momento mais oportuno.

This data-driven segmentation capability gains strategic importance in a context of increased restrictions on third-party cookies and growing privacy demands. Retailers, acting as "owners of the audience," are able to deliver qualified and targeted audiences to brands, something difficult to find in other media on the same scale.

For example, a pharmacy chain can target vitamin ads only to customers who have recently purchased health products, or an online supermarket can promote organic foods to consumers searching for fitness items. O uso inteligente do histórico de compras, buscas e perfil demográfico torna os anúncios muito mais relevantes para o consumidor, elevando as vendas e a fidelização à marca. Studies highlight that retail media offers exactly this possibility of mass personalization, combining reach with tailored content for each customer.

Furthermore, the quality of retail data allows for more robust performance metrics. Since retail media networks operate within the retailer's own systems, it is possible to directly attribute a campaign's results to the sales made, closing the complete measurement cycle. This "closed loop" attribution — where the ad impression can be linked to the transaction at the checkout — is a major differentiator. The richness of purchase data and the ability to directly attribute return on investment make retail media a highly valued strategy by brands.

Para os anunciantes, isso significa que investir no canal do varejo não é um salto no escuro: ao contrário, os resultados em vendas podem ser comprovados com rapidez e precisão, facilitando a justificativa do investimento e a otimização de campanhas em tempo quase real.

Integration between digital and offline: direct impact on the point of sale

An important aspect of retail media networks is the integration between the online and offline worlds. Some of the largest retailers operating in Brazil have a huge customer base both online and offline. This allows these companies to create a unique combination of channels to engage the consumer at multiple touchpoints throughout their purchasing journey.

Another example: a customer may be impacted by a product banner on the supermarket's mobile app and, when visiting the physical store, encounter a personalized offer on a digital screen on the shelf or near the checkout. This online-offline synergy takes the advertising message to the "last mile" of the decision process, literally when the consumer has the product in hand. Não à toa, especialistas veem a retail media como uma maneira de influenciar a escolha do consumidor no instante crítico da compra – um potencial antes restrito a materiais de PDV tradicionais.

Inside the stores, in-store digital media is gaining ground as an extension of retail networks. Smart screens, interactive kiosks, electronic shelf panels (ESLs), and even monitors on shopping carts become advertising inventory. Varejistas podem posicionar estrategicamente essas telas próximas aos checkouts ou corredores de alta circulação para estimular compras de última hora.

It is logical that, from an operational standpoint, the integration between online and offline requires a technological effort of measurement: unifying the two channels. This has still been a challenge for retailers, whose solution has been personalization through increasingly sophisticated loyalty campaigns. Even though there are still technological issues, the direction is clear: the future of retail media lies in offering a seamless omnichannel experience, where it doesn't matter if the interaction took place in the virtual world or the physical world – both environments complement each other to engage the consumer and generate results for brands.

Paradigm shift: from sales channel to media channel

The emergence of Retail Media Networks represents a paradigm shift in how the role of retail is viewed within the marketing mix. Historicamente, varejistas eram vistos apenas como canais de distribuição e pontos de venda, enquanto a construção de marca e a publicidade ficavam a cargo de veículos de mídia tradicionais, ou mais recentemente das plataformas digitais. With the shift to retail media, this separation is dissolving: retail is now also a mass communication channel, competing for advertising budgets that previously went to other media.

In practice, large retail chains have become truepublishersmonetizing your websites, apps, and stores just like a news portal relies on ads or a TV station sells commercial space.

For advertising brands, this represents a reconfiguration of strategies. A portion of the investment that was previously allocated to trade marketing activities at the physical point of sale is shifting to media activities on the retailer's digital properties. Another portion, which would go to generic mass media, can now be allocated more specifically through retail media, reaching the shopper precisely at the "moment of truth" of the purchase.

This convergence causes marketing and trade to come together, requiring managers to think in an integrated way: selling and communicating have become facets of the same consumer journey. As a result, major global advertisers are already reorganizing teams and budgets to accommodate this new pillar. Some refer to this movement as "mediafication" of retail – that is, retail ceasing to be just distribution and also becoming media.

Previously, supermarkets, pharmacies, and department stores were just stages for other media strategies; now they have their own spotlight. This model redefines not only investment flows but also requires new approaches from all market players. Brands need to be more data-driven and performance-oriented, agencies need to incorporate new knowledge and skills, and retailers are taking on responsibilities of media companies, also ensuring the consumer experience in terms of content and ad relevance.

The advertising ecosystem is expanding and becoming more complex – however, at the center of this transformation, there is a clear logic: those who are closest to the consumer in the purchase journey gain voice and value in the media game. Retail, with its own platforms, proved to be in the right place at the right time to capitalize on this dynamic. The other market players just need to adapt to this new paradigm, integrating retail media into their strategies so as not to fall behind in this evolution that, all indications suggest, is here to stay.

According to IBGE (Brazilian Institute of Geography and Statistics), the IPCA (National Consumer Price Index) has accumulated an increase of 5.48% over 12 months. In the year, until April, the growth is 2.48%.With high inflation, the public's purchasing power decreases, digital game spending has increased (R$ 30 billion per month, according to the Central Bank), and price sensitivity has risen, forcing companies to rethink their customer retention strategies. And consumers are increasingly changing their behavior to adapt to the rising costs of various products and services.

In this scenario, retail faces significant pressure to maintain a loyal customer base, despite the growing physical and online competition and economic difficulties. Brands need to establish a new type of relationship with the shopper, as they seek more convenience, fair prices, and personalized experiences in the current context.

It is necessary to innovate to create long-term relationships with customers. Exploring the technological universe is the only way to ensure competitiveness in the face of contemporary challenges, especially in Brazil.

Data monetization

To reach an increasingly demanding consumer who has a range of options ahead, it is necessary to understand their preferences and interests. This is where consumer science, supported by technology and data intelligence, becomes a great ally for companies, as it has the potential to turn this information into profitable strategies.

CRM (acronym in English for "Customer Relationship Management") is strong evidence of that. This tool allows companies to collect, organize, and analyze data on consumer habits and purchase history, both of current and potential customers. This enables the creation of more personalized experiences for each shopper, ensuring that they receive offers and communications aligned with their needs.

Relationship programs are good examples of actions derived from the use of CRM. The retailer can implement them by considering a structure that targets consumers with lower purchasing power, who prioritize lower prices – as often happens during periods of high inflation. Whether through discounts, rewards, or other advantages, it is possible to keep this person satisfied, which tends to promote their loyalty.

Integrated physical and digitalThe transformation of brands' physical environments has also become relevant, especially regarding interaction with the digital. A meaningful experience for modern customers fully involves the integration of these two spheres.

In this sense, we can see many retailers understanding this dynamic when they invest in retail media strategies and commercial partnerships. With this, they can create advertising spaces on online platforms, allowing brands to invest in ads directly targeting qualified consumers.

Or we can also think of extended gondolas, which emerge as an intelligent solution for retail to expand the offering without needing to invest in more physical space or stock. In this model, the customer accesses a digital catalog within the store itself or through online channels, being able to purchase products that are not physically available at the location but will be delivered directly by distribution centers or the industry. In other words, sales are maximized by delivering the desired product to the consumer, and traditional operational costs are still cut.

Other advantages of loyalty strategiesMore than the increase in revenue itself, seeking actions to retain customers brings other advantages that can make a big difference during challenging economic periods. Cost reduction is one of the main strategies, since maintaining a base of loyal customers costs less than attracting new ones.

Another benefit is that loyal customers tend to spontaneously promote the store due to their positive experience. In other words, the image and public perception of the company are developed organically, showing that it is a healthy consumption environment even during challenging times.

One advantage leads to another. Keeping up with market and consumer changes through innovation is not just a matter of survival, but of maintaining the business's relevance by looking at its own potential.

A tecnologia é uma ferramenta que usamos a nosso favor para vencer dificuldades ou inovar. Diante de um mercado cada vez mais competitivo e dinâmico, quem deseja ser bem-sucedido nos negócios precisa buscar novas formas de aprender e evoluir. A Inteligência Artificial (IA) pode ser uma poderosa aliada, quando usada com sabedoria.

Uma das formas é a otimização do tempo que a IA oferece. Por exemplo, é possível processar muitas informações em poucos segundos, identificando padrões de comportamento do consumidor, tendências de mercado e até pedir sugestões de melhorias. Isso pode contribuir para decisões mais seguras, reduzindo riscos e aumentando as chances de sucesso.

É também uma grande porta para o conhecimento. A informação nunca esteve tão acessível. Por meio de pesquisas, é possível não só aprender, como também personalizar a sua busca por melhores respostas. Pode-se pedir recomendações de cursos, artigos, vídeos e mentorias de acordo com o seu interesse. Use isso para desenvolver competências específicas, como liderança, gestão financeira, inovação e marketing.

Outra possibilidade fabulosa é pedir para a IA avaliar uma apresentação, um pitch ou um modelo de negócio. Há a possibilidade ainda de criar um prompt para testar ideias mais rapidamente, desenvolver protótipos com custos menores e adaptar seus serviços com agilidade. Startups e grandes corporações já estão utilizando esta ferramenta para criar soluções inéditas em saúde, educação, finanças, transporte e diversos outros setores.

A IA também é uma ferramenta valiosa no desenvolvimento de habilidades interpessoais. Há aplicações que simulam interações com clientes, treinam discursos e oferecem feedbacks sobre postura, linguagem e clareza de comunicação. Imagine você poder treinar seus vendedores ou atendentes com mais eficácia e ainda apontar onde seu time pode melhorar?

Por mais que a tecnologia seja algo de grande valor, ninguém conseguirá substituir a criatividade, empatia ou mesmo a visão humana. São qualidades que só as pessoas têm. Por isso, devemos encarar a IA como uma ferramenta para potencializar nossas qualidades e oferecer novas ideias. Quem souber integrar esta ferramenta ao cotidiano terá mais agilidade, precisão e capacidade de adaptação diante dos desafios do mercado.