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Positive S+ strengthens its cybersecurity offering with advanced solutions for the corporate environment

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Positive S+ strengthens its cybersecurity offering with advanced solutions for the corporate environment

Faced with a scenario marked by increasingly complex and frequent digital threats ransomware, phishing, DDoS attacks, advanced malware and social engineering & O, cybersecurity is no longer an exclusively preventive or reactive measure to assume a central role in business continuity. Aware of this reality, Positivo S+ strengthens its offer in the segment with Cybersecurity Management, a robust and scalable digital protection solution, capable of responding with agility and intelligence to the most demanding demands of the market.

The structure of SOC (Security Operation Center) of Positivo S+ goes beyond simple detection. Through artificial intelligence, it acts with proactive isolation of threats yet unknown, real-time correlation of events, fluid integration with traditional security tools, automated response, constant risk assessments and continuous monitoring 24×7. All this with minimal impact on productivity and high compatibility with existing infrastructures (whether local, hybrid or cloud.

“Today, cybersecurity is no longer a differential to become a strategic pillar, essential to continuity and trust in operations. Our mission at Positivo S+ is to protect the present and prepare companies for the digital future, with affordable, effective and constantly evolving solutions”, says Carlos Mauricio Ferreira, CEO of Positivo S+

“Today, cybersecurity is no longer a differential to become a strategic pillar, essential to continuity and trust in operations. Our mission at Positivo S+ is to protect the present and prepare companies for the digital future, with affordable, effective and constantly evolving solutions”, says Carlos Mauricio Ferreira, CEO of Positivo S+

“The implementation is done in a structured and personalized way, with full environmental diagnosis, remote or local installation, integration with legacy systems and training of users and teams. The solution also adapts to different technological structures and has continuous support, automatic updates and dynamic adjustments as the evolution of” threats, explains Carlos Mauricio.

In addition to the technological structure, Positivo S+ constantly invests in research, development of artificial intelligence applied to security and technical training, ensuring that its solutions keep up with the rapid pace of digital threats. “A user education is also a priority for us. We promote educational actions, awareness and dissemination of good practices in digital security to create a culture of protection within organizations.”

By offering intelligent and adaptable protection, with fast response, continuous technical support and automated updates powered by AI, Positivo S+ consolidates itself as a strategic ally for companies seeking security without giving up innovation. In a scenario where a single attack can compromise the reputation, data and operations of a business, investing in cybersecurity is no longer a choice but a vital need.

More information about Positivo S+ solutions is available at official website of brand.

Retail and marketing references, Ricardo Vieira and Carlos Lacerda, found Digital Store Media, a 100% specialized Retail Media consultancy

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Retail and marketing references, Ricardo Vieira and Carlos Lacerda, found Digital Store Media, a 100% specialized Retail Media consultancy

With over 20 years of accumulated experience in major corporations, CRM, media, and trade projects, the executives have been among the key players in the development of Retail Media in the country in recent years. They now consolidate this trajectory into a business established to support retailers, advertisers, technology platforms, and agencies in navigating this new ecosystem with clarity and results.

Digital Store Media (DSM) launches in Brazil as the only consultancy 100% specialized in Retail Media with a full-service approach. It aims to guide retailers in structuring their Retail Media operations, supporting area design, tool selection, team training, and data integration. Simultaneously, it works alongside advertisers and agencies, assisting in selecting the best partners, building cases, and efficient media budget allocation. The company bets on a strategic consultancy model that combines performance, awareness, robust measurement, and collaborative intelligence.

“Brazilian retail is facing a unique opportunity: to transform its assets into a highly profitable intelligent media ecosystem. Our role is to connect brands and retailers so that campaigns are more efficient, with a real impact on sell-out and brand building,” says Ricardo Vieira, founding partner of Digital Store Media.

“Having someone who knows the market, actively participates in it, and can simultaneously look at the retailer, the advertiser, and the tools is a tremendous opportunity to create value and accelerate results, whether in sales or visibility,” states Carlos Lacerda, co-founder of DSM.

The consultancy offers a complete diagnostic of retail media initiatives within companies, creates customized plans for each funnel stage (onsite, in-store media, and offsite), supports KPI definition, and structures consistent measurement and attribution metrics. Furthermore, DSM also works side-by-side with retailers to accelerate the structuring of new Retail Media areas as a business model, as well as to accelerate inventory monetization through commercialization strategies and intelligent journey management within structured retailers.

Among the consultancy's key differentiators are strategic planning, training of qualified teams, commercialization support, execution with integrated data, building co-op campaigns with retail, and delivering reports with a 360º view of campaign performance. The proposal is for both brands and retail networks to gain efficiency, predictability, and a clear return on their investments.

“Different retail networks across various channels are currently operating at different stages of maturity in Retail Media management and governance. It is necessary to understand the fundamental steps for each to advance their stage and accelerate the paths to Retail Media professionalization, so that results evolve and meet advertiser brand objectives, ensuring personalization, scale, and results,” affirms Lacerda.

With plans to serve over 10 major retail and advertiser accounts by November 2025, Digital Store Media is already structuring partnerships with networks in the food, pharmaceutical, home center sectors, and marketplaces. The consultancy will also promote workshops and content publications to foster education and leadership in Retail Media in Brazil.

The decision to found DSM came from the perception that the Brazilian market lacked an independent consultancy, specialized and focused exclusively on Retail Media. “There was a missing real bridge between brand objectives and retailer potential. DSM is born to lead this connection with business vision, execution, and technology,” reinforces Vieira.

Does online dancing bring real customers to businesses or can it go wrong?

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Does online dancing bring real customers to businesses or can it go wrong?

When it exploded in 2021, much because of the pandemic, the TikTok app was recognized as the “lar of the” dances. Celebrities and ordinary people used the time in quarantine to create or reproduce famous steps around the world.

Time has passed and TikTok, although still recognized by most people, is much more than that. Manuals, tutorials and novels fill the feeds of people eager for entertainment and in this way, many brands:

“Trends are important because they humanize the brand and connect the end consumer with the social network, but care must be taken. In cases of brands “sem face”, this process is important, loyal and can even revert to sales or reputation, but there are cases where the strategy can go very wrong” says Thiago Andrade, Social Media Manager at KAKOI Communication.

The very wrong“air” according to Andrade concerns companies that end up getting lost in character, a doctor who comments on internet consultations or who makes “novelinhas” on real cases. Although it attracts a large number of likes and followers, the professional becomes an influencer and not a doctor anymore, for example:

“I remember Whindersson Nunes telling that his architect started doing dances at TikTok, it worked out very well, likes, comments, everyone congratulating, but projects that is good..nothing.What will be the credibility of this professional?You need to separate the humor from the work “, says Andrade.

According to Thiago, humanizing the brand on social networks is to show people, processes, day by day, without necessarily entering a specific trend. Separating what people want to see, from what brands think they want is different:

“O quadro “eu listen more I do not fire” shows owners listening to employees talking about wrong things they did with the commitment not to fire. Legal, humanizes, but followers know that day by day is not how” works concludes Thiago.

AI image editing APIs gain ground in content creation at scale

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AI image editing APIs gain ground in content creation at scale

For small and medium-sized businesses (SMEs), who face the challenge of producing quality visual content with lean teams, image editing APIs with artificial intelligence emerge as the ideal solution to automate, scale and professionalize visual creation without complication.

In a digital landscape where visuals sell, load time matters, and brand consistency defines audience perception, integrating an image editing API can mean the difference between growing or stagnating.

They act as invisible bridges between systems, allowing platforms to perform tasks such as background removal, resizing, compression, color correction and even aesthetic improvements with AI, all automatically and integrated into the company workflow.

For SMEs, this represents more than technical efficiency, it is a direct response to the day-to-day pains. Imagine a small fashion brand, for example, that has just completed the design of its new collection. With tight deadlines, the creation of dozens of images for e-commerce, social networks and catalogs can delay the launch, hampering the start of sales. By integrating an API, this process is reduced to minutes, allowing the focus to return to the core of the business: the product.

Another recurring example is visual inconsistency. How often does an SME have to deal with photos taken at different times and lighting conditions, or with varying sizes, which make it difficult to present uniformly in online stores? With APIs, these images can be automatically adjusted to ensure standardization and reinforce brand identity, without manual effort.

Among the main benefits are:

  • Automation and agility in handling thousands of images simultaneously;
  • Visual consistency, which reinforces brand identity across multiple channels;
  • Improves web performance, with optimized images that accelerate website loading and positively impact SEO;
  • Increase in conversion rate, especially in e-commerce, where high quality images directly influence purchase decisions.
  • Flexibility and customization to meet the specific requirements of different markets;
  • Automatic visual adaptation for multiple channels and digital formats.

With simple integration, even businesses with small teams can incorporate, in less than an hour, tools capable of transforming common visuals into content ready for engagement and conversion.

A practical example?The success story of the viral campaign of the film Barbie, from Warner Bros., who used Photoroom's background removal API to create custom posters from fan photos. Result: millions of organic interactions, global reach, increased ticket sales, and a real explosion of social media engagement & proof that well-implemented APIs deliver real impact.

“We are seeing a quiet revolution, where tools once accessible only to large players are now within reach of companies of all sizes”, says Matthieu Rouif, CEO and co-founder of Photoroom.“APIs represent the union between creativity and technology. They take away from SMEs the operational weight of editing and return agility, scale, visual control and creative freedom”.

As visual content consolidates as the main vector of online communication and sales, the integration of image editing APIs becomes not only recommended, but essential.

Go Bravo focuses on TikTok to attract new customers in Brazil

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Go Bravo focuses on TikTok to attract new customers in Brazil

Go Bravo's strategy, a company specialized in debt negotiation, to attract customers through TikTok boosted lead generation.In the first month of the campaign, 6.7% of total sales originated from the video platform, growing to 19.28% the following month.In addition, the sales rate registered an increase of 71% compared to the average of other channels already established.

Present in the global market for more than 15 years and in Brazil for three, go Bravo already used other platforms for its campaigns. However, the communication team realized the importance of expanding its presence in several channels, especially to reach a larger audience. TikTok was chosen as a strategic focus, as it enables the dissemination of the company's financial product in a light and informal way.

According to Cintia Mendes, Growth Coordinator at go Bravo, the positive numbers came because the platform allows a dynamic operation. “A experience with TikTok Ads was exceptional, because being intuitive, it facilitates the process of creating campaigns. The ad model that TikTok allowed us to develop has become our favorite, due to the fluidity”, he said.

With the focus on increasing operations in Brazil, the campaign of qualified Leads on the platform had as a challenge, reaching as many customers as possible. For this, the format found as more efficient was Spark Ads, which led TikTok users to fill out a form on the brand's website. The paid campaign was combined with the content generated by influencers, in an easy, didactic and intuitive way. 

The participation of the Go Bravo team in the TikTok for Business Integration Program provided in-depth knowledge of the platform tools. The integration resulted in a large increase in the company profile, driven by the Community Interaction campaign, with some content reaching 3 million views.

Tricentis arrives in Brazil to accelerate advances in AI software testing

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Tricentis arrives in Brazil to accelerate advances in AI software testing

A Tricentis, a global company in continuous testing and quality engineering, today announced its expansion in Latin America, continuing the company's efforts to bring its quality engineering solutions driven by AI to the world market, helping companies in various sectors to reduce risks, accelerate transformation and deliver software with speed and scale. 

This announcement marks an important milestone for Tricentis as the company prioritizes its mission to provide global companies with the tools and capabilities needed for its software delivery and modernization efforts.Tricentis seeks to maximize its impact and capture key growth opportunities through a robust ecosystem of channels and talent to drive success, with an accelerated focus on expanding its partner network. 

Tricentis' investment in Latin America comes at a critical time, when the region is experiencing strong growth and high demand for technological advances and innovation, especially in the field of artificial intelligence.As part of its growth strategy in the region, the company announces the appointment of Tonatiuh Barradas as Vice President of Latin America. 

“A Latin America is a dynamic and fast-growing technology market, with an increasingly critical focus on digital transformation efforts across a number of” sectors, said Barradas.“I am excited to join Tricentis as they offer companies AI-driven quality engineering strategies and solutions needed to elevate their software testing and delivery processes in a market that is experiencing substantial growth.” 

One global research conducted by Tricentis with more than 2,700 CTOs, CIOs, DevOps professionals, QA leaders and software developers reveals that agility in software development and deployment is a priority in the region.Tricentis' investment in Latin America directly responds to this demand, as more than half of Latin American professionals interviewed identify the acceleration of software development as their main challenge, while 48% highlight the need to improve quality and 44% seek to automate manual processes. 

On the other hand, 64% of technology professionals in Brazil admit that they do not perform all the tests necessary to ensure the quality of the software. This number is even higher when considering all Latin American countries included in the study, with 75% recognizing that they launch software without full testing. This lack of adequate tests led 58% of Brazilian companies to face project delays. Tricentis seeks to fill this gap by offering solutions specifically aimed at professionals and software development teams that use AI to achieve speed and efficiency. 

“While organizations struggle with the decision to release untested code in the name of speed, we are moving into Latin America to help them make their software quality engineering processes faster and more reliable”, said Kevin Thompson, CEO of Tricentis.“ By automating manual tasks, we free up software development teams to focus on strategic initiatives.It is a defining moment for digital transformation, and we want to deliver quality, governance and tangible results to our customers to help them realize their business transformation goals.” 

The full Tricentis 2025 Quality Transformation Report report is available for download here. 

Methodology of the Tricentis 2025 Quality Transformation Report 

Tricentis conducted the Quality Transformation Report through a global survey conducted in March 2025 with 2,750 respondents from 10 countries and five industry sectors. Attendees include CTOs, CIOs, general managers, vice presidents of engineering, applications, IT, quality assurance, IT professionals, DevOps leaders, QA leaders and software developers.The report examined key trends and developments in software development, testing, quality, DevOps and AI. 

Pontaltech announces new marketing manager

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Pontaltech announces new marketing manager

What is your favorite channel to communicate with companies? Each of us has your favorite medium where we feel more comfortable for this, which requires the market this availability to retain its customers and leverage sales. Taking another step ahead of this mission, Pontaltech, a technology company specializing in omnichannel communication, has just announced the arrival of Marcia Assis as a new marketing manager, in the mission to strengthen the company's presence in the market as a reference in innovative solutions in the area.

With 15 years of experience consolidated by different companies and segments focused on marketing and branding, her professional career has allowed her to face challenging projects that have helped her develop important skills and a broader strategic vision of the market, having worked on varied fronts of business construction, go-to-market strategy of brands and products, 360 marketing campaigns, performance marketing, content marketing and events.

All, learnings that you want to apply directly in this new phase. “I have always had a close look at the market and, when I learned of the opportunity for the position of marketing manager at Pontaltech, I immediately identified with the values and the moment of expansion of the company. The connection with the team and the leadership was very natural from the beginning of the process, which shone my eyes to cross this door”, he shares.

Its arrival was something fundamental for the new moment of the company, as explains Renata Reis, CRO of Pontaltech.“We want to transform the communication between companies and customers, offering solutions that really simplify and optimize this relationship. Our challenge is to reframe the marketing role to boost the new moment of the company, something that, under the command of Marcia, we have great expectations of building something quite significant”, he points out.

Assuming the position of manager of the area, the professional will be responsible for leading the team focused on repositioning the brand, aligning inbound and outbound marketing strategies, content (site, blog and social networks), events and institutional communication & integrating marketing to other sectors of the company to increase this synergy and increase the achievement of expected results.

In a scenario of increasing competition and constant technological innovations, the challenge will certainly be great. But none of this discourages the expectations of the new manager. “I am confident that we will be able to reposition Pontaltech as an innovative reference in the sector and, for this, I intend to work with data to make more assertive decisions, investing in strategic actions, reinforcing our presence in the main events in the area and strengthening content marketing. I also want to consolidate a high performance team, focusing on results and innovation”, he points out.

With significant experiences built on these fronts, the goals could not be better.“We want marketing to be an engine of Pontaltech's growth. The arrival of Marcia gives us huge expectations that we will have a greater acquisition of large accounts and that we will consolidate in more market sectors, expanding the recognition of our expertise and contributing directly to an increasingly better financial result”, concludes Renata.

iFood enhances food delivery experience with Databricks' data intelligence platform

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iFood enhances food delivery experience with Databricks' data intelligence platform

iFood, Latin America's largest food delivery platform, is redefining how it utilizes data to drive innovation and efficiency with the help of Databricks, a data and AI company. The company adopted Databricks' data intelligence platform and its DLT framework, which builds and tests reliable data pipelines, to modernize its data architecture.

This effort led to a series of operational gains, including a 67% reduction in processing and storage costs, 70% less effort in pipeline maintenance, and a 30% reduction in code development time.

"The pipelines now run error-free, delivering reliable performance even under the heaviest workloads," said Thiago Julião, Data Architecture Specialist at iFood. "The shift from frequent errors to nearly zero issues after migrating to DLT has not only improved operational efficiency but also freed our team to focus on strategic initiatives instead of just firefighting."

With a robust ecosystem—over 55 million users, 350,000 partner restaurants, and 300,000 active delivery drivers—the platform processes approximately 10 billion real-time data events daily, originating from its applications, logistics systems, and partner platforms.

"Databricks has completely transformed our data operations. With DLT, we drastically reduced errors and shifted our team's focus to strategic initiatives instead of operational issues," states Julião.

From a fragmented environment to a unified architecture

Prior to implementation, the company faced challenges with fragmented architecture and manual processes, which often led to errors and hindered scalability. The migration to the platform consolidated thousands of tables into just 100, optimizing governance and improving data quality.

"Our solutions are designed to drive our clients' business growth by reducing costs and increasing efficiency. With the generated data and modernization through DLT, iFood has access to strategic insights that contribute to improving the customer experience when placing orders," explains Marcos Grilanda, Vice President and General Manager for Latin America.

Today, with a structured, layered approach, the platform ensures data ingestion with second-level latency, automated validations, and simplified access for business areas. This enables real-time analysis, A/B testing, and data-driven decisions that directly impact consumer experience and operational efficiency.

"The performance gains in the user journey were a game-changer. We now have greater control, speed, and reliability in how data is used across the company," says Maristela Albuquerque, Data Manager at iFood.

Next steps: security, scalability, and continuous innovation

With a solid technological foundation, iFood plans to expand the use of the platform with features such as Databricks Asset Bundles (DABs), serverless computing, and sensitive column masking, further enhancing data governance and security.

"This transformation has allowed us to eliminate inefficiencies, accelerate solution development, and, most importantly, build a solid foundation for continuous innovation," concludes Gabriel Campos, Head of Data and AI at iFood.

Record Pay: Brazilian artists on Spotify generated R$ 1.6B in 2024

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Record Pay: Brazilian artists on Spotify generated R$ 1.6B in 2024

Spotify has released the Brazilian edition of the report Loud & Clear 2025, revealing a new milestone for the music industry in the country: in 2024, Brazilian artists generated more than R$ 1.6 billion only on Spotify is there one increase of 31% compared to the previous year and more than double the amount distributed in 2021.

The revenue growth generated on Spotify outpaces the growth of the recorded music market in Brazil, which is currently the 9th largest market in the world in terms of revenue IFPI Global Music Report 2025, the Brazilian recorded music market grew by 21.7%, surpassing for the first time the R$ 3 billion mark in revenue and becoming the country with the fastest growth among the ten largest music markets in the world.

“Royalties generated on Spotify by Brazilian artists are growing faster than the Brazilian music market.Our Loud & Clear report presents these gains clearly and directly, while Spotify for Artists allows each creator to track their own performance in real time.This transparency gives musicians the confidence to turn this momentum into the next single, a bigger tour or an ambitious new project”, he says Carolina Alzuguir, Head of Music at Spotify Brazil.

In addition to economic data, the report also brings insights into how Brazilian music is being discovered: it continues to reach audiences around the world, while maintaining strong consumption within the country.In 2024:

  • Brazilian music was present in over 815 million playlists from users around the world io with the United States, Mexico, Germany, United Kingdom and Spain leading the list of biggest fans of music in Brazil;
  • The number of artists they have created more than R$ 1 million in revenue has tripled since 2019;
  • 84% of the tracks in the Daily Top 50 spotify Brasil were local artists;
  • More than 60% of revenue generated in the country stayed in the Brazilian market.

In 2024, Brazilian artists were discovered by new listeners nearly 11.8 billion times on Spotify 19% increase over the previous year, highlighting the growing global appeal of the country's music. Among women, the results also impress: international music streams brazilian artists grew 51% in the year.

“Before the payment comes the discovery.Last year, Brazilian songs generated billions of first plays and appeared on hundreds of millions of playlists on Spotify. Artists follow this growth in real time by Spotify for Artists, welcome new listeners immediately and turn the first listener into loyal fans.This cycle of return turns curiosity into community and it is the community that drives a career”, concludes Carolina.

The full version of the report is available at: [For The Record]

Beyond discounts and free shipping: Shopee research reveals the purchasing behavior of each generation

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Beyond discounts and free shipping: Shopee research reveals the purchasing behavior of each generation

Shopee, the marketplace that connects consumers and sellers, conducted the Shopee Generational Research 2025*, surveying over 2,000 consumers to understand the distinct purchasing behaviors of each generation. The study revealed that although free shipping and discount coupons are decisive factors for all generations, priorities in purchase decisions vary significantly. Younger generations, such as Gen Z and Alpha (up to 29 years old), are more influenced by product reviews, while Baby Boomers prioritize seller reputation and price.

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Older generations embrace new technologies

Consumers above 60 years old have shown increasing adaptation to digital technologies in e-commerce. For example, 67% of them use image search as their primary tool to find products, even surpassing Generation Z, who prefer using keywords (57%) when searching for items.

PIX remains dominant, with variations across generations

PIX is the preferred payment method for all generations, but older age groups still opt for credit and debit cards. Generation Z, for instance, 92% of respondents stated they use PIX for their purchases, while Baby Boomers + Silent Generation report using it 68% of the time, but also choose physical credit cards 44% of the time.

Reviews: a focus for younger generations

For younger generations, such as Generation Alpha and Z, reviews from other consumers play an essential role in purchase decisions, with 39% stating that reviews directly influence their choices. On the other hand, Generation X (37%), Baby Boomers, and the Silent Generation (38%)are more inclined to compare prices before making a purchase.

“E-commerce is constantly evolving, and understanding the needs of each generation is essential to deliver an increasingly better experience. Beyond initiatives like free shipping and coupons, social commerce—with live streams and videos—and encouraging product reviews make the shopping experience smoother, more informed, and safer,” says Felipe Piringer, Head of Marketing at Shopee.

Economy and convenience as decisive factors

Free shipping and shipping discount coupons are the main attractions for consumers across all generations, with over 70% of respondents indicating their use. Usage is even more frequent (86%) among generations above 44 years old. The study also reveals that shipping is a crucial factor in ensuring consumer loyalty, being the second biggest driver for repeat purchases, especially among Generation X (60%) and Baby Boomers (60%).

*Research conducted in February 2025 via the Shopee app with over 2,300 Brazilian consumers.

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