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IPhone 16e price is 11% lower in less than two months after launch

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IPhone 16e price is 11% lower in less than two months after launch

The iPhone 16, recently launched as a more affordable version of the new generation of Apple phones, already records significant price drop since its arrival in the market. According to data from Buscape, the country's main price comparison platform, the model had a reduction of 11% in the lowest price found, which went from R$ 4.499 to R$ 3.999 between March 7 (date of launch) and April 28. The median price also fell back 4%, going from R$ 4.499 to R$ 4.316.

During the same period, the iPhone 16 traditional also showed a drop in price: the lowest value found went from R$ 5.398 to R$ 5.049, a reduction of 6%. The price difference between the two models exceeds R$ 1.000, reinforcing the appeal of the iPhone 16e for consumers seeking an Apple device with more competitive value.
 

Since the week of its launch, searches for the iPhone 16e have increased by 257%, while those for the iPhone 16 have fallen by 47%. The trend of price reductions for both models soon after launch reinforces the importance of monitoring prices to ensure good buying opportunities.
 

Prices charged on April 28, 2025:
 

ProductLowest priceHighest priceMedian priceCell Phone Apple iPhone 16 128GB5.0495.3985.049Cell Apple iPhone 16e 128GB 8 GB3.9994.3164.316

May 1st & Labor Day: Expert analyzes trends and careers on the rise in the tech scene

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May 1st & Labor Day: Expert looks at trends and careers on the rise in the tech landscape

On May 1, the look turns to the historical achievements of workers, but also to the new frontiers that the world of work is opening. And few areas reflect these transformations as quickly as the technology sector. With the advances in the area as with artificial intelligence (AI), cloud computing and cybersecurity, information technology (IT) has become not only the “fuel” of the digital economy, but also of the entire market.

The reflection of this is in the high demand for professionals in the area. According to the report on the Future of Jobs 2025, developed by the World Economic Forum, it is expected by 2030 the creation of 170 million new jobs globally, driven by trends such as technological advances, green transition and demographic changes.However, it is estimated that 92 million jobs will be displaced in the same period, resulting in a net growth of 78 million jobs. The report highlights that the professions with the highest percentage growth include big data specialists, fintech engineers and experts in artificial intelligence and machine learning.

According to the Association of Information and Communication Technology and Digital Technologies Companies (Brasscom), the technology sector should open up to 147 thousand new formal jobs in 2025, considering the most optimistic scenario. In the base projection, 88 thousand new jobs are expected with a signed portfolio. The need for qualified professionals is already evident: between 2018 and 2022, the market demanded 665 thousand talents for these positions, while technical and higher training delivered only 465 thousand, generating a gap of 30.2%. In 2021, reaching 67, this deficit was even greater.

In addition to the quantitative issue, another complex point is the skills and characteristics of professionals. The market is more demanding, demanding increasingly specialized, hybrid and strategic profiles. For Gilberto Reis, COO of Runtalent, a reference company in technology and digital services, “o technology professional in 2025 is not just a programmer or an analyst. He is a complex problem solver, with business vision, technical domain and well-developed interpersonal skills”.

Also according to the Brasscom survey, the Systems Analysis and Development courses lead the formation of new technology professionals, with more than 34 thousand graduates, followed by Computing and Information and Communication Technologies, with 11.2 thousand, and Computer Science, with 9.3 thousand. 

According to the executive, the data show how the market has sought professionals increasingly specialized and aligned with the new technological demands, although reinforces that qualification is not the only requirement of companies. “Nowdays, although it is very important for technology professionals the mastery of hardskills as languages, advanced knowledge in cloud platforms (architecture of microservices, automation tools and integrated cybersecurity, among others, are softskills the differential factors. We see that hiring is increasingly based on curiosity behavior than on diploma. The ability to learn fast and emotional intelligence are differentials for a specialist in technology, emphasizes the.

Careers on the rise

In addition to analyzing the current information technology market, Runtalent COO Gilberto Reis listed some of the top areas and careers in the industry for this year

  • Cloud Computing

Starting as a technician or infrastructure analyst, the professional can evolve into a cloud solutions architect, DevOps engineer and, in the future, Infrastructure CTO.

  • Cybersecurity

The path goes from information security analyst to incident response engineer and, later, Chief Security Officer (CSO).

  • Artificial intelligence

The trajectory can start with junior data scientist, move on to machine learning engineer and reach positions such as AI strategist or AI ethics leader.

  • Data Analysis and Big Data

The professional starts as a data analyst or BI, evolves into a data engineer or data scientist and can reach positions such as Chief Data Officer (CDO) or corporate data strategist.

  • Software Development and Low-Code/No-Code

Starts as a junior developer or “citizen developer” on low-code platforms, can move to full stack, software architect or technical leader with a focus on agile and scalable solutions.

  • Augmented/Virtual Reality and Corporate Metaverse

It starts as a 3D designer, XR developer or virtual modeler, and can grow to be an immersive experience specialist, metaverse manager or corporate virtual environment strategist.

  • Automation and Robotics (RPA and integrated AI)

Part of roles as an RPA developer or automated process analyst, with the possibility of evolving into an automation architect, applied AI engineer or digital transformation manager.

Urban logistics warehouses drive operations and optimize efficiency in large centers

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Urban logistics warehouses drive operations and optimize efficiency in large centers

The expansion of logistics centers within the urban perimeter of Sao Paulo has become a key piece for companies that need to operate efficiently in the capital. Reducing distances and optimizing the circulation of products, this model improves mobility, reduces operating costs and still generates positive impact on sustainability, with lower carbon emissions in cargo transportation.

GoodStorage, a specialist in storage spaces and a pioneer in offering smart and urban spaces, has expanded its operations in this market, offering infrastructure that meets the needs of companies that need to operate more efficiently, within the city, without compromising their logistics.

An example of how this infrastructure makes a difference in the day-to-day operation is Eletromidia, the largest out-of-home media company in the country.The company uses GoodStorage spaces to store equipment and essential consumables for the installation and maintenance of its assets throughout the city, including urban furniture and electronic screens in elevators and shopping malls.“Our equipment turnover is daily, and having a well-located operational center allows us to streamline logistics and maintain the efficiency of the” operation, highlights Paulo Brada, COO (Chief Operations Officer) of Eletromidia.

In addition to practicality, factors such as asset security and modern infrastructure were also decisive in choosing Eletromidia for the solution. The presence of its own janitorial services and the structure of an urban logistics condominium allow the company to focus on its core business without the concerns of a traditional property.“The urban storage model of GoodStorage brings an important differential: we can operate with more security and predictability”, adds Paulo.

The logic of urban logistics centers goes beyond convenience.Positioned near consumption and distribution centers, these spaces contribute to the reduction of cargo vehicle traffic, reducing congestion and the emission of pollutants.“Our strategy of offering logistics solutions within the city not only improves the efficiency of operations, but also aligns with a more sustainable mobility model for Sao Paulo”, says Thiago Cordeiro, founder and CEO of GoodStorage.

With the growing demand for fast deliveries and more agile operations, the concept of urban warehousing is gaining momentum. Companies from various sectors are adopting this model to optimize their logistics, improve customer response time and reduce the environmental impact of their operations.


The partnership between GoodStorage and Eletromidia is a reflection of this trend, showing how urban infrastructure can be used strategically to drive business and make the city more efficient.

Dynamize facilitates personalized campaigns with new functionality

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Dynamize facilitates personalized campaigns with new functionality

Dinamize, a multichannel marketing automation platform, has just strengthened its ecosystem with an innovative feature to enhance customer relationship management: the RFM Matrix, developed to optimize the analysis of Recency, Frequency and Monetary Value (RFM) data, the solution comes to simplify advanced segmentation of contact bases, offer strategic insights and drive personalized results for digital businesses.

The functionality allows companies to automatically identify patterns of purchasing behavior, classify customers by level of engagement and value to the business and run highly targeted campaigns. With intuitive visualization and integrated into the platform, the RFM Matrix eliminates the need for manual processes or complex connections between systems, saving time and strategic resources. 

“We are transforming data into action in a simple and effective way. The RFM Matrix empowers companies to understand their customers and communicate more accurately and with” results, says Jonatas Abbott, CEO of Dinamize.

How the RFM Matrix transforms the E-commerce experience

With the novelty, companies can create specific actions for VIP customers (high value and frequency of purchases), reactivate inactive consumers with personalized messages, nurture promising leads that have not yet finalized a purchase and automate campaigns to stimulate repurchase. Visual and dynamic segmentation facilitates the prioritization of audiences, ensuring that each communication is relevant and timely. 

The RFM Matrix reflects our commitment to delivering a complete solution for the brands served.We want to support our customers at every stage of the consumer lifecycle: from nutrition and sales to retention and in-depth analysis of” behavior, says Abbott. 

Once restricted to fragmented analytics and manual efforts, RFM segmentation is now accessible in a few clicks on the Dinamize platform. The functionality integrates naturally with existing features such as marketing and sales automations, email, WhatsApp and SMS triggers, and performance reports, consolidating Dinamize as the ideal choice for e-commerce stores looking to unite agility, personalization and strategic data in a single environment. 

Investment in digital advertising in Brazil grows 8% and reaches R$ 37.9 billion in 2024

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Investment in digital advertising in Brazil grows 8% and reaches R$ 37.9 billion in 2024

According to Digital AdSpend 2025, a study conducted by IAB Brasil together with Kantar IBOPE Media, investments in digital media totaled R$ 37.9 billion in 2024, a growth of 8% compared to the previous year.

The research shows that there was a more balanced distribution of investment throughout 2024. The difference between the amount invested in the first and second semester fell for the 3rd consecutive year and is already the lowest recorded in the last 5 years of the historical series. The figures show a more perennial, mature and uniform work of applications in digital advertising in Brazil.

For the second consecutive year, the study considered as a separate category investments in Retail Media & Advertising displayed within physical stores, platforms and digital retail environments.The estimate is that Retail Media would equal R$ 3.5 billion, a value 41% higher than in 2023.

Social Media continues to lead among the channels with the most investment, receiving 53% of all financial contribution in the sector. Soon after appear the ads in search engines (Search), with 28%, and portals and content verticals, which were left with 19%. 

“The numbers show that the digital advertising market in Brazil is increasingly mature. It is no longer just about chasing the novelty of the moment IO is about making strategic choices, based on data, and that really deliver results. The growth we had in 2024 shows this: brands are investing more consciously, understanding the role of each channel in the consumer journey”, says Denise Porto Hruby, CEO of IAB Brazil.

According to the survey, the Commerce sector leads the overall ranking of advertising investments in digital, concentrating almost 20% of the total. Following, appear Consumer Services (10,9%) and Electronics and Informatics (6,7%). In digital channels, the trend is even clearer: between January and December 2024, nine sectors allocated 50% or more of their investments to online media. Electronics and Informatics are at the top, with 76% of the verba applied in digital, followed by Clothing (13T3).

The Digital AdSpend study is launched every year by IAB Brazil and is a source of data for brands, agencies, vehicles and platforms to understand where the market is going and where it is worth investing. It also serves as a basis for those who need to follow trends, plan better and make safer decisions.

The methodology starts from the collection of ads directly in the media and channels of the coverage of Kantar IBOPE Media, which allows the analysis of ads regardless of their purchase model. That is: the method includes both direct purchase campaigns and those intermediated by agencies.

“It is gratifying to contribute with data that help the market to understand the strength and evolution of digital media in Brazil. Our role, in partnership with the IAB, is precisely to offer a clear and reliable view on where and how investments are being made. This year's results reinforce that digital is not only relevant 'it is plural and strategic for brands that want to track consumer behavior and drive results”, says Adriana Favaro, vice president of Business at Kantar IBOPE Media.

To access the full study of IAB Brazil in partnership with Kantar IBOPE Media, click here.

From Lady Gaga to festivals: big events generate opportunities for e-commerce

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From Lady Gaga to festivals: big events generate opportunities for e-commerce

Big shows like Lady Gaga's, which will take place in May in Rio de Janeiro, and consecrated events like Lollapalooza and The Town are generating a wave of opportunities for e-commerce. With thousands of people preparing to participate in these experiences, the demand for essential products for festivals grows and e-commerce needs to be ready to serve this audience.

According to a survey by Tray, LWSA's e-commerce platform, the months leading up to Madonna's historic Rio show in 2024 moved more than R$224 million in purchase transactions by retailers using the system, much of the sales pulled by the demands of consumers who were scheduled for the event. 

“Who operates in retail, whether with online or physical sales, or in both segments, needs to take advantage of the opportunities, in addition to the traditional calendar of trade. And this consolidation of the great shows and festivals, for sure, is an opportunity for the entrepreneur to diversify product portfolio and take advantage of the demand of the moment to sell more”, explains Thiago Mazeto, director of Tray. 

At Bagy, another e-commerce platform aimed at small entrepreneurs, the impact was also significant last year. During the weeks leading up to Madonna's show, more than R$72.4 million in sales were handled by retailers using the system. Among the most sought-after segments were fashion, beauty, footwear and computer technology.

Among products sold in the period, in addition to fashion items, were electronic products such as power banks, wireless headphones, portable mini-ventilators and smartphone accessories, essential for those who spend hours at concerts and festivals.

“We have seen considerable growth in demand for convenience-enhancing electronics such as portable chargers and cellphone holders, which are key in long” events, said Pedro Rabelo, Bagy director.

According to experts, for this year, with Lady Gaga, retailers should bet on strategic campaigns focused on kits for large events. The recommendation is to assemble packages with items such as power banks, compact raincoats, anti-theft backpacks, headphones, sunglasses and personalized thematic accessories.

Tips for selling more during big events:

  • Prepare stock in advance: Popular festival products tend to sell out quickly. Plan replacement and ensure variety.
  • Create specific campaigns: Offer progressive discounts for kits and combos of products that complement each other, increasing the average purchase ticket.
  • Invest in SEO and thematic ads: Use keywords like “kit for” festival, “electronics for” shows and “preparation for Lady Gaga at the” river to attract qualified audience.
  • Offer fast delivery: Logistics needs to be efficient to ensure that customers receive their orders before the event.
  • Bet on relevant content: Produce “o-type lists and guides that you bring to the Lady Gaga” show to engage audiences and drive sales.

Amazon Connect 2025 will bring together entrepreneurs and SMEs to discuss innovation, AI, strategies and news for the marketplace

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Amazon Connect 2025 will bring together entrepreneurs and SMEs to discuss innovation, AI, strategies and news for the marketplace

Amazon Brasil announces the fifth edition of Amazon Conecta, an exclusive event promoted by the company, which will host discussions on finance strategies, pricing, sales, ad management and the power of Artificial Intelligence, in addition to the latest updates from Amazon.The event will take place on May 6, 2025 at the WTC Events Center in Sao Paulo, with the aim of offering support, knowledge, tools, connections and inspiration to partner sellers and entrepreneurs who want to expand their business in Sao Paulo Amazon.com.br.

The 2025 edition will feature leading names such as Galvao Bueno, presenter and founder of Bueno Wines, Caito Maia, founder of Chilli Beans, sharing her experience in management and growth strategies, and Nathalia Rodrigues (Nath Finance), addressing finance for entrepreneurs. In addition, Amazon leaders such as Juliana Sztrajtman, President of Amazon Brazil, Virginia Pavin, Director of Marketplace, Julia Salles, Director of FBA & Logistics at Amazon, Felipe Moraes, Director of Chain Logistics, Mariana Wernner and also share the market Director of Grovemente and also Groven, Deliverite and also share the Grovemente by Grovemente by Groven

The event will feature a main stage dedicated to thought leadership and inspiration, where Amazon news, presentations by executives and market experts, sales success stories and industry insights will be presented. In addition, the event will feature areas dedicated to the marketplace, logistics, Ads and promotions and the Seller Space, a place dedicated to personalized support, where participants will be able to schedule individual sessions with Amazon experts to solve specific issues and optimize their business.There will also be workshops with learning trails structured at basic, intermediate and advanced levels, focusing on the needs of sellers. Participants will also be able to visit the exhibition area, with Amazon stands and sponsors to build relationships with valuable services.

“Since we launched our marketplace in Brazil, we have continuously invested in our partner sellers, who are responsible for more than 60% of sales in the Amazon store globally.Today, there are more than 100 thousand partner sellers, 99% SMEs.Our focus is to boost their business, promoting the best possible experience and expanding their reach throughout the country.We do this through investments in logistics programs, training and visibility in the Amazon.com.br”, explains Virginia Pavin, Marketplace Director at Amazon Brazil.

Tickets for Amazon Conecta 2025 can be purchased clicking here. The event is sponsored by Shopping Prices, Seller Pro, MZHub, GoBots, Base, Bling, SellersFlow, Omie, Azazuu, Manager Seller, GS1, University Marketplaces, Mr. Cont, Total Express, Magazord, CNAP, Magis 5, BSP, Darede, Software One and Flexa.

Check out the Amazon Conecta 2025 agenda:

Main Stage Schedule:

8h00: Opening of gates and accreditation

9h00: Welcome with Rita Batista

9h05: Amazon Updates | Innovation, customer focus and impact in Brazil

11h20: Finance strategies to expand your business with Nathalia Rodrigues

13h20: Transform your Business: AWS tools that are revolutionizing Brazilian Retail

13h50: The future of Artificial Intelligence for Amazon sellers with Victor Hochgreb (GoBots)

14h20: Automatic pricing: let the technology work for you with Marcio Tenreiro (Price Shopping)

14h55: Accelerating your brand growth with Amazon Ads, with Carolina Piber and Ariadne Souza

15h40: 5 Steps to scale your sales on Amazon Brazil with Bruno Capellete (Seller Pro)

16h10: Turn data into profit: The ecosystem that is changing the game of sellers on Amazon Brazil (MZHub)

16h45: Management strategies to expand your business with Caito Maia (Chilli Beans)

17h20: Interview with Galvao Bueno (Bueno Wines)

17h55: Closing with Rita Batista

Schedule Workshops:

Marketplace Stage:

10h00: How to achieve a successful launch on Amazon & Amazon.COM The guide for your first 3 months

10h35: How do you grow and protect your brand on Amazon?

11h10: Home, kitchen, garden & toys | Trends & Tips with Google

11h45: Fashion & Accessories | Trends and Tips with Google

12h20: Pricing tools and understanding reports

12h55: How payments work on Amazon (Repasses)

14h30: Sustainability at Amazon: Climate Pledge Friendly

15h05: How to improve the health of your account

15h40: Accelerate your growth with Amazon certified experts

16h15: Electronics and Media | Trends and Tips with Google

16h50: How to optimize your listings?

Stage Ads & Promotions:

10h00: Amazon Ads: Start with sponsored ads

10h35: How to make the most of our events: Create your promotions (Offers and Coupons)

11h10: Understand targeting tactics for sponsored ads

11h45: Registered in the Brand Registry: And now? Build your brand with Amazon

12h20: Connect with customers and drive results with Sponsored Brands and Sponsored Display

12h55: Mastering marketing channels: strategies to boost your sales, a conversation between Amazon Ads, Pinterest and Google

12h55: Understanding your brand data: Brand Analytics

14h30: Amazon Ads: Start with sponsored ads

15h40: Understand targeting tactics for sponsored ads

16h15: Connect with customers and drive results with Sponsored Brands and Sponsored Display

Stage Logistics:

10h00: FBA Inventory Optimization: Operational Strategies and Tips

10h35: Learn and combine: Learn how to use Amazon logistics programs strategically

11h45: Good practices and recommendations to send to the Distribution Center

12h20: How to start selling on Amazon in the US

12h55: FBA Onsite & Amazon Logistics

14h30: Expand your business with FBA through a Branch

15h05: Connecting the Points: Operational Excellence in New Order Management

15h40: Sell your products in the USA using FBA

Seller Space (Seller Hub):

Individual consulting sessions scheduled (30 minutes per session)

Check out the full agenda clicking here.

Zombie professionals: how can HR improve team performance?

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Zombie professionals: how can HR improve team performance?

We live in a world of excessive digital stimuli. Just turn on our computers or cell phones that are bombarded by news, information and activities that are generating a huge addiction on the screens. This high amount of hours online, especially for those who work remotely, brings many losses to the focus and mental health of brilliant talents, but who end up operating in automatic mode, as if they were zombie professionals.

In this scenario, HR plays a very important role in ensuring that technology is used to our advantage, creating connections and maintaining the quality of life of each of us even at a distance.

The amount of time that Brazilians spend connected is shocking. There are more than 90 hours per week immersed in the online universe, according to IBGE data, very related to the growth of remote work that has caused us to spend much more time in front of computers performing our tasks. The result of this, on the other hand, is quite negative for our health, increasing cases of anxiety, overload and, to make matters worse, decreasing real connections in the day to day between teams.

It is increasingly difficult to capture the focus of people, which makes this attention economy something highly scarce and valuable in our society. It is precisely here that HR enters as a guardian of the balance between the personal and the professional, in naturally agitated environments impacted by technological advances 5 promoting healthy disconnection practices that promote guidelines on the limits that need to be followed in this digital environment.

Whether through workshops, lectures, mentoring or other activities, HR should educate leaders about these limits online, organizing constant conversations about topics such as the importance of not sending messages about work outside business hours, scheduling meetings in advance for everyone to prepare, encouraging breaks during the days, and promoting moments of endomarketing that create actions to talk about other topics than work.

These issues need to integrate company policies, and not only stay as a beautiful” speech. After all, digital platforms are developed to capture our eyes and mind and when this happens at work, we lose what we need most to generate value for companies: focus.

We can not create zombie professionals, exhausted in their routines in the face of this excess of information they receive daily and that, consequently, can not produce so many qualitative results. They will always be online, but never really present, which makes attention the most valuable currency that the market can currently have, even a competitive advantage in the face of an asset so rare to be found today.

The human resources department has an essential role in promoting a much more humanized and close people management. It needs to be a care curator, creating actions that foster and improve relationships between teams and filtering noises that undermine this greater goal. Help people understand where to put energy in their work routines with more intelligence, improving not only their performance, but also their quality of life and balance between professional and staff.

How to differentiate yourself from the competition in entrepreneurship

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How to differentiate yourself from the competition in entrepreneurship

In a universe where thousands of new businesses emerge every day, finding their differential has become a matter of survival in entrepreneurship. More than competing for price, modern entrepreneurs need to create real connections with their audience and offer unique experiences. But how to stand out from the competition effectively?

According to data from the most recent edition of the Global Entrepreneurship Monitor (GEM 2024), the Brazilian scenario has shown significant growth. Currently, about 47 million Brazilians are engaged in entrepreneurial activities, formal or informal. In 2024, the entrepreneurship rate reached 33.4%, the highest index recorded in the last four years, reflecting the strengthening of entrepreneurial culture in the country.

For Raphael Lassance, partner and mentor of Sales Clube, the largest sales community in Brazil, the first step is to deeply understand your target audience. “Knowing the customer goes beyond demographic data.You need to understand their desires, pains and consumption habits”, he says.

Brands that know how to communicate their value proposition clearly and authentically tend to create stronger bonds with consumers. Well-built branding, coupled with consistent digital presence, is one of the main weapons to differentiate themselves.

In addition, betting on constant innovation, whether in the product, service or business model also shows an effective strategy. Below, Lassance lists some practical tips to stand out from the competition:

  • Invest in the customer experience: service, after-sales and support are powerful differentiators;
  • Create a strong purpose and communicate it authentically;
  • Use technology to your advantage: automation, personalization and data analysis are accessible and effective tools;
  • Bet on niche markets: often, focusing on a specific segment can be more advantageous than trying to please everyone.

Undertaking is a constant challenge, but also an opportunity to build something unique.In a market saturated with options, those who deliver real value and have their own identity, conquer the space that really matters: consumer preference.

Online fraud has already affected the revenue of more than 80% of Brazilian companies, a study shows

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Online fraud has already affected the revenue of more than 80% of Brazilian companies, a study shows

Brazilian companies with annual revenues above US$ 1 million (R$ 5.6 million) may have lost at least US$ 100 thousand plus R$ 565 thousand 565 thousand FOR cyber criminals, according to the survey Brazil Fraud Industry Pulse Survey 2025, conducted by Veriff, Estonian unicorn specializing in digital fraud prevention and cybersecurity.The study reveals that online fraud impacted the revenue of more than 80% of Brazilian companies.

The financial impact of digital fraud on Brazilian businesses is significant: more than a fifth (20.5%) of the Brazilian professionals interviewed reported loss of at least 10% of revenue due to fraudulent activities. This number puts Brazil ahead of countries such as the United States (13.5%) and the United Kingdom (9%), highlighting the seriousness of the local scenario & a loss that often compromises investments, operations and growth.

This scenario reinforces the urgent need for companies to implement more robust digital security measures. In fact, 79,5% of Brazilian experts state that their customers are demanding more effective fraud prevention strategies, signaling a change in behavior and a growing awareness of online risks. As a result, consumer confidence has become a strategic asset, and meeting expectations regarding security is today a clear competitive advantage.

AI: a double-edged sword

Artificial intelligence (AI) has played an increasingly ambiguous role in the digital security landscape, being utilized by both criminals and businesses. While the intelligent and ethical use of AI can be crucial to protecting data, reputation and revenue, Veriff research shows that 69% of experts have observed an increase in the use of technology by fraudsters.At the same time, 69,5% of companies are also adopting AI to bolster their digital security.

The most common types of fraud in Brazil

Veriff's research identified the three main types of fraud affecting Brazilian companies malware (53%), which uses malicious software to infiltrate systems, steal data and spy on operations 'WTO many times without being detected. documentary fraud (40%), which involves the use of forged or tampered documents to simulate legitimate identities and access financial services fraud authorized (36%) occurs when the customer is tricked & IS usually through phishing ''approve a fraudulent transaction, making this type of scam especially difficult to identify and reverse.

The data reinforces the urgent need for more robust identity verification solutions and better digital education among users to prevent financial losses.

Web Summit Rio 2025: fraud prevention is not just a technology, but a culture

Veriff's participation in Web Summit Rio 2025 further reinforces the alert raised by the company's latest research.Kaarel Kotkas, founder and CEO of Veriff, participated in the “ panelScamdemic: How fintechs are fighting back” (As fintechs are reacting), alongside Rodrigo Tognini (Simple Account) and Lucas Vargas (Nomad), with mediation by Kimberley Waldron (Started PR). They highlighted how every fraudster has something in common: a bank account, so the need to think like a fraudster.“They share information quickly and attack at scale. Just as criminals act in an organized way, the financial and technological sector also needs to evolve in collaboration and information sharing to protect the ecosystem as a whole”, stressed Kaarel.

The Veriff CEO explained that fraud prevention should be seen not only as a matter of technology or business strategy, but as part of the company culture. According to him, ignoring this need can jeopardize a significant part of the companies' revenue. And this impact also falls on the end consumer, who ends up bearing higher costs to compensate for the losses generated by fraud: “Honest honest users end up paying a kind of (trust tax of the’ to cover the actions of bad actors”, he evaluated. 

Kotkas also drew attention to the effects of the loss of digital trust: “If a person suffers a financial blow, he tends to avoid the entire sector for a long time.Therefore, preserving trust in the online environment is fundamental to ensure that innovation continues to bring benefits to the” society. 

In addressing the new challenges in the industry, Kaarel also pointed out that solutions that worked in the past are no longer enough in the face of the rapid evolution of fraudsters.“ Fraud evolves very fast and criminals have access to the most modern tools, and use them.” 

According to him, Brazil is a clear example of these transformations and challenges. He highlighted the innovation in the country's financial system, such as the advancement of Pix and the use of biometric databases for identity verification. However, he warned that relying only on a single technology, such as biometrics, can be risky: “No single solution is enough, so it is essential to combine biometrics with behavior analysis, contextual data and multiple checkpoints to strengthen security, as counterfeiting techniques are very advanced”, he explained.

The expert warned of the fast pace of new payment methods and the risks they bring.“Instant payments mean instant fraud.If payments are fast, fraud responses also need to be even faster”, he concluded. 

On the last day of the event (30 April), Kaarel will also participate in the panel “Can we trust a fully digital government?” (Can we trust a fully digital government?). The session will bring together cybersecurity and AI ethics experts to analyze the opportunities and challenges of building fully digital government infrastructures, as well as discuss whether these systems can, in fact, be secure or pave the way for potential cyber threats.

Opening of technological hub in Sao Paulo reinforces Veriff's commitment to Latin America

As part of its global expansion strategy and growing focus on the Latin American market, Veriff's participation in the Rio 2025 Web Summit was marked by the inauguration of its first technological hub in Brazil. The new headquarters, which had an investment of R$ 17 million (US$ 3 million), is strategically located on Avenida Paulista in Sao Paulo, one of the main economic hubs in the world, known for its mature ecosystem of talents, technology hubs, infrastructure and investments.

The inauguration event brought together business leaders and authorities from Estonia and Brazil.Kaarel Kotkas, along with Roberta Guedes, Head of Regulatory Compliance and Privacy Manager at iBetta, and Diego Perez, president of ABFintechs, participated in the panel “Unlocking business growth with real people in the era of” AI, moderated by Mauricio Guidi, partner at Pinheiro Neto.

This strategic move follows a period of significant growth in the region, with Veriff recording a more than 2.5-fold increase in turnover in Latin America over the past year.The company's arrival in Brazil is part of a strategic plan to get closer to local customers, understand the specific needs of the Latin American market and expand its presence with regional roots. 

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