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Digital bank with AI in Whatsapp grows 288% in the last three months in Santa Catarina

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Digital bank with AI in Whatsapp grows 288% in the last three months in Santa Catarina

Magie, which created an artificial intelligence-based financial assistant integrated into a digital bank on WhatsApp, recorded remarkable growth between June and August 2024. The bank had an increase in the number of users in 190% in the last three months using artificial intelligence (AI) to simplify financial transactions without the need to access a banking application. Since the beginning of 2024, Magie, which initially focused on the high-income public, has moved more than R$ 100 million in transactions.

Data from Santa Catarina

With a growing presence in several Brazilian states, Magie has excelled in Sao Paulo, Rio de Janeiro, Minas Gerais and other key states. The platform has attracted a diverse audience, rapidly expanding its user base outside the major financial centers.

Between June and August, fintech had an impressive progress of 288% in Santa Catarina, in addition to showing the sudden growth in other regions of the South such as Parana and Rio Grande do Sul, with 212% and 190%, respectively.The national plan for the expansion of the tool aims that the market outside the Center-South of the country recognizes Magie as a simple and accessible platform.

Through WhatsApp, Magie users can schedule, query and pay bills - whether by boleto or Pix IO with simple text, audio or image commands - and even use native password functionality for additional security.

“We are revolutionizing the way people manage their finances, simplifying banking processes to make them as intuitive as sending a message to a friend,”, says Luiz Ramalho, CEO of Magie.“Our goal is to democratize access to quality financial services, with the convenience and security our customers deserve.”

In addition, fintech has bold plans to expand its financial functionalities and, through Open Finance, wants to connect to other banks.Fintech has also been investing heavily in security.Today, for example, it already ensures that users' passwords are not recorded in WhatsApp conversations and uses robust protection systems to ensure the security of banking transactions.

Security in Transactions

Magie prioritizes security in all operations performed via WhatsApp. We use advanced features such as password protection for transactions, which is separate from chat, and WhatsApp biometrics and chat blocking features.Even in cases of number cloning or cell phone theft, transactions on Magie remain secure, ensuring that only the authorized owner can perform financial transactions.

Income at Magie

In addition to facilitating transactions, Magie offers CDI 100% income daily, without the need for additional actions. The income is calculated and updated automatically in the account balance, providing integrated and practical financial management.

Buying intent and the engagement pyramid: why should we look beyond conversions in digital marketing campaigns?

Mario Soma
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Buying intent and the engagement pyramid: why should we look beyond conversions in digital marketing campaigns?

Have you ever wondered why, even with constant tweaks, your B2B marketing campaigns do not convert as expected? And yes, you are not alone. The truth is that digital paid media algorithms do not always facilitate direct conversions, even when we invest in testing and optimizations. But there is one more factor that brings a light at the end of the tunnel: purchase intent.

This is where the importance of looking beyond immediate conversions and observing your audience behavior comes in. The concept of the engagement pyramid is a powerful way to understand how users interact with digital content and how it can influence your marketing campaigns.

According to a survey by Statista, Brazil is the second social media market in the Americas and the fifth market in the world, with more than 80% of the Brazilian population accessing social media every day, which proves the importance of engagement in marketing campaigns.  

The engagement pyramid

According to Gideon Rosenblatt, “ pyramid of engagement is a framework that helps us visualize how people can engage at different levels of the ’ depth in our campaigns & acknowledges that more people are more likely to engage when the level of commitment required is lower”.

Track what each level of this pyramid means:

  • Vast observers (base of the pyramid) & These represent the majority of the audience and are those who consume their content passively. They read your posts, watch your videos, attend webinars and listen to podcasts, but rarely interact directly. Although they do not “raise their hands”, their latent interest is a valuable indication that your message is being received.

Digital context: these silent observers are critical to organic reach and campaign visibility.Even without interacting, they increase your brand exposure, which is essential for building recognition and trust over time.

  • Passive Engagers (mid pyramid) interact sporadically, such as liking a post or watching a video, but are not yet ready to take more meaningful action, such as filling out a form or making a purchase.

Digital context: this group helps you create social signals important to algorithms, which can increase the visibility of your content. They validate the relevance of your message, even if in a discreet way.

  • Active contributors (top of the pyramid) & O. They are few but extremely valuable. These users not only consume the content, but also comment, share and even create derivative content.

Digital context: although they are a minority, the active audience has a disproportionate impact on campaigns. Their actions can lead to discussions, attract new followers and eventually convert leads.

The importance of observing the intention

In the context of digital campaigns, the concept of the engagement pyramid reminds us that much of the audience is composed of silent observers. Even if they do not manifest, their consumption behavior indicates an intention that should not be ignored.

Therefore, when planning your campaigns, you need to create visually engaging and informative content that captures the attention of these observers and encourages, where possible, their transition to higher levels of engagement. 

And remember: intention is not the same as conversion, but it is a powerful indicator that your message is on the right track.

Campaign integration

Integrate your paid media campaigns with email marketing and social selling strategies.This can reveal valuable clues about how potential leads are interacting with your brand, even if they are not yet ready to convert. After all, the customer journey is complex and every step in the right direction counts!

Learn about the categories of apps that should have the highest revenue in Brazil this year and by 2029

E-Commerce Update
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Learn about the categories of apps that should have the highest revenue in Brazil this year and by 2029

In partnership with Statista, Rocket Lab anticipates the forecasts of the mobile application market in Brazil. The “Market Insights 2029” study, with information up to April this year, brings the main categories of apps and market segments, among other data, which should have the highest growth in revenue in Brazil in the next six years.

“The figures brought by 2029 MARket Insights’ indicate that the consumption of products and services will continue to grow in the coming years in the country and provide a valuable insight into how the market is moving, which categories of applications will have greater demand and revenue generation potential. The study is a compass for marketers, guiding them in creating strategies that not only meet current needs, but that are also resilient and adaptable to changes designed for the future of the market. Rocket points out how applications can remain relevant and competitive, maximizing user engagement and loyalty in an environment of the market rather than being saturated, Daniel Laber states more and more saturated with the market.

The analytical document highlights, for example, the entertainment category (61%) as the highest percentage growth in the next six years, with revenues that should close in US$ 670.2 million this year and reach US$ 979.3 million in 2029.“The challenge is to find out where these potential users are and to set a goal to impact them in the best way, with really personalized and relevant interactions. It is interesting to still avail yourself of global event dates such as the Olympic Games (Los Angeles 2028), Men's World Cup (202, Brazil, Canada, Brazil and other key festivals as well as well as well as well as a key), USA, Brazil, USA, Brazil 2, USA, Brazil 2, USA

According to the study forecasts, finance (49%), food & beverage (48%) and shopping (46%) should be other application categories with the highest percentage increase in revenues between 2024 and 2029 in Brazil. This year, finance can reach US$ 26.9 million and reach US$ 40.3 million in the last year of this decade. Already food & beverage applications should close this year with US$ 32.3 million in revenue and reach US$14 million in revenue 20 million in 20 million in 20 million in 240 million in revenue.414 million in total.414 million in total amount.41414 million in total purchases in total.41414 million in total in total in total amount.414 million in revenue.4 million in total.4141414 million in total.4 million in total.4 million in total.414 million in total.4 million in total. 

The market segments that tend to see the largest growth in the number of mobile app users between 2024 and 2029 are e-commerce (38%), from 128.3 million to 177.7 million in that period; food delivery (19%), from 94.6 million to 113.7 million; and TV via streaming (10%), from 148.1 million to 163 million.

The expected revenue in e-commerce apps can range from US$ 43.4 million in 2024 to US$ 75 million in the last year of this decade; already food delivery, from US$ 18.8 million forecast for this year and US$ 26.3 million in 2028 (there is no forecast for the following year); and finally TV via streaming, from US$ 4.3 million (2024T2029 segments) must have (2020 segments per user, 200020 segments per user, per user, per user per user).202020.

“When we look at these revenue potentials, it is natural for marketers to reinforce their actions at the bottom of the funnel to maximize sales and ROI (return on investment). However, within a media strategy that is sustainable, it is critical to distribute the budget intelligently throughout all stages of the user journey, in order to increase the brand's touch points with their audiences and create a deeper connection with them. Thus, they increase the chances of the user moving forward throughout the funnel, considering the brand and converting”, recommends the country manager of the Sket Lab in Brazil.

The study also points out the penetration rate of applications in three market segments. The percentage of Brazilian users of e-commerce apps should reach 69,6% of the country's population this year and reach 81,3% in 2029. Already for TV via streaming, 68% (2024) and 73,1% (2029); and for food delivery: 43,5% this year and 51% in the last year of this decade.

Meet AI-BOOK: The Project that uses Artificial Intelligence to transform events into Interactive E-books

E-Commerce Update
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Meet AI-BOOK: The Project that uses Artificial Intelligence to transform events into Interactive E-books

The Future Hacker, a global network connecting more than 300 science and technology experts, has teamed up with Rain AI to launch the AI-BOOK joint venture.The innovative project uses artificial intelligence to transform event content into interactive and dynamic e-books.

The tool allows you to capture everything that was discussed during a corporate event and convert the content into an e-book produced almost in real time to be shared with employees and partners. In addition to insights from the speakers, AI-BOOK also integrates audience participation through polls and interactions, making the material even richer and more engaging. 

“We created this product to enhance collective intelligence, local and remote and also , a concrete example of a synergy that we will see more and more today , human curation with artificial intelligence”, says Andre Chaves , founder of Future Hacker.  

With official launch scheduled for September 2, AI-BOOK has already been used in five events, including large companies such as Nestle and Unimed and also in Future Hacker Horizons, held in Sao Paulo, which brought together renowned experts to discuss the future of innovation, including American futurist Roger Spitz. At the event, Spitz addressed topics such as leadership in the future, cybersecurity, energy transition and artificial intelligence, and participated in a roundtable alongside Maria Athayde, co-founder of Future Hacker, and Ornella Nitardi, Open Innovation Leader and Ecosystems of the future of BASF. “Roundtable with Roger Spitz” also made with the tool.

AIM Conversion: they can generate R$ 1 billion more revenue per year to online commerce platforms with data and mapping of customer behavior 

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AIM Conversion: they can generate R$ 1 billion more revenue per year to online commerce platforms with data and mapping of customer behavior 

Ua mixture of data, design and technology, added to a unique method of application of experimentation. With clients such as Magazine Luiza and UOL, AIM Conversion Experts has been working with this name for six months, but it is the result of the combination of two references in the sector, Eduardo Marconi and Francesco Weiss, who have been for more than a decade exploring the segment. They joined forces with the renowned investor in the tech sector, Ronaldo Heilberg, who is co-founder of the group. For large websites and virtual commerce applications, they have joined forces with the AIM expertise can generate an annual increment of R$1 billion (or even more) in revenue.

After having already worked together, Marconi and Weiss now recreate the strategy in a new entrepreneurial journey, with the prospect of revenues of approximately 4$ million in 2024 (there have been R$ 2 million so far), which reveals, according to them, the basis for leverage in the short term, with expected to triple revenue in 2025. In the customer portfolio, there are other large groups from various sectors, such as Netshoes, UOL and Fretebra.

AIM thinks about visual strategy, design, UX, consumer navigability and intelligence for the shortening of the path that facilitates, accelerates and increases the act of purchase. But the modus operandi is not conventional and, beyond any secret or complexity, there is a very clear view on the journey of consumption, evaluated in a “inverted”: the raw material analyzed is what is not working, and why.

“Thinking outside of what is expected of the market along with daily innovation and actions based on real-time feedbacks of the errors and successes of the e-commerce experience offer: making the way from the outside in, and with the right tools, our great differential is that we act as a business nucleus, interpreting data and choosing those that we consider ideal for the measurement of what we can correct and adapt so that the platform optimizes its sales”, explains Eduardo Marconi, partner at AIM, who began his career as a “web designer in digital agencies in the UK”.

According to Marconi, AIM works as a very high performance company, which does not necessarily need many employees (the team has no more than twenty people), but those who do what almost no one does and can scale it. 

“In this way, it is about being ultra premium from surgical actions coming from those who know how to do. Here, we think about the experience and use IT, but we focus on this thought the behavior and the peculiarities of the various types of online consumers, the varied range of how they deal with the purchase. From this, we mirror our model, making it possible to compare our hypotheses with that already existing. We developed this notion with unparalleled sensitivity, and believe it is almost impossible to be copied, not only by technological paths, but by the people who can operate these routes, and all with the seal of our library of more than 3 thousand experiments carried out of R& Johnson brands, R& Johnson, Investments.

Art & Science

AIM has a defined strategy: using data with analysis, cutting-edge technology, market trends and mapping of customer behavior on e-commerce platforms with a central objective: to identify what is wrong and what can be improved in the shopping experience to enhance sales or even provide a revenue that was not being used. For this, it is necessary to have specific skills and perception, as stated by partner Francesco Weiss.

According to the entrepreneur, although it is impossible to think of all the details and intricacies that have made AIM a promoter of a unique conception of experimentation, there are indications that can justify how the company is cutting-edge.“Explain thus: we have what is rare, what I call super experts, who take the technology and data and give a contour to them with a good dash of art and science, seasoning with strategy that only exists because there was a very faithful measurement of what would make sense to apply, take, adapt or invest in the interface (which was given through many comparative tests and mirroring of several screens and different navigation experiences), says We.

Experimentation

About the term “experimentation”, the expert explains that it is an evolution of CRO (Conversion Rate Optimization, or Conversion Rate Optimization), since today it is a complete conversion increase service that encompasses behavior research, product experimentation and customization program, content and design. For him, it is impossible to identify how will be the way each (consumer) wants to relate to a brand and its online product interface. However, it is something that can, with the right resources, have a goal, approach and increase the magnifying magnifying glass to the maximum, facilitating the actions that will be made in close observation of this.

“So we produce and simulate several different experiences and identify which has the greatest engagement, conversion and result. And this is the one that will be implemented. But the best for one is not for everyone: there is the public that is more oriented to price, promotion, has those who make clear in their tracks that will only buy if the process is simple, has those who research a lot and only after buying, have those who research too much and do not buy. It is a maze of possibilities, but we can find a pattern in the chaos, which gives us ammunition to create viable paths”, he adds.

For Weiss, it is necessary to deliver the most appropriate interface so that it facilitates the operation and use all this information to go personalizing the experiences. Artificial intelligence algorithms help the chance to be effective, but talk to the consumer, and understand the right way to present this in the best way that converts into sales, there is another story, it is something that few do, which involves certain art. It is not instinct, it is not a chauvinism, but art in the sense of being a highly customized work, a tailor shop capable of providing huge numbers of invoicing”, he adds.

Startup innovates in software bug prevention: collaborative model is a reference in a market that loses almost $ 2 trillion with the problem

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Startup innovates in software bug prevention: collaborative model is a reference in a market that loses almost $ 2 trillion with the problem

Connect companies to testers who really understand what they do to generate savings in spending on problems arising from errors and software bugs that will occur sooner or later, and generate damage (from large). With a work of prevention, proactive action and neutralization, the startup TSTR, founded in Uberlandia, wants to anticipate the problem and, for this, has developed a solution so that companies spend much less on the damage generated by these failures, and can make the operation more sustainable. It seems only tech and finance, but it is also social impact in our lives. 

Recent studies indicate that software failures cost global companies about $1.7 trillion a year in downtime, lost revenue and reputational damage, not to mention the damage to users, consumers and customers, which in the case of healthcare can mean life or death. 

In the case of the economy, jobs can go down the drain. Thinking about it, the startup solves this critical problem (or a good part of it), ensuring that products are launched without fail, which results in a reliable user experience. Up front, it will not be necessary to put out fire and spend millions on repair. 

This was made possible by the joining of a community of more than 1,000 qualified testers, force by which TSTR wants to enter a repressed market of $ 40 billion. “We do not target the large conglomerates, our average customer are startups of up to 50 employees who provide the software services to companies, banks, fintechs etc.”, explains founder John Junior, technology expert, programmer and developer.

Global failure?I could avoid

For example, we can mention the July 20 cyber blackout, which disrupted the operation of American airlines, the operation of airports in Europe, India, Hong Kong and Singapore, as well as live broadcasts from television networks in the United Kingdom and Australia. Banks, train stations and hospitals were affected. Several stock exchanges around the world also had to interrupt negotiations. 

The founder of the startup guarantees that the problem could have been avoided with previous action.“A, a spin-off of 4ALL Tests, is to ensure (on top of data and strategy) that its customers deliver to the market products without failures, ensuring an impeccable user experience and high value.For this, we use a series of principles and operational techniques that avoid waste of costs, increase product quality and maximize the value delivered to the customer”, he says.

But how does it work in practice? 

The company acts as a platform that connects businesses to a vast community of expert testers, offering services ranging from running tests on specific demands to managing complete test areas. 

TSTR's differential“ is in the combination of cutting-edge practices with a wide community of experienced testers using methodologies such as ShiftLeft Testing and the Lean philosophy, TSTR integrates testing from the early stages of development, promoting early detection and correction of failures. This approach reduces the time of launching new products, minimizes bugs in production and results in more stable and reliable software”, explains founder and partner John Junior. 

It's about technology, but rather about impact on people

“We speak of cutting-edge technology, but, in the end, we are generating solutions in the lives of people and companies. Bugs or failures that hinder access to bank apps, problems in advanced medical systems and failures in air systems generate immense financial losses, but, more than that, can cause irreversible damage to the physical and mental health of the” people, he explains.

Therefore, the target market of TSTR includes startups, technology companies, fintechs, healthtechs and corporations that require scalable and effective software testing solutions.The technology covers test automation based on the test pyramid, using cutting-edge tools to perform functional, performance, security and usability tests at all layers of the software. 

“For example, in projects with our customers, we have automated more than 80% of regression testing, dramatically reducing the time to launch new products and updates, while minimizing the occurrence of bugs in production. This results in more stable products, greater end-user satisfaction and long-term cost savings”, he says.

Acting in accordance with SDG/UN

With increasing digitalization and demand for more robust and reliable software, TSTR is positioned to capture a significant share of this market.“The growing need for automation and continuous testing drives the adoption of our solutions, opening up new opportunities to expand our customer base and increase our share of the” market

9 SDG Industry, Innovation and Infrastructure: TSTR promotes innovation by offering advanced software testing solutions, helping companies develop more reliable and efficient products.

8 SDG Decent Work and Economic Growth: By improving the quality and reliability of software, we contribute to a more effective and productive work environment, benefiting both businesses and IT professionals.

11 SDG Sustainable Cities and Communities: Through automation and efficiency in software testing, we help build technology solutions that can improve quality of life and urban management.

12 SDG Responsible Consumption and Production: We reduce waste and rework by ensuring software is released with fewer bugs, promoting more sustainable software development practices.

El Perrito: “growth is possible when there is automation and” processes

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El Perrito: “growth is possible when there is automation and” processes

Who has never been to a Mexican restaurant with friends for a happy hour or a relaxing moment on the weekend?Many people know the typical menu, with tacos, burritos, nachos and other delights.But not everyone, when they go, thinks behind the scenes of an operation, such as El Perrito, who for three and a half years has been a customer of PDV Legal, food service management software of Web Automation. 

Those who undertake in the food business need to think about so many details: salon service, cash inflows and outflows, inventory control, billing and others. If all processes are done manually, there is undeniably a greater chance of error. This is where the solution created by Web Automation comes in. The Legal POS is a complete sales management software that can be used by food service establishments. 

With data hosted in the cloud, the solution allows entrepreneurs and managers to have integrated access to cash flow, inventory and other movements in real time, from any location, as well as visual charts and reports, developed to monitor business performance.

And it was precisely behind this practicality that the entrepreneur Jose Gremir Ferreira Filho went back, two months after opening the first unit of El Perrito, in a garage. It did not take long for the business to attract more and more customers and the entrepreneur realized that, only manually, there would be a limited control. “We started to use the Legal POS from the movement that only grew. And it was with this software that we managed more effective cash flow, inventory, time and services”, he says. 

El Perrito is present in three addresses in the East Zone of Sao Paulo (SP) (ITaim Paulista, Sao Miguel Paulista and Ponte Rasa. The network, a Web Automation client for three and a half years, has a fourth branch on the horizon. “This partnership certainly gave us the chance to grow in an organized and more structured way”, adds Gremir. 

Each of the establishments receives, on average, 40 consumers daily, from Monday to Friday, and reaches 150 people per day, on weekends. The network, which fits as an SME, has 32 employees. That is, to manage it, it takes process, technological support and automation in the means of payment. Otherwise, communication between restaurants would not be effective. “The organization via system leaves us calm, especially in the financial part and in the control of” products, says Gremir.

“When our conversations began, we understood that the pains of El Perrito were common to many entrepreneurs in the food business. And although they are issues that directly impact the business, they were not difficult to solve 'IT was enough to have the will to solve. And all this was overcome with” mastery, says Araquen Pagotto, CEO of Web Automation.

Expansion of franchises in Brazil reinforces the need for tools for efficient management

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Expansion of franchises in Brazil reinforces the need for tools for efficient management

Brazilian retail continues to rise, with the 300 largest companies in the sector earning R$ 1.129 trillion in 2023, according to the Cielo-SVBC ranking of the 300 Largest Companies in Brazilian Retail. Within this scenario, the franchise market stands out registering a nominal growth of 19.1% in the last year, according to the Brazilian Franchising Association (ABF). With this advance, networks increasingly need technological solutions that can optimize the communication and management of units.

A Franchisee Central, a platform specialized in communication and management for franchise networks, has been innovating with a new functionality that promises to optimize the interaction between franchisors and franchisees.In order to centralize all communication processes in a single environment, the new tool offers features such as integrated videoconferences, records of calls and meetings, and a personalized call center. This technology aims to simplify the daily life of franchise networks, allowing interactions to be more efficient and organized, in addition to ensuring legal security and a customizable service by sector.

For Dario Ruschel, CEO of Franchisee Central, one of the main challenges in the franchising sector is to maintain efficient communication between units, especially in the case of networks operating in various regions.“One of the biggest challenges in franchising is to ensure that all information reaches each franchisee in a clear and agile way, especially in networks with broader operations and multiple units spread throughout the country”, he says

The feature also allows franchisors to create custom forms and establish deadlines (SLAs) for different demands, ensuring that the needs of franchisees are met in an agile and accurate manner.In addition, the integration of internal communications to the platform reduces the risk of failures in the transmission of important messages, keeping the entire network always updated and aligned

Ruschel reinforces the company's commitment to offering innovative solutions aligned with the needs of the franchise market. “We are delighted to launch this new tool, which represents a significant advance in the way franchise networks communicate and relate.We believe that unification and proximity are fundamental to the success of franchising, and we are committed to providing the tools necessary for our customers to achieve their” goals, says Ruschel.

Joao Cabral, COO of Central do Franqueado“With the Franchisee Center, franchisors can offer a more effective relationship between the two audiences.Our platform was developed to simplify the routine of franchise networks, providing a friendly and connected experience for all involved”, says Cabral.

With the franchise market booming in Brazil, solutions such as the Franchisee Central ensure the efficiency and sustainable growth of the networks. The sector, which earned R$ 60.5 billion in 2023, has consolidated itself as one of the pillars of Brazilian retail, and innovation plays a crucial role to maintain this growth rate.

Startup is a finalist at the 2024 Australia-Latin America Business Council Business Excellence Awards

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Startup is a finalist at the 2024 Australia-Latin America Business Council Business Excellence Awards

Tontongue, a startup founded by Brazilian Eduardo Barbato and based in Australia, was recently named as a finalist for the prestigious Australia-Latin America Business Council (ALABC) Business Excellence Awards 2024, in Category C, aimed at entities with less than 20 employees. The announcement of the winners took place on August 7, during a gala dinner at the Crowne Plaza Hotel in Melbourne. Although Tontongue did not win the main award, its nomination highlights the relevance of the company in the competitive global startup scenario.

The ALABC Business Excellence Awards is one of the main recognitions for companies operating in Latin America and evaluates rigorous criteria such as strategy, business growth, ESG policies, innovation and commitment to the region. Being among the finalists reflects the success of Tontongue, which has stood out for its performance in an international market with constant expansion and competitiveness.

The business is responsible for offering an innovative system for hiring, managing and executing simultaneous translations at events. Pioneer as the “marketplace of” interpretations, it offers specialized software and a sales team in European countries, which allows the realization of the service in several countries of the world. 

The startup landscape in Australia has shown significant growth in recent years. According to the Global Startup Ecosystem Report 2023 (GSER 2023), the cities of Sydney and Melbourne are among the top 50 startup ecosystems, attracting a total of USD 14 billion in venture capital funding between 2018 and 2022. This favorable environment has allowed Tontongue to establish and expand its operations.

Eduardo Barbato, CEO of Tontongue, highlighted the importance of recognition: “Being a finalist of the ALABC Business Excellence Awards is an honor for our entire team. This recognition validates our innovation strategy and prominence in a global market, in addition to reinforcing our commitment to excellence. The Brazilian market is our main source of revenue and was very important for us to validate the idea, but we will continue to explore new opportunities in Australia and beyond”.

Tontongue's appointment as a finalist marks a significant milestone for Latin American startups seeking success on the international stage.The company continues to strengthen its presence in Australia, known for representing a large part of the corporate events market.

Generative AI: when yes and when not

Caio Galantini
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Generative AI: when yes and when not

Artificial Intelligence (AI) is one of the most impactful technologies of our time, transforming the way companies operate, innovate and meet customer needs. Among the various aspects of the tool, Generative Artificial Intelligence (Gen AI) has gained prominence for its ability to create, learn and evolve autonomously. This dissemination has made it fundamental for companies to understand when to adopt this technology and, equally important, when to opt for other aspects of this same resource. 

Since its inception, Generative AI has attracted attention for its promise of innovation and adaptability. Enthusiasm, however, can lead to improper use, where its benefits are overestimated or applied improperly, considering that, in an erroneous way, this is a definitive solution to all problems.

Improper use can limit the progress and effectiveness of other technological approaches.It is important to remember that this technology must be integrated strategically to achieve the best results, taking into account that it must be combined with other techniques to achieve greater potential for success.

Determining whether the tool is useful for a project makes it essential to assess the situation in its specificity and seek careful planning. Partnerships with experts can assist in carrying out Proof of Concept (POC) or Minimum Viable Products (MVP), ensuring that this is not only an attractive solution, but also suitable.

Gen AI is particularly effective in areas such as content creation, generating new ideas, conversational interfaces and knowledge discovery.But in the case of tasks such as segmentation/classification, anomaly detection and recommendation systems, for example, machine learning methods can be more effective.

Also, in situations such as forecasting, strategic planning and autonomous systems, other approaches may offer better results.Acknowledging that Gen AI is not the universal solution for all needs results in the coherent and successful implementation of other emerging technologies.

Examples such as integrating rule-based models for chatbots with Gen AI or the combined use of machine learning and Gen AI for segmentation and classification prove that combining the tool with others can expand your applications.

Integration with simulation models, in turn, can accelerate processes, while combining with graphics techniques can improve knowledge management.In summary, the flexibility of this approach allows you to adapt the technology to the specific needs of each company. 

A recent Google Cloud study revealed that 84% of decision makers believe Generative AI will help organizations access insights faster, and 52% of non-technical users already use it to capture information.

GenIA represents a significant milestone in the field of artificial intelligence, as it offers new possibilities for the generation and processing of data. However, it must be considered that its potential can only be fully exploited when there is a clear understanding of its limitations and ideal applications.This is the only way companies can maximize the value of the tool and use it for their own benefit.

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