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Pix Automatic starts on Monday (16). Small need to hire the service from banks

E-Commerce Update
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Pix Automatic starts on Monday (16). Small need to hire the service from banks

The Pix Automatic, new modality launched by the Central Bank a few weeks ago, starts operating on Monday (16). The functionality was created to facilitate the payment of recurring expenses, such as monthly fees, condominium fees, subscriptions, health plans and essential services accounts. For small businesses that want to receive payments in this format, you must contract the service with financial institutions. Already for the consumer, the use is free.

Depending on the bank, entrepreneurs' membership in the service is available on digital channels or in agencies. The cost of the service is informed at the time of membership. As a way to avoid scams, only companies that have been active for more than six months can offer the Automatic Pix as a form of payment to their customers.

“According to Sebrae research, PIX is the preferred modality by almost half of the individual microentrepreneurs of the country (48%). In addition, 97% of entrepreneurs accept PIX as a form of payment. Of all the resource moved in the sale of products, this model already accounts for 51% or more of the companies' revenues. It is a means that has already consolidated. Technology is a concept that has no return and small businesses use to spray opportunities and increase the generation of jobs”, points out the president of Sebrae, Decio Lima.

In comparison with automatic debit, the new Pix modality allows the company, from the contracting of the service, to receive the resources automatically from customers of any financial institution.In the case of automatic debit, it is necessary to enter into an agreement with each of the banks, which makes the process difficult for small businesses

According to the 9th edition of the research Pulse of Small Businesses of Sebrae, 94% of entrepreneurs already use Pix as a means of receiving, and 81% consider it the most important method for the day to day financial. Among the benefits pointed out by small business owners, the form of payment stands out for agility (89%), cost reduction (76%), ease of reconciliation (63%) and the decrease in default (54%).

Utilization

“O Pix also shows itself as a catalyst for the digitalization of small businesses, which have come to rely on a low-cost receiving solution, easy integration and immediate settlement.This allows micro and small companies to compete on an equal footing with large establishments in terms of agility and modernity in the” payments, stressed the president of Sebrae.

Nubank, Stone, Shopee, BCG seek talent in free event

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Nubank, Stone, Shopee, BCG seek talent in free event

The platform "Na Prática" announces the opening of registrations for the "Management and Innovation Conference 2025", a free, in-person event that has established itself as one of the main hubs for connecting new generations of professionals with major market players. The meeting will take place on July 28, 2025, in São Paulo. Companies such as Stone, Nubank, Shopee Brazil, BCG, Suzano, and Enext They have already confirmed their attendance, reinforcing the event's relevance as a strategic platform for attracting talent. Registration is open until June 22nd.

Differentiating itself from traditional recruitment fairs, "Na Prática's" “Management and Innovation Conference” offers a format that maximizes interaction and participant qualification to generate tangible results for companies. 

The event stands out as a recruitment moment with previously selected young people, ensuring the qualification of participants. For companies, this translates into an optimized and high-potential talent prospecting process.

The metrics reinforce the impact: 1 in 5 young participants receives a job offer from the companies present within 3 months of the event. Furthermore, the immersive environment and direct interactions with market leaders significantly influence career decisions: 45% of young people define or redefine their professional paths during the conference, an indication of the seriousness and focus of the event.

The history of the "Management and Innovation Conference" is endorsed by stories of professional advancement, such as that of Gabriel Guimarães, currently CFO and former interim CEO of Zamp (Burger King and Popeyes in Brazil). Gabriel, who built his career from the ground up to senior leadership in the company, exemplifies the event's ability to identify and nurture talents with growth potential and strategic value for large organizations.

Other notable cases include Felipe Fonseca, Head of Privacy at Stone, and Célio Belém, Legal Director at Ambev. Both had their careers boosted directly by participating in previous editions of the Conference, highlighting the agility and quality of the connections generated. All three professionals were hired as a result of their participation in the Conference.

"Management and Innovation Conference" is not limited to the event day. "Na Prática" has developed a development journey that pre-qualifies young people and prepares them for interactions with companies:

  • Selection Process: participants undergo tests and submit an introductory video, ensuring candidate engagement and quality.
  • Recruitment process workshop: a practical activity focused on pitch techniques and personal presentation.
  • Online "Warm-up": meetings with specialists for prominent strategies at the event.
  • Event Day (July 28): An intense day featuring C-level lectures, customized workshops, networking sessions, and the exclusive Pitch Rooms, where 50 selected young people will have the chance to present their ideas directly to recruiters.
  • Post-event connection: participants remain integrated into the network of selected individuals, facilitating access to future opportunities.

Service

"Management and Innovation Conference 2025"

Applications until June 22

Registration website: https://lp.napratica.org.br/conferencia-gestao-e-inovacao/?utm_source=referral-external&utm_medium=artigo&utm_campaign=imprensa-conferencia&referral=referral-external-artigo-imprensa-conferencia

Spaces are limited.

CRO Marketing: How does this strategy increase company profits?

Renato Sobrinho
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CRO Marketing: How does this strategy increase company profits?

CRO (Conversion Rate Optimization) is a strong marketing strategy that helps companies understand the blockages that lead to the fall of their physical and digital sales. However, to this day, many entrepreneurs of small and medium businesses are still unaware of its application and no longer enjoy a valuable tool to leverage their profits. Faced with a market in constant competitiveness, however, understanding and exploring this service is an important differential to enhance operations and ensure sustainable and prosperous growth.

This conversion rate optimization, translated into Portuguese, is a powerful work, especially within the B2C sales scope, helping to better understand what may be impacting sales conversion and, from there, in the establishment of reversible actions that improve this return.

Many entrepreneurs do not understand why their websites or stores receive a large amount of visitors, but they can not sell the equivalent of at least 2% of this public value commonly taken as a basis in most of the business & in this idea, CRO can present itself as a strategic solution to increase in revenue of the company.And there are no shortage of examples of worldwide cases that have already achieved huge results with this.

One of the most famous that fits perfectly in this theme, involves one of the most famous video games that most of the generations X and Z have access to in childhood: the Sims. In an action focused on the third title of the franchise, a change made within the game page, emphasizing the point of attractive offer, increased in 128% the number of registrations in their user bases. But what change did they make? Just a visual adjustment that gave a greater prominence to the fact that the game is free.

Within marketing, another HotJar project also reinforces these benefits.The technology company at the time decided to implement a single simple pop-up in which visitors received an educational material (e-book) in exchange for the name and email, without extra fields or complications. Within its interesting strategy, the insight it was this: the pop-up only appeared to visitors who first opened the page and who were about to leave. The secret? Avoid any sense of pressure or coercion to users still in the search phase.

In addition, there was an incentive beyond the content: who filled out the form received not only the e-book, but also a free 30-day access to the premium product of Hotjar. Results? Estimated monthly average of 70 new leads only with this action, in addition to a conversion rate of 3,05% (using, as a reference, the market average for a good conversion rate of 2%), which demonstrates a great effect of increase resulting only from this planned insertion.

These examples demonstrate the power that the CRO process has to achieve better sales results, which makes it almost impossible to leave aside this type of analysis that can be performed periodically so that more and more sales leads end up converting and really becoming customers of the company. This is an essential procedure for continuous growth for all companies that want to stand out amid such competitiveness in its segment.

Prime Video Announces Acquisition of Chaves and Chapulín Rights

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Prime Video Announces Acquisition of Chaves and Chapulín Rights

Prime Video today announces the agreement with Televisa Univision for the entry of the series Keys e Chapolin in the Latin American catalog, this second half. Except in Mexico, licensing guarantees the premiere of all episodes in streaming, totaling more than 500 episodes of productions. The two iconic series of pop culture developed by Roberto Gomez Bolanos have become television classics, and will be the latest additions to the Amazon Prime subscription. Prime Members in Brazil enjoy economy, convenience and entertainment, all in a single subscription.

Created in the 70s, and with a legion of fans around the world, especially in Brazil, it is Keys it tells the story of a humble and troubled young boy who grows up in a small village next to his friends Chiquinha and Kiko, while dealing with everyday situations with a lot of humor. 

In the same universe, too Chapolin follows the adventures of Chapolin Colorado, an insecure superhero who uses his cunning and unconventional powers to fight his villains.With different plots each episode, the series unites the characteristic humor of the productions of Balloons with social criticism and satire to American heroes Roberto Gomez Bolanos, Maria Antonieta de las Nieves, Carlos Villagran, Florinda Meza's, Ramon Valdes, Edgar Vivar, Ruben Aguirre, Angelines Fernandez, among others.

Insurance sales enter the retail landscape to transform business   

Tatian Martins
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Insurance sales enter the retail landscape to transform business   

Retail is living in an era of convergence, where traditional and digital models not only compete, but also inspire each other “O Futuro do Retail: The Age of Convergence”, published in Bain & Company, reinforces that by 2030, half of the profits in the sector will come from activities other than” commerce, such as complementary services, data monetization and B2B partnerships.   

In this scenario, retailers need to go beyond simply selling products to ensure sustainable growth, and the insurance offering emerges as a strategic opportunity to transform the relationship with business customers while generating additional revenue.  

Large players like Amazon and Alibaba have already demonstrated how diverse ecosystems can drive results, using logistics structures to advertising platforms to create new revenue streams. For traditional retailers, insurance sales represent more than an additional product 2B is a smart way to strengthen relationships with B2B customers. By integrating insurance into their portfolio, whether for equipment protection, extended warranties or operational risks, they not only increase the average ticket but create a recurring revenue stream through renewals and commissions, something especially valuable at a time when traditional margins are under pressure.  

Thus, the key to success lies in the perfect integration with the omnichannel model. Physical stores can offer personalized consulting, while digital platforms facilitate agile hiring with instant quotes. The consumption data itself, when well leveraged, allows to recommend tailored insurance, aligned with the profile of each business customer.And the best: strategic partnerships with specialized insurers can accelerate this journey, reducing the need for large investments in their own infrastructure.  

Therefore, in a market where scale and efficiency define leaders, insurance emerges as a key part in building the retail of the future. More than a complementary service, they represent the natural bridge to a new paradigm where convergence between products and services will be inevitable. Retailers who know how to act now, combining their customer knowledge with agility in implementation, will not only follow the transformation but will be able to lead it.

The dangers in startup communities and how to avoid pitfalls 

Fabian Nagamatsu
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The dangers in startup communities and how to avoid pitfalls 

In recent years, startup and entrepreneurship communities have become pillars for innovation and networking, offering mentorship, resources and valuable connections. However, as highlighted in recent reports, not all communities are beneficial. Many entrepreneurs fall into traps that compromise not only their business, but also their personal heritage.  

One of the most frequent scams is the offer of mentoring or resources in exchange for disproportionate shareholding. Some “mentors” require 10% or more from an early-stage startup without offering real support. According to the Startup Genome Report, 11% of startups fail due to unbalanced partnerships, often originating in unethical communities.   

Another common problem is fraudulent investment promises. Some fake communities promise connections with investors in exchange for upfront fees or confidential information. The FTC (Federal Trade Commission) reports that in 2022, scams involving “investment opportunities” generated losses of US$ 1.2 billion in the US, many linked to online groups. Additionally, there are cases where the pressure to participate in paid programs becomes excessive. Some communities require entrepreneurs to join expensive or accelerator courses as a condition for network access. A TechCrunch study revealed that 20% of founders of paid programs have regretted not delivered.  

The consequences of these scams are serious and go beyond financial loss. There are extreme cases, such as people who sold real estate to invest in fraudulent startups.To avoid problems, it is essential to know how to identify reliable communities and a good starting point is to analyze the purpose and transparency of the group.   

Checking the history of founders and mentors on LinkedIn and platforms like Crunchbase can help identify whether people have credibility.Vague profiles or no verifiable projects should be viewed with suspicion. Some warning signs may indicate that a community is unreliable, such as pressure for quick decisions, requests for financial data without context, and the absence of real success stories among past participants.  

Taking preventive measures is critical to avoid pitfalls. Before committing, it is important to do legal due diligence, ensuring that contracts are reviewed by lawyers and include clear termination clauses. Participating in independent forums such as Reddit (r/startups) and Blind, can offer anonymous community reviews and help identify suspicious patterns.In addition, if dubious behavior is identified, it is essential to report. In Brazil, channels such as Procon and Reclame Here allow reporting scams and alerting other entrepreneurs.  

If someone has already fallen for a scam, documenting everything is the first step to try to minimize the damage. Saving emails, contracts and messages can be essential for a possible lawsuit. Seeking legal support and, if possible, integrating class actions can help recover part of the losses. In addition, sharing the experience with other entrepreneurs can prevent more people from going through the same situation.  

Communities are powerful tools, but they require caution. The key is to join groups with legitimate purposes and transparency. By adopting a critical and proactive stance, entrepreneurs can enjoy the benefits without falling into traps.No genuine opportunity requires haste or unreasonable sacrifices.  

Public missions and rules, members with verifiable track records, peer-reviewed contracts, no pressure for immediate decisions, and positive feedback in independent forums are some of the criteria that help ensure safety when joining a community. 

Credit Cards: what changes with the new digital security rules

E-Commerce Update
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Credit Cards: what changes with the new digital security rules

Digital security has just gained new rules and companies that process card data need to adapt. With the arrival of version 4.0 of the Payment Card Industry Data Security Standard (PCI DSS), established by the PCI Security Standards Council (PCI SSC), the changes are important and directly impact on the protection of customer data and how payment data is stored, processed and transmitted. But, after all, what really changes?

The main change is the need for an even higher level of digital security. Enterprises will have to invest in advanced technologies such as robust encryption and multi-factor authentication.This method requires at least two verification factors to confirm the identity of the user before granting access to systems, applications or transactions, making it difficult for attackers to hack even if criminals have access to passwords or personal data.

Among the authentication factors used are:

  • Something the user knows: passwords, PINs or answers to security questions.
  • Something the user has: physical tokens, SMS with verification codes, authenticating applications (such as Google Authenticator) or digital certificates.
  • Something the user is: digital, facial biometrics, voice or iris recognition.

“These layers of protection make unauthorized access much more difficult and ensure greater security for SENT data, he explains.

“In short, we need to strengthen the protection of customer data by implementing additional measures to prevent unauthorized access”, explains Wagner Elias, CEO of Conviso, developer of solution for application security. “It is no longer a matter of “se adapt when it is necessary to”, but to act preventively”, he points out.

According to the new rules, the implementation takes place in two phases: the first, with 13 new requirements, had the deadline in March 2024. Already the second phase, more demanding, includes 51 additional requirements and should be met by March 31, 2025. That is, those who did not prepare can face severe penalties.

To suit the new requirements, some of the main actions include: implement firewalls robust protection systems; use encryption in data transmission and storage; continuously monitor and track suspicious access and activity; constantly test processes and systems to identify vulnerabilities; create and maintain a strict information security policy.

Wagner points out that in practice, this means that any company that handles card payments will need to review its entire digital security structure.This involves updating systems, enforcing internal policies, and training teams to minimize risk. “For example, an e-commerce will need to ensure that customer data is encrypted end-to-end and that only authorized users have access to sensitive information. Already a retail network will have to implement mechanisms to continuously monitor possible fraud attempts and data leaks”, he exemplifies.

Banks and fintechs will also need to strengthen their authentication mechanisms, expanding the use of technologies such as biometrics and multifactor authentication.“O aims to make transactions more secure without compromising the customer experience.This requires a balance between protection and usability, something that the financial sector has already been improving in recent years”, he points out.

But why is this change so important? It is no exaggeration to say that digital fraud is increasingly sophisticated. Data breaches can result in millionaire losses and irreparable damage to customer trust. 

Wagner Elias warns: “many companies still adopt a reactive posture, only worrying about security after an attack happens. This behavior is worrying, because security failures can cause significant financial losses and irreparable damage to the reputation of the organization, which could be avoided with preventive measures”.

He also points out that to avoid these risks, the great differential is to adopt Application Security (Application Security) practices from the beginning of the development of the new application, ensuring that each phase of the software development cycle already has protection measures. This ensures the insertion of protection measures in all phases of the software lifecycle, being much more economical than remedying the damage after an” incident.

The application security market, which moves US$ 11.62 billion in 2024, is expected to reach US$ 25.92 billion by 2029, according to Mordor Intelligence.

Wagner explains that solutions like DevOps allow each line of code to be developed with protection practices, as well as services such as penetration testing and vulnerability mitigation.“Performance analysis of security and test automation enables companies to meet standards without compromising on” efficiency.

In addition, specialized consulting is important in this process, helping companies to adapt to the new requirements of PCI DSS 4.0.“Among the most sought after services are Penetration Testing, Red Team and third-party security assessments, which help identify and correct vulnerabilities before they can be exploited by” criminals, he says.

With digital frauds becoming more sophisticated, ignoring data security is no longer an option. “Companies that invest in preventive measures ensure the protection of their customers and strengthen their position in the market. Implementing the new guidelines is, first of all, an essential step to build a safer and more reliable payment environment”, he concludes.

Companies adopt armies of AI with distinct personalities to improve customer experience

E-Commerce Update
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Companies adopt armies of AI with distinct personalities to improve customer experience

If, in the past, automated service was viewed with some suspicion 'Bots that did not understand the questions or always gave the same answers ', the scenario today is another. The evolution of artificial intelligence (AI), especially with the arrival of generative models, opened new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents, which operate together in an orchestrated way, expanding the customization, efficiency and scale of the services.

This new approach combines the best of both worlds: human intelligence applied to creating customer service strategies and flows, and AI's near-unlimited ability to adapt, learn, and respond in a personalized way, all in real time.

“It is a path of no return. The consumer no longer wants to wait, nor to be transferred from sector to sector. He wants quick, accurate answers and, above all, wants to be understood”, says Jenifer Ferraz, Head of Product and Business of the IRRAH TECH Group, specialized in generative AI solutions for retail.

In practice, the great challenge for companies is to move away from the traditional model, with a single chatbot that tries to meet all kinds of demand, and to move towards a more sophisticated logic, with multiple expert agents acting together.It is in this scenario that IRRAH TECH bets on its main product: GPT Maker.

More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels that they are being heard, understood and well served, regardless of the channel or the moment of the” journey.

Jenifer explains that “a tool allows you to create, in a simple and intuitive way, several assistants with different personalities, knowledge and goals. Each one can be trained for specific functions: an agent specialized in product questions, another dedicated to exchange and return processes, another focused on sales, which helps in more complex problems, such as product configuration or technical failures, and even an agent with the brand's tone of voice to strengthen the” relationship.

The professional also points out that “o GPT Maker allows the client to not even realize that he is interacting with different intelligences. For him, the experience is fluid and personalized. Behind the scenes, each agent is prepared to act exactly where it is most efficient.”

Another key point of this technology is the integration between AI agents and human attendants.“When a customer asks a more complex question or one that requires empathy, the system triggers an operator, but without losing the context of the conversation, ensuring a smooth transition”, he explains.

“Esse hybrid model avoids that classic friction of having to repeat everything again for the human attendant. The history is there, the context is preserved. This increases customer satisfaction and reduces the average service time”, he says.

In addition, GPT Maker allows companies to scale their services without having to multiply the number of operators. AI absorbs much of the repetitive demands, freeing human teams for more strategic and sensitive cases.

For Jenifer, the future of customer service necessarily involves customization at scale.“The consumer wants to feel unique, but companies need to do this in a viable and sustainable way.Generative AI, with multiple agents, is today the most powerful technology to balance these two needs”.

“More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels that they are being heard, understood and well served, regardless of the channel or the moment of the journey

According to Zendesk's CX Trends 2024 Report, personalization of customer service is a determining factor in customer experience: 67% expects interactions to be personalized, while 59% wants companies to use available data to deliver more personalized experiences.In addition, 70% of consumers say they expect companies to offer support in real time, and 64% expect this to happen across all channels.

In addition, 57% of customer experience leaders believe that generative AI will have a major impact on chat support over the next two years, with 83% of companies already using this technology reporting a positive return on investment (ROI), according to research published by Forbes.

In Brazil, a study by ServiceNow points out that 87% of consumers value good chatbot service, although 59% still prefer to talk to a human attendant in more complex situations, which reinforces the importance of technology.

Jenifer concludes: “O attendance is no longer a cost. It is a strategic relationship and value-generating asset for the business.”

AI Agents show that artificial intelligence is already operational reality

Fabio Seixas
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AI Agents show that artificial intelligence is already operational reality

Artificial intelligence (AI) has gone from being a futuristic promise to becoming an operational reality, with AI Agents & AI intelligent systems that integrate data, understand context and make decisions in real time, transforming digital businesses.Away from the exaggerated narratives of stages and posts, these agents are becoming the backbone of companies seeking speed, customization and efficiency onboarding from employees to business prospecting, AI Agents not only automate tasks, but redefine workflows, connect teams, and create more relevant experiences.However, their adoption requires strategy, investments, and a critical vision to overcome technical and cultural barriers.

In practice, AI Agents impact critical areas with measurable results onboarding, for example, retailer Magazine Luiza uses agents to guide new employees with personalized training, answering questions in real time and reducing integration time. In customer service, companies like Nubank employ AI-based chatbots that maintain the context of interactions, offering fluid responses. In content curation, platforms like Netflix, which has 94 million active users per month in its paid advertising plans worldwide, with the public, having an average of 41 hours per month of content, are aided by agents to analyze user preferences, crossing behavior data and delivering recommendations that increase engagement.

In companies where sales, marketing and product need to collaborate, AI Agents integrate platforms such as CRMs and ERPs, eliminating data silos.An example is Salesforce, whose Einstein platform automates the transfer of leads between teams, reducing communication errors.For the end customer, personalization is the biggest impact:.

Despite the benefits, the adoption of AI Agents faces significant challenges. Implementation requires investments in infrastructure and training: According to IDC 38% of the companies indicated that “product and scale the use of AI within the organization is a challenge, and the expenses related to AI and generative AI projects, considering infrastructure (be it on-premises or cloud-based), software and services will surpass US$ 2.4 billion by 2025, representing an increase of 30% over 2024.

Ethical issues are also critical: poorly calibrated algorithms can perpetuate biases, such as in prospecting systems that prioritize specific demographic profiles, excluding others.In addition, cultural resistance is an obstacle, according to LinkedIn research in partnership with Microsoft, in 2024, 45% of professionals fear that AI will replace their jobs.

Companies must combine AI Agents with human oversight, using them to free up teams from repetitive tasks and focus on creativity and strategy.In addition, it is essential to invest in AI governance, with clear policies to mitigate biases and ensure transparency. Continuous empowerment is also crucial: training programs, such as those at Shopify, encourage employees to experiment and adapt agents, creating a culture of innovation.

AI Agents are not only tools, they are the new backbone of digital business, redefining efficiency, personalization and innovation. From retailers like Magazine Luiza to giants like Netflix, companies that integrate these systems gain competitive advantage by transforming data into agile decisions and relevant experiences. However, success requires overcoming financial, ethical and cultural barriers, with investments in infrastructure, governance and training. In 2025, AI is no longer a promise of the future, but a reality that separates leaders from followers. The challenge is clear: embracing AI Agents as strategic partners, balancing automation with human creativity, or risking getting stuck to intelligent processes.

The real debate about AI: human oversight is indispensable

Marcelo Marchi
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The real debate about AI: human oversight is indispensable

The public debate about artificial intelligence (AI) is often lost in extremes: euphoria with total automation or fear of replacing professionals. The real urgency, however, lies in human supervision. AI models, based on probabilities, have inherent margins of error, but are increasingly used in critical contexts, from finance to health, without proper curation. This practice is not only risky, it is technically mistaken. Without rigorous validation, blind trust in AI can lead to serious failures, with ethical, legal and operational impacts. Human supervision is not an accessory: it is the basis for a responsible and sustainable use of technology.

The limits of AI are evident in practical applications.A study from Stanford University and GitHub Copilot (2023) revealed that 45% of AI-generated code presents vulnerabilities or violates good development practices. Even when AI appears to work, questions persist: the solution may not be secure, may not meet regulatory standards, and may not align with business objectives. Without rigorous testing and continuous validations, any answer will be mere guesswork.

Belief in AI infallibility is fueled by commercial discourse and unrealistic expectations, but ignores a fundamental truth: technology depends on humans to interpret, adjust and correct its outputs. In regulated sectors, such as the legal one, the absence of supervision can violate laws such as the General Data Protection Act (LGPD), which requires transparency in automated decisions. According to McKinsey (2023), few companies seem to be fully prepared for the widespread use of GenAI, or, more precisely, for the risks that these tools can bring to business. Only 21% of respondents who reported the adoption of artificial intelligence to disseminate the guidelines for the use of health care that have misinformation, guide their organizations.

The belief that artificial intelligence is infallible reflects a distortion fueled by both business discourse and unrealistic expectations, and the shortage of professionals is also critical, in a recent survey by consultancy Bain & Company in Brazil, 39% of executives cited the absence of internal expertise as the main barrier to accelerating the implementation of generative AI, overcoming even concerns about data security. 

It is not a question of denying the advances in technology, which are substantial, but of recognizing that it still depends on, and will continue to depend on, professionals capable of interpreting, adjusting and, when necessary, correcting their outputs. Especially in regulated or high-impact sectors, such as financial, legal or health, the absence of technical and ethical supervision can generate serious, legal and operational consequences. The Brass study evidences this shortage, Brazil only forms 53 thousand IT professionals per year, while demand between 2021 and 2025 will need a total of 797 thousand talents.

Global initiatives point to ways for improvements The UN methodology for ethical use of AI recommends human oversight across the entire systems lifecycle, from design to operation. Companies like Salesforce illustrate this in practice: their Einstein platform uses ethics committees to audit algorithms.This approach shows that oversight is not only technical but also strategic, requiring transparency, accountability and investment in capacity building.

AI has the power to transform industries, but without human oversight, its potential is overshadowed by ethical, legal and operational risks. Cases such as financial fraud and possible medical errors show that blind trust in technology is unsustainable, while example as Salesforce proves that robust governance can maximize benefits and minimize failures. By 2025, the AI debate should prioritize supervision as a pillar of responsible innovation, facing challenges such as costs, talent shortages and cultural resistance. Leaders, companies and regulators have a responsibility to build systems that combine the power of AI with human sensitivity, ensuring that technology amplifies progress, not problems.

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