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The AI paradox in B2B: how to customize without looking artificial

E-Commerce Update
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The AI paradox in B2B: how to customize without looking artificial

Generative Artificial Intelligence is revolutionizing communication in the B2B universe, bringing more efficiency and scalability to companies. However, a crucial challenge arises in this scenario: how to balance automation and authenticity to ensure humanized and genuine interactions? One study found that anthropomorphic chatbots reduced customer satisfaction, company valuation, and purchase intentions when customers were already experiencing some kind of irritation.

For Fernanda Nascimento Stratlab CEO and B2B marketing and sales expert, this reaction may have occurred, in part, because consumers expected more than a human-like chatbot and were disappointed when it did not live up to the expectation. “The secret to success in using generative AI is in preventing technology from becoming an obstacle to real connection. People are tired of automated and generic interactions. At the end of the day, what really makes a difference is the authenticity of communication. If AI is only used to produce volume without a real purpose, it can drive customers away rather than bring them closer together, he points out.

On the other hand, when used well, generative AI extends the reach of the message without compromising the human essence, helping to structure conversations, organize data and suggest content, but delivery needs to have an authentic touch. “However, we observed that most companies still miss this opportunity. In different departments, different systems store customer information, offering fragmented data, which often does little help understand the complete customer journey.The result? Conversations without customization, understanding and empathy, which undermine the relationship and, consequently, the leverage of new businesses”, comments Fernanda.

Fernanda also states that many companies believe that personalizing means just calling the customer by name. However, true personalization goes beyond: it involves understanding the moment and the challenges of the customer to offer relevant interactions. Faking proximity, giving generic answers or exaggerating in automation are traps that can compromise the user experience. To prevent automation from making interactions cold and impersonal, Fernanda points out that it is essential to adopt some good practices:

  • Talking like real people: automated language needs to be natural and close to human communication;
  • Real customization: more than mentioning the name of the customer, it is essential to understand their context, their needs and their entire journey. When identifying behavior patterns and interpreting data in depth, it is possible to generate valuable insights (EVEN to anticipate demands and avoid unpleasant surprises in the future;
  • Leave room for human interaction: bots can start conversations, but it is critical that there is a fluid transition for a human attendant when needed;
  • Guarantee authenticity: if AI cannot respond truthfully and in line with the brand tone, it is best that the interaction be done by one person.

According to the expert, in the last decade, automation, data analysis and machine learning solutions have helped B2B companies become more efficient. Now, with generative AI automating most procedural or routine tasks, it is the right time for companies to focus on building trust-based relationships with customers. “Even with technological evolution, the role of human professionals remains essential. The future is not about AI versus humans, but about how humans can use AI to be even more authentic, relevant and connected with their audience. In the end, no one wants to speak to a soulless robot. Focus on this point can allow companies to create more value and create more value from this point.

E-commerce fraud challenges retailers and drives smart automation

E-Commerce Update
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E-commerce fraud challenges retailers and drives smart automation

The rapid advance of e-commerce in Brazil has also given way to worrying growth: the increase in digital fraud. According to a survey by Equifax BoaVista, the e-commerce scam attempts increased by 3.5% in 2024, compared to the year 2023.

Whether involving cloned cards or bot fraud and undue chargebacks via Pix, the losses accumulated by retailers as a result of these practices already add up to millionaire figures.In addition to the financial impact, such actions also compromise consumer confidence and the credibility of the platforms.

Among the most common scams are identity theft, the misappropriation of user accounts (known as account takeover), chargeback fraud and the use of fake coupons.The complexity and sophistication of attacks have required companies to provide more robust solutions to ensure the security of their operations and preserve the customer journey.

However, intelligent automation integrated into the Open ecosystem has gained prominence as a strategic protection tool.According to experts, combining technologies such as artificial intelligence, machine learning and big data analysis, these systems can monitor transactions in real time, identify suspicious patterns and act preventively in the face of anomalous behaviors.

“Antelligent automation allows you to detect risks with greater accuracy and reduce false positives that often bar legitimate purchases and affect the” consumer experience, explains Ligia Lopes, CEO of Teros, data-driven intelligent automation platform, which complements: “In addition, we optimize operational resources by taking repetitive tasks out of the hands of teams, redirecting the focus to strategic” decisions.

For example, fraud using bots is increasingly common in limited product launches. By automating the purchase process, these software can acquire large volumes of items before real customers have access to them, creating a parallel and unfair market.By Pix scams often involve manipulating vouchers or false claims of error to obtain a refund after receiving the product.

Another benefit of automation is integration with anti-fraud systems based on biometrics and digital behavior. These solutions increase the level of verification of transactions, helping to block sophisticated attacks such as phishing or account intrusions, which would not be easily detected by traditional” methods, says Ligia.

In the Open Finance environment, integrated automation has also brought significant gains in terms of agility and customization, according to Lopes. The possibility of integrating banking data with management systems allows you to perform real-time reconciliations, automate financial reports and offer services such as credit or insurance during checkout.

“Although there is no single solution to the problem of fraud, the combination of technology and strategy is the most promising way. The digitization of consumption requires a proactive posture of companies and automation is no longer an option, but a necessity for those who want to remain competitive, safe and relevant in the” market, concludes the CEO of Teros.

Global low-code market expected to reach US$ 264.40 billion by 2032, driven by AI and automation

E-Commerce Update
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Global low-code market expected to reach US$ 264.40 billion by 2032, driven by AI and automation

O mercado global de plataforma de desenvolvimento low-code deve chegar a US$ 264,40 bilhões até 2032, com uma taxa de crescimento anual composta (CAGR) de 32,0% ao longo do período projetado – isso é o que revela o relatório do Fortune Business Insights. Em 2024, esse setor foi avaliado em USD 28,75 bilhões. Esses números apontam uma alta demanda por plataformas democráticas de desenvolvimento a partir da entrega rápida com mínima codificação manual, ou seja, a criação e o gerenciamento de aplicações por usuários com pouca expertise em TI. 

Com o uso de grandes modelos de linguagem (LLMs), como Gemini e ChatGPT, e os avanços da inteligência artificial, surge a possibilidade de explorar oportunidades para remodelar significativamente um negócio com funcionalidades inovadoras através de aplicações corporativas desenvolvidas de forma descomplicada, acelerada e segura. Entre as principais vantagens da criação de aplicações nas empresas estão: interfaces visuais e intuitivas, custos reduzidos, otimização de tarefas, maior produtividade, flexibilidade, desenvolvimento multiplataforma, escalabilidade, segurança aprimorada e análises aprofundadas com base nos dados gerados. 

“A combinação do low-code com inteligência artificial está redefinindo a forma como as empresas desenvolvem e escalam suas aplicações. Hoje, não se trata apenas de acelerar o desenvolvimento, mas de permitir que equipes de negócio criem soluções robustas sem depender exclusivamente de especialistas em TI. Esse novo cenário possibilita maior flexibilidade, segurança e eficiência operacional, reduzindo custos e tempo de entrega. As empresas que souberem explorar essa sinergia estarão à frente na transformação digital, explica Lucas Felisberto, VP LatAm de Vendas & CS da empresa global de software, Jitterbit. 

Uma pesquisa feita pelo Gartner revelou que, neste ano, mais de 65% dos aplicativos serão desenvolvidos utilizando plataformas low-code. Assim, a adoção de IA e a automação tecnológica implica expressivamente nos resultados gerados, na eficiência operacional e na agilidade dos processos. A Jitterbit, por exemplo, vem atuando na indústria com o desenvolvimento de soluções robustas de maneira simplificada e ágil através de suas soluções, como o  App Builder, permitindo a redução de custos, aumento da produtividade e fortalecimento da segurança operacional. Marcas como Cal-Maine Foods, Zeppelin Systems, iHeartMedia e Etiya, já apostam nesse tipo de desenvolvimento simplificado e ao mesmo tempo robusto. 

“Estamos entrando em uma era onde inovação e acessibilidade tecnológica caminham juntas. O low-code democratiza o desenvolvimento de software, enquanto a IA potencializa suas capacidades. Isso significa que organizações de todos os portes podem otimizar seus processos, experimentar novas funcionalidades rapidamente e escalar suas operações de maneira inteligente, isso tudo ainda desafogando os times de TI, porém sem com que eles percam o gerenciamento disto. A velocidade e a flexibilidade dessas plataformas são diferenciais estratégicos para quem busca competitividade no mercado atual”, conclui Lucas.

From the counter to the cloud: how digital transformation is redesigning pharmaceutical retail in Brazil

Rodrigo Souza's
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From the counter to the cloud: how digital transformation is redesigning pharmaceutical retail in Brazil

Digital transformation has reconfigured, on a global scale, the operational and strategic foundations of the pharmaceutical sector. In Brazil, this movement follows the global trend, but carries specificities that require deep adaptations. The digitalization of the national pharmaceutical chain demands not only applied technology, but also a redesign of processes, public policies and historically consolidated business models.

The advance of digitalization, with the adoption of technological platforms in pharmacy, distribution and logistics operations, represents more than a leap in efficiency: it is a structural transition towards a more integrated, responsive and territorially inclusive health system.However, the process requires coordination between different links in the chain, from the industry to the point of sale, including technology suppliers, startups, independent networks and the State itself as a regulator and inducer of innovation.

Second report by Research & Markets (2021), the global pharmaceutical market is expected to reach US$ 957.59 billion by 2028, almost double that recorded in 2020, with a compound annual growth rate (CAGR) of 11.34%. This data reveals a booming sector, driven by factors such as population aging, increased prevalence of chronic diseases and greater population access to health services.

The emergence of healthtechs in the innovation ecosystem has also been a relevant vector of this transformation. According to data from the Distrito platform, Brazil registered US$ 27.3 million in investments in startups in the sector only in 2020, indicating that there is market and capital appetite for technological initiatives aimed at health.However, this innovation still needs to break cultural and operational barriers that fragment the sector.

Among the main bottlenecks of pharmaceutical digitization are inventory management, demand planning and the ability to generate actionable data in real time. Many of these challenges stem from a historically analog, decentralized operation model with low systems integration. Digitizing this environment is not just connecting pharmacies to an application or e-commerce, but building a technical and regulatory infrastructure that supports continuous, interoperable and auditable information flows.

In this scenario, digital pharmaceutical ecosystems are beginning to consolidate as viable alternatives to structure a more cohesive chain. A relevant example is Digital Pharmacies (ecosystem of GrupoSC), which connects more than 4,000 pharmacies in a network that not only performs transactions, but operates based on data intelligence. The integration between inventory control, regulatory compliance systems and logistics “last mile” supply disruptions, increase demand predictability and ensure traceability, an essential element for health security and the fight against fraud.

One of the great differentials of these ecosystems is the ability to connect pharmacies, often isolated from a technological and logistical point of view, to the digital environment of the sector. This movement contributes to democratize access to health solutions, mitigate regional inequalities and strengthen the role of pharmacies as essential units in primary care. Technology, in this context, becomes a mechanism of productive inclusion, reorganizing logistics flows and redistributing operational intelligence along the chain.

The integration between agents of the sector io as distributors, pharmaceutical industries, healthtechs, universities and regulatory bodies IO will be decisive for the consolidation of a digital health model that contemplates the complexity of the Brazilian territory.

More than a trend, digital transformation in the pharmaceutical sector represents a strategic need to ensure competitiveness, expand access to medicines and consolidate a health care model that is contemporary to the demands of the connected society.

Global Trade Summit 2025: the future of international trade under discussion

E-Commerce Update
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Global Trade Summit 2025: the future of international trade under discussion

De 21 a 23 de maio de 2025, o Expocentro Júlio Tedesco se tornará o principal endereço da logística nacional para discutir o futuro do comércio internacional. O Global Trade Summit 2025, organizado pelo Núcleo de Comércio Exterior (NCE) da Associação Empresarial de Itajaí (ACII), reunirá líderes, empreendedores e especialistas de todo o mundo. O objetivo é explorar novas rotas e fortalecer as conexões internacionais.

Com a expectativa de receber 1200 participantes, o evento promete três dias intensos de debates, networking e aprendizado sobre as últimas tendências do setor. Paula Machado, coordenadora do NCE da ACII, destaca a escolha de Balneário Camboriú como sede, ressaltando a infraestrutura do Expocentro Julio Tedesco, que oferece conforto e comodidade para os participantes durante as mais de 28 horas de conteúdo programadas. “Buscávamos um espaço que proporcionasse conforto e uma experiência completa aos participantes, com estrutura adequada para os três dias de evento e suas mais de 28 horas de conteúdo”, explica Paula Machado.

O principal objetivo do Global Trade Summit é impulsionar o conhecimento, o crescimento e as oportunidades no comércio exterior, logística e supply chain. O evento busca promover debates sobre ideias inovadoras, aprofundar conceitos e atualizar os participantes sobre as tendências e conhecimentos estratégicos do setor. Além disso, visa fortalecer a colaboração entre empresas da cadeia de logística e comércio exterior, tanto em âmbito nacional quanto regional.

O público-alvo do evento abrange empresas e profissionais que atuam no comércio exterior, logística e supply chain, tanto de Santa Catarina quanto de outras regiões do Brasil. “O Global Trade Summit oferece um conteúdo técnico robusto e específico, atraindo desde tomadores de decisão até profissionais operacionais. A presença de líderes do setor, os chamados C-levels (tomadores de decisão), garante um ambiente de networking e aprendizado com os principais expoentes do comércio exterior nacional”, detalha Paula Machado.

O evento abordará as temáticas mais relevantes do momento, incluindo debates sobre questões logísticas de Santa Catarina, como logística portuária e aeroportuária, as novas legislações que envolvem o comércio exterior, com a presença de representantes da Receita Federal, e problemáticas como custos de Detention e Demurrage e. Além disso, o evento também trará discussões sobre como equilibrar a alta performance exigida pelo comércio exterior com a qualidade de vida e a importância do networking para o desenvolvimento de carreiras.

A infraestrutura do Global Trade Summit contará com um Palco Principal, onde criadores dos principais processos de importação e exportação, membros de instituições de renome no Brasil e no mundo, e convidados populares no universo de negócios catarinense e brasileiro compartilharão suas experiências e visões. 

O passaporte do evento inclui acesso aos 3 dias de imersão em Comércio Exterior, Logística e Supply Chain no maior e melhor centro de convenções de Santa Catarina, palestras e painéis com renomados especialistas nacionais, apresentação de novidades e inovações do setor, e debates sobre as temáticas mais relevantes do momento.

Palestrantes confirmados

Fabiano Coelho, Subsecretário de Administração Aduaneira

Felipe Mendes, Coordenador-Geral de Administração Aduaneira (COANA)

Douglas Fonseca, Coordenador Especial de Gestão de Riscos Aduaneiros (CORAD)

Raphael Eugenio, Coordenadora-Geral de Combate ao Contrabando e Descaminho (COREP)

Tiago Barbosa, Coordenador – Geral de Facilitação do Comércio e Gerente do Portal Único de Comércio Exterior pela SECEX

Mario De Marco, Auditor Fiscal da RFB e Assessor Técnico da Subsecretaria de Administração Aduaneira.

Learn more

O quê: Global Trade Summit

Quando: 21 a 23 de maio

Local: Expocentro Júlio Tedesco

Organização: Núcleo de Comércio Exterior (NCE) da Associação Empresarial de Itajaí (ACII)

Website: https://globaltradesummit.com.br/

TikTok Shop: Brands and Sellers Must Adapt to the New Times – and Quickly!

Fernando Moulin
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TikTok Shop: Brands and Sellers Must Adapt to the New Times – and Quickly!

O Social Commerce é uma tendência crescente que está revolucionando a forma como produtos eserviços são vendidos online. Nova vertente de negócios originada na China e fortemente acelerada pela pandemia, ela tem agora em seu “olho do furacão” a revolução trazida pelo TikTok Shop, plataforma que tem demonstrado grande potencial em diversos países para impulsionar vendas por meio da integração profunda, nativa, entre conteúdo e compras online, e que finalmente chega ao Brasil neste mês de abril.

O TikTok Shop aproveita o comportamento imediatista da nova geração de consumidores digitais que buscam gratificação instantânea. Segundo pesquisas em diferentes mercados, como o americano, o britânico e o asiático, usuários do TikTok são altamente propensos a comprar diretamente dentro do aplicativo em função da combinação de entretenimento, interação social e facilidade de compra no mesmo local, em uma jornada absolutamente sem fricção e que permite realizar o desejo de consumo sem a necessidade de sair da plataforma.

Um dos grandes diferenciais desse novo modelo de negócios trazido pelo TikTok Shop está no formato de vídeo curto característico da plataforma e integrado com a loja virtual que, além de captar rapidamente a atenção, também impulsiona a compra por impulso. A plataforma permite aoscriadores e marcas integrar diretamente links para produtos exibidos nos vídeos, transformando rapidamente interesse em conversão real.

Como compartilhei recentemente em entrevistas a alguns noticiários especializados de televisão, o TikTok Shop registrou aumento significativo em conversões de vendas quando comparado a outras formas tradicionais de comércio eletrônico, podendo chegar a 10x mais resultados. Isso ocorre especialmente pela conexão emocional que os usuários desenvolvem com influenciadores econteúdos gerados organicamente, o que aumenta a confiança e credibilidade nos produtos promovidos – sem contar a rapidez para compra no app, alavancando o desejo de comprar por impulso.

Outro fator importante para o sucesso do TikTok Shop é a experiência do usuário, altamente otimizada para o mobile. Em um cenário em que cada segundo conta para prender a atenção do consumidor, a fluidez da navegação e a simplicidade do checkout integrado são cruciais para reduzir a taxa de abandono de carrinhos.

TikTok para além de uma plataforma de vídeos

O TikTok há muito transcendeu sua origem como plataforma de vídeos curtos e danças. Hoje, é um fenômeno que redefine a interseção entre entretenimento e comércio, impulsionado pela economia da atenção — um cenário em que o tempo gasto nas redes sociais se converte diretamente em oportunidades de negócios. Em mercados como Estados Unidos e Indonésia, o TikTok Shopmovimentou US$ 33 bilhões em 2024, cifra que ilustra o poder dessa nova fronteira do social commerce. No Brasil, onde os usuários passam mais de 30 horas mensais no aplicativo, sua chegada promete sacudir o mercado de e-commerce, que pode gerar quase R$ 39 bilhões no território nacional até 2028 (segundo estudo divulgado pelo banco Santander).

A ascensão do TikTok Shop está intrinsecamente ligada à mudança no comportamento do consumidor. Vivemos a era em que a atenção é o ativo mais valioso, e plataformas que conseguem capturá-la — como o TikTok, com seu algoritmo precisamente afinado — tornam-se vetores naturais de vendas. 

O e-commerce representa 13% do varejo global, e o social commerce, impulsionado por influenciadores e conteúdo imersivo, é a próxima onda – que vem potencializada pela aplicação eficaz de inteligência artificial na hiperpersonalização. Assim, quando o usuário assiste a uma live de um criador testando um produto de beleza, a compra pode ser concluída em segundos, sem sair do aplicativo. Isso elimina atritos e potencializa vendas por impulso, que são o coração do varejo.

A plataforma opera em países como EUA, Reino Unido, China, México e Indonésia, onde funcionalidades integradas — como ícones de compra em vídeos, vitrines de produtos etransmissões ao vivo — simplificam a jornada do consumidor. Na Indonésia, por exemplo, 9 das 10 maiores lojas do TikTok Shop em 2024 foram de beleza e cuidados pessoais, segmento que também dominou as lives de maior faturamento nos EUA. A estratégia do TikTok inclui incentivos agressivos para atrair vendedores, como períodos de 90 dias sem comissões e frete grátis, táticas que poderão vir a  ser replicadas no Brasil para acelerar a adoção.

Open Finance: how will financial institutions win consumer trust?

E-Commerce Update
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Open Finance: how will financial institutions win consumer trust?

Em um mundo cada vez mais digital, o Open Finance, ecossistema de compartilhamento de dados entre bancos criado pelo Banco Central, segue trazendo novas oportunidades de uso que facilitam a rotina do consumidor. De acordo com a Federação Brasileira de Bancos (Febraban), o número de assinaturas ativas saltou de 43 milhões em janeiro de 2024 para 62 milhões em janeiro de 2025, um crescimento de 44% em apenas um ano. O sistema também registra mais de 2,3 bilhões de comunicações bem-sucedidas por semana, consolidando-o como uma das principais ferramentas de transformação do setor financeiro do País.

Ainda que o cenário seja positivo em diversos aspectos, o país enfrenta uma resistência significativa na adesão desse novo sistema. Segundo pesquisas do Datafolha, 55% dos brasileiros nunca ouviram falar do Open Finance e outros 19% dizem estar “mal informados” e “não saberem quase nada”. 

E os motivos dessa hesitação podem estar ancorados na percepção de valor. O Pix, por exemplo, que é uma recente inovação do sistema financeiro, apresentou benefícios tangíveis aos consumidores, possibilitando transferências instantâneas e gratuitas, o que permitiu sua adoção massiva e bem-sucedida.  O Open Finance, por sua vez, não conseguiu ainda explorar suas reais vantagens e aparenta ser menos tangível para o público geral. 

Muitos consumidores, por exemplo, ainda não entendem que o compartilhamento de dados entre instituições pode gerar vantagens diretas, como melhores taxas de crédito, ofertas personalizadas e gestão financeira centralizada. Sem compreender os benefícios, os clientes não aderem, se sentem inseguros e esse cenário resulta na falta de adesão, o que acaba limitando o impacto do sistema.

Além disso, a confiança e a segurança nos dados é outro ponto crítico. Embora o Open Finance seja regulamentado e operado sob rígidas normas de segurança e conformidade com a Lei Geral de Proteção de Dados (LGPD), grande parte dos brasileiros permanecem céticos em relação à privacidade e ao uso ético de suas informações. 

Esse receio é intensificado por um histórico de fraudes digitais, que coloca as instituições financeiras em constante alerta sobre a necessidade de reforçar medidas de proteção e comunicação. Portanto, é fundamental que as instituições demonstrem como o Open Finance é seguro e isso envolve estratégias que combinem educação, tecnologia e experiência do cliente. A realização de campanhas educativas, por exemplo, traz exemplos práticos de como o sistema pode melhorar a vida financeira das pessoas.

Já o investimento em jornadas de usuário intuitivas deixa claro o valor da adesão, ao mesmo tempo em que reforçam a transparência e o controle do cliente sobre seus dados. Em termos de tecnologia, o uso de APIs (do português, ‘interface de programação de aplicações’) seguras, autenticação multifatorial e criptografia avançada são práticas essenciais.

Outro ponto importante é desenvolver soluções baseadas em Inteligência Artificial (IA) para oferecer recomendações financeiras personalizadas, reforçando a relevância do sistema para o cotidiano do usuário, incluindo alertas para renegociação de dívidas, sugestões de investimentos mais vantajosos ou até mesmo propostas de crédito com condições diferenciadas.

As parcerias entre bancos digitais, fintechs e empresas de tecnologia também desempenham um papel fundamental nesse processo. Juntos, esses players podem promover soluções que atendam às necessidades específicas dos consumidores, combinando segurança robusta com incentivos claros, como cashback, recompensas e acesso a produtos financeiros exclusivos.

O sucesso do Open Finance no Brasil depende, acima de tudo, da capacidade das empresas de se tornarem relevantes para o consumidor. Assim como o Pix demonstrou o poder de utilidade por sua simplicidade, esse sistema precisa mostrar, na prática, como pode transformar a relação do brasileiro com o dinheiro, criando um ecossistema financeiro mais inclusivo, transparente e inovador. 

World Book Day: 16 bedside/favorite books of CEOs and C-level executives

E-Commerce Update
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World Book Day: 16 bedside/favorite books of CEOs and C-level executives

April 23rd is World Book Day. The date was declared in 1995 by the United Nations (UNESCO) to pay tribute to works and authors from around the world, as well as to encourage access to reading. Great names in literature are honored on this day to recognize the impact of books, which are responsible for creating links between past, present, and future, bridging generations and cultures. 

To celebrate the occasion, founders, CEOs, and C-level executives from companies such as Bemobi, Cenp, KaBuM!, Omie, OmniChat, Revo, Simpress, SIS Innov & Tech, Sólides, and Superlógica share their current reading recommendations or the most memorable ones from their repertoires. These works are part of their personal and professional journeys, contributing to reflections, learning, and even decision-making.

The recommendations range from classics, bestsellers, national and international highlights, and even new additions to shelves or virtual bookshelves. This selection is a great choice for those looking to start new reading and build a high-quality collection. See the list below:

Aurora Suh, CRO of Omie

Book Tip: Good to Great, by Jim Collins

"The book 'Good to Great' offers inspiring examples that illustrate how to build and maintain a successful organization. It also shares powerful lessons about leadership and building strong teams, which directly impact the development of employees and the company. It shows that success comes from humble yet determined leaders, and the concept of 'the right person in the right place' reinforces the importance of aligning individual purpose with the company's objectives, something essential for everyone to thrive. For me, it's a reminder that brilliant careers are built where there is culture, vision, and, above all, people committed to evolving together."

Fabiano Ferreira, Director of Logistics and Transportation at KaBuM!

Book tip: “Stolen Focus: The Attention Thieves of Modern Life,” by Johann Hari

"The book details the author's sabbatical experience with a non-digital routine, addressing the behavioral issues of the modern world faced with excessive technology use. Hari addresses the anesthetic impact this excess has on humans and its consequences, such as sleep disorders and increased anxiety, correlating the material with scientific research. All this in accessible language and an engaging read."

Fabio Gabaldo, Business Director at KaBuM!

Book tip: “Outlive: The Art and Science of Living Longer and Better,” by Peter Attie and Bill Gifford

"I highly recommend this book to anyone who works in high-pressure environments. This book takes a broad and holistic look at our most precious asset: our health. It mentions five important pillars of health: physical exercise, sleep quality, nutrition, supplementation, and emotional health. In today's world, with the overload of information and pressure in the corporate environment, taking care of yourself and prioritizing yourself are the first steps not only to your personal success but also to that of your team and your company."

Georgia Rivellino, Director of Marketing, Products and Solutions at Simpress

Book tip: “The Courage to Be Imperfect: How to Embrace Vulnerability, Overcome Shame, and Dare to Be Yourself,” by Brené Brown

"The Courage to Be Imperfect" represented a turning point in my career. I always considered showing vulnerability to be negative, especially as a woman, associating it with the idea of fragility or lack of control. Brené Brown shows just the opposite: that vulnerability is an essential strength for personal growth and building genuine relationships. The book explores how, by accepting our flaws and limitations, we free ourselves from shame, allowing us to live a more authentic life.

Mauricio Trezub, CEO of OmniChat

Book tip: “Playing to Win: How Strategy Really Works,” by A.G. Lafley and Roger L. Martin

"Playing to Win" offers a clear and straightforward approach to creating effective strategies. The authors transform complex concepts into actionable insights, presenting a structured process for strategic decision-making. I appreciate that the Procter & Gamble examples demonstrate how these strategies can be successfully implemented, regardless of business size or industry.

Book tip: “7 Powers: the foundations of Business Strategy”, by Hamilton Helmer

"7 Powers" presents seven sources of strategic power that can guarantee lasting competitive advantage. The book offers a new perspective on how to build solid strategies, going beyond traditional approaches. The clarity of concepts and the emphasis on creating sustainable competitive advantage are essential for entrepreneurs seeking long-term success.

Ale Garcia, co-founder and co-CEO of Sólides

Book tip: “Outsiders: Eight Unconventional CEOs and their Radically Rational Plans for Success,” by William N. Thorndike

The book debunks the myth of the charismatic CEO and shows, with data and real stories, how some of the most successful leaders in American corporate history built extraordinary value not with inspiring speeches, but with disciplined financial decisions, independent thinking, and a focus on rational capital allocation. The work reveals a discreet, efficient, and deeply strategic leadership model, offering an alternative path to the traditional management approach. The combination of this strategy with great energy, combined with a transformational and inspiring objective, is incredibly powerful.

Pedro Ripper, co-founder and CEO of Bemobi 

Book tip: “The End of the World Is Just the Beginning,” by Peter Zeihan

"The end-of-globalization scenario, addressed in the book, has become even more relevant with the recent global tariff war. The book encourages reflection on how to review business strategies and understand local dynamics in the face of uncertainty."

Book tip: “The Next Wave: Artificial Intelligence, Power, and the Biggest Dilemma of the 21st Century,” by Mustafa Suleyman and Michael Bhaska

"The book addresses how Artificial Intelligence is transforming our lives and businesses, providing valuable insights to anticipate trends in a rapidly changing environment and reinforcing the importance of continuous learning and adaptation."

Rodrigo Otavio Nascimento, CFO of Revo 

Book tip: “The Wealth of Nations” by Adam Smith

A classic that stands the test of time. Adam Smith reminds me that behind the numbers and models lies human nature and the pursuit of collective prosperity. I always return to him to understand how incentives shape markets—and how this still resonates in business decisions today.

Book tip: “Capitalism in the Age of Surveillance”, by Shoshana Zuboff 

A book that redefines how we view value in the 21st century. Zuboff shows how data has become a central asset in business decisions and the digital economic model. For C-suites, it's a provocative and essential read to understand the new drivers of growth, the dynamics of technological power, and the role of leadership in this ever-changing landscape.

Talita Zampieri – CMO of the Superlógica Group

Book tip: “Ensemble – from Solo to Symphony” – by various authors

"The project, coordinated by the 'Uma Sobe e Puxa a Outra' movement, features inspiring stories from 139 women, who bring real accounts of overcoming challenges, leadership, and resilience, transcending borders and generations, and which I had the pleasure of collaborating on. In addition to real stories of women who are transforming the world in various areas, in my chapter I encourage you to plant seeds of self-love and wisdom in the soil of time, with the courage to truly know yourself."

Book tip: “Lean In” by Sheryl Sandberg

"This book is straightforward, inspiring, and full of real-life experiences. Sheryl, former COO of Facebook/Meta, shares personal stories with data and research on women's place in the workplace, focusing on how women can achieve and exercise leadership without giving up who they are. One piece of advice I've taken with me is 'sit at the table,' which showed me how important it is for women to take the lead, take a stand, raise their hand, and propose ideas and solutions wherever they are."

Luiz Lara, Chairman of TBWA Brasil and president of Cenp – Advertising Market Self-Regulation Forum 

Book tip: “Oswald de Andrade, the Wicked Savage”, by Lira Neto

Very well written, it rescues the history of São Paulo, the culture of our city, the Art Week of 22, the Anthropophagic Movement, his passion for Tarsila do Amaral, his plays, books and controversies, showing how the elite behaved and influenced behavior, the arts, dance, theater, the press and politics.

Thiago Cappi, CEO of SIS Innov & Tech

Book tip: “Measure What Matters,” by John Doerr

"This book is an excellent introduction to OKRs (Objectives and Key Results), and shows how companies like Google and Intel have successfully applied this methodology. The book's main feature is its practicality: it offers clear, real-world examples that help you understand how to align teams and generate focus. This is the ideal read for anyone seeking strategic clarity, measurable goals, and a culture of accountability for their company."

Book tip: “No Rules Are the Rule,” by Reed Hastings & Erin Meyer

This book is a fascinating study of Netflix's culture, based on freedom and extreme responsibility. The collaboration between Reed Hastings (Netflix CEO) and Erin Meyer (organizational culture expert) brings a unique combination of practice and theory. The book shines when it shows the "culture clashes" and how Netflix adapts (or imposes) its culture in different countries. Ideal for leaders who want to challenge traditional structures and build bold cultures.

Invent Apps comes to modernize the management of companies in any ERP

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Invent Apps comes to modernize the management of companies in any ERP

Invent, leader in complementary solutions to ERPs and reference in tax, banking, contractual and human resources management in the SAP ecosystem in Brazil and Latin America, it has just launched its new generation of cloud products, the Invent Apps platform, which arrive to modernize the management of companies, regardless of the management system used.

“The main advantage of Invent Apps is its ability to connect with any ERP on the market, without the need to replace systems already in operation. Companies can choose only the modules or features they need, improving the performance and scalability of the” management, explains Marcos Tadeu Junior, CEO of Invent.

The applications with the main features of the tax and banking suites are already available and it is already possible to use the NFS-e and NF-e modules, in addition to performing the efficient management of SPED Tax, Accounting and ECF, accurate calculation and analysis of taxes such as IRPJ, CSLL, PIS and COFINS, make the reconciliations of accounts, cards, electronic payments and even renegotiation of debts of customers, all this in an automated and secure way. 

Because it is built natively in the cloud, the platform eliminates the need for physical infrastructure, allowing businesses to operate more efficiently and with less complexity.

“Invent Software's goal is to help companies improve their management without forcing them to abandon the systems they are already used to. Our solution is pluggable and flexible, allowing companies to grow and adapt quickly to market changes, with lower risk and greater” efficiency, concludes Marcos Tadeu Junior.

Currently, Invent serves more than 4 thousand customers, supporting companies in all segments to optimize their management with high performance and security.

Freight drops 0.54% in March, the first since November, says Edenred Repom

E-Commerce Update
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Freight drops 0.54% in March, the first since November, says Edenred Repom

According to data from the latest analysis of the Edenred Repom Freight Index (IFR), the average freight price per kilometer driven in March was R$ 7.35 in the country, which represents a slight fall of 0.54% compared to February. It is the first decline in the average price recorded by IFR since November 2024.

“Although observed factors that usually press the freight value upwards, such as the increase in the freight table floor and the beginning of the harvest, the IFR observed a slight decline in March. Although the slowdown in the industrial sector has a more significant impact on the manufacturing industry, it is important to note that commodities continue to show positive results.In addition, the Edenred Ticket Log (IPTL) Price Index pointed out a slight decrease in the diesel price at stations in March compared to February, a factor that may also have contributed to alleviate operating costs and impacted the values practiced in road transport”, analyzes Viniciosandes, director of Edenredom Reprom.

In the following months, the evolution of freight prices will continue to be linked to a combination of economic variables. “A reduction in the value of diesel in refineries announced by Petrobras and in force since April 1 may bring more relief to operational transportation costs, while the performance of sectors such as agribusiness and the extractive industry should continue to impact the pace of contracting the sector and the values practiced per kilometer driven”, concludes Fernandes.

IFR is an index of the average freight price and its composition, raised based on the 8 million annual freight and toll voucher transactions administered by Edenred Repom. Edenred Repom, a brand of the Mobility business line of Edenred Brasil, has been specialized for 30 years in the management and payment of expenses for the road freight transport market, leader in the freight payment and toll voucher segment with 8 million annual transactions and more than 1 million truck drivers served throughout Brazil.

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