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Black Friday 2024: Lawyer gives tips to protect yourself from major scams and frauds

A Black Friday 2024 se aproxima com uma estimativa de crescimento de 9% no faturamento do e-commerce em comparação com o ano passado, podendo alcançar R$ 9,3 bilhões, conforme dados da Neotrust.Confi. Contudo, o aumento das compras online também traz consigo a intensificação de golpes e fraudes, que miram consumidores menos atentos ou em busca de ofertas irresistíveis.

A advogada da Cone Sul Marcas e Patentes, Dra. Vanessa Albuquerque, alerta sobre o principal golpe do momento, sites que simulam grandes marcas com a identidade visual muito parecida para atrair clientes com descontos suspeitos. “O consumidor precisa estar atento a preços que destoam drasticamente da média e a plataformas que copiam a identidade visual de grandes redes, como a Magalu, mas apresentam nomes levemente alterados, como ‘Malagu’, por exemplo. Essa prática é comumente utilizada para iludir o consumidor e levar a compras inseguras,” explica.

Entre outros golpes recorrentes, destacam-se também sites que exibem depoimentos e imagens de bancos de fotos internacionais para simular credibilidade. “O uso de depoimentos de falsos compradores e imagens genéricas em sites desconhecidos é um sinal de alerta. Muitos consumidores se deixam convencer por essas táticas visuais, sem avaliar a procedência do vendedor”, orienta Dra. Vanessa.

Além dos sites fraudulentos, outras abordagens comuns incluem:

  • Promoções falsas por SMS e WhatsApp: Mensagens com links maliciosos são enviadas para dispositivos móveis prometendo descontos incríveis. Essas mensagens geralmente utilizam links que podem comprometer a segurança dos dados do usuário.
  • E-mails com cupons de desconto de remetentes suspeitos: Muitos cupons e ofertas que simulam empresas de renome podem chegar por e-mail de contas como “@gmail.com”, “@hotmail.com” ou “@terra.com.br”. Porém, empresas sérias utilizam domínios próprios para enviar comunicações promocionais.
  • Perfis falsos nas redes sociais: Golpistas investem em anúncios e stories nas redes sociais para promover perfis falsos que imitam páginas de compra, muitas vezes com depoimentos de supostos clientes para dar uma impressão de segurança.

De acordo com a pesquisa da Opinion Box e da Dito, “Comportamento de compra e tendências para a Black Friday 2024’, a preferência do público ainda fica com o e-commerce (43%). Logo atrás aparecem as lojas físicas e e-commerce (39%), apenas lojas físicas (14%) e, por último, compras somente através do aplicativo da empresa ou WhatsApp (4%).

Considerando apenas o e-commerce, os cinco marketplaces mais visitados pelos consumidores foram: Amazon (55%); Shopee (45%); Mercado Livre (40%); Magazine Luiza (37%); e Americanas (28%). Com isso, a advogada aconselha: “No ambiente virtual, é fundamental verificar sempre a URL dos sites, desconfiar de preços muito abaixo do mercado e confirmar a autenticidade do vendedor por meio dos sites oficiais. Prevenção e cautela são as melhores defesas contra golpes nessa época do ano.”

Startup Life announces new partner and exclusive program for the dev community

A comunidade dev e os entusiastas da tecnologia têm um motivo especial para acompanhar o Startup Life nas próximas semanas: Lucas Montano, engenheiro de software e influente criador de conteúdo tech no YouTube, é o novo sócio do podcast. Com experiência sólida no mercado de tecnologia e atualmente trabalhando como Sênior Engineer na Disney, Montano liderará o M1 Podcast, um novo programa do Startup Life voltado especialmente para a comunidade de desenvolvedores.

Reconhecido por compartilhar conteúdos aprofundados sobre programação, desenvolvimento de carreira e tendências tecnológicas, Lucas Montano tem sido uma referência para profissionais e iniciantes no setor tech. Segundo Layon Lopes, CEO do Startup Life, a chegada de Montano marca um novo capítulo para o podcast. “Com toda sua experiência e uma conexão genuína com a comunidade dev, Lucas é a escolha ideal para liderar essa iniciativa. Estamos empolgados com o impacto que essa parceria trará tanto para nossos ouvintes quanto para o ecossistema de tecnologia”, afirma Lopes.

Gartner warns that only 48% of digital initiatives meet or exceed business results targets 

A Netshoes, maior e-commerce de artigos esportivos e lifestyle do país, se uniu à On The Nose em uma campanha especial para divulgar a Black November, um mês inteiro de promoção no app e no site da companhia. A agência foi a responsável pela elaboração de uma ação envolvendo sósias de celebridades, tema que vai ao encontro do lema “dispensa imitações”, tema da Black Friday da companhia em 2024.

On The Nose not only managed all the talents of the campaign, but was also responsible for planning, creating and executing one of the developments on social networks, with Priscila Beatrice, lookalike of an international singer.In the action, the influencer was taken to Oscar Freire street in Sao Paulo, point of luxury stores, so that the population wondered whether or not it was the “verdeira” singer from Barbados.

“Our idea this year is to satirize the fake and use our pioneering Black November, commitment and credibility with our consumers, against offers that do not deliver the truth”, says Gabriele Claudino, marketing director of Netshoes. “Therefore, the On The Nose proposal fell like a glove on what we intend to achieve with this campaign: viralization, meme and consumer attention focused on our promotions”.

To generate conversations and spread the news about the possible presence of the international singer in Brazil, a strategy was created with digital newsstands, with wide-ranging profiles such as Gina Indelicada, Nazareth Amarga, Central da Fama and Nana Rude. They published videos of Priscila accompanied by two security guards, interacting with fans who recognized her on the streets.

Amid numerous comments questioning the true identity of the singer, On The Nose brought to the scene the nutritionist and digital influencer, Rodrigo Goes. Known for his videos evaluating the shape of famous and its iconic staff “Fake Natty's!”, he revealed on his social networks that it was a lookalike and highlighted that, unlike her, the discounts of Netshoes are absolutely real. https://www.instagram.com/reel/DCCZmc-vkKZ/ e https://vm.tiktok.com/ZMhVaVmNy/.

Following the revelation, Netshoes stepped up the campaign with strategic social media posts, especially on Instagram, to engage audiences and reinforce the authenticity of their offerings.

“Combat the fake irreverently and humorously, highlighting the credibility of Netshoes. This was the starting point for the creation of a campaign that met the Black Friday theme of the company”, says Rafael Cappelli, founding partner of On The Nose. “Listening the demands of our customers and building strategic and creative solutions that engage, attract the attention of the most varied audiences and deliver results to the company is what moves us daily.”

On The Nose is a digital content agency that stands out for its creativity and innovation. Among its collaborations, the agency worked with Netshoes on this year's Valentine's Day campaign, starring comedian Thiago Ventura.In addition, the agency coordinated PayDay settlement campaigns in September with influencer Dan Lessa in the NFL, and in October and November with singer Supla.

Real fight against fake

To get an idea of the importance of this Netshoes campaign, according to data from the National Crime Prevention Council, which deals with crime studies and prevention, e-commerce channels specializing in selling pirated items are on the rise worldwide.In the United States alone, about US$ 2 trillion are sold every year in counterfeit products. 

To curb the supply of products of dubious origin in its marketplace, Netshoes has a policy of strict rules, a set of principles created to guide and give guidelines to sellers, called “negotiable” They value the fight against the sale of illicit origin products, without invoice, counterfeit items and any other violations of the law, with a team responsible for monitoring the ads and penalties when necessary.


In addition, the company makes use of technologies that through an image search, frequently review the entire product catalog, take off any suspicious ads and, from there, Netshoes notifies that seller of the infringement, with penalties that may include the ban of the store in e-commerce. In 2024, this supervision removed from the air 51 000 suspicious ads and 87 retailers were banned from the platform. 

Netshoes and On The Nose take action with celebrity look-alikes to promote Black November

Netshoes, e-commerce sporting goods and lifestyle, joined On The Nose in a special campaign to promote Black November, a full month of promotion on the company's app and website. The agency was responsible for preparing an action involving celebrity look-alikes, a theme that meets the motto “dispensa imitations”, the company's Black Friday theme in 2024.

On The Nose not only managed all the talents of the campaign, but was also responsible for planning, creating and executing one of the developments on social networks, with Priscila Beatrice, lookalike of an international singer.In the action, the influencer was taken to Oscar Freire street in Sao Paulo, point of luxury stores, so that the population wondered whether or not it was the “verdeira” singer from Barbados.

“Our idea this year is to satirize the fake and use our pioneering Black November, commitment and credibility with our consumers, against offers that do not deliver the truth”, says Gabriele Claudino, marketing director of Netshoes. “Therefore, the On The Nose proposal fell like a glove on what we intend to achieve with this campaign: viralization, meme and consumer attention focused on our promotions”.

To generate conversations and spread the news about the possible presence of the international singer in Brazil, a strategy was created with digital newsstands, with wide-ranging profiles such as Gina Indelicada, Nazareth Amarga, Central da Fama and Nana Rude. They published videos of Priscila accompanied by two security guards, interacting with fans who recognized her on the streets.

Amid numerous comments questioning the true identity of the singer, On The Nose brought to the scene the nutritionist and digital influencer, Rodrigo Goes. Known for his videos evaluating the shape of famous and its iconic staff “Fake Natty's!”, he revealed on his social networks that it was a lookalike and highlighted that, unlike her, the discounts of Netshoes are absolutely real. https://www.instagram.com/reel/DCCZmc-vkKZ/ e https://vm.tiktok.com/ZMhVaVmNy/.

Following the revelation, Netshoes stepped up the campaign with strategic social media posts, especially on Instagram, to engage audiences and reinforce the authenticity of their offerings.

“Combat the fake irreverently and humorously, highlighting the credibility of Netshoes. This was the starting point for the creation of a campaign that met the Black Friday theme of the company”, says Rafael Cappelli, founding partner of On The Nose. “Listening the demands of our customers and building strategic and creative solutions that engage, attract the attention of the most varied audiences and deliver results to the company is what moves us daily.”

On The Nose is a digital content agency that stands out for its creativity and innovation. Among its collaborations, the agency worked with Netshoes on this year's Valentine's Day campaign, starring comedian Thiago Ventura.In addition, the agency coordinated PayDay settlement campaigns in September with influencer Dan Lessa in the NFL, and in October and November with singer Supla.

Real fight against fake

To get an idea of the importance of this Netshoes campaign, according to data from the National Crime Prevention Council, which deals with crime studies and prevention, e-commerce channels specializing in selling pirated items are on the rise worldwide.In the United States alone, about US$ 2 trillion are sold every year in counterfeit products. 

To curb the supply of products of dubious origin in its marketplace, Netshoes has a policy of strict rules, a set of principles created to guide and give guidelines to sellers, called “negotiable” They value the fight against the sale of illicit origin products, without invoice, counterfeit items and any other violations of the law, with a team responsible for monitoring the ads and penalties when necessary.


In addition, the company makes use of technologies that through an image search, frequently review the entire product catalog, take off any suspicious ads and, from there, Netshoes notifies that seller of the infringement, with penalties that may include the ban of the store in e-commerce. In 2024, this supervision removed from the air 51 000 suspicious ads and 87 retailers were banned from the platform. 

Wipro presents AI solutions developed by NVIDIA targeting the next wave of Artificial Intelligence

A Wipro Limited, empresa de serviços de tecnologia e consultoria, anunciou novas iniciativas que alavancam capabilidades de IA da NVIDIA para ajudar clientes em vários setores, incluindo saúde, comunicações e serviços financeiros, a desenvolver e implementar rapidamente novas estratégias de negócios para a era da IA com o NVIDIA AI Enterprise. Com base nessa colaboração, a Wipro também planeja expandir para áreas como manufatura digital e Digital Twins com o NVIDIA Omniverse, oferecendo valor excepcional a seus clientes locais e globais.

A Wipro está trabalhando com IA da NVIDIA para facilitar o acesso de grandes companhias a modelos prontos para uso para a construção de agentes de AI nas áreas de processamento inteligente de documentos, descoberta de medicamentos, atendimento ao cliente e processamento de sinistros. Criados com NVIDIA NIM Agent Blueprints – espera-se que esses modelos acelerem significativamente a entrega de valor comercial aos clientes.

“As empresas estão cada vez mais buscando benefícios comerciais mensuráveis para acelerar a adoção da IA em seus negócios e impulsionar a inovação em vários setores”, disse Nagendra Bandaru, Presidente e Managing Partner – Enterprise Futuring, Wipro. “O WeGA Studio da Wipro, construído com NVIDIA AI Enterprise, conta com todo o poder do NVIDIA NIM Agent Blueprint para acelerar a implantação de assistentes virtuais de IA relevantes para aprimorar as experiências do usuário e simplificar as operações.”

“Estamos vivendo um momento decisivo na transformação digital, e a colaboração entre a Wipro e a NVIDIA representa um marco importante para o mercado de tecnologia no Brasil e no mundo. À medida que as empresas buscam benefícios comerciais tangíveis, nossa parceria não apenas acelera a adoção de Inteligência Artificial, mas também oferece a infraestrutura necessária para inovações robustas”, explica Wagner Jesus, country head da Wipro no Brasil. “Com a crescente pressão para controlar custos de nuvem enquanto se investe em soluções de IA generativa, acreditamos que essa colaboração irá capacitar as empresas a se adaptarem rapidamente e a prosperarem em um ambiente de negócios em constante evolução.”

“Na era da IA, as empresas estão em busca de maximizar seus recursos de IA generativa e impulsionar a transformação de negócios com aplicativos que podem se adaptar às suas necessidades”, disse John Fanelli, vice-presidente de enterprise software, NVIDIA. “Usando o NVIDIA NIM Agent Blueprints, o Wipro WeGA pode ajudar a acelerar a adoção da IA a aprimorar as experiências do cliente e otimizar as operações para desenvolver e implantar rapidamente aplicativos de IA generativa personalizados em todos os setores.”

O Wipro Enterprise Generative AI (WeGA) Studio conta com o  software NVIDIA AI Enterprise, incluindo NVIDIA NIM Agent Blueprints NVIDIA NeMo e NVIDIA NIM, para desenvolver soluções personalizadas em todo o espectro do portfólio de serviços da Wipro que devem aumentar significativamente a velocidade de processamento e criar valor para os clientes da Wipro em vários setores.

Wipro aprimora Atendimento ao Cliente, Saúde e muito mais com NVIDIA AI

Usando o novo NIM Agent Blueprint para atendimento ao cliente, a Wipro pode criar rapidamente assistentes virtuais de IA personalizados para clientes de call center que podem ser implantados na nuvem ou no local. Esses assistentes virtuais são alimentados por microsserviços NVIDIA NIM e NVIDIA NeMo Retriever para geração aumentada por recuperação (RAG) para recomendar soluções que resolvam problemas e ajudem as pessoas a atender os clientes como embaixadores da marca informados.

Ao integrar as tecnologias NVIDIA ao WeGA Studio, a Wipro incorpora princípios de IA responsável em suas soluções. Essa estrutura prioriza precisão, confiança, transparência, desempenho, privacidade, segurança e proteção, ajudando a enfrentar os desafios da IA generativa e promover a inovação contínua. Como a solução pode ser implantada em qualquer lugar, no local ou na nuvem, as organizações podem cumprir os regulamentos de privacidade de dados.

A Wipro está oferecendo soluções de saúde de última geração com NVIDIA AI para melhorar as experiências dos membros, aumentar as inscrições e aumentar a produtividade na adjudicação de sinistros nas ofertas de saúde da Wipro sob o Affordable Care Act (ACA), Medicare e Medicaid.

Além da saúde, as soluções integradas da Wipro com tecnologia NVIDIA também podem oferecer serviços mais rápidos, melhores e mais acessíveis em áreas críticas, como gerenciamento da cadeia de suprimentos, contact centers, marketing, finanças e RH.

This company processed almost 3 million messages on Black Friday 2023 and predicts high for this year

Com a chegada do fim do ano, empresas de todo o país estão intensificando os preparativos para a temporada de vendas, que inclui a Black Friday, o Natal e a Cyber Monday. Em 2023, a Infobip, plataforma global de comunicação em nuvem, processou 2,7 milhões de interações móveis durante a Black Friday e 2,5 milhões na Cyber Monday, sinalizando o crescente papel das tecnologias mobile nas vendas. Especialistas da Infobip projetam que em 2024 o investimento em ferramentas de comunicação móvel deve crescer ainda mais, acompanhando a importância dos smartphones como canal de compra para milhões de consumidores no Brasil.

De acordo com um estudo recente realizado pela empresa no Brasil, 43% dos entrevistados disseram que gostam de interagir com chatbots, e 64% concordou que é mais eficiente começar uma conversa com chatbot e, se necessário, passar para um atendente. “A ascensão do atendimento automatizado é decorrente de vários fatores. Desde os benefícios básicos, como disponibilidade 24/7 e respostas instantâneas, até o esforço das empresas para aprimorar essa tecnologia e proporcionar a melhor experiência para o cliente. Em épocas em que a demanda é alta, principalmente de vendas por meio de mensagem, os chatbots são uma alternativa excelente para melhora de desempenho”, explica Bárbara Kohut, especialista de produtos Latam da Infobip. 

Dispondo de diversas ferramentas, os celulares se tornaram verdadeiros aliados dos varejistas para divulgação e compra de produtos e serviços. Neste contexto, as redes sociais, especialmente o WhatsApp, também ganharam força. “Para as compras de final de ano, as pessoas buscam praticidade. Com o aumento das promoções de Black Friday, o volume de clientes é naturalmente maior e, por isso, as empresas devem estar preparadas para atendê-los proporcionando uma jornada de compra sem entraves, na qual os produtos possam ser comprados com poucos toques na tela do smartphone”, detalha Bárbara. 

Corrigindo problemas e conhecendo seu público 

Apesar de serem mais aceitos hoje, os chatbots ainda apresentam algumas dificuldades que precisam ser estudadas pelas empresas que usam a ferramenta para auxiliar em suas vendas. Segundo a pesquisa da Infobip, 53% dos entrevistados relataram como um inconveniente a dificuldade dos assistentes virtuais de entender o contexto de seus problemas. Em um ambiente mobile, este tipo de entrave é forte concorrente para fazer com que o consumidor desista de tirar uma dúvida, seja realmente ajudado, ou mesmo compre o produto que quer. 

Em momentos de Black Friday, os chatbots e ferramentas virtuais devem estar a postos para auxiliar o consumidor da melhor forma possível — sem que obstáculos criem barreiras entre a primeira comunicação e a efetivação da compra. Por isso, os varejistas devem estar atentos ao seu tipo de cliente, prevendo possíveis entraves de comunicação e dúvidas que possam surgir. 

No Brasil, 86% dos consumidores disseram que se envolveriam mais com as empresas se elas oferecessem um atendimento mais personalizado. A personalização, hoje, é chave para campanhas bem sucedidas. As empresas precisam saber qual o canal de comunicação preferido de seu público, que tipo de linguagem deve usar, quais recomendações de produtos e serviços fazer. 

“É muito importante que a marca conheça seu público, saiba a qual faixa etária pertence e as principais preferências”, ressalta Bárbara. “Desta maneira, é possível criar estratégias de comunicação mais eficientes, que demonstram apreço e preocupação com a opinião e os gostos do cliente — o que será convertido em bons resultados de venda”, finaliza. 

Agência de marketing digital expande negócios com contas internacionais

Presente no ranking das 50 maiores agências digitais do país da jivochat, a Agência de Marketing Digital WebSnap (www.websnap.com.br) ampliou, neste ano de 2024, a sua área de atuação ao agregar em seu portfólio empresas internacionais. Esta iniciativa colaborou com o incremento do faturamento em 20% em relação ao mesmo período do ano anterior.

Com profissionais bilíngues, o atendimento é feito no idioma do cliente e toda a operação acontece aqui no Brasil. “Esta é uma excelente alternativa para as empresas que faturam em dólar, mas querem fazer investimentos mais acessíveis, sem renunciar à qualidade dos serviços”, destaca o CEO da WebSnap, Rodrigo Caminitti.

Uma das contas internacionais conquistadas é a Ofcdesk, que possui 80% da carteira de clientes localizados nos Estados Unidos. Com sede em Naperville, Illinois (EUA), a Ofcdesk é uma empresa especializada em soluções de CAD (Computer-Aided Design) e BIM (Building Information Modeling) para o setor de AEC (Arquitetura, Engenharia e Construção), Design de Interiores e Produção.

Sua maior dor era a comunicação ineficaz junto ao seu setor de atuação. “Pelo fato de a Ofcdesk oferecer soluções complexas, nossa proposta foi a elaboração, de forma clara, de conteúdos explicativos para a sua divulgação e prospecção de novos clientes”, explica Caminitti.

Outra empresa multinacional foi a Smycotech, a qual contratou a WebSnap para criar toda a sua comunicação e marketing aqui no Brasil. O projeto envolveu desde a criação do site e de contas para as redes sociais até uma ampla campanha utilizando o Google Ads para a geração de novos negócios.

A Smycotech é uma empresa altamente técnica e especializada, que atua principalmente com consultoria e engenharia externa para a análise de integridade de ativos e gestão de manutenção. Está focada em atender setores industriais de alta complexidade, como celulose, energia e mineração, visando a otimização da vida útil e o desempenho dos ativos de seus clientes, por meio de soluções de manutenção que reduzem custos e riscos operacionais. A empresa também se destaca pela abordagem meticulosa e baseada em dados e análise técnica, segurança operacional e aumento da eficiência.

Um de seus grandes clientes no país é a Elera Renováveis, uma das maiores empresas do setor de energia renovável do Brasil e uma das principais do mundo. Possui uma matriz energética 100% renovável composta por usinas hidrelétricas, parques eólicos, parques solares e usinas de biomassa.

O maior desafio da Smycotech era gerar uma segmentação específica capaz de atrair leads de qualidade. “Devido à natureza altamente técnica e especializada dos serviços, elaboramos um plano de ação focado em segmentação precisa e técnica de comunicação”, detalha o CEO da WebSnap, Rodrigo Caminitti.

5 Truths every workaholic needs to know

For people who think that working harder means being more productive, Caroline Bottle reminds you that the body is paying the price, even if the person does not realize it. Working too much increases the risks of anxiety, depression and cardiovascular disease. And, she warns, be careful: these five truths will change the way you see your work rhythm:

1. Productivity plummets after 50 hours a week. Studies show that after 50 hours of weekly work your productivity drops dramatically.

2️. After a certain point, you are only wearing out. Your body is already suffering ¡only you do not yet realize.

3️. Time is the most precious resource and does not come back. Remember: time is not renewable, when you work more than necessary, you are sacrificing moments with important people and this time does not come back.

4. Being busy does not define your value. You do not need to be busy to be important. One of the main internal saboteurs is the hyper-realizer, who understands that it only has value when it is producing.

5. Burnout is not a trophy and not a reason for pride. Respecting your limits is a sign of strength and emotional intelligence.

Cloud Migration: The Beginning of the AI Revolution in the Financial Sector

The financial sector is at a tipping point! The pressure to innovate, provide faster and more personalized experiences to customers and, still, ensure efficiency has never been higher. In this scenario, for companies that still maintain part of their operations in legacy technologies, migration to the cloud emerges as one of the main facilitators for data integration, scalability of operations and is crucial for the adoption of artificial intelligence (AI). This process, however, brings significant challenges and remains one of the latent pains of institutions that were not born digital.

By enabling companies to scale their operations and integrate large volumes of data, the cloud becomes the foundation on which AI solutions can be built. For the granting of credit, for example, customer behavior analysis has become a crucial tool, made possible by access to massive data in real time. AI allows you to identify patterns, predict risks and offer more assertive decisions.But for this, it is essential that data is accessible and organized in a flexible and scalable infrastructure, characteristics that the cloud offers in an adaptable way to each phase of the process, such as training models and operating them. 

Migrating legacy systems to the cloud, however, presents a number of hurdles.Many financial institutions, especially those with more traditional infrastructure, still operate on on-premises systems developed in past decades.These, while robust to their original functions, are not designed to handle the flexibility and connectivity required by modern platforms. 

Restructuring to a cloud environment involves not only technological adjustments but also a profound transformation in business processes, ensuring that data migrates securely and that daily operation is not disrupted.

In addition, preparing data for use in AI solutions requires more than simply transferring it to the cloud. Legacy systems often store information in a fragmented or difficultly accessible manner, which makes it impossible to make it available for intelligent analysis. Transforming data from raw to structured requires a series of steps from cleaning, normalization and standardization and any failure in this process can compromise the effectiveness of AI algorithms.

The competitive strength of new digital institutions

For companies that were born in the digital and cloud environment, the scenario is quite different. Financial startups and fintechs often avoid the challenges faced by traditional banks, taking advantage of the advantages of a modern infrastructure from the beginning. These companies focus on using this infrastructure and AI models in the central strategy, as part of the core business and value delivery that offer (which can often be linked to values such as agility and economy. In addition, the competitiveness of these institutions translates into a greater ability to offer personalized and innovative services, such as predictive analysis for credit granting, with an efficiency that challenges the large players in the market.

Traditional institutions, on the other hand, have much larger amounts of data, which are not always accessible, but which has the potential to support more robust analysis.   

While full migration to the cloud may seem like a monumental task for these large institutions, there are strategies that can facilitate this process more gradually and in a controlled manner.Incremental approaches, such as modular modernization of legacy systems, allow companies to make updates in small steps, reducing the risk of critical failures and service interruptions.Each upgrade, companies can test and adjust integration with new technologies , ensuring a smoother and more effective transition.

These small-scale approaches consist of choosing critical business processes that can potentially benefit from AI-based solutions, reshaping them and keeping them parallel to traditional processes, so that both challenge each other and generate evidence about the feasibility and impact of new solutions. 

This method, in addition to being financially more viable, allows companies to maintain service continuity and protect data integrity. More importantly, it creates a solid foundation so that in the future the company can take full advantage of the cloud and AI, without the pressure of a radical and immediate transformation. Implementing AI is not making a revolution at once. 

Whether for traditional companies in the process of modernization or for digital startups, migration to the cloud is no longer a trend and has become a practical requirement. Competitiveness in the financial sector, driven by Artificial Intelligence, depends directly on the ability to integrate and manage large-scale data, efficiently and safely. Ignoring this change can limit the potential for innovation and restrict growth in an increasingly digital and competitive environment.

Seven Cybersecurity Trends and Tips for Small and Medium Businesses to Stay Protected

Cyberattacks are a significant challenge for organizations of all sizes, but small and medium-sized enterprises (SMEs) face distinct threats when it comes to cybersecurity. Unlike larger companies, they often lack the resources and expertise to implement extensive security measures or manage complex solutions, making them targets for malicious actors.

To better understand the security needs and trends of SMEs, Microsoft partnered with Bredin, a company specializing in research and insights on SMEs, to conduct a Security research focused on businesses with 25 to 299 employeesBy sharing the insights below and initial actions that can be taken to address them, SMEs can find additional best practices for staying safe in CyberSmart Kit Please provide the text you would like translated from Portuguese to English.

  1. One in three SMEs was a victim of a cyberattack.

With the increase in cyberattacks, SMEs are increasingly affected. Research shows that 31% of SMEs have been victims of cyberattacks, such as ransomware, phishing, or data breaches. Despite this, many SMEs still hold misconceptions that increase their risk and vulnerability. Some believe they are too small to be targets for hackers or assume that compliance equals security. It's crucial to understand that malicious actors pose a threat to companies of all sizes, and complacency in cybersecurity can lead to significant risks.

How can SMEs address this?

Microsoft, in collaboration with the Cybersecurity and Infrastructure Security Agency (CISA) and the National Cyber Security Alliance (NCA), outlined four simple best practices to create a strong cybersecurity foundation.

  • Use strong passwords and consider a password manager.
  • Enable multi-factor authentication.
  • Learn to recognize and report phishing.
  • Make sure your software is up to date.
  1. Cyberattacks cost SMEs over US$250,000 on average, and up to US$7 million.

Unexpected costs from a cyberattack can be devastating for a small and medium-sized enterprise (SME) and hinder its financial recovery. These costs may include expenses incurred for investigation and recovery efforts to resolve the incident, as well as fines associated with data breaches. Cyberattacks not only present an immediate financial strain but can also have long-term impacts on an SME. Diminished customer trust due to a cyberattack can cause broader reputational damage and lead to missed business opportunities in the future.

Predicting the impact of a cyberattack is difficult because recovery time can vary from a day to more than a month. While many SMEs are optimistic about their resilience to cyberattacks, some fail to accurately estimate the time needed to restore operations and resume normal business activities.

How can SMEs address this?

SMEs can conduct a cybersecurity risk assessment to understand security gaps and determine steps to resolve them. These assessments can help SMEs identify vulnerabilities to mitigate them, ensure regulatory compliance, establish incident response plans, and more.

Proactive and effective planning can help minimize the financial, reputational, and operational costs associated with a cyberattack, should one occur. Many organizations provide self-assessment tools, and working with a security specialist or security service provider can bring additional expertise and guidance as needed throughout the process.

  1. 81% SMEs believe that AI increases the need for additional security controls.

The rapid advancement of AI technologies and their ease of use through simple interfaces creates significant challenges for SMEs when used by employees. Without the proper tools to protect company data, AI usage can lead to sensitive or confidential information falling into the wrong hands. Fortunately, more than half of the companies currently not using AI security tools intend to implement them within the next six months for more advanced protection.

How can SMEs address this?

Data security and governance play a critical role in the successful adoption and use of AI. Data security, which includes labeling and encrypting documents and information, can mitigate the chance of restricted information being referenced in AI prompts. Data governance, or the process of managing, understanding, and protecting data, can help establish a framework for effectively organizing data.

  1. 94% considers cybersecurity critical to their business.

Recognizing the critical importance of cybersecurity, 94% SMEs consider it essential for their operations. While not always prioritized due to limited resources and internal expertise, the rising tide of cyber threats and increasing sophistication of cyberattacks now represent significant risks for SMEs. Managing work data on personal devices, ransomware, and phishing are cited as the primary challenges SMEs are facing.

How can SMEs address this?

For SMEs looking to start leveraging available resources to train and educate employees, safety topics in...  Cybersecurity 101Phishing and more are provided through the website Cybersecurity Awareness of Microsoft.

  1. Fewer than 30% SMEs manage their internal security.

Given the limited resources and expertise within SMEs, many turn to security specialists for assistance. Less than 30% of SMEs manage security internally and typically rely on security consultants or service providers to manage their protection needs. These professionals provide crucial support in researching, selecting, and implementing cybersecurity solutions, ensuring SMEs are protected against emerging threats.

How can SMEs address this?

Engaging a Managed Service Provider (MSP) is commonly used to complement internal business operations. MSPs are organizations that help manage broad IT services, including security, and serve as strategic partners to improve efficiency and oversee daily IT activities. Examples of security support might include researching and identifying suitable security solutions for a business based on specific needs and requirements. Furthermore, MSPs can implement and manage the solution, configuring security policies and responding to incidents on behalf of SMEs. This model allows SMEs more time to focus on core business objectives, while MSPs keep the company protected.

  1. 80% intends to increase its cybersecurity spending, with data protection as the primary investment area.

Given the growing importance of security, 80% of SMEs intend to increase cybersecurity spending. The main drivers are protecting against financial losses and safeguarding customer and consumer data. Unsurprisingly, data protection is the primary area of investment, with 65% of SMEs saying this is where increased spending will be allocated, validating the need for additional security with the emergence of AI. Other key areas of spending include firewall services, protection against phishing, ransomware, and device protection, access control, and identity management.

How can SMEs address this?

By prioritizing these investments in the areas mentioned above, SMEs can improve their security posture and reduce the risk of cyberattacks. Solutions like Data Loss Prevention (DLP) help identify suspicious activities and prevent sensitive data from leaving the company. Endpoint Detection and Response (EDR) solutions help protect devices and defend against threats, and Identity and Access Management (IAM) solutions help ensure that only the right people have access to the appropriate information.

  1. 68% SMEs consider secure data access a challenge for remote workers.

The transition to hybrid work models has introduced new security challenges for SMEs, and these problems will persist as hybrid work becomes permanent. With 68% of SMEs employing remote or hybrid workers, ensuring secure access for remote employees is increasingly critical. A significant 75% of SMEs are concerned about data loss on personal devices. To protect sensitive information in a hybrid work environment, it is vital to implement security and device management solutions so employees can work securely from anywhere.

How can SMEs address this?

Implement measures to protect data and internet-connected devices, including the immediate installation of software updates, ensuring mobile applications are downloaded from legitimate app stores, and avoiding sharing credentials via email or text message, only doing so via real-time phone calls.

Next steps with Microsoft Security

  • Read the full report To learn more about how security continues to play a crucial role for SMEs.
  • Get the CyberSmart Kit (in English) to help educate everyone in your organization with cybersecurity awareness resources.

To learn more about Microsoft Security solutions, visit The sitePlease provide the full text you would like translated. ". Favorite o" is incomplete and doesn't make sense. Security Blog to follow specialized coverage on security issues. Also, follow on LinkedIn (Microsoft Security) and no X (@MSFTSecurityFor the latest cybersecurity news and updates.

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