Artificial intelligence is quickly becoming an essential skill for all professionals, especially for leaders.Data from a new survey by LinkedIn, the largest professional social network in the world, show that, globally, the three times more c-level executives added AI-related skills such as prompt engineering and generative AI tools to their profiles compared to two years ago.

The movement takes place in a global scenario in which 88% of business leaders say accelerating AI adoption is a priority for their businesses in 2025. In Brazil, this sense of urgency is even more evident: the survey reveals that 74% of local leaders consider “to help the organization adapt to the changes caused by AI” as very important, given the 63% world average.

“Brazilian leaders are showing a pragmatic attitude towards technological transformation. There is a clear disposition for change, but also a critical awareness of the challenges, especially in the balance between innovation, sustainability and social impact. The path is still long, especially when we think about the inclusion of AI in the complex layers of the labor market and the socioeconomic structure itself in the country, but we already see a strong movement in many sectors”, he says Milton Beck, Managing Director, LinkedIn, Latin America and Africa.

Although global leaders have 1.2 More chance from adding AI skills to their LinkedIn profiles than professionals at other hierarchical levels, not everyone feels fully prepared to utilize the technology. Four out of ten C-level executives worldwide point to their own organizations as a challenge to AI adoption, citing factors such as lack of training, doubts about return on investment, and absence of structured change management strategies.

Changes in leadership and business impact

Globally, with the growing demand for AI literacy, technology is also beginning to influence recruitment practices: 8 in 10 leaders say they are more likely to hire candidates with mastery of AI tools, even if they have less traditional experience.

The Brazilian view on the transformation of AI work, however, is more critical. Only 11% of executives in Brazil strongly believe that AI will create more jobs than it will eliminate, half of the global average of 22%. Also highlights the skepticism regarding the balance between sustainability and financial performance 39% of Brazilian leaders strongly disagree that both go together, compared to 30% globally.

Empowerment to drive AI adoption

To support (as) professionals in the adaptation process, LinkedIn and Microsoft are offering free artificial intelligence courses until December 31, 2025, with Portuguese subtitles and certification.

• AI for Organizational Leaders: aimed at empowering executives to make strategic decisions about the use of AI, assessing business impacts and driving growth.
• AI for Managers: focused on teaching managers to use generative AI to make meetings, feedback and team management more efficient.

Methodology

C-suite AI literacy skills: Researchers from the LinkedIn Economic Graph analyzed the proportion of more than 1 million senior leaders (vice presidents and C-level executives) from large companies (with more than 1,000 employees) in 16 countries (Australia, Brazil, Canada, France, Germany, India, Ireland, Italy, Mexico, the Netherlands, Singapore, Spain, Sweden, United Arab Emirates, United Kingdom and United States) who listed at least one AI literacy-related skill in the respective year, comparing this group to the proportion of all other professionals who also listed at least one AI literacy skill in the same period.

Global C-suite Research: Global survey of 1,991 C-level executives (Chief Executive Officer, Chief Human Resources Officer, Chief Marketing Officer, Chief Revenue Officer and Chief Technology Officer) in nine countries (Australia, Brazil, France, Germany, India, Singapore, United Arab Emirates, United Kingdom and United States), working in companies with more than 1,000 employees. Fieldwork was conducted by YouGov between November 26 and December 13, 2024.

Serasa Experian, the first and largest datatech in Brazil, estimates that about 186,565 fraud attempts are registered in the week before Mother's Day. According to Serasa Experian's Identity and Fraud Report 2025, Mother's Day is the third commemorative date that moves the most online trade in Brazil, behind only Black Friday and Christmas 1.04 billion for consumers and companies.

The volume of purchases in the period, driven by promotions and the high in online sales, is the ideal scenario for the performance of scammers.“Datas such as Mother's Day are sensitive moments for digital security. Criminals exploit the increase in transactions to apply scams more often, especially in digital environments. Therefore, it is essential that both consumers and companies are aware of the signs of fraud and invest in practices and technologies of protection”, caio Rocha, Director of Authentication and Fraud Prevention Serasa Experian.

The survey is based on the daily average of fraud identified by the Serasa Experian Fraud Attempt Indicator, combined with the potential for financial losses from fraudulent transactions. Among the most common modalities are registration inconsistencies, misuse of personal data and manipulation of devices and identities.

Among the most frequent blows in the period are observed:

fake websites and social media profiles simulating well-known stores for data theft;

io Messages with malicious links promising unmissable promotions or delivery of gifts;

Cloning accounts in messaging apps to request transfers on behalf of third parties.

Here are some essential tips for consumers:

. Ensure that your documents, mobile phones and cards are well stored and secure, with strong passwords for access to applications;

Do not provide passwords or access codes outside the bank or application site;

^be careful with cards in face-to-face purchases, avoiding exchange when making payments in bars, restaurants and street vendors;

Always check the card after the transaction and protect the password when entering it;

Maintain cell phone security with biometrics and two-step authentication;

. Check the reputation of stores and websites before making any purchases, and provide your personal information and card details only if you are sure that this is a safe environment;

uddepend on offers with very high discounts or that require advance payments;

be careful with shared links in groups of social media messages or SMS;

Do not lend or sell your data;

. Do not make transfers to friends or relatives without confirming by call or in person that it is really the person in question, because the contact of the person may have been cloned or falsified;

Create secure passwords and update them frequently;

^_______________________________________________________________________________________________________________________

^Use only secure payment methods and enable two-step authentication whenever possible.

For businesses, the recommendations are:  

2 In an increasingly digital and interconnected business environment where fraud is evolving and expanding rapidly, invest in layered fraud prevention technologies to protect the integrity and security of your business operations; and

Ensure the quality and veracity of data from fraud prevention solutions from solutions that constantly improve in the face of changes and threats of fraud;

''Intend deeply your user profile and constantly seek to minimize friction points in your digital journey, ensuring a fluid experience and without compromising security.

^Use fraud prevention as a lever to generate revenue by implementing intelligent solution orchestration that maximizes security, reduces losses, and enables a more agile and reliable shopping experience for the customer.

Methodology

Serasa Experian estimated the risk of fraud in the week leading up to Mother's Day in 2025 from data from the same period in 2024, when an attempt at fraud occurred every 3.2 seconds.

Labor Day, a national holiday celebrated on May 01, which this year falls on a Thursday, significantly boosted the demand for road tickets throughout Brazil. According to data from ClickBus, the largest sales application of road tickets in Brazil, there was a 177% increase in ticket demand with boarding between April 30 and May 07, compared to the same period last year, when the holiday fell in the middle of the week.

The figures show a trend in the sector: long holidays remain one of the main drivers of national tourism, especially when road transport is the most affordable choice for short and medium-haul travel.

“Holidays increase the desire to travel of the Brazilian, since it becomes the perfect opportunity to relax and enjoy a few days of rest without tightening the budget. When the time off allows three or four consecutive days, we see a significant movement of exits, especially to destinations such as large urban centers”, says Elbert Leonardo, Vice President Commercial ClickBus.

The most popular destinations for this holiday include cities such as Sao Paulo e Rio de Janeiro, already known as major tourist centers throughout the year, this year with even more prominence due to the show of the singer Lady Gaga on Copacabana beach. Belo Horizonte and Curitiba that usually receive a significant flow of visitors on commemorative dates for its cultural centers, museums and good gastronomy, and Londrina, londrina it has cultural events and several outdoor walks, as well as being in the side of Cambe, a neighboring city where the Labor Party and the traditional May Day sports tournament take place.

In seasonality with this, road transport is increasingly competitive due to the diversity of schedules, more affordable price and ease of connection with smaller destinations, outside the radar of major airlines.The expectation of the sector is that the positive movement is repeated in the coming long holidays of the year, confirming the recovery and continuous growth of the road modal.