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Generative AI in WhatsApp: how to implement in the company effectively?

Allanis Grum
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Generative AI in WhatsApp: how to implement in the company effectively?

WhatsApp is no longer an exclusive channel for personal communication, becoming one of the most used platforms in the market to approach and improve communication with its customers. Surfing the wave of this popularity, the incorporation of Generative AI in this messaging system has already proven to be something highly capable of increasing the effectiveness of this relationship through more personalized and enriched content 'provided that your process is properly structured and designed to bring this greater return on investment.

Meta imposes strict guidelines for the business use of WhatsApp, which raises the challenge of maintaining assertive and relevant communication. Excessive or out-of-profile messaging can result in penalties. In this scenario, Generative AI stands out as a strategic ally, offering scalability and customization by adapting the language of campaigns intelligently. Estimates indicate that chatbots based on this technology can generate incremental revenue of US$ 16.6 billion in 2025, and may exceed US$ 45 billion by 2030.

By intelligently personalizing messages and avoiding generic approaches, Generative AI contributes to more relevant communication that respects the personal space of the user. This reduces rejections, increases engagement and improves the quality of the data collected, strengthening brand reputation on the channel.

The level of complexity for implementation varies by company size and structure.Small businesses may face technical and operational barriers, while large companies have greater potential for scale, but need to integrate AI into an omnichannel strategy that ensures fluidity in the customer journey, regardless of channel.

There are no restrictions on its use regarding the size or segment of the business. However, there are three key factors that need to be weighed in order to confirm whether this choice is, in fact, valid and beneficial to be invested: the volume of interactions, if it has a significant amount that justifies the investment in this automation; the structuring of corporate data, supported by measurement tools such as CRMs that bring these reliable assets and in real time; and a better understanding of the journey of your customer, understanding where Generative AI can improve this experience and other aspects such as support, prospecting or customer retention.

Generative AI is not a plug-and-play solution. Its effectiveness depends on a well-defined planning, with mapping of personas and deep understanding of key moments of the journey. Setting the tone of voice of the brand and applying it in WhatsApp is also essential to maintain a consistent identity at all points of contact.

Set the tone of your brand voice and insert these elements within WhatsApp, reinforcing the identity of your business in all communication made. And, so that there is an assertive integration of Generative AI in this channel, having the support of a specialized partner will increase the security and performance of the use of this technology in the relationship between the parties.

Artificial intelligence is alive and the more it is interacted with, the greater its continuous learning. Therefore, it must be constantly monitored, being refined based on the identified opportunities and adjusted based on the real data collected through measurement tools such as CRMs and ERPs.

Finally, the success of Generative AI in WhatsApp depends not only on the connection between systems, but on strategic continuity. Investing, with the support of experts, in an approach with intelligent fallback (activating alternative channels when the message is not delivered & offering human service whenever necessary, is what ensures that the customer receives the right message, in the right channel, at the right time.

Digital data hijacking is a major threat to businesses

E-Commerce Update
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Digital data hijacking is a major threat to businesses

In recent years, ransomware attacks have become one of the biggest cyber threats for companies in Brazil and worldwide. Against this backdrop, digital law expert lawyer Gabriel Araujo Souto, from PG Advogados, explains the essential legal steps that companies and professionals should take when victims of this type of crime.

“The first mistake that many companies make is to act without specialized legal advice”, warns the lawyer. According to him, the rush to recover the data leads many organizations to make hasty decisions that can aggravate the legal situation. “Ransom payment, for example, is not a crime in Brazil, but needs to be analyzed with caution, as it can bring ethical and legal implications”, he explains.

The expert highlights three legal measures needed after an attack:

1.   Preservation of evidence ''Disconnecting affected systems without technical guidance may destroy important evidence for investigations;

2.   Notification to authorities (General Law on the Protection of Personal Data) requires communication to the ANPD (National Data Protection Authority ) within 72 hours when personal data is leaked;

3.   Contractual analysis . It is essential to verify obligations with customers and suppliers on data protection.

For prevention, Souto recommends that companies include specific cybersecurity clauses in contracts with IT vendors; develop an incident response plan aligned with legal requirements; and conduct periodic audits to verify compliance with data protection standards.

The legal aspect of digital security is often overlooked until it is too late.Preventive advice can prevent not only the damage of the attack itself, but also the legal consequences that can persist for years”, concludes the expert.

Is digital inclusion the new driver of financial empowerment?

Laila Martins
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Is digital inclusion the new driver of financial empowerment?

With the expansion of internet access and the use of digital platforms, millions of Brazilians have found opportunities for training, entrepreneurship, and integration into the digital marketplace. According to the TIC Domicílios 2024 research, 84% of the population is connected and 74% use the network for professional or educational activities, highlighting how connectivity is solidifying as a bridge to economic and social development.

This advancement, however, is not limited to income generation. It represents a concrete opportunity to address historical inequalities, expanding access to resources previously restricted to a segment of citizens. For this potential to be fully realized, it is necessary to invest in digital infrastructure, professional training, and technologies that involve the active participation of all in the connected economy.

How does digital inclusion create income opportunities?

The internet has opened doors that once seemed inaccessible. Working from anywhere, earning extra income as a freelancer, or even turning a hobby into a business has become a reality for many. Those needing flexibility or facing difficulties in the traditional market find a more democratic space in the digital realm. Starting an online business has also become simpler and cheaper, requiring only a cellphone and a good idea to get started. Social media platforms like YouTube, TikTok, and Instagram have become monetization platforms, while e-commerce continues to grow and create new horizons.

But having internet access isn't enough; you need to know how to use it to your advantage. Digital learning platforms offer practical courses that help develop in-demand skills, making it easier to change careers or find extra income. Furthermore, strategies like affiliate marketing and referral programs allow anyone to earn money by connecting consumers to products and services. With more knowledge and tools at hand, the path to financial independence becomes increasingly accessible.

Edtechs play a crucial role in this transformation. Besides providing training, many forge partnerships with companies to bring professionals closer to real-world perspectives. Projects focusing on underprivileged communities ensure access to devices and connectivity, enabling more people to participate in the digital economy. Ultimately, digital inclusion is not just about technology—it's about giving equal opportunities so everyone can grow, start businesses, and achieve a better life.

Challenges and Pathways

There are still barriers to overcome. Without adequate infrastructure, millions of people remain without quality internet access, limiting work, learning, and growth. Data from the 2024 TIC Domicílios research reveals that 29 million Brazilians still lack internet access, reinforcing the challenges of digital inclusion in the country. And even among those who use the network regularly, only 22% have "significant connectivity," which considers factors such as frequency of use, connection quality, access to appropriate devices, and digital skills.

In other words, a lack of training also prevents many from taking advantage of what technology has to offer. At the same time, the increase in virtual transactions brings new risks, such as financial scams, making digital security a priority. Without effective public policies, digital inequalities tend to worsen.

On the other hand, technological advancements continue to pave the way forward. Artificial intelligence already allows individuals and businesses to focus on more strategic tasks, while digital businesses are structuring themselves around data and automation. Online education breaks down geographical barriers and expands access to knowledge, and new monetization models, such as the creative economy and NFTs, are opening avenues for income generation.

E-commerce is another sector consolidating, democratizing digital entrepreneurship. Models like dropshipping and affiliate marketing make it easier for entrepreneurs to enter the market. Freelancing is growing, connecting professionals with opportunities anywhere in the world.

When connectivity, empowerment, and security go hand-in-hand, digital ceases to be a privilege and becomes a vector for transformation. The future of the economy hinges on the active participation of everyone in this environment, and true financial empowerment arises when technology is used to serve equity.

*In 2017, at only 24 years old, Laila Martins founded edtech Know on Network, exercising the position of CEO since then. And in just five years, led the company from scratch to the valuation of 50 million reais. Driven by innovation in reaching new students and valuing the academic community, Laila founded the startup with the purpose of disseminating education and enabling people to undertake this process. Active in the innovation and entrepreneurship ecosystem, the executive operates since 2020 as a mentor in the acceleration programs of the Brazilian Association of Startups, SEBRAE and Innovative. In 2023, Laila still joined other entrepreneurs to found a Venture Builder, the X5 investment in the country and the ecosystem. 

Chega Mais: PagBank lança Campanha para mostrar que, com suas soluções, os negócios podem vender mais

E-Commerce Update
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Chega Mais: PagBank lança Campanha para mostrar que, com suas soluções, os negócios podem vender mais

The PagBank, banco digital de serviços financeiros e meios de pagamentos, estreou ontem, terça-feira (15), no intervalo do Jornal Nacional, na Rede Globo, a campanha publicitária “Chega Mais” para mostrar que suas soluções e serviços oferecem facilidades para o dia a dia do pequeno e microempreendedor.  

Como destaque no filme, o PagBank apresenta a solução ‘Tap On’, que transforma o celular do empreendedor em uma maquininha de cartão, possibilitando aceitar pagamentos por aproximação, em qualquer momento ou lugar, por meio de cartões de crédito com as principais bandeiras de cartão, carteiras digitais e relógios inteligentes. Além disso, os vendedores conseguem receber o dinheiro das vendas na hora, com taxa zero e por meio de uma experiência de vendas prática e segura. Para tê-lo, o empreendedor só precisa baixar o app PagBank, de forma grátis, selecionar a opção Tap On e começar a vender.   

“Ao som da icônica música Chega Mais, de Rita Lee e Roberto de Carvalho, convidamos os empreendedores brasileiros a ‘chegarem mais no PagBank’. Afinal, oferecemos as melhores soluções com uma oferta exclusiva de lançamento que inclui taxa zero e o dinheiro das vendas disponível na hora”, comenta Raphael Farias, diretor de marketing do PagBank. A produção destaca a versatilidade do PagBank, mostrando que suas soluções são acessíveis a todos os tipos de negócios. 

A atriz e garota propaganda do PagBank, Luisa Arraes, protagoniza a peça publicitária e apresenta também a tagline “Seu negócio vende mais”, de forma a consolidar o posicionamento do PagBank como o parceiro do empreendedor brasileiro. 

A campanha será veiculada no UOL, outras mídias online, TV aberta, mídia impressa, rádio e OOH. Para assistir ao filme, click here. 

One of the country's largest digital banks in terms of customer numbers, PagBank offers tools for in-person and online sales, a complete digital account for individuals and legal entities, as well as features that contribute to financial management, such as Payroll. At PagBank, the credit card has a guaranteed limit, and investments become a limit for the card itself, maximizing customer earnings, in addition to generating cashback on the bill. At PagBank, those with active and inactive FGTS balances can request an advance, and it's also possible to contract INSS payroll loans for retirees and pensioners directly through the PagBank app.

Orange Hub, a coworking space in partnership with FCamara, totals 400 participants and expands to Portugal

E-Commerce Update
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Orange Hub, a coworking space in partnership with FCamara, totals 400 participants and expands to Portugal

The Orange Hub, an initiative of the Orange Juice tech community professional training program, solidifies its presence in Brazil with impressive numbers. Since its creation in 2022, over 400 tech professionals have participated in activities at the offices of FCamara — a Brazilian multinational technology and innovation company — and SGA, a company focused on cloud and cybersecurity within the FCamara Group. Participants had the opportunity to experience a technological solutions development environment and receive mentorship from the company's specialists. To date, 11 of these participants have been hired by FCamara.

The project was created with the aim of bringing together, in one single space, both employees from partner companies and professionals interested in closely monitoring the entire project development — from initial mapping to the implementation of solutions for large organizations. Additionally, members of the Orange Juice community can participate in other initiatives, such as Discord interactions, mentorships, and live streams, expanding their learning and networking opportunities. Registrations can be made at any time throughout the year via the link https://tech.orangejuice.com.br/orangehub. 

"FCamara's mission is to actively contribute to the development of the tech community. We believe that by sharing our experiences and learnings with external professionals, we open doors for a true exchange of knowledge," says Joel Backschat, Technical Fellow at FCamara. "This exchange is essential to strengthen the technology ecosystem as a whole, as well as to bring new perspectives to our own projects. We are always open to anyone who wants to learn with us and, at the same time, present their ideas and experiences."

Success Story

Leonardo Souza, a full-stack developer at FCamara since November 2024, joined the company because of the opportunities that arose during his participation in the hub. "I first encountered FCamara at an Orange Juice event in 2023, while I was a nutritionist and a student of Internet Systems at FATEC. I took advantage of the opportunity to frequent the coworking space on Thursdays to study and network, attending the space for 1.5 years. During this period, I developed projects, including volunteer ones, that caught the company's attention. After months of dedication, I was hired," says the employee. 

Coworking space is available in FCamara's offices in São Paulo and Santos (SP), and in SGA's office in Belo Horizonte (MG).

International expansion 

Now, the initiative will expand internationally. The hub will be implemented at FCamara's office in Portugal with the support of Paulo Felix, the company's Client Services Director in the European country. 

"The idea is to offer talents from Portugal and other European countries the chance to observe our working methods, as well as to attract talents that complement our teams, adding increasingly differentiated ideas and solutions to the market," explains Felix.

Whether in Brazil or Portugal, Orange Hub fulfills its purpose of exchanging knowledge and experiences. While the project offers opportunities for members of the technology community to get closer to the practical vision of all phases of project development, FCamara opens itself up to learn what market talents have to offer and pave the way for new employees to join the company or the market.

Here are a few options for translating "Orange Juice: guarda-chuva da iniciativa," depending on the nuance you want to convey: **Most Common & Natural:** * **Orange Juice: Initiative Umbrella** (This is the most direct and generally understood translation in a business or project context.) * **Orange Juice: The Initiative's Umbrella** (Slightly more formal, emphasizing possession.) **More Explanatory (if the original context implies a broader scope):** * **Orange Juice: The overarching initiative** (This suggests that "Orange Juice" *is* the main initiative itself, and other things fall under it.) * **Orange Juice: The umbrella initiative** (Similar to the above, emphasizing its broad nature.) **Less Common/More Literal (but might fit specific scenarios):** * **Orange Juice: Umbrella of the initiative** (While grammatically correct, this sounds a bit more literal and less natural than the others.) **Which one to choose depends on the specific context of "Orange Juice" and "iniciativa."** **If "Orange Juice" is a codename for a larger project or program that encompasses several smaller ones, then "Initiative Umbrella" or "The Initiative's Umbrella" are best.** **If "Orange Juice" *is* the main initiative itself, and everything else is part of it, then "The overarching initiative" or "The umbrella initiative" might be more appropriate.**

Created in 2017, Orange Juice trains technology professionals and already has over 9,000 members. The community offers a platform with free study tracks, as well as an area dedicated to creating Individual Development Plans (IDP), which already has over 18,000 registrations. After training more than 600 professionals through the Training Program in partnership with FCamara, the initiative has established itself as a catalyst in talent development for the technology market.

Approximately 20 graduates were hired by FCamara through Orange Juice in the last edition of the Training Program in 2024, and dozens of other participants who went through the program were able to participate in the company's international projects.

The program stands out for promoting not only technical learning but also the development of behavioral skills, preparing professionals to meet market demands. In a survey conducted within the community, 40% of members stated they are in the process of career transition, highlighting the impact of Orange Juice on the professional transformation of its participants.

Technology has a more revolutionary potential when applied in conjunction with human intelligence

Thales Zanussi
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Technology has a more revolutionary potential when applied in conjunction with human intelligence

Falar sobre inovação empresarial hoje em dia é, inevitavelmente, falar de tecnologia — especialmente sobre inteligência artificial. Ainda sim, a transformação não nasce da máquina. Até porque, ainda que os sistemas avancem em velocidade exponencial, é o ser humano que continua decidindo os rumos do negócio e operando as ferramentas. Por isso, quando discutimos mudanças digitais, também estamos falando de estratégia, cultura e pessoas.

A IA, por exemplo, já vem otimizando operações em diferentes frentes. De um lado, ela permite automatizar tarefas repetitivas e reduzir erros. Do outro, ajuda a personalizar o atendimento ao cliente em escala, por meio de assistentes virtuais e análises preditivas que orientam campanhas mais certeiras. Segundo a Gartner, até 2026, mais de 70% das empresas do mundo todo irão utilizar o recurso para melhorar a experiência do consumidor e a eficiência interna. E quem souber fazer isso de forma alinhada com a inteligência humana, sai na frente.

O impacto é ainda mais claro quando olhamos para a questão da produtividade. Um estudo da McKinsey mostra que a adoção de IA e automação pode elevar em até 40% o desempenho das equipes. Ou seja, as máquinas assumem parte do esforço operacional e os profissionais passam a ter mais tempo para decisões estratégicas e atividades de maior valor. Contudo, isso só acontece quando há uma integração bem pensada entre as soluções e os processos do negócio.

Nesse ponto, podemos citar a gamificação, que, apesar de muitas vezes subestimada, vem ganhando espaço como uma ferramenta poderosa no que diz respeito a combinar tecnologia e o fator humano. Aplicar elementos típicos de jogos em ambientes corporativos pode parecer uma estratégia pouco eficaz e até mesmo inapropriada, mas os resultados são expressivos. Relatórios apontam que a gamificação aumenta o engajamento de colaboradores em até 60%. Mais do que um recurso divertido, é um mecanismo de motivação contínua, que transforma metas em desafios, reconhece conquistas e estimula a superação.

O efeito também é significativo para o cliente. Programas de fidelidade baseado em missões e recompensas vem sendo destaque como uma alternativa para ampliar o envolvimento do público com os negócios. Segundo a Deloitte, empresas que adotam a gamificação registram aumento médio de 47% no engajamento de clientes. É uma forma de gerar valor sem depender de grandes investimentos, apenas usando bem as tecnologias disponíveis.

Porém, não se trata de escolher entre um recurso ou outro. O maior ganho vem da combinação entre eles. Ao unir IA com gamificação é possível gerar experiências totalmente personalizadas, com desafios ajustados ao perfil de cada usuário, seja ele um consumidor ou um colaborador.

O ponto central é: nenhuma ferramenta entrega resultado sozinha. Independente de qual seja, a ferramenta precisa estar a serviço de uma estratégia muito bem definida e é preciso entender também como aplicar o fator humano em conjunto. Mais do que escolher qual tecnologia adotar, é preciso saber para quê, quando e como usá-las. E, principalmente, preparar as pessoas para operá-las com autonomia e senso crítico. A máquina pode representar rapidez e eficiência, mas é o ser humano que fará a diferença. No final das contas, inovar é saber combinar recursos, processos e talentos. E tudo na mesma medida. 

The influencer marketing revolution is on the 5th scale and Unilever has just proven it

Rapha Avellar's
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The influencer marketing revolution is on the 5th scale and Unilever has just proven it

When a message comes directly from a brand, it is already born under suspicion 'DO AND I am not the one who say this. The words that symbolize a change of mentality in advertising logic were said by Fernando Fernandez in his first interview as CEO of Unilever. The Times, the executive made the announcement of a new strategy that has been the subject of debate among brands, agencies and market professionals: under the command of Fernandez, the multinational consumer goods company will reduce investment in advertising created by the brand and increase by 20 times the budget for influencers.

The issue has generated immediate repercussions in the global market because it not only represents a gigantic transformation in the way of giving visibility to a brand, but it is a response to changing consumer behavior. If they are skeptical of traditional advertising, what good is it to continue investing rivers of money in campaigns that the public has already learned to ignore?

I understand that if people no longer trust brands so much to make their purchasing decisions, it is evident the need to establish this link in another way. No wonder, the CEO of Unilever baptized the new strategy of “social-first”, prioritizing social channels and human voices as the main interface with the public.

This does not mean, of course, that brands of the size of Unilever are only now discovering the power of influencer marketing. It would be completely naive and wrong to analyze the news in this light. The question, in fact, concerns the scale. Instead of concentrating money on a few vehicles of great notoriety or a dozen famous spokespersons, there is a movement of wanting to be present in different spaces, dialoguing with varied consumers.

In my assessment, such change has to do with the awareness that that mega celebrity of exorbitant cache is not really a universal “”. That is, it does not build genuine connections with diverse niches, nor does it represent the average consumer. Already an influencer can dialogue with specific audiences because it cultivates a close relationship with its followers, knows its audience and speaks with legitimacy, context and empathy. It is exactly this type of connection that Unilever is seeking when it says that it wants to have at least one influencer in each municipality 100 in some. It is about local voices, micro leaders of communities, who speak with a global creator and a viable language.

Those who know me know that I always insist on this point: the strategy of brands needs to value this profile. And this is for the simple fact that micro and nano creators are proven to form communities much more engaged and with a close relationship of trust. Yes, such trust that the CEO of Unilever wants to rescue.

A proof of this is in the results of a recent survey by BrandLovers: a campaign of R$1 million distributed in micro creators obtained an average cost per view of R$0.11 (9.1 million views), while the same amount with macro creators resulted in R$0.31 per view (3.2 million views). That is, the reach per dollar invested was 65% higher using micros.

Ignoring this data that shows maximizing the reach of a campaign without increasing the budget can only be explained by an attachment to the old model 'Its attachment that also reveals itself in some resistance to using technology.

I know that there are several successful cases of brands that have incorporated artificial intelligence and data intelligence in their marketing strategy. However, I dare say that the vast majority still suffers from operational amateurism dressed in tradition, which is a problem considering that influencer marketing well done is one that goes beyond the multiplication of influencers. It seeks, first of all, to multiply intelligence. The old methods of manual selection and betting on isolated celebrities already show clear signs of exhaustion, with enormous inefficiencies, so that the future belongs to whom combine data, technology and human creativity to transform creators into a highly effective media.

Unilever is signaling to the market that the game has changed. However, the big question is: how many brands will know how to make this move strategically? The expansion of investments in creators only makes sense if it is accompanied by operational efficiency, predictability and real-time measurement. Without this, we are just inflating a market with poorly distributed money.

Scaling influence marketing without technology is like trying to buy programmatic media by phone: impossible to sustain. Only with platforms that automate selection, activation and measurement (as we have been doing for years in digital advertising 'ODI we can transform influence into a scalable, efficient channel with measurable ROI.

We need to understand once and for all that the big difference is not who spends more on their marketing strategy. Instead, the highlight result comes from the ability of a brand to use technology to ensure that every dollar invested in influence is translated into true impact. This requires a new mindset: one that prioritizes data, authenticity and smart strategies.

Retailer, the choice of insurer can define the success of your marketplace

Solomon Lacerda
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Retailer, the choice of insurer can define the success of your marketplace

Choosing an insurance company to partner with your business is not just a matter of cost or convenience.In retail, where customer experience defines brand success, this decision can directly impact your confidence and satisfaction. So what should be taken into account before closing this partnership?

First of all, analyze the reputation of the insurer. Looking at indicators such as complaint rate, average response time and its resoluteness can avoid headaches in the future.In addition, consulting companies that already work the partner helps to understand their operation in practice.

Technology: simplification or complication?

If the insurer does not offer a fluid digital experience ¡t with intuitive platforms, automated processes and simple integration with your systems (YOU can gain a problem, not a differential. Before signing any contract, try the service as if you were a customer. Is the membership process easy? Support is agile? If the answer is no, it may be time to look for another option.

In addition to usability, assess whether the insurer follows technological trends, such as Artificial Intelligence to optimize customer service, predictive analysis to identify risks and process automation. Those who invest in innovation tend to offer more efficient and adaptable solutions to the needs of the retail market.

Trading: more than prices, value

Price is important, but it should not be the only criterion. A good partnership needs to offer advantageous trading conditions that balance profit margin and added value for the customer. This includes everything from commissioning to contractual clauses that ensure stability and security for your business. Remember: a negotiation that seems very favorable at first can hide long-term pitfalls.

Also evaluate the additional benefits that the insurer can offer. Some companies provide training programs for the sales team, specialized support and joint marketing campaigns to boost the offer of insurance. These factors will make all the difference when deciding between one player or another.

Who answers when something goes wrong?
Imagine that a customer has a problem with the insurance contracted in your store and can not get fast support. The negative impact falls on your brand. So, evaluate the quality of service. Does she have multichannel support?Solve the problems in an agile way? An insurer that does not prioritize customer service can become a major risk to your reputation.

In addition to speed and efficiency in customer service, it is important to offer a unique channel for the retail partner. Having direct access can optimize problem solving and improve the experience of all involved.

Financial soundness: guarantee of stability
Last but not least, the financial health of the insurer needs to be analyzed. Companies with a history of instability may have difficulty honoring commitments, which generates insecurity.

Another aspect is its ability to operate in different markets. Companies with consolidated operations have greater responsiveness in crisis situations and offer a more robust portfolio of solutions.

The right choice strengthens your brand
Close partnership with an insurer goes beyond a contract. So before making any decision, ask the right questions and do not be in a hurry. Choosing a company that adds value to your brand is essential to build a long-term relationship advantageous to all involved. After all, in Retail, trust is one of the most valuable assets.

Five strategies to boost sales on Mother's Day

E-Commerce Update
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Five strategies to boost sales on Mother's Day

With the proximity of Mother's Day, retailers from all over Brazil are mobilizing to make the most of the occasion and boost revenue.Traditional date of high sales volume, it still registers growth every year. According to data from the Cielo do Varejo Expanded Index (ICVA), sales during Mother's Day in 2024 grew by 6.8% over the same period a year earlier.The survey also showed an increase of 7.3% in physical sales and 2.3% in e-commerce.

To help entrepreneurs prepare effectively, Zahra Jiva, Global Sales Strategy Director at Pipedrive, lists five essential tips to sell more on Mother's Day

1. Plan your marketing strategy

The first step to success is solid planning. Set priorities, identify your target audience, set goals and structure outreach actions.The use of tools such as CRM can optimize marketing campaigns, ensuring customer capture and loyalty.

2. Use Artificial Intelligence to your advantage

Among companies that have embraced AI, 79% report increased productivity as their primary motivation, the report said State of AI in Business. The most common AI applications among businesses include text and content creation (75%), content summary (52%), transcripts (29%), search (24%), and sales reporting (17%).

AI also enhances lead qualification and can act on the efficiency and personalization of product demos.

3. Organize customer information

With different consumer profiles, it is essential to use organization tools to store and manage detailed data from each customer. This allows for a more personalized approach, increasing the chances of conversion.

4. Invest in the long-term relationship

In addition to attracting new customers, it is essential to maintain a solid bond with current ones. Building trust relationships contributes to loyalty and generates continuous sales opportunities throughout the year. Make promotions, share discount coupons, to attract the attention of those who already know your product.

5. Use the data to your advantage

Collecting and analyzing qualitative customer data is important to understanding their motivations and needs. These insights can be critical to closing sales and ensuring success on Mother's Day. AI-powered CRMs will increasingly deliver hyper-personalized experiences by analyzing vast data sets and tailoring each interaction to individual customer preferences and behaviors.

How does automation and artificial intelligence benefit banking and fintech customers?

E-Commerce Update
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How does automation and artificial intelligence benefit banking and fintech customers?

A expansão dos sistemas de automação de dados, big data e modelos de inteligência artificial especializados nos coloca, novamente, em um momento de grandes transformações tecnológicas. Vemos um crescimento exponencial do mercado de IAs — um estudo da Grand View Research aponta uma taxa anual de crescimento de 37,3% até 2030. Do varejo à saúde, essas aplicações vêm se ampliando a cada ano, auxiliando empresas e clientes a melhorarem seus processos e algumas tomadas de decisão.

No mercado financeiro não é diferente. “Investindo em tecnologias de automação e IA, percebem-se não apenas benefícios internos, como operações simplificadas e mais ágeis, mas melhorias significativas para a experiência dos clientes, entregando um ganho de valor real”, afirma Willian Conzatti, sócio-fundador da Concrédito, fintech especializada em crédito consignado e soluções financeiras acessíveis. “Essa transformação tecnológica impulsiona o crescimento da empresa e, ouso dizer, de todo o mercado, já que melhora a competitividade e a oferta de serviços”, continua.

A seguir, o especialista enumera os principais benefícios da tecnologia, baseados em suas experiências à frente da fintech. Confira:

1. Atendimento mais rápido e eficiente

Com a automação de processos, os clientes desfrutam de um atendimento mais ágil. A IA permite a realização de operações, como a contratação de serviços, em tempo recorde, sem a necessidade de intervenção humana. Isso significa menos burocracia e mais praticidade para os usuários, que podem resolver suas demandas de forma rápida e segura.

2. Soluções personalizadas

A inteligência artificial é capaz de analisar grandes volumes de dados em tempo real, permitindo que as fintechs entendam as necessidades específicas de cada cliente. Com isso, as empresas oferecem soluções personalizadas, adaptadas ao perfil e às expectativas de quem busca seus serviços. Essa personalização garante uma experiência única e de alta qualidade — o que garante acesso a soluções que atendem não apenas às necessidades atuais, mas também a possíveis demandas futuras.

3. Redução de custos e condições mais competitivas

A automação reduz custos operacionais, um benefício que pode ser repassado diretamente aos clientes. Com processos mais eficientes, a empresa consegue oferecer condições mais vantajosas do que as concorrentes, como taxas reduzidas e prazos flexíveis, tornando seus produtos e serviços mais acessíveis ao público-alvo.

4. Comunicação fluida e antecipação de necessidades

Nada de respostas genéricas. Ao responder dúvidas e solicitações rapidamente — com um diálogo adequado e baseado nas interações anteriores da instituição, habilidade adquirida por meio de machine learning —, a IA permite uma comunicação mais eficiente com os consumidores. 

A tecnologia antecipa necessidades, oferecendo soluções antes mesmo que o cliente identifique os problemas. Assim, cria uma relação de confiança e proximidade, reforçando a satisfação do público.

5. Segurança e confiabilidade

A automação e a IA também garantem maior segurança nas operações. Com sistemas avançados de análise de dados, é possível identificar e prevenir possíveis riscos, protegendo as informações e os interesses dos clientes. Essa confiabilidade é essencial para quem busca tranquilidade ao contratar serviços financeiros.

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Getnet reveals that Customer Week drives online sales with a 13.94% increase --- Here's a breakdown of the translation to ensure accuracy and natural flow: - "Semana do Cliente" translates to "Customer Week," maintaining the specific event name. - "impulsiona vendas online" translates to "drives online sales," capturing the action and impact. - "com alta de 13,94%" translates to "with a 13.94% increase," keeping the numerical value and format consistent. - "revela Getnet" translates to "Getnet reveals," attributing the information to the source.

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