Sustainability has become a crucial element for healthy business growth, according to business management experts.Incorporating ESG (environmental, social and governance) pillars is essential for companies to meet new demands in an updated and excellent way.

In the third quarter of 2023, Brazil registered the opening of 1,150,149 new companies, totaling 3,868,687 over the year, a growth of 0.7% compared to 2022, according to data from the Mapa de Empresas newsletter, released by the National Secretariat of Microenterprise and Small Business (MEMP). The trade and services sector remains predominant, representing 83.9% of the new companies. In the same period, there was the closing of 675,257 businesses.

Rica Mello, specialist in business management and founder of the BCBF group, highlights the importance of sustainable growth (that which sustains the increase in demand with quality. “We can think of sustainability in its multiple meanings. When we apply the concept to a promotion of responsible actions with the environment and the community, this is a fundamental pillar for the business to keep growing in the long term”, says Mello.

Business management experts emphasize the need for a strategic approach that includes risk management, adaptation to regulatory changes, innovation in products and services, and the incorporation of social and environmental responsibility practices.“Emerging markets like Brazil have economic and regulatory conditions that can change rapidly. Therefore, companies need to be flexible, up-to-date and innovative”, explains Mello.

The inclusion of ESG practices in business models strengthens the corporate image and boosts economic performance. Studies indicate that companies that adopt such practices demonstrate greater resilience in crises and attract more investors. “The adoption of innovative technologies, such as artificial intelligence and big data, can help optimize operations and respond in an agile way to changes in the” market, adds the expert.

Continuous adaptation and innovation in products and services are key to capitalizing on opportunities and navigating regulatory complexities.In addition, it is crucial to deeply understand the local business environment, identify and manage risks, and align with stakeholder expectations. Strategic partnerships with local and international organizations can also magnify the positive impact of company initiatives and strengthen their competitive position.

With the growing importance of sustainability in the business landscape, companies that adopt ESG practices will be better positioned to address future challenges and seize growth opportunities, ensuring sustainable and long-term development.

Investir em tecnologia antifraude deixou de ser custo para os e-commerces e se tornou um investimento primordial para proteger receita. Com o crescimento exponencial das compras online, os riscos associados às fraudes eletrônicas aumentaram significativamente e a tecnologia antifraude também teve que evoluir, chegando à sua 3ª geração. 

Se na 1ª geração a solução antifraude era baseada em regras estáticas e a 2ª geração tinha como base os scores de risco dos consumidores e processos de revisão manuais, na 3ª e última geração a proteção contra fraudes é automatizada. 

As soluções da 3ª geração são alimentadas por inteligência artificial (IA) para oferecer capacidade analítica superior, que considera grandes volumes de dados para identificar padrões e comportamentos suspeitos, em tempo real.  Baseados em Machine Learning, os modelos de análise desta geração são dinâmicos e evoluem constantemente, acompanhando a evolução das técnicas utilizadas pelas redes criminosas de fraudes. 

Este combo tecnológico gera análises mais profundas e decisões mais precisas, garantidas financeiramente contra fraudes, buscando preservar e aumentar as receitas do comércio eletrônico. Empresas como a Signifyd já oferecem ferramentas antifraude de terceira geração no mercado brasilero. 

“Nessa última geração, a IA é uma importante aliada para automatizar esta etapa até então muito dependente de processos manuais, mais lentos e mais caros. A detecção precoce de fraudes ocorre a partir de uma análise minuciosa em milissegundos, garantindo que as transações legítimas sejam processadas sem interrupções nem demoras para os bons clientes, e os pedidos fraudulentos sejam bloqueados antes de causarem danos financeiros. Isso ajuda a maximizar conversões e proteger a experiência do consumidor”, explica Gabriel Vecchia, Diretor Comercial Sênior da Signifyd Brasil.

IA  e a batalha contra o medo da fraude 

One estudo conduzido pela Adobe e Signifyd, deixa claro que os prejuízos da fraude para o e-commerce vão além das fraudes em si: cerca de 3,5% dos pedidos na América Latina são potencialmente fraudulentos (Statista), mas 28% dos e-commerces entrevistados para o estudo ainda recusam entre 6% e 10% dos pedidos que recebem – muito mais do que necessário e, em grande parte, por medo da fraude.

A tecnologia da Signifyd por exemplo, contribui para que os e-commerces na América Latina, um dos mercados com mais fraudes no mundo, aprovem, em média, de 7 a 15% mais pedidos, removendo barreiras restritivas no checkout, enquanto os lucros são protegidos por uma garantia financeira contra chargebacks. 

Na batalha contra fraudes no comércio eletrônico, a IA mostrou ter conquistado seu espaço ao permitir que os sistemas de prevenção evoluam continuamente, aprendendo e adaptando-se às novas táticas fraudulentas e mantendo os e-commerces um passo à frente dos fraudadores.

Dados importam

“Contar com os dados da maior Rede de E-commerces do mundo, construída ao longo de anos de operações globais, colabora para essa capacidade de evolução e antecipação. Um enorme volume de dados, quando bem utilizado em análises cruzadas e inteligentes, oferece insights importantes para as defesas antifraude. Compartilhar e analisar dados em uma escala global permite uma visibilidade das  tendências de fraude e respostas rápidas às ameaças emergentes”, completa Gabriel.

Com o auxílio de tecnologia avançada, o investimento em prevenção antifraude passa a proteger as receitas, tanto pela melhora da experiência do consumidor e aumento da conversão, quanto pela redução de perdas financeiras com falsos positivos e chargebacks fraudulentos. 

It was not long ago that Google announced AI Overview, its own artificial intelligence tool. According to the company, the big change will be the customization of responses to searches. That is, when the search engine receives a query, it will not provide links to texts, videos, social networks or maps & it will give a direct answer. The goal here is to make life easier for the user, who will not have to curate between search results to find what he needs; google itself will do this and deliver the best answer.

In practice, the change may cause users to visit fewer pages, and as a consequence, interact less with websites and other digital environments created by other companies.

“We give an example: you just moved to a neighborhood and are looking for a new gym to train. You go to Google search and type 10 best options of gyms in [complete with your neighborhood] and near my home’. Instead of several automatically generated links and ranked from keywords, or a confusing map with several points marked, you will receive a complete and organized list [in an order defined by AI Overview”, predicts Thais Faccin, partner at Jahe Marketing.

The tool is already integrated with Google's search engine in the United States and by the end of 2024, it will reach billions of people worldwide.

“In terms of marketing, this changes the playing field, and will put companies in a new race for attention and audience.This is because the role of the company on the web, as a distributor and monetizer of attention, is huge. Any change in its search engine has consequences on the strategies of the” brands, says the expert.

“Using the search tool has become as daily and natural an action as breathing”, says fellow Satye Inatomi. She points out that Google is responsible for more than 90% of web searches worldwide 99% in Brazil. More than 50% of Google searches result in clicks on one of the first three results.And it holds more than 70% of the paid search market worldwide.

But for entrepreneurs and companies, the challenge is even greater. How to produce content that is findable on the internet and used in AI Overview responses? What will happen to this whole structure since AI Overview should dramatically decrease click-through rates, scrolling screens, searches done in multiple sources? Does this mean that advertisements will be less seen, less clicked?

“You will need to follow the development and use of the new tool to understand how the pieces of this puzzle will fit back together. However, it is worth investing in some elements that, as far as we know, are part of the track that AIs travel to deliver a” research, says Inatomi.

One of them is content that can answer common questions and that, therefore, are included in the snippets 1 Blocks of information that appear at the top of the search page and are often used by AIs.

They are designed to provide direct and concise answers to user questions, without the need to click on a link to get the information. According to Google itself, when the platform recognizes a question at the time of the search, its programming detects pages that answer the question, displaying this content as the main result within these blocks.

“Also, it pays to create frequently asked questions sections (the FAQs), with quick answers. This also increases the chance of your material being ipscado’ by an artificial intelligence platform. Sites with high authority are more likely to be cited by AI systems.”

Until then, the certainty is that the competition between brands and the dispute for public attention will be increasingly fierce. It takes creativity, know how to adapt to market changes and devise the best strategies to leverage your business.