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AI in customer service: a new era of personalized experiences

Francisco Dabus
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AI in customer service: a new era of personalized experiences

Não há dúvidas de que a inteligência artificial (IA) está transformando o cenário do atendimento ao cliente, impulsionada por avanços tecnológicos que redefinem a interação entre empresas e consumidores. No entanto, a implementação da IA no atendimento não é uma jornada isenta de desafios e requer uma compreensão profunda de suas nuances e potencialidades.

Se, há pouco tempo, a IA era vista com ceticismo, hoje ela se consolida como uma ferramenta indispensável. O mercado está em constante ebulição, com novidades surgindo a cada semana. Essa rápida evolução exige que as empresas se mantenham atualizadas e adaptáveis para aproveitar ao máximo os benefícios dessa inovação.

Entre as diversas vantagens da IA, está a capacidade de tirar a frieza da tecnologia, proporcionando uma experiência mais humana e personalizada. Ao contrário de um chatbot tradicional, que exige que o cliente siga um script pré-definido, a IA pode iniciar uma conversa de forma natural e amigável, criando um senso de conexão e confiança.

Uma das principais discussões no campo da IA no atendimento gira em torno da distinção entre chatbots tradicionais e soluções baseadas em IA. Enquanto os chatbots se destacam na inteligência de processos, automatizando tarefas como a emissão de segundas vias de boletos, a IA oferece uma inteligência conversacional, capaz de compreender nuances da linguagem humana e adaptar as respostas de acordo com o contexto. A IA, ao contrário de um chatbot com respostas pré-definidas, pode corrigir erros de digitação, entender a intenção do cliente e oferecer soluções personalizadas. Essa capacidade de adaptação e aprendizado contínuo eleva a experiência do cliente a um novo patamar, tornando a interação mais fluida e eficiente.

A IA também pode ser utilizada para analisar dados e identificar padrões de comportamento do cliente, o que permite que as empresas personalizem ainda mais o atendimento, oferecendo soluções e recomendações sob medida. Além disso, a IA pode ser utilizada para otimizar processos internos, identificar gargalos e melhorar a eficiência do atendimento.

Nem tudo são flores

No entanto, é preciso cautela. É fundamental criar balizadores para evitar que a IA se desvie do tema ou forneça informações incorretas. Em áreas sensíveis, como pagamentos e dados pessoais, a calibração da IA deve ser ainda mais rigorosa para garantir a precisão das informações.

Já a segurança de dados é uma preocupação central na era da IA. Ao usar plataformas de IA, é crucial garantir que os dados sejam protegidos por protocolos de segurança robustos. A escolha da plataforma também é um fator determinante, pois algumas oferecem maior segurança e privacidade dos dados do que outras.

No entanto, é importante lembrar que a IA não é uma solução mágica: não possui alma, nem pode substituir completamente o toque humano no atendimento. Em situações que exigem empatia, compreensão e sensibilidade, a presença de um agente humano é fundamental.

O futuro da IA no atendimento reside na combinação da inteligência artificial com a inteligência humana. A IA pode automatizar tarefas repetitivas, analisar dados e personalizar experiências, enquanto os agentes humanos podem lidar com situações complexas, oferecer suporte emocional e construir relacionamentos duradouros com os clientes.

Importante destacar que, para que a IA seja implementada com sucesso no atendimento, é fundamental que as empresas estejam preparadas. Para isso, é preciso ter uma estrutura de dados organizada, processos bem definidos e uma cultura de inovação. As companhias que não se prepararem para a era da IA correm o risco de ficar para trás.

Em suma, a IA está transformando o atendimento ao cliente de forma profunda e irreversível. As empresas que souberem aproveitar ao máximo o potencial da IA estarão melhor posicionadas para oferecer experiências personalizadas, otimizar processos e construir relacionamentos duradouros com os clientes. No entanto, o sucesso da IA no atendimento depende da sua combinação com a inteligência humana, da ética na utilização dos dados e do compromisso com a excelência no atendimento.

Oracle announces fiscal 4th quarter and fiscal 2025 financial results

E-Commerce Update
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Oracle announces fiscal 4th quarter and fiscal 2025 financial results

Oracle Corporation (NYSE: ORCL) announces fourth quarter and full fiscal year 2025 results.Total quarterly revenues increased 11% from the previous year (in dollars and constant currency), totaling US$ 15.9 billion.Recipes from cloud services and license support increased 14% (in dollars and constant currency), reaching US$ 11.7 billion.Recipes from cloud licenses and local licenses grew 9% in dollars and 8% in constant currency, totaling USTP4 billion.

GAAP operating profit in Q4 was US$ 5.1 billion. Non-GAAP operating profit was US$ 7.0 billion, an increase of 5% in dollars and 4% in constant currency. GAAP net profit was US$ 3.4 billion and non-GAAP net profit was US$ 4.9 billion. GAAP earnings per share was US$ 1.19, while non-GAAP earnings per share was US$ 1.70.

Short-term deferred revenues totaled US$ 9.4 billion. Operating cash flow during fiscal year 2025 was US$ 20.8 billion, an increase of 12% in dollars.

Total revenues for fiscal year 2025 grew 8% in dollars and 9% in constant currency, totaling US$ 57.4 billion. Cloud services and license support revenues increased 12% in dollars and constant currency, reaching US$ 44.0 billion. Cloud and local license revenues increased 2% in dollars and 3% in constant currency, totaling US$ 5.2 billion.

GAAP operating profit in fiscal year 2025 was US$ 17.7 billion, and non-GAAP operating profit was US$ 25.0 billion. GAAP net profit was US$ 12.4 billion, while non-GAAP net profit was US$ 17.3 billion. GAAP earnings per share was US$ 4.34, and non-GAAP earnings per share was US$ 6.03.

“The fiscal year 2025 was very good (we believe that the 2026 will be even better, with much higher revenue growth rates”, said Safra Catz, CEO of Oracle. “ We hope that our total growth rate in cloud 50% applications will increase from 24% in 2025 to more than 40% in 2026. The growth rate of cloud infrastructure in cloud is expected to rise from 50% in 2025 to more than 70% in 200202402040204040404040404040404040.

“MultiCloud database revenue with Amazon, Google and Azure grew 115% from Q3 to Q4”, said Larry Ellison, chairman and CTO of Oracle.“We currently have 23 MultiCloud datacenters in operation and another 47 under construction for the next 12 months.We expect MultiCloud revenue growth to continue with 3-digit growth rates in 2026.We expect skyrocket revenue from Oracle Cloud@Customer datacenters grew 104% year-over-year.We have 29 Cloud 000000 assets and 200000 assets.Customer consumption.

The board of directors has declared a quarterly cash dividend of US$ 0.50 per outstanding common share. Payment will be made to registered shareholders at the close of the July 10, 2025, due on July 24, 2025.

Results Conference and Webcast

Oracle held a conference call and webcast to discuss the results.Live streaming and recording are available on Oracle's Investor Relations website at: www.oracle.com/investor.

TOTVS launches AI solutions for the Distribution sector

E-Commerce Update
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TOTVS launches AI solutions for the Distribution sector

TOTVS, the largest technology company in Brazil, presents new solutions with specialized Artificial Intelligence for the Distribution sector, in partnership with N3urons Sales Intelligence by N3urons, a Generative AI assistant to leverage sales and increase business margins, e Sales Automation by N3urons, a solution for sales force management and automation, which optimizes performance through AI-generated insights.

“A IA is the way to make the Brazilian Distribution sector more efficient, competitive and connected with the needs of the market. These launches arrive precisely to help companies transform data into strategic actions, leveraging the results in a way never seen before. By abandoning manual processes and embracing automation, the commercial team is freer to do what it knows: build lasting relationships with customers”, highlights Eloi Assis, executive director of products for TOTVS Distribution.

The Sales Intelligence by N3urons it is a digital assistant based on Generative AI, helping commercial teams access and use data in favor of sales. Integrated with WhatsApp, the system answers questions quickly and accurately, offering personalized insights in real time, by text or by voice, to help salespeople hit goals and close more profitable deals.

The solution has the ability to recognize files such as spreadsheets, PDF and texts, being able to automatically generate budgets or sales orders integrated into the ERP or sales force system (SFA). With high scalability, the tool serves from small businesses to large corporations. Sales Intelligence by N3urons is a corporate AI, so its data does not circulate on external platforms, maintaining information security and compliance with the LGPD.

The Sales Automation by N3urons, Brazil it goes far beyond a usual sales force automation system.It is a solution that offers a proactive and personalized approach to the sales team, transforming data into strategic actions.Based on an embedded Sales Performance engine, the system crosses data such as billing, profitability (percentage and value), positivation and positive mix to generate personalized recommendations in real time, directing sales teams proactively throughout the business cycle.

The tool has machine learning to continuously improve the quality of sales insights and allows the identification of new potential customers by geolocation, based on active CNPJs close to the seller. The solution facilitates the generation of orders directly by mobile and allows the sending of payment links via WhatsApp, integrated into the rules of the company's ERP. All this through a mobile or desktop app, with a simple and intuitive interface.

Another highlight is the product recommendation functionality, which indicates items based on the profile of each customer, respecting the business rules of the company. The tool also offers configurable discounting, allowing sellers greater autonomy in negotiations, with automated approval when necessary.

For more information about TOTVS portfolio of solutions for Distribution, we access the site.

OLX promove experiência exclusiva de velocidade, luxo e networking em Interlagos

E-Commerce Update
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OLX promove experiência exclusiva de velocidade, luxo e networking em Interlagos

A OLX, maior marketplace de classificados para autos do país, realizou uma ação exclusiva no Autódromo de Interlagos, em São Paulo, no dia 10 de junho. O evento premium, intitulado Conecta Autos Racing Team, reuniu mais de 80 convidados entre executivos de concessionárias, multimarcas, locadoras e formadores de opinião do setor.

O encontro uniu a adrenalina nas pistas a momentos de descontração e networking. Com uma proposta de experiência de marca única e marcante, a ação incluiu a experiência de acelerar na pista de Interlagos, dirigindo carros potentes como Porsche, Ferrari e Lamborghini, com o apoio de pilotos profissionais. “A OLX apoia os profissionais na aceleração dos negócios automotivos, e criou um momento especial para estarmos mais próximos desses parceiros, promovendo emoções e conexões. Interlagos foi o cenário perfeito para oferecer essa experiência de marca inesquecível e reforçar esse relacionamento”, destaca Flávio Passos, VP de Autos do Grupo OLX.

O Conecta Autos Racing contou com ambientes cuidadosamente preparados, com boxes personalizados com a marca OLX, área de descompressão, além de ativações como a customização de jaquetas, transformação da credencial em um troféu exclusivo, além de uma premiação aos pilotos com as melhores performance do dia. A experiência gastronômica foi assinada por Paellas Pepe e Empório Pata Negra. 

Um dos momentos de destaque do dia foi o bate-papo com o jornalista Reginaldo Leme, referência no automobilismo brasileiro, que compartilhou histórias e bastidores de sua carreira. A jornalista e piloto Renata Camargo também marcou presença, registrando os melhores momentos e interagindo com os convidados.

O projeto foi desenvolvido pela Blood em conjunto com o Grupo OLX e executado pela agência, que é referência em eventos e brand experience. Ale Tcholla, sócio e diretor criativo da Blood, destaca que o objetivo era criar uma narrativa capaz de proporcionar um momento que marcasse o público para sempre. “Fizemos uma ativação com foco em criar uma experiência única e inesquecível para quem vive o universo automobilístico diariamente. Sentir a emoção que um carro pode proporcionar para uma pessoa de forma real e legítima em uma das pistas mais emblemáticas do mundo”, conclui.

Destaques do evento:

  • +80 convidados exclusivos
  • 60 voltas rápidas realizadas pelos clientes com pilotos profissionais
  • Gastronomia assinada por Paellas Pepe e Pata Negra

Credit and interest under discussion in the logistics sector

E-Commerce Update
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Credit and interest under discussion in the logistics sector

Last Wednesday (11), the firm Cristiano Jose Baratto Advogados promoted another edition of “Bate-Papo with Transportador”, a meeting that has already consolidated itself as a space for listening, exchanging experiences and updating for those who work in the cargo transportation sector. 

The event brought together professionals from the industry to discuss the main logistical challenges faced on a daily basis, as well as share legal and operational solutions that can make the work of carriers more efficient, safe and sustainable. 

The highlight of this edition was the lecture by Economist Gerson Pela, Auditor of the Central Bank, which brought an analysis of the impacts of monetary policy on the economy and its implications for the transport sector. According to the auditor, the strong dependence on credit by carriers makes the sector especially sensitive to fluctuations in interest rates and economic decisions of the government. Pella offered valuable information so that professionals in the sector can prepare and adapt to different economic scenarios. 

For lawyer Cristiano Jose Baratto, event creator, gather transport entrepreneurs for moments like this is fundamental. 

“ are professionals who live the challenges of the sector on a daily basis. When they share experiences and reflect together on strategies, everyone is more prepared to make assertive decisions, especially in an economic environment as unstable as the current”, he said. 

The “Bate-Papo with Transportador” reaffirms the commitment of Cristiano Jose Baratto Advogados with quality information and the strengthening of the logistics sector through knowledge and specialized legal advice.

National technology boosts logistics centers with solutions that increase efficiency and security

E-Commerce Update
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National technology boosts logistics centers with solutions that increase efficiency and security

The logistics sector is undergoing a profound transformation, driven by technological advancements, new consumer demands, and the growing need for sustainable practices. 2025 promises to be a year of significant changes in the infrastructure and operation of logistics centers. For Giordania Tavares, CEO of Rayflex, a national leader in the manufacture of high-speed doors in Brazil and Latin America, innovation in operational basics has ceased to be a differentiator and become a requirement. 

According to the report The Future of the Last-Mile Ecosystem, by the World Economic ForumAround 20% of global logistics operations are expected to be automated as early as next year. This trend reflects the need to adapt distribution centers for continuous, agile, and secure workflows, using intelligent technologies.

"A modern logistics center demands everything from an efficient productive layout to the use of equipment that guarantees fluidity, energy efficiency, and operational safety," comments Giordania. 

Logistics centers demand structures that combine technology and versatility. Equipment such as high-speed doors allows not only faster loading and unloading operations, but also reduces energy consumption and extends the lifespan of climate control systems. 

The use of conventional doors, with slow opening or inadequate sealing, facilitates air exchange between conditioned and external areas, significantly increasing the effort and consumption of refrigeration systems, in addition to compromising the thermal stability of the environment. "The use of shelters and levelers, on the other hand, guarantees efficient sealing, operator safety, and cargo integrity, competitive differentiators in increasingly demanding markets," concludes the executive.

Databricks announces strategic AI partnership with Google Cloud to bring Gemini models natively to the data intelligence platform

E-Commerce Update
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Databricks announces strategic AI partnership with Google Cloud to bring Gemini models natively to the data intelligence platform

THE Databricks, empresa de dados e IA, apresentou anunciou hoje uma nova parceria estratégica de produtos com o Google Cloud para disponibilizar os modelos Gemini mais recentes como produtos nativos na plataforma de inteligência de dados Databricks. Essa parceria capacita as organizações a criar, implantar e escalar agentes de IA usando os recursos avançados do Google Gemini diretamente em seus dados corporativos — com segurança e governança unificada — em seu ambiente Databricks.

À medida que as empresas buscam extrair valor de seus dados proprietários com IA, elas precisam de soluções que ofereçam precisão, segurança e conformidade sem complexidade operacional. Muitas implantações atuais de IA forçam as organizações a mover dados entre sistemas ou gerenciar controles fragmentados. A Databricks e o Google Cloud mantêm uma parceria desde 2021 para fornecer dados em escala no Google Cloud. A parceria expandida aborda esses desafios combinando a plataforma unificada de dados e IA da Databricks com os modelos líderes da Gemini. Isso oferece uma maneira perfeita e segura de criar e gerenciar soluções de IA em escala no Databricks.

O Google Gemini 2.5 representa um novo marco no raciocínio e desempenho da IA destacando-se na tomada de decisões complexas e em várias etapas, além da compreensão da linguagem natural. Os modelos Gemini mais recentes, incluindo o Gemini 2.5 Pro e o Gemini 2.5 Flash, agora alcançam desempenho líder nos principais benchmarks do setor. Os clientes do Databricks também terão acesso ao modo “Deep Think” recentemente introduzido para raciocínio avançado e robustas proteções de segurança. Como produtos nativos do Databricks, os modelos Gemini serão acessíveis aos clientes diretamente por meio de consultas SQL e endpoints do modelo, eliminando a necessidade de duplicação ou integração de dados, criando uma experiência integrada. Os clientes podem pagar pelo uso do Gemini por meio de seu contrato com o Databricks.

“Ao usar os modelos Gemini do Google diretamente na Plataforma de Inteligência de Dados do Databricks, as organizações podem criar e escalar agentes de IA personalizados para seus domínios e dados específicos”, disse Ali Ghodsi, cofundador e CEO do Databricks. “A Gemini está avançando a um ritmo impressionante e não é surpresa que empresas em todos os lugares estejam percebendo o valor desses modelos.”

“Nossa parceria com a Databricks é mais um passo crucial para ajudar todas as empresas a transformar seus negócios com IA generativa”, afirmou Thomas Kurian, CEO do Google Cloud. “Ao fornecer aos clientes da Databricks acesso direto aos recursos avançados da Gemini, os clientes podem criar e implementar agentes de IA sofisticados com mais facilidade, automatizar fluxos de trabalho de dados complexos e descobrir insights mais preditivos a partir de seus próprios dados, acelerando a inovação em escala.”

Destaques da Parceria:

  • Integrações nativas da Databricks: os modelos Gemini serão disponibilizados e cobrados como produtos nativos na Plataforma de Inteligência de Dados da Databricks, permitindo o uso seguro e direto de dados corporativos sem replicação.
  • Agentes de IA de domínio específico: as organizações agora podem usar os modelos Gemini para desenvolver agentes de IA capazes de lidar com conjuntos de dados e fluxos de trabalho complexos, com suporte para raciocínio avançado e grandes janelas de contexto.
  • Governança unificada: o Databricks Unity Catalog garante governança de ponta a ponta e o uso responsável da IA apoiando os esforços de conformidade com padrões de segurança, acesso e ética.
  • Maior produtividade: os agentes de IA podem usar o Gemini para automatizar processos de negócios, gerar insights a partir de dados em tempo real e apoiar a tomada de decisões com respostas atuais e contextualizadas.

Com esta parceria, a Databricks e o Google Cloud estão facilitando mais do que nunca para as organizações liberarem todo o potencial de seus dados usando soluções de IA avançadas, seguras e escaláveis na Databricks.

Gurus digitais nem sempre sabem o que é melhor para o seu negócio, afirma estrategista de marketing

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Gurus digitais nem sempre sabem o que é melhor para o seu negócio, afirma estrategista de marketing

No Brasil, onde o mercado de marketing cresce a taxas de dois dígitos, quem aposta em soluções genéricas está, na prática, assinando sua sentença de irrelevância. O dado é claro: segundo estudo da FGV, em parceria com a Hotmart, o setor registrou um salto de 30% no número de empregos ligados à chamada Creator Economy no último ano, um movimento irreversível que virou o tabuleiro do marketing e exige novas estratégias de quem quer construir uma marca com impacto real.

A crescente presença da Creator Economy, ecossistema econômico formado por criadores de conteúdo, que movimenta milhares de empregos e oportunidades no Brasil, mostra que marcas que se conectam de forma genuína e estratégica com seus públicos, utilizando canais digitais e conteúdos relevantes, têm muito mais chances de se destacar e construir relacionamentos duradouros. 

Mas, enquanto essa nova economia floresce, sobram no mercado as “receitas prontas” vendidas por falsos gurus, atalhos sedutores que prometem sucesso instantâneo, mas que quase sempre terminam em frustração.

“Construção de marca não se faz com templates nem com fórmulas milagrosas. Marca se constrói com estratégia, propósito e consistência”, dispara Leonardo Escorsim, especialista em Marketing da Turbo, agência com quase 30 anos de trajetória, que traduz ideias em estratégias sólidas para empresas que entenderam que sobreviver não basta: é preciso deixar marca.

Para Escorsim, o desafio vai além da estética. “Criar uma marca forte é sobre propósito, posicionamento, cultura, experiência do cliente… É sobre gerar uma identidade tão autêntica que se torna impossível de ser ignorada”, explica.

E, nesse ponto, ele faz um alerta: a expansão meteórica da Creator Economy, que hoje movimenta cerca de 2 milhões de criadores de conteúdo ativos no Brasil, segundo levantamento da Influency.me, acirrou a competição e tornou indispensável que marcas saibam se conectar de maneira legítima com seus públicos. “Cada cliente é único, e cada solução deve ser também. O erro está em acreditar que existe um modelo universal”, reforça.

O cenário é de velocidade: entre março de 2024 e março de 2025, o Brasil viu um crescimento de 67% no número de criadores ativos. O reflexo? Marcas que não se adaptam rapidamente ficam para trás. “O marketing hoje é sobre compreender profundamente quem você quer atingir e como gerar relevância. Não existe mais espaço para estratégias rasas”, pontua Escorsim.

A Turbo aposta justamente nisso: um marketing que foge do genérico, que diagnostica com precisão e desenha estratégias sob medida. Para quem quer se destacar num mercado hiperconectado e ruidoso, o caminho é claro: não existe atalho. Existe trabalho.

“Nosso papel é evitar que nossos clientes caiam nas armadilhas do imediatismo e ajudar a construir marcas legítimas, fortes e duradouras”, finaliza Escorsim.

Anticipating logistical bottlenecks becomes a competitive advantage for Brazilian exporters

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Anticipating logistical bottlenecks becomes a competitive advantage for Brazilian exporters

The adoption of technology in foreign trade is no longer an option, but rather a strategic necessity for Brazilian companies operating in import and export. With exchange rate fluctuations, regulatory changes, and strict documentation requirements, digital tools have proven to be allies in the quest for efficiency, security, and agility.

"When it comes to foreign trade, the cost of error is high. Incorrect information on an invoice or an incorrectly filled-in tax classification can result in fines, merchandise retention, and breach of contract," he states. Thiago Oliveira, CEO of Saygo, a holding company specializing in international operations. According to him, digitalization allows manual processes to be transformed into automated flows, with greater control and predictability.

Among the solutions adopted by Brazilian companies is the use of integrated management platforms, such as Vision, a tool developed by Saygo Tech that centralizes logistical, financial, and regulatory information in real time. The technology allows for shipment tracking, pending alerts, exchange rate control, and analysis of operational indicators. "The idea is to reduce the burden of manual routines and free up time for more strategic decisions," explains Oliveira.

Recent surveys by the World Bank and the CNI indicate that bureaucracy in Brazilian foreign trade consumes, on average, 13 business days per import transaction, twice the global average. Automation has significantly reduced this time, in addition to increasing compliance with requirements from agencies such as the Federal Revenue Service, Siscomex, and MAPA.

Three key points for companies looking to digitize their operations:

  1. Mapping critical processes: identify operational bottlenecks and points that generate rework, such as document issuance or tax deadline management.
  2. Exchange rate and financial risk management: integrate cost analysis with automated exchange rate tools and scenario projections, avoiding surprises with fluctuations in the dollar or euro.
  3. Integration with suppliers and dispatchers: platforms that enable real-time communication with agents involved in the operation—such as carriers, traders, and terminals—reduce information gaps and delays.

Oliveira also highlights the importance of predictive analytics. "Instead of simply reacting to a container delay, the company can predict logistical bottlenecks based on historical data, seasonal trends, and even the behavior of trading partners," he explains. This more strategic view of operations is likely to gain relevance in the coming years, as the demand for traceability and sustainability in global supply chains increases.

For companies that still operate with fragmented processes, the recommendation is to begin the transition with specific steps. "You don't need to digitize everything at once. Start with shipment control, then document management, and gradually integrate the areas. The important thing is to have a clear vision of the operational gains this can generate," concludes Oliveira.

The branding that counts is what resists silence

Andre Carvalho
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The branding that counts is what resists silence

We live in a curious time when there has never been so much talk about purpose in the universe of brands and it has never been so difficult to trust what they say. Exciting campaigns, manifestos full of good intentions, commitments to social, environmental, cultural causes, everything seems impeccable. However, just look a little deeper to realize the misalignment between discourse and practice. And this is where the problem lies: branding is not discourse, it is coherence. Currently, brands want to look human, sustainable, innovative and diverse. But they are not always willing to sustain these values when it requires renunciation, process review or loss of profit. What is often seen is the performance of a true purpose that disappears in the daily test.

However, the public is not naive. According to the Edelman Trust Barometer 2023, 71% of consumers say that they would lose confidence in a brand that does not act according to its stated values, even if it has good intentions. In addition, 64% state that their purchase decisions are guided by the values of companies. That is, trust is not earned with phrases of effect. It is built with consistent choices, often invisible to the eyes of the consumer, but deeply revealing.

True branding happens when no one is looking, that is, when a service fails and the company resolves with empathy, at a time when an internal crisis requires courage and transparency or when the opportunity to profit arises, but ethics calls to the opposite side. It is in these silent and everyday moments that the brand reveals itself, or contradicts itself. Kantar, in its BrandZ Global 2022 report, reinforces this by showing that brands perceived as authentic and reliable grow up to three times more in value than those that only maintain good communication. It is not, therefore, aesthetics or visibility, but integrity at each point of contact with the public, with the employees, with society.

So, the new branding does not start with a logo. It starts with difficult questions: “Who are we?”, “Why do we exist?”, “No we believe so much that we are not willing to negotiate?”. These answers do not fit into a slogan, but define entire cultures. They are the ones that guide marketing, shape decisions and inspire the team, even (and especially) when there is no campaign in the air. A real brand communicates value even in the silence. Even in the face of error, honors principles. Even under pressure, it does not give in to incoherence. And when this happens, the public perceives the same way that it does not hold up when the narrative.

In the end, branding is about integrity. It is about the promise that a brand makes, and the daily commitment, often invisible, arduous and even unpopular, to fulfill it. Every interaction with the public is a test of this integrity. And this test is not won with catchphrases, but with consistent attitudes. That is, brand is not what is said with the microphone on; it is what is confirmed when no one is looking.

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Inclusion and speed: the Brazil-Asia e-commerce revolution The growth of e-commerce in Brazil has been remarkable in recent years, driven by a combination of factors such as increased internet penetration, the rise of mobile technology, and a growing middle class with greater purchasing power. However, one of the most exciting developments in this sector is the burgeoning trade relationship between Brazil and Asia, particularly China. **Inclusion: Bridging the Digital Divide** One of the key aspects of this revolution is the inclusion of previously underserved populations into the digital economy. In Brazil, efforts to expand internet access have been crucial. Programs aimed at providing affordable broadband and smartphones to low-income families have helped bridge the digital divide. This has not only empowered individuals but has also opened up new markets for Brazilian e-commerce companies. On the Asian side, particularly in China, the government and private sector have been proactive in ensuring that even rural areas have access to high-speed internet. This has allowed small businesses and farmers to participate in the e-commerce ecosystem, selling their products to a global audience. The result is a more inclusive economy where everyone has the opportunity to benefit from the digital revolution. **Speed: The Backbone of E-commerce** Speed is another critical factor in the Brazil-Asia e-commerce revolution. Consumers today expect fast delivery times, and companies that can meet these expectations are more likely to succeed. In this regard, both Brazil and Asia have made significant investments in logistics and infrastructure. In Brazil, the expansion of logistics networks and the development of efficient delivery systems have been essential. Companies like Mercado Livre and Magazine Luiza have invested heavily in their logistics capabilities to ensure that customers receive their orders quickly. Additionally, the use of technology such as drones and automated warehouses has further enhanced delivery speeds. In Asia, particularly China, the e-commerce giant Alibaba has set the standard for speed and efficiency. With its Cainiao Network, Alibaba has created a sophisticated logistics ecosystem that includes smart warehouses, automated sorting systems, and a vast network of delivery partners. This has allowed Alibaba to offer same-day delivery in many cities, setting a high bar for the industry. **The Brazil-Asia Trade Relationship** The trade relationship between Brazil and Asia, especially China, has been a significant driver of this e-commerce revolution. Brazil’s abundant natural resources and agricultural products are in high demand in Asia, while Asian technology and manufacturing expertise have found a ready market in Brazil. E-commerce platforms have facilitated this trade by providing a seamless way for businesses to connect with international customers. Brazilian companies can now sell their products to Asian consumers with relative ease, thanks to platforms like Alibaba’s AliExpress and Mercado Livre’s global marketplace. Similarly, Asian consumers can access a wide range of Brazilian products, from coffee and meat to fashion and electronics. **Challenges and Opportunities** While the Brazil-Asia e-commerce revolution presents numerous opportunities, it also comes with its set of challenges. One of the main challenges is ensuring that the benefits of this revolution are distributed equitably. There is a risk that only large companies and urban areas will reap the rewards, leaving behind smaller businesses and rural communities. Another challenge is the need for robust cybersecurity measures. As e-commerce grows, so does the risk of cyber attacks and data breaches. Both Brazil and Asia need to invest in cybersecurity infrastructure to protect consumers and businesses from these threats. **Conclusion** The Brazil-Asia e-commerce revolution is a testament to the power of technology and globalization. By focusing on inclusion and speed, both regions are creating a more connected and prosperous world. As this trade relationship continues to grow, it will undoubtedly bring more opportunities and challenges, but the potential benefits for both Brazil and Asia are immense.

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.

Digitalization and tokenization mark discussions at StartSe Payment Revolution Day 2025

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