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Freight drops 0.54% in March, the first since November, says Edenred Repom

E-Commerce Update
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Freight drops 0.54% in March, the first since November, says Edenred Repom

According to data from the latest analysis of the Edenred Repom Freight Index (IFR), the average freight price per kilometer driven in March was R$ 7.35 in the country, which represents a slight fall of 0.54% compared to February. It is the first decline in the average price recorded by IFR since November 2024.

“Although observed factors that usually press the freight value upwards, such as the increase in the freight table floor and the beginning of the harvest, the IFR observed a slight decline in March. Although the slowdown in the industrial sector has a more significant impact on the manufacturing industry, it is important to note that commodities continue to present positive results.In addition, the Edenred Ticket Log (IPTL) Price Index pointed out a slight decrease in the diesel price at stations in March compared to February, a factor that may also have contributed to alleviate operating costs and impacted the values practiced in the road transport”, analyzes Viniciosandes, director of Edenred Repom.

In the following months, the evolution of freight prices will continue to be linked to a combination of economic variables. “A reduction in the value of diesel in refineries announced by Petrobras and in force since April 1 may bring more relief to the operational costs of transportation, while the performance of sectors such as agribusiness and the extractive industry should continue to impact the pace of contracting the sector and the values practiced per kilometer driven”, concludes Fernandes.

IFR is an index of the average freight price and its composition, raised based on the 8 million annual freight and toll voucher transactions administered by Edenred Repom. Edenred Repom, a brand of the Mobility business line of Edenred Brasil, has been specialized for 30 years in the management and payment of expenses for the road freight transport market, leader in the freight payment and toll voucher segment with 8 million annual transactions and more than 1 million truck drivers served throughout Brazil.

When two giants fight, Brazil delivers faster

Luciano Furtado C. Francisco
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When two giants fight, Brazil delivers faster

It is not necessary to be an expert in geopolitics to feel the reflection of tensions between China and the United States. Just click on “buy” and observe the increase in delivery times or that suspicious jump in the final price. The trade war, reignited with heavy tariffs on both sides some reaching 145% in the US on Chinese products & is messing not only with the stock market indexes, but with the shopping cart of millions of Brazilians. 

For national e-commerce, this titan fight comes as a strong wind. Who is well positioned can hoist the sails and gain speed. Who is not, will turn aside in the storm. 

The shift on the global board began with the US targeting imports from China directly, attacking with sky-high tariffs and tax exemption review.China's response was immediate: restrictions on strategic minerals and new trade barriers. Result?A shaky international logistics system, freight surging, suppliers strained and uncertainty in replenishing inventories.But what about Brazil in all this? 

Interestingly, this external crisis may be the password for an accelerated maturation of national e-commerce. With the most expensive and least competitive Chinese products in the US, a window opens for Brazilian brands to occupy space ^ from electronics assembled here to fashion, beauty and home items.The consumer, who previously looked basically only at the price, now also weighs the delivery time and reliability. 

And then comes the logistics. Brazil, always slow to react to the demands of the digital economy, begins to awaken. Marketplaces invest heavily in regional distribution centers, logistics startups multiply with creative solutions, and there is a silent movement but robust 'but robust 'Of nearshoring: bring suppliers from Asia to Latin American countries, reducing time, cost and dependence. 

Platforms such as Mercado Livre, Magalu and Amazon Brasil are ahead in this race, with their own fleets, automated warehouses and algorithms that predict demand with millimeter precision.No wonder, Brazil closed 2024 with growth of 12.1% in e-commerce, above the global average, according to Ebit/Nielsen. 

Of course, there are obstacles, such as the high domestic logistics cost, the bureaucracy for imports, as well as the fragility of infrastructure such as ports, airports, roads and railways.But there is also a new mentality, because the Brazilian shopkeeper is learning that relying exclusively on Chinese inputs is a fragility and is acting. 

The truth is that while the US and China exchange tariffs as if they were sparks in a saber-rattling, Brazil can 'act with vision and boldness 'WHEN it becomes one player stronger, more autonomous and faster. 

In the new game of global e-commerce, does not win who fights more. Wins who delivers better.

Arrow Mobility revolutionizes deliveries and improves customer experience in e-commerce

E-Commerce Update
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Arrow Mobility revolutionizes deliveries and improves customer experience in e-commerce

THE Arrow Mobility, electric mobility startup, presented the Arrow One, 100% electric van developed to optimize e-commerce deliveries. Focusing on efficiency and safety, the vehicle emerges as a solution to the bottlenecks of the “ultimate mile”, a crucial step of the purchase journey.In 2024, with 414.9 million online orders in the country, 23% of consumers still report dissatisfaction with deadlines and freight costs, a challenge that the new model promises to help solve.

The Arrow One combines sustainable technology and highly efficient operation, and also meets the main demands of the sector, such as: accelerated delivery, drastically reducing waiting times; low operating cost, with displacement carried out at only 20% of the value of a conventional van; enhanced security, allowing the internal transport of cargo without exposure to external risks; solution for heavy traffic of large cities, ensuring greater productivity and efficiency in urban routes. 

About the new solution, then Nestor Felpi, Arrow Mobility Advisor, comments: “To satisfy the customer, it is necessary to align storage, inventory and agile delivery. Arrow One was developed to transform e-commerce logistics, overcoming challenges such as heavy traffic and security. With proven efficiency, it makes twice as many deliveries, reduces logistics costs in 80% and ensures safe transportation without exposing the” load, he says Nestor.

Atento democratizes AI use in the customer and employee experience.

E-Commerce Update
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Atento democratizes AI use in the customer and employee experience.

Atento Luxco 1 (“Atento” or the "Company"), one of the world's largest providers of customer relationship management (CRM) and business process outsourcing (BPO) services, and a sector leader in Latin America, solidifies its transformative role in Business Transformation Outsourcing. Through its innovative suite of solutions designed to enhance Customer Experience (CX) and Employee Experience (EX), the company redefines how brands interact with their customers, democratizing access to advanced, high-impact technologies across diverse industries.

Since implementing its strategy based on proprietary technology, artificial intelligence, and intelligent automation, Atento is transforming key processes in customer service. This evolution translates into hyper-personalized experiences, more intuitive interactions, and more efficient operations for nearly 100 clients currently, and continues to be expanded to many others across all regions. Thanks to the development of its technology ecosystem, the company has achieved remarkable results that reflect its ability to scale innovation.

  • Advanced InsightsWith over 125,000 hours of processed cases, this solution facilitates strategic decision-making through advanced data analysis.
  • Knowledge AssistantVirtual assistants that total up to 125,000 interactions with clients and collaborators.
  • Smart RecruiterAutomation of the recruitment process, with approximately 250 defined profiles and approximately 150,000 interviews conducted, optimizing the candidate experience and accelerating talent selection.
  • Atento ConversationsGenerative conversational platform with over 32 million interactions and various advanced conversational AI proofs of concept underway for client base.
  • Corporate ChatInternal corporate chat that addressed over 675,000 questions and answers for nearly 8,000 users, improving productivity and the employee experience.
  • Dynamic Automation PlatformPlatform with 5,500 active users to date, facilitating intelligent automation of repetitive tasks and business processes.
  • QualistoreA real-time quality tool with over 25,000 users in 4 countries, focused on continuous improvement of CX processes. One of its key features is gamification, incorporating elements like points and rankings, motivating employees to actively participate in training. This creates a competitive and fun environment where users can track their progress and engage more in learning activities. This approach not only boosts motivation but also fosters a more dynamic and collaborative environment, promoting continuous team development.
  • Integrated LoginSmart authentication solution already implemented for numerous clients and thousands of users, strengthening security and access experience in digital environments.

At Atento, we integrate Artificial Intelligence into the core of our solutions so that any company, regardless of its size or digital maturity, can benefit from it," says Dimitrius Oliveira, CEO of Atento. "With more than 100,000 people, we are focused on developing, scaling, and democratizing AI advancements. Our objective is clear: to democratize access to advanced technologies and transform innovation into concrete results for the customer and employee experience," he concludes.

Taking the customer experience to the next level

Through its ecosystem of proprietary solutions, Atento has integrated artificial intelligence into critical processes, improving efficiency, personalization, and scalability for its global clients. Much of these solutions are centered around Atento AI Studio, its AI platform designed to transform customer experience and operational efficiency in secure environments. It is currently impacting companies in sectors such as finance, energy, and payments, among others.

  • BankerAtento Insights is also applied to thoroughly analyze service interactions, identifying critical areas and improvement opportunities. To increase customer satisfaction at a major bank, the tool was used to pinpoint the main reasons for dissatisfaction in the CSAT survey and the root cause, determined through human analysis. Approximately 10 friction points related to communication problems were identified, and the AI indicated 4 initiatives to achieve process improvements. As a result, within just two months, a 3.5% increase in CSAT and a 5% reduction in the callback rate were achieved. This work also maintained the stability of 82% resolution across channels.
  • Energy: A large energy company relied on AI Studio to improve its customer complaint processes related to installment payments, identifying the main reasons for dissatisfaction and developing prompts to help agents show more empathy, pinpoint the root cause of complaints, and successfully guide the customer. This resulted in a better overall experience and increased the customer satisfaction indicator by 8.64% and the NPS by 9%, with a 65% reduction in the number of dissatisfied customers. **Note:** The values "8.64%", "9%", and "65%" are clearly non-standard metrics. The translation preserves them, but it's crucial to understand *what* these values represent within the original context. It's possible these are internal metrics and need to be interpreted within the framework of the company’s reporting system. If possible, it should be clarified in the context what these values represent for a fully accurate translation.
  • Payment Sector: We implemented AI Studio resources for a payment company with the goal of reducing customer migration to critical channels, ensuring the operation has improved engagement and end-customer satisfaction. The implementation allowed us to analyze interactions contextually, enabling precise identification of problems and adoption of solutions, ensuring each case was monitored until resolution. With a 22% reduction in leakage between January and December 2024, we demonstrated a substantial improvement in operational efficiency. Furthermore, agent training and collaboration between the Quality and Innovation departments resulted in valuable insights that further enhanced service quality. These advancements are reflected in satisfaction metrics such as CSAT, which increased by 4%, and NPS, which increased by 31%, showing an upward trend during the period. **Note:** The "TP3T" values are unclear in the context. They likely represent a specific unit of measurement, but without knowing more, this translation leaves them as they are. If possible, provide the meaning of these abbreviations to allow for a more accurate translation.

How Artificial Intelligence is revolutionizing shift management in retail

Jose Pedro Fernandes
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How Artificial Intelligence is revolutionizing shift management in retail

Retail is one of the most dynamic and competitive sectors of the global economy. With increasing digitalization and changing consumer behavior, companies in the segment face the challenge of optimizing their operations, ensuring operational efficiency and a better experience for customers and employees.In this scenario, artificial intelligence (AI) emerges as a strategic ally, especially in the management of shifts and work scales.  

Efficient workforce management is one of the main factors that impact employee productivity and satisfaction. With the need to keep stores operating in multiple shifts, often the distribution of scales is done manually, generating overload in some employees and underutilization of others. And this undoubtedly directly impacts on productivity and employee well-being, in addition to compromising the quality of customer service.  

Workforce Management (WFM) solutions use machine learning technology and bring a proactive approach to shift planning, using advanced algorithms to predict demand, analyze historical patterns and optimize team distribution, enabling:  

AI analyzes sales data, customer traffic, and seasonal trends to suggest scales aligned with actual store needs.  

Reducing costs and overtime: technology prevents excessive or insufficient staff allocations, reducing costs with unnecessary overtime.  

INCREASING employee satisfaction: AI allows the creation of more balanced shifts, ensuring better workload distribution, promoting well-being in the workplace and improving the balance between personal and professional life of employees.  

According to a Bain & Company survey**, Generative AI tools can increase productivity by up to 25% and generate significant cost savings for retailers.  

For managers, AI allows them to offer intuitive dashboards and real-time insights, allowing for more agile and assertive decision-making.In addition, it facilitates compliance with labor legislation, minimizing risks of non-compliance.  

For employees, AI enables greater predictability and flexibility in the workday.Technology can also integrate mobile and interactive solutions, allowing employees themselves to request shift changes and journey adjustments in a simple and transparent way.  

Digitalization and the adoption of AI in shift management are no longer an option, but a necessity for companies seeking competitiveness and sustainability. After all, the integration between technology and strategic workforce management is the key to a more efficient, profitable and human retail.  

By investing in AI workforce management solutions, retail companies not only improve operational efficiency, but also create a fairer and more productive work environment.

Brazilian market is on track to be a global leader in Tokenization, says ABcrypto study

E-Commerce Update
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Brazilian market is on track to be a global leader in Tokenization, says ABcrypto study

The advance of tokenization in Brazil is already a reality, with concrete cases of application in the financial market and strategic sectors of the economy, according to the study “Tokenization 4 Cases and Possibilities”developed by the Brazilian Crypto-Economics Association (ABcrypto), successful initiatives show how asset digitization is transforming the investment landscape in the country. 

Tokenization allows the conversion of physical and financial assets into secure, traceable and accessible digital representations. The study highlights cases such as tokenization of receivables, driven by companies such as PeerBR and Liqi, which enable the conversion of duplicates and credit rights into tradable digital tokens.In addition, Netspaces and Mynt are innovating in the tokenization of real estate, enabling the fractionation of high-value properties to democratize access to the real estate market. 

In agribusiness, Agrotoken leads initiatives to transform commodities such as soybeans, corn and wheat into digital assets, expanding financing options for rural producers.In parallel, Brazilian banks have been exploring tokenization to offer new investment modalities and expand access to the capital market. 

Another important advance is the infrastructure for Web3 and white label solutions developed by companies such as Klever and BlockBR, which create platforms to facilitate tokenization in various segments. This movement reinforces the role of Brazil as one of the most promising markets for the digitization of assets. 

The adoption of tokenization in the country is driven by a favorable regulatory environment, with the Virtual Assets Legal Framework and guidelines from CVM and the Central Bank ensuring legal certainty for investors and companies.In addition, the successful experience of Pix and the development of Drex are key factors for the expansion of the sector. 

With a daily volume of R$ 23 billion handled in crypto assets and more than 9.1 million individual investors in the country, Brazil positions itself at the global forefront of tokenization. The study by ABcripto reinforces that this trend is expected to grow in the coming years, making the financial market more accessible, efficient and dynamic. 

About study  

Recently launched by ABcripto, the study details the main factors that put Brazil ahead of the global market in the theme of tokenization. Among the highlights are the advancement of the regulatory environment, with the implementation of the Legal Framework for Virtual Assets and the guidelines of the CVM and the Central Bank, which ensure legal certainty for investors and companies. 

In another pillar, the Innovative Payment Infrastructure, with the successful experience of Pix, as the basis for the adoption of DREX, should accelerate financial digitization.The analysis also shows how tokenization facilitates the democratization of access to the capital market, by allowing investors of different profiles to have access to assets previously restricted to large players, expanding financial inclusion; in addition to attracting more attention from foreign investors. 

Fintalk receives investment from HiPartners to lead the future of conversational AI in Brazil

E-Commerce Update
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Fintalk receives investment from HiPartners to lead the future of conversational AI in Brazil

HiPartners, a retail-focused venture capital, announces the investment of R$ 6 million in Fintalk, the first Brazilian conversational AI, in a 9-digit valuation. This is the 7th investment of the fund focused exclusively on retail techs, whose relationship base is formed by the largest retailers in Brazil, which transcends the capital contribution to a smart money able to catalyze the strategy of growth currently there are more than 80 investors, including entrepreneurs such as Sergio Zimerman, founder of Petz; Eugenio De Zagottis, RD Health board member, Gabriela Baumgart, partner of Baumgart Group, among others.

With the beginning of the commercial operation in 2022, Fintalk consolidates itself as the first conversational artificial intelligence (AI) platform in Brazil capable of understanding regionalisms, slang and cultural nuances, offering automation solutions for more than 12 million users, focused on major players as a reference of some names C&A, Stone, SKY, Avenue Itau, Porto Seguro, CIMED, among others.

The decision of HiPartners reinforces confidence in the technological and commercial base of Fintalk. The company has developed its own artificial intelligence, ensuring full control over updates, customization and banking security, validated by financial institutions of reference 40% an essential criterion for clients entreprise. The impact on results makes Fintalk the new favorite technology in the market: it reduces service costs by 50%, cuts billing expenses by 40% and increases sales and collection conversion by up to 25%.

The contribution reinforces the commitment of the fund to accelerate technology companies with high growth potential and clear competitive differentials. The entry of the startup in the portfolio will allow Fintalk to expand the leadership in the conversational AI market, expand national and international operations and also strengthen its team with senior professionals, ensuring sustainable and scalable growth, especially in retail, where there is the daily challenge of offering an omnichannel relationship that is both agile and natural, with clear value generation for the retailer and its customers.

“The lack of effective communication solutions directly impacts consumer satisfaction, and most of the time, complex tools have high operating costs, almost prohibitive.Of all the players we evaluated, we saw in Fintalk the only company capable of reducing these barriers and providing customers with a much more efficient and accessible voice relationship.Our investment reinforces confidence in the startup's ability to lead this sector, both in Brazil and abroad”, comments Walter Sabini Junior, CEO of HiPartners. 

Accelerated growth

With a consistent growth of 8% per month, Fintalk not only doubles in size annually, but also positions itself strategically to expand its presence in the market.This accelerated pace reflects the solidity of the business model, the growing demand for its solutions and the efficiency in the execution of the strategy. In Brazil, the investment will help the company to strengthen its presence and continue to be a reference in conversational AI for large corporations.“ global competitors treat Brazil as a secondary market, we were born here and grew because we deliver high-impact results that generate value for our customers, and together we have built great success cases with high ROI, Luint Lintobo, says CEO Luint Lint.

“HiPartners investment validates our mission to innovate in retail in Brazil and worldwide.”, he adds. The company expects to keep up the fast pace and continue doubling in size year after year, driven by the growth of the sector and the continuous evolution of its solutions.

Billionaire market

The global AI market, valued at around US$200 billion in 2023, is booming, and Fintalk is well positioned to excel in this scenario. With tens of millions of users served, and millions of daily transactions, the company offers solutions as AI agents for fulfillment, sales and billing, as well as a co-pilot for performance improvement.

Fintalk CEO and founder Luiz Lobo has extensive experience in the financial and technology sector. Before founding the company, he led the expansion of disruptive acquisition platforms for millions of microentrepreneurs at Stone and Hipercard, and played strategic roles as a partner of Itau and Stone, and CIO AT&T/SKY Digital Brazil.

Qlik presents AI solutions and success stories during the Gartner Data & Analytics 2025 Conference

E-Commerce Update
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Qlik presents AI solutions and success stories during the Gartner Data & Analytics 2025 Conference

THE Qlik, a global data integration, data quality, analytics and Artificial Intelligence (AI) company, will take its complete solutions platform to the Gartner Data & Analytics 2025 Conference, which will be held on April 28 and 29. During event sessions and presentations at its booth (322), Qlik will highlight trends, technologies and success case, as well as address how customers can expand informed decision making and bring more results to business from solutions such as Qlik Talend Cloud and Qlik Answers. Qceblik will also present real-time innovations in Apergol, from the first-time optimization of the company, and new-time Ups.

“A Qlik will showcase its latest innovations, which help empower organizations to gain valuable insights from data to drive more strategic decisions. We continue to guide market transformations with cutting-edge technologies, which use Artificial Intelligence to support companies to address complex challenges, revealing patterns, anticipating demands and supporting the development of more effective strategies to generate more value to the business”, says Olimpio Pereira, Country Manager at Qlik Brazil.

Qlik will have a comprehensive schedule of lectures, highlighting the practical application of integration, quality, governance and data analysis, as well as the strategic use of Artificial Intelligence in business. Among the highlights, is the success case presentation of Santos Brasil, a reference company in port and logistics operations, which will show how its digital transformation has been conducted through a data-driven journey. Qlik will also mediate a roundtable that will discuss the ways for organizations to be, in fact, prepared to adopt Artificial Intelligence.

Qlik experts will be available at the company booth to comment on news such as the recent acquisition of Upsolver. From this initiative, Qlik deepens its ability to provide companies with end-to-end, open and scalable solutions that unify data, analytics and AI integration into a single platform. Open and real-time data architectures are essential to ensure flexibility and scalability in data management, and enable organizations to access information faster, optimize their data assets, reduce costs and unlock AI-driven insights with more performance.

Another highlight will be Qlik Answers, a technology that makes it difficult to efficiently leverage unstructured data in business workflows. Considering that most of the world's data is unstructured, such as emails and documents on the organizations' intranet, which makes it difficult to analyze, Qlik provides customers with the resources they need to make it possible. Qlik Answers is an innovative knowledge assistant driven by Generative AI that transforms the way companies access and use unstructured data. The solution offers reliable and personalized answers from private sources and curated by companies, such as knowledge libraries and repositories of relevant documents, to ensure instantaneous and insights.

Visitors will also learn more about Qlik Talend Cloud, which offers comprehensive data integration with extensive quality and governance capabilities, crucial to maintaining information integrity in AI operations. The solution is a complete and integrated platform that allows you to track, maintain and protect data accuracy at all stages of its lifecycle. Qlik Talend Cloud has features such as data products (data products) for faster and more quality-assured data curation, as well as a dynamic data marketplace to enhance information delivery throughout the organization.

Qlik was recognized as a Leader in the Gartner Magic Quadrant for Data Integration Tools of December 2024 and the Magic Quadrant for Augmented Data Quality Solutions of March 2025. Qlik believes this recognition demonstrates the effectiveness of its capabilities and commitment to providing comprehensive data solutions that deliver value to the business and enable them to evolve in an increasingly competitive landscape.

Write down Qlik at the Gartner Conference on Data & Analytics 2025

Date28 And 29 April

Stand: 322

Local: Sheraton Sao Paulo WTC Hotel & Suites United Nations Avenue, 12559 2 Brooklyn New & New

Agenda of event sessions and presentations:

Monday, 28/04

io Session: Digital Transformation and Innovation io The data journey in Santos Brasil io at 11:45 io Local: Ballroom 1 IO 3o floor

15 Roundtable: AI Readiness 2 WHAT does it mean, in fact, to be “ready for AI”? 15:15 & 15 Local: Room R18

2 Presentations at the booth will take place throughout the day

Tuesday, 29/04

13: The importance of open and real-time data architectures in the current scenario 13:05 (Location: Exhibit Showcase Theater, Golden Hall 5th Floor

2 Presentations at the booth will take place throughout the day

About the Gartner Data & Analytics Conference

Gartner analysts will provide additional analytics on Data and Analytics trends at the Gartner Data & Analytics Conferences, which will take place on April 28 and 29 at Sao Paulo (Brazil), from May 12 to 14 London (England); from 20 to 22 May in Tokyo (Japan); on 2 and 3 June at Mumbai (India) and on 17 and 18 June Sydney (Australia). Follow the conference news and updates on X using #GartnerDA.

Gartner Disclaimer

GARTNER is a registered trademark and service of Gartner, Inc. and/or its affiliates in the United States and internationally, and MAGIC QUADRANT is a registered trademark of Gartner, Inc. and/or its affiliates and is used with permission.

Gartner does not endorse any vendor, product, or service described in its research and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of the Gartner research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

E-commerce technologies must be selected with a focus on results—not just on current trends.

Renato Avelar
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E-commerce technologies must be selected with a focus on results—not just on current trends.

E-commerce has never had as many technological resources available as it is now. From artificial intelligence-based solutions to marketing automation, through chatbots, real-time data analysis and intelligent logistics systems. The sector is experiencing a moment of accelerated evolution. And the data proves: according to Cloudei, e-commerce sales should jump from US$ 26.6 billion 2024 to US$ 51.2 billion in 2027 92.5% in the period, which is driven by the advancement of digital transformation and the growing desire to purchase journey.

But faced with so many options, the inevitable question arises: which tools are really worth the investment?In times of tight margins, marketing, technology or innovation directors must adopt a profitability-centric view bottom line ''that last line of the financial statement that reveals the company's profit.In this sense, the choice of new technologies must be directly linked to the measurable impact they generate on the business.

Many companies make the mistake of investing in tools that do not align with their operational reality or that are implemented in a rushed and unplanned way. The result? Overloaded teams, decentralized data and a series of stuck processes that hinder decision making. Therefore, a more effective path especially for small and medium-sized companies is to scale with strategy: adopt one technology at a time, focusing on solving real and specific problems. 

This approach allows you to accurately track the impact of each solution, making adjustments whenever necessary. In addition to preserving resources, this strategy favors increased return on investment (ROI) and reduces the risk of waste.

Another important point is the adequacy of the tools to the local context. It is common for Brazilian companies to adopt solutions recommended by international matrices that, although globally consolidated, do not fit into the regulatory and operational processes of Brazil. This generates high dollar costs, without proportional return. In these cases, the local manager needs to take a more active role and demonstrate that solutions developed by national companies can be more effective, faster and more financially viable.

It is important to highlight that seeking efficiency does not mean giving up innovation. Chatbots, for example, are proven solutions in reducing costs with service, with the potential to cut up to 30% of these expenses. However, automation should be used with balance 'The excess can lead to dehumanization of the customer experience.

In the same reasoning, the model of architecture composable, which allows combining different tools to create customized solutions, is extremely promising 'provided it comes with clarity in the objectives and digital maturity. Following this logic, the ideal is to seek solutions that meet multiple needs with the fewest possible number of contracts. This reduces the integration effort, simplifies management and improves operational efficiency. Solutions focused on the customer experience as customization platforms and marketing automation 'usually deliver faster return. Already more robust technologies, such as predictive analysis and logistics optimization systems, can be adopted in later stages, as the business matures.

In short, technology should be a growth lever, not a financial or operational burden. The key is to make conscious choices, based on data, clear objectives and the actual operation of each company. Not everything that is available in the market is applicable to all businesses. The important thing is to identify what really moves the indicators and, from there, grow intelligently.

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 made.

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 the 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 voice of your brand 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.

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