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EU Implements First AI Legislation and Sets New Global Standards

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EU Implements First AI Legislation and Sets New Global Standards

The European Union (EU) has taken a significant step in the regulation of artificial intelligence by implementing, since August, the first comprehensive legislation on the subject, known as the AI Act. This new regulation, which will be fully applicable from 2026, sets strict standards for the development and use of AI systems on European territory, with the aim of ensuring safety, ethics and respect for fundamental rights.The EU initiative can serve as a precedent for other countries, including Brazil.

The AI Act adopts a risk-based approach, classifying AI systems into different categories, from those of minimal risk to those of unacceptable risk. This methodology sets a new global standard and can pressure other countries to accelerate their own regulations.In Brazil, the topic has been debated by parliamentary houses since 2020 and, more recently, Bill 2.338/2023 (PL IA) has started to discuss regulation with a similar approach, demonstrating how the country can follow the steps of the EU.

Alan Nicolas, business AI expert and founder of Academia Lendar[IA], sees the new European legislation as a signal to all countries where there are no specific laws for artificial intelligence. “The implementation of the AI Act in Europe is a milestone that shows the need for Brazil to advance its own AI regulation. If we do not keep up with this trend, we may face challenges not only in adapting to international rules, but also in ensuring that our companies are aligned with global governance and security practices,” says the expert.

Consequences of Legislation

The impact of the AI Act can be profound, especially for companies operating in global markets or using AI systems developed outside Brazil.The new European Union legislation establishes clear guidelines on the transparency and security of artificial intelligence systems, issues that are also being discussed in the Brazilian context.

As Alan Nicolas points out, local companies have already begun to anticipate regulatory changes.“Many corporations in Brazil are preparing, with some even developing AI impact reports and adjusting their practices to align with future legal requirements,”.

In addition, the new European legislation imposes sanctions for non-compliance with its provisions, something that is also being considered in the Brazilian PL IA. In the case of the EU, fines can reach up to 7% of the company's overall turnover, which reinforces the need for strict and rapid adaptation by companies that need to operate in accordance with these new standards.

Path to Regulation in Brazil

With the approval of the AI Act, the pressure on Brazil to establish its own regulatory framework increases. This urgency is evidenced mainly by the fact that the largest country in South America is among those with more internet users in the world, behind only China, India, the United States and Indonesia. In Latin America, Brazil is the leader, followed by Mexico and Argentina.

PL AI can be voted on later this year and brings elements inspired by European regulation, such as risk classification and civil liability of AI system providers.“O Brazil has the opportunity to create robust, modern legislation aligned with global best practices.This will help to promote innovation and ensure that technological advances are used ethically and safely,” concludes Alan Nicolas.

The implementation of legislation in Brazil will be important to protect the rights of citizens and promote a sustainable innovation environment. With the global trend established by the AI Act, the expectation is that other territories where regulation is already underway follow the example of the European Union, creating a structure that balances innovation with responsibility.

Digital Marketing Specialist Reveals Strategies to Connect Sustainable Brands to Conscious Consumers

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Digital Marketing Specialist Reveals Strategies to Connect Sustainable Brands to Conscious Consumers

Eduardo Rodriguez, CEO of M.SEO, a company specializing in digital marketing, recently presented innovative strategies to connect sustainable brands to conscious consumers, highlighting the importance of campaigns that go beyond environmental responsibility.

According to a 2023 report by the Capgemini Research Institute, 79% of consumers are changing their purchasing preferences based on sustainability issues.This move has led companies from various sectors to reevaluate their marketing strategies, aligning their brands to ecological values to attract increasingly demanding consumers.

Rodriguez emphasizes that digital channels play a crucial role in this process.“Today, consumers want to know the story behind brands and how their purchase choices impact the” world, says the CEO of M.SEO.He adds that sustainability is not just an environmental commitment, but a necessity for companies that want to remain relevant and competitive.

More than a Segmented Audience

Personalization and segmentation technologies allow companies to send highly relevant and targeted messages to specific audiences, promoting social impact actions.“The customization of content not only increases the effectiveness of campaigns but also strengthens the connection between the brand and the” consumer, explains Rodriguez.

Brands that use their digital channels to disseminate good practices and promote transparency about their actions position themselves ahead in the market. “This helps brands create a deeper bond with the most engaged customers, who not only value but resonate the actions of companies that trust”, adds the expert.

Social and Environmental Impact Campaigns

Rodriguez highlights that the potential of digital platforms goes beyond segmentation, allowing companies to reinforce their commitment to environmental responsibility and dialogue with the general public. “A sustainability in the sector in which the company operates can become a consistent editorial line for organic content, helping to build an authentic and engaging” narrative, she recommends.

A practical example is sustainable fashion brands that use digital marketing to launch campaigns encouraging the recycling of used clothing, offering discounts on new purchases in exchange for old parts. These initiatives not only attract consumers concerned about sustainability, but also help reduce the environmental impact of the fashion sector, one of the most polluting in the world.

Transparency and Authenticity

For sustainability campaigns to be effective, transparency and authenticity are essential. “With easy access to information, consumers are more attentive than ever and quickly detect greenwashing practices”, Rodriguez warns.

He concludes that brands genuinely committed to sustainability and communicating these initiatives honestly and openly earn consumer trust and improve their social reputation.“Brands need to be willing to not only talk about sustainability, but integrate it into their” operations, concludes the CEO of M.SEO.

This strategic approach, according to Rodriguez, is fundamental to connect sustainable brands to conscious consumers, strengthening the relationship between companies and customers and promoting a positive impact on the environment.

Lecom Tecnologia renews GPTW and reaffirms commitment to excellence in work

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Lecom Tecnologia renews GPTW and reaffirms commitment to excellence in work

Lecom Tecnologia, a company specialized in hyperautomation and intelligent process management, celebrates the renewal of the Great Place to Work (GPTW) seal, reaffirming its commitment to a work environment of excellence. It is the second time that the company receives the credential. The recognition, based on rigorous evaluation criteria, reinforces its position as one of the best companies to work in Brazil, highlighting its practices that unite innovation, governance and digital security.

The GPTW is a certification of excellence granted to corporations that demonstrate a healthy work environment, based on trust and respect between leaders and led. To achieve this distinction, candidates undergo a careful evaluation, which includes the analysis of employee satisfaction, internal policies for valuing human capital and management practices that promote collective well-being.

In 2023, Lecom Tecnologia implemented several initiatives focused on strengthening its organizational culture and promoting the continuous development of its professionals. These efforts were decisive for the renewal of the seal, showing that the company not only maintains high standards of excellence, but also advances in initiatives that positively impact the life of its team.

According to Tiago Amor, VP of Sales at Lecom, “a renewal of the GPTW label is a reflection of our commitment to create a work environment where people feel valued and motivated to innovate. We believe that an engaged and satisfied team is essential to achieve our goals and drive digital transformation in our customers.”

Flexibility in working hours and the hybrid model are pillars that allow employees to reconcile personal and professional life in a balanced way. The company offers attractive benefits and promotes a culture of constant feedback, both with managers and with the board. In addition, Lecom has social events, technological knowledge agendas, celebration of commemorative and personal dates, as well as ensuring a welcoming environment. These factors are differentials that influence the renewal of the label and contribute to employee satisfaction.

Lecom will continue to invest in practices that drive collaboration, innovation and development of its employees, maintaining the GPTW seal as a strategic pillar to be increasingly an attractive place to work.

ReturnEasy Platform makes reverse logistics more efficient in telecommunications

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ReturnEasy Platform makes reverse logistics more efficient in telecommunications

Reverse logistics is a key aspect in the operations of large companies, especially in the telecommunications sector, where the volume of equipment is massive. According to UNITAR, in 2022, the world generated 62 million tons of electronic waste, and this number is expected to grow 33% by 2030, reaching 82 million tons.

Currently, telecommunications face significant challenges in the management of returned equipment, ranging from the complexity in the removal of products to the standardization of receipt in Distribution Centers (CDs). With the increase in the volume of waste, an effective system of return and management of equipment becomes essential for the efficiency and sustainability of the sector.

According to Carlos Tanaka, CEO of PostalGow, specialist in logistics solutions for telecommunications, the capillarity of the mesh and the punctuality in the withdrawal of products, especially in more remote areas, are difficulties faced daily by companies in the sector.“Reverse logistics involves not only the return, but also the inspection and possible repair of equipment. Managing all these steps with high precision is complex, but essential to minimize environmental impacts and reduce costs”.

Solving challenges

Thinking about these challenges, PostalGow developed the platform ReturnaFacil, which provides practical and integrated solutions so that consumers can easily return the electronics they no longer use to contracted operators.

The platform allows him to make his return in a simple way, either in a Post Office or in a Kangu store, a carrier of the Free Market, closer.“This flexibility results in a higher rate of success in returns, optimizing the operational efficiency of companies customers”, says the CEO. 

Integration and technology: facilitating the handling of returns

In addition, the tool can be integrated with ERP (Enterprise Resource Planning) systems of partner telecommunications companies, allowing them to automate return processes efficiently and personalized.“Integrating reverse logistics systems with ERP platforms is also another difficulty in the sector. Therefore, the platform includes integration APIs that facilitate the connection with” management systems, Tanaka details.

Cutting-edge technologies ensure safety and efficiency at every stage of the process, from LGPD requirements to equipment tracking, from return to arrival on CDs, which is one of the main problems that telecommunications companies face. “The use of smart cameras at the conference and handling control is an innovation that promises to increase the effectiveness of customer operations, improving the standardization of returns and organization in the” CDs, explains the CEO.

Expansion and sustainability

Initially serving the telecommunications sector, the company has plans to expand the platform's performance to B2C e-commerce Marketplaces. According to Tanaka, strategic partnerships with the Post Office and the Free Market guarantee the scope necessary to operate at the national level. “These collaborations are essential to allow the platform to reach a wider audience and provide an efficient service”, he points out.

By simplifying the return process and automating processes, telecoms not only improve the sustainability of their operations, but also the customer experience. The platform has already proved to be an innovative and effective solution, receiving positive feedback from its users, which highlights the ease of use and the reduction of the Average Time of Service (TMA) in call centers. 

Contextual advertising is the biggest trend in the advertising industry for the second half of 2024’, says CEO of US Media

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Contextual advertising is the biggest trend in the advertising industry for the second half of 2024’, says CEO of US Media

According to a study produced by IAB Brazil in partnership with Kantar Ibope Media, the national market invested R$ 16.4 billion in digital advertising only in the first six months of 2024. Within this movement in the market, it is possible to identify the main strategies of the sector today and predict possible trends that should come into weight in the second half of the year and early 2025. This is the case of contextual advertising. 

According to Bruno Almeida, CEO of US Media“, the leading media solutions hub in Latin America, will transform the future of the industry.With Google moving forward to block third-party tracking cookies in Chrome, companies need to find ways to continue offering relevant ads without access to data collected on sites outside their domain. Contextual advertising is the main one, as it opens space for new formats and” possibilities, he says.

How does contextual advertising work?

Cookies are personal information collected during visits to websites and shared with other companies, which allows personalized advertising. However, in the last four years, the discussion about blocking this data has advanced because it poses risks to user privacy and the growing regulations around the subject, causing many companies to abandon the approach.

On the other hand, with advances in Artificial Intelligence (AI), contextual advertising has been gaining more and more effectiveness. Through this technology, the solution analyzes not only the textual content of the page that the user is visiting, but also contextual factors, such as geographic location and weather conditions. This allows the creation of solid and anonymous profiles to be used in the display of relevant ads, since it predicts intentions and behaviors with high accuracy.

For Almeida, this structure benefits all involved. “From the advertisers side, it is an outlet to increase click-through and conversion rates, respecting standards such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). On the consumer side, trust in brands that respect their privacy is strengthened and their experience is improved by receiving ads that are less invasive and more aligned to their interests”, he explains.

Possibilities of contextual advertising applications in the market
Many companies now have great potential for applying contextual advertising to their business strategies.The CEO of US Media cites as examples Tinder, a location-based relationship platform, and Fandom, a community of fans that offers articles, guides and forums on movies, series and games.

In the first case, the executive points out that the application could collect data on the preferences of users' profiles to display targeted content. “For example, if the person shows interest in outdoor activities or mentions sports in his biography, he may receive ads for sportswear, camping equipment or fitness events”, he points out.

As for Fandom, Almeida brings as an alternative the incorporation of native ads, which integrate perfectly with the design and content of the platform. “We are talking about sponsored articles that talk about the behind the scenes of a film or exclusive interviews with actors, which at the same time promote the purchase of tickets or subscriptions to streaming services”, he concludes.

Want to increase your sales on Customer Day? Personalization is the key!

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Want to increase your sales on Customer Day? Personalization is the key!

The Customers Day15 September is an opportunity for companies to strengthen their relationship with their consumers and boost sales. With the date gaining more and more relevance in the retail calendar, businesses of different sizes seek strategies to attract, engage and retain their customers. 

Among the strategies most used by retailers are the customization of offers. Knowing the profile of consumers and segmenting the audience based on their preferences and buying habits can increase the chances of conversion. Fernanda Clarkson, CEO of SuperFrete, recommends the adoption of some specific strategies, such as:

  • Free shipping offers and exclusive discounts: Shipping is one of the most important factors in the decision to buy online. Free or exclusive discounts on shipping during Customer Day can be a great differential to attract consumers.
  • Partnerships with logistics platforms: Fernanda points out that for small companies, having partner platforms such as SuperFrete to simplify freight management can be a great differential. “By simplifying shipments and reducing freight cost by up to 80%, companies can offer better delivery conditions and increase their conversion rate,”.
  • Targeted Marketing Campaigns: Using targeted digital marketing campaigns can help the company reach its target audience more effectively.“Invest in targeted social media ads and email marketing with personalized offers are tactics that generate good results,” recommends.
  • Betting on Customer Experience: Clarkson highlights the importance of providing a good shopping experience.“In addition to offering good prices and delivery conditions, it is essential to ensure that the buying journey is intuitive and enjoyable. An efficient service and a simplified purchasing process can increase the chances of the customer returning.”
  • Loyalty and Rewards Programs: Creating loyalty programs that reward repeat customers can also be an effective strategy.“Customers like to feel valued. Offering reward points, discounts on future purchases, or early access to new collections can encourage new purchases and increase retention,” explains.

Successful case: Atelier Maiana Rodrigues

An example of how these strategies can drive results is the case of Atelier Maiana Rodrigues. The artisan, who already has more than 400 thousand followers in the profile of her business, started selling pieces over the internet to generate extra income and today already sends her exclusive products even abroad.

Since the beginning of her business, Maiana has the support of SuperFrete in sending its products. The platform, which was indicated by another artisan, facilitates the routine of shipments, with the agility of generating the shipping labels by mobile phone or computer without leaving home, in addition to allowing a much cheaper freight for its customers.

Thus, Maiana has more time to dedicate to creating new pieces, strategies and valuable content, which not only boost her business, but also inspire thousands of other women who also have crochet and crafts as a source of income. Experts recommend that to enjoy the Day of Customers, companies should plan their actions in advance, segment the public well and use various channels to communicate the offers. 

Freshworks brings together partners and customers from Latin America at an event in Sao Paulo

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Freshworks brings together partners and customers from Latin America at an event in Sao Paulo

THE Freshworks, specialized in business software driven by AI, held on Wednesday (4) in Sao Paulo Refresh, one of its main annual events around the world. With the presence of more than 350 customers and strategic partners of Freshworks, the event was an opportunity to discuss the impact and future of AI on the customer and employee experience. 

In the morning, Luciano Ramos, Country Manager at IDC Brazil, addressed in his panel “State of Industry: How Generative AI is transforming customer service and support” the transformations and trends of artificial intelligence in the customer service market.Then, software engineers from Freshworks, Matheus Benneti and Paya Patel, demonstrated live the operation of Freddy, the company's AI solution, in the panel “Transforming Customer and Employee Experience with Fred”.

In the customer panel, the IT and CX executives of Piracanjuba (Fabio France), Infracommerce (Maria Piris), Copel (Fabiano Zenello) and Klap (Victor Pena) revealed how the adoption of management solutions from Freshworks increased the efficiency of their business.Then Freshworks celebrated some successful implementation cases, rewarding companies such as Cinepolis, Copastur, Piracanjuba and Infracommerce for the results achieved.

In the second part of the event, Marcio Rodrigues, Head of Alliances and Strategic Partnerships at Freshworks in Latin America, led a focused panel for partners such as A5 Solutions and Notrez, and addressed some of the plans to strengthen this support network in Latin America.

According to Willian Pimentel, General Director of Freshworks in Latin America, the event was a great success and the expectation is that it will grow every year.“It is very important for our business to be close to our customers and partners, and Refresh is the perfect opportunity to strengthen our relationship with them. We are very pleased with the result, more than doubled the number of gifts from last year to now. This shows that we are on the right track”, evaluated Williamian. 

Founded in 2010 in India and currently headquartered in California, Freshworks is a world leader in AI-driven enterprise software development.With more than 67 thousand customers worldwide, including American Express, Bridgestone and Carrefour, Freshworks produces uncomplicated, secure and fast-impact solutions for companies of all sizes and markets.The company is estimated to bill more than US$700 million in 2024.

University students from Rio Grande do Sul are awarded for impact projects in the largest meeting of young entrepreneurs in Brazil

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University students from Rio Grande do Sul are awarded for impact projects in the largest meeting of young entrepreneurs in Brazil

Florianopolis hosted the 31st National Meeting of Junior Companies (ENEJ) this month, an event that brought together more than 4 thousand young people from all over Brazil to discuss the future of university entrepreneurship.Organized by Brazil Junior, the ENEJ addressed topics such as innovation, social impact and the formation of new leaders.

The event program included keynote speeches, such as the LED Movement, which discussed the importance of authenticity and creativity in professional success, with the participation of Gil do Vigor, Pedro Lins and Fernanda Concon. In addition, the G20, represented by Youth (Y20), offered a global perspective on the impact of innovative ideas of young people.

Recognition of companies in Rio Grande do SulDuring the meeting, the Network Strategic Planning for 2025-2027 was presented, which aims to strengthen the Junior Enterprise Movement (JME) and expand its impact in the country. The plan includes goals to promote mental health, diversity and inclusion, as well as strengthen support networks to face social and economic challenges.

ENEJ 24 highlighted the Junior Companies (EJs) of the state of Rio Grande do Sul, associated with Federation of Junior Enterprises of the State of Rio Grande do Sul (FEJERS), which excelled in their activities throughout the year. These companies, linked to local universities, have developed projects focused on innovation, social impact and entrepreneurship:

  • EPR Consulting (UFRGS)
  • Balance (PUCRS)
  • Enfitec Junior (UFSM)
  • RELAB Jr. Consulting (UFRGS)
  • Renova Jr (UNISINOS)
  • Junior Vision (UFCSPA)
  • Caduceus Junior (UFSM)
  • CompAct Jr (UFRGS)
  • Sphere Jr. Architecture and Civil Engineering (UFRGS)
  • PS Junior (UFRGS)
  • Jr. Cloud (PUCRS)

“O ENEJ 24 represented another milestone in the history of the Junior Company Movement. We brought together young people committed to building a more entrepreneurial and innovative Brazil.This edition showed us that we are on the right path to transform our” tomorrow, said Elias Gabriel, Executive President of Brazil Junior.

With the closing of this edition, Brazil Junior announced that Joao Pessoa, in Paraiba, will be the headquarters of the next ENEJ, scheduled for 2025, with the objective of strengthening young entrepreneurship in the country and boosting the regional economy.

How to stand out in the saturated world of social networks

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How to stand out in the saturated world of social networks

Digital transformation is reshaping how companies operate, integrating digital technologies into all aspects of the business and promoting significant changes in delivering value to customers. This change is a differential that directly influences brand visibility, increasing efficiency in the communication process, directly impacts the competitiveness of the company, expands sales and improves its reputation.However, for these changes to be successful, it is necessary to face and overcome various challenges.

According to journalist Rafaela Tavares Kawasaki, social networking coordinator at Smartcom & Communication Intelligence, digital strategies are constantly evolving to meet this market demand. According to Rafaela, one of the trends perceived is the personalization of messages, a growing priority. “Information saturation and high competition have made personalization essential.Consumers are seeking interactions that connect with their specific interests and needs. Adapting messages to these aspects not only increases engagement, but also strengthens loyalty to the” brand, he explained.

Difficulties

Despite the obvious benefits of digital transformation, companies still face considerable challenges.The lack of strategic leadership, resistance to change and the lack of adequate skills in information technology are barriers that still need to be overcome. It is in this scenario that thinking about communication in a strategic way makes all the difference. But how to communicate efficiently and become a reference amid a sea of information in the digital environment?

Emerging trends include the increasing use of artificial intelligence, omnichannel service (in several channels) and advanced exploitation of Big Data (data set). Rafaela Tavares Kawasaki notes that the ability of companies to adapt to these innovations is decisive for them to become a reference in such an information-saturated environment.“Keeping up to date is essential to ensure that companies not only keep up with, but lead the” market, he concluded.

Clarity and relevance in communication

Another significant challenge addressed by Rafaela is the need to maintain the clarity and relevance of the messages. “With so much competition for attention, it is essential that the messages not only stand out, but also be pertinent and aligned with what the public really wants. Innovation must be balanced with communication that resonates authentically with the interests of the” consumer, he stressed.

Smartcom, a company that provides communication advice to entrepreneurs and b2b companies from the most varied sectors of Brazil and the world for 15 years, is an example of a supplier that stands out for the ability to integrate innovative and personalized practices to communication strategies that generate concrete results. According to Rafaela Tavares Kawasaki, to strive to lead the customer in their digital journey that is often complex and cut, it is fundamental for campaigns to not only reach the desired audience, but also be effective in bringing qualified lead to the business, that is, new customers, in practice, scalability and increased revenue

The same technology of Apple's augmented reality glasses revolutionizes retail in Brazil

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The same technology of Apple's augmented reality glasses revolutionizes retail in Brazil

Apple's augmented reality glasses, Apple Vision Pro, which combines the real world with digital creating immersive and interactive experiences, is the company's big bet for 2025, when a new version will be released gadget da bigtechit is now applied to other solutions revolutionizing various markets and making processes more efficient, innovative and personalized.  

This is the purpose of the new tool from Moki, a company specialized in SaaS (Software as a Service) solutions, and which has just launched in Brazil the Moki Smart Scan.The technology, which makes the Apple Vision Pro user travel and interact in another reality, is the same that, now, will help entrepreneurs not to face a common problem in their market or store, and also affects the final consumer: the divergence of product prices in the gondola and in the cashier. This will be possible through the Moki app, which can be installed on the smartphone of company employees, significantly reducing errors and optimizing processes such as stock replenishment, audits.

Moki CEO Guilherme Werneck explains about the revolution AR causes in retail and logistics: “Sectors that traditionally use manual methods and that demand great human effort are taking an important step towards the digital revolution through augmented reality. Technology not only improves efficiency, but also transforms the way companies operate, offering new possibilities for automation and monitoring that were impossible a few years ago

The ability of augmented reality, incorporated into artificial intelligence, to superimpose digital information on the physical world through the app, creates an intuitive interface, allowing employees and entrepreneurs to interact with data and objects in real time. With this, barcode collectors are becoming obsolete and replaced by smartphones. In addition to simplifying daily work, the technology facilitates access to information within companies by using a device with which people are already familiar: the mobile phone, thus facilitating the complete digitization of operational processes. The app also generates data that can be analyzed to further optimize operations. 

In logistics, for example, the Moki Smart Scan revolutionizes the way goods are managed. It is possible to scan entire pallets, track items, identify any divergences and ensure that goods are being sent to the correct destinations.This means greater assertiveness, in addition to reducing losses and losses, avoiding losses for companies with errors in delivery and, consequently, improving the experience of the final consumer, making the goods arrive correctly. 

“The future of business is digital and this integration transforms sectors that increasingly need precision and agility. The use of technology not only eliminates inefficiencies, but also opens new opportunities for companies of all sizes”, concludes Guilherme Werneck.

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