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Br24 invests in artificial intelligence to improve customer relationships through the virtual assistant Biatrix

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Br24 invests in artificial intelligence to improve customer relationships through the virtual assistant Biatrix

A recent survey of artificial intelligence developed by Microsoft revealed that 74% of micro, small and medium-sized companies in Brazil have already adopted the technology in several areas and functionalities. The popularity of AI is mainly due to its ability to increase efficiency, automate repetitive tasks and improve decision making through data analysis.

Br24, a Santa Catarina company partner of Bitrix24 global software (management platform, CRM and marketing), is an example of an organization that is investing in artificial intelligence to strengthen the relationship with its customers. The company recently launched Biatrix, a virtual assistant that has been widely recognized for its efficiency and resolution capacity.

Biatrix, whose name combines the nickname Bia, artificial intelligence AI and the Bitrix24 suffix “rix”, is available to serve customers 24 hours a day, seven days a week. According to Br24 CEO Filipe Bento, the reception has been so positive that many client organizations are interested in incorporating the virtual assistant into their own systems.

“Customers are really interested in having this technology, and we are realizing that Biatrix can be a solution to attract new customers and scale our” business, said Bento.“It has been very effective.”

Trained based on Bitrix24 features, Biatrix is able to identify customers and their contacts within organizations, eliminating the need for manual and operational configurations.“It is a technology that provides faster and more assertiveness”, Bento said. For example, Biatrix “ leaves no one in the” support queue.However, the virtual assistant continues to be monitored by a human curator to ensure its effectiveness.

The launch of Biatrix coincides with the recent participation of Filipe Bento in an immersion in the innovation ecosystem of China. During his visit, Bento attended the World Artificial Intelligence Conference (WAIC) in Shanghai and visited companies such as Kuaishou (known as Kawai in Brazil) and the pole of Baidu, a giant in artificial intelligence.

Everything and everyone is connected, to everything and everyone, all the time”, summarized the CEO of Br24. The experience reinforced the view that Biatrix is aligned with the cutting-edge technologies observed in the Asian country.

US Media Announces Rafael Magdalena as Director of the New Business Unit: US Media Performance

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US Media Announces Rafael Magdalena as Director of the New Business Unit: US Media Performance

US Media, the leading media solutions hub in Latin America, today announced the appointment of Rafael Magdalena as Director of the newly created business unit, US Media Performance.With more than 20 years of experience in the mobile sector, Magdalena has the mission to strengthen the brand's presence in the strategic mobile media market.

Graduated in Advertising from PUC-RS and in Exponential Technologies from Singularity University, California, Rafael Magdalena brings in his curriculum passages by companies such as Claro, Brasil Telecom, Fbiz and MUV, where he has worked in user acquisition mobile app campaigns since 2011. In his new role, he will use his expertise in performance projects, including acquisition, engagement and retargeting, focusing on results and continuous learning.

“The mission of building a new unit within an already consolidated company is extremely motivating.Our goal is to establish a global scale operation, offering a full range of services ranging from awareness to acquisition, consolidating the brand as a full service” company, said Magdalena.

Global Expansion

The arrival of Rafael Magdalena and the launch of US Media Performance occur at a time of growth in the mobile market. According to a survey conducted jointly by the main application stores, Brazil leads the use of mobile phones, with an average of 5 and a half hours per day in front of the screen. This scenario has encouraged brands to intensify investments in strategies aimed at mobile devices. According to eMarketer, in 2025, 66.4% of advertising investment in the US will be directed to mobile.

US Media Performance is designed to complement the company's portfolio, serving all stages of the customer acquisition cycle globally, from activation to engagement, using flexible purchasing models such as CPI, CPL, CPR and CPA. The new unit aims to offer tailor-made solutions to complex partner challenges, with low risk and high return strategies, relying on innovation expertise and a commitment to excellence.

“We want to be the first choice when it comes to mobile acquisition, delivering exceptional results and building lasting relationships with customers. Achieving these goals in different countries will strengthen our position and generate continuous value for all involved”, said Rafael Magdalena.

Bruno Almeida, CEO and founder of US Media, highlighted the strategic importance of these moves for the expansion of the brand.“The arrival of Rafael Magdalena and the launch of US Media Performance mark a new chapter for the brand.We are excited about the potential for growth and innovation that the new unit will bring, further consolidating our prominent position in the global media market”, said Almeida.

9 Lessons to learn from Netflix and Spotify on Artificial Intelligence and personalization

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9 Lessons to learn from Netflix and Spotify on Artificial Intelligence and personalization

In an increasingly competitive and consumer-centric market, personalization has become an essential tool to win and retain customers. In this scenario, companies such as Netflix and Spotify have become global references, using artificial intelligence (AI) to offer unique and personalized experiences to millions of users.

Personalization was critical to the success of these platforms, transforming the user experience from passive to active, creating a deeper connection with the content offered. Data outgrow reveals that 90% of consumers prefer brands that offer personalized experiences and are 40% more likely to view recommended items based on information shared with the brand.

You've probably watched Netflix movies or series because they were on the “ tabBecause you liked..” or “We think you'll like this”. At Netflix, over 80% of watched shows are discovered through its custom recommendation system.This not only increases engagement, but also significantly reduces the unsubscribe rate.

For Spotify, personalization goes beyond simply suggesting music.The platform, a pioneer in creating unique experiences with the playlists “Discoveries of the” Week and “Radar of News”, made these lists essential for discovering new artists and keeping users engaged, attracting millions of listeners.This personalization helped Spotify reach more than 205 million premium subscribers in 2023.

This personalized approach not only improves customer satisfaction, but also optimizes the use of platform resources, directing users to content that is most likely to please”, analyzes data and innovation expert and MBA professor at Getulio Vargas Foundation (FGV), Kenneth Correa.

Impact on user retention

Personalization and recommendations have a direct impact on user retention. Netflix estimates that its recommendation system saves more than US$ 1 billion per year in customer retention costs.Spotify, with its custom features, encourages regular use and reduces migration to competing services.

“A personalization creates a sense of added value and a long-term relationship with users, making the service increasingly valuable and difficult to replace”, says Kenneth Correa.

What can these entertainment giants teach other companies about personalization and recommendation?

Lessons on personalization and recommendation using AI

Lesson 1: Knowing your customers deeply and using these insights to create personalized experiences can be a powerful competitive differentiator, regardless of the industry.

Lesson 2: Effective personalization goes beyond simply recommending products, creating a holistic experience that continuously adapts to user preferences and behaviors, using data from multiple sources to make decisions at all levels of the business.

Lesson 3: Combining different AI techniques can create a much more robust and accurate recommendation system, capable of understanding subtle nuances in user preferences.

Lesson 4: Investing in personalization is not just about improving the user experience in the short term, but about building a long-term relationship that makes the service increasingly valuable and difficult to replace.

Lesson 5: While powerful, AI-based recommendation systems require ongoing monitoring, tuning, and ethical considerations to be truly effective and reliable.

Lesson 6: Data collection must go beyond the obvious.It is the combination of detailed data on user behavior with contextual analysis that allows you to create truly personalized experiences and inform strategic business decisions.

Lesson 7: Machine learning can be used not only to analyze user data, but also to deeply understand the product or service itself offered, thus creating a much more sophisticated level of customization.

Lesson 8: When implementing AI systems for personalization, it is crucial to consider not only the technical effectiveness but also the broader ethical and social implications of their technologies.

Lesson 9: Personalization, when implemented well, creates a virtuous cycle of customer understanding and service improvement, leading to greater customer satisfaction and loyalty.

Companies from a variety of industries can apply these valuable lessons to create deeper and longer lasting connections with their customers.“By investing in personalization and recommendation, using AI in an ethical and effective way, it is possible to transform the user experience and achieve a significant competitive advantage”, says Correa.

Personalization is not just a passing trend, but a powerful strategy that, when well implemented, can lead to greater customer satisfaction, better retention and sustained growth.“O the future belongs to companies that know how to personalize their offerings and experiences, creating real and meaningful value for each and every customer”.

Logistics and aesthetic marketing: a distant partnership

Fabio Linhares
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Logistics and aesthetic marketing: a distant partnership

The relationship between logistics and marketing is not the first thing that comes to mind considering the aesthetic market. Still, it is deeper than many imagine. While marketing attracts attention and generates demand, it is efficient logistics that ensures that it is served impeccably, and in a sector such as beauty, where excellence is the key to success, logistics goes from a mere cost to a strategic investment.

The aesthetic industry invests extensive resources in advertising to boost its products in a highly competitive market. Campaigns, event presence, digital influencers and several other strategies are implemented to attract the attention of consumers and professionals.However, all this effort can be wasted if there is no specialized logistics to support these actions.

Imagine a company that launched a revolutionary facial injectable, with a robust marketing campaign that generated a high demand among dermatologists and their patients. Without reliable logistics, products can arrive late, in inadequate conditions or even not be delivered, compromising the effectiveness of treatment.

Understanding that logistics goes beyond the simple transportation of products is the point.It involves ensuring that items arrive in perfect condition, on time and according to the specific regulatory requirements of the health sector.Working with a strictly controlled chain, real-time tracking and a highly trained team to handle sensitive products are fundamental aspects of this process.

For dermatologists, confidence in the delivery of products is essential. They need high quality inputs available when their patients schedule procedures, with no margin for delays or failures. Only efficient logistics is able to meet these requirements and allow professionals to focus on what they do best: provide satisfactory aesthetic results.

It takes going beyond mere service delivery, but focusing on helping industry companies maximize return on their marketing investments. Logistics strengthens the brand, increases customer satisfaction, and ultimately drives business growth.

The connection between logistics and aesthetic marketing is undeniable.It ensures that every marketing investment is amply rewarded. Excellence in product delivery not only enhances clinical outcomes, but can also be a contributor to building a reputation in the market.

Global E-commerce Should Reach US$ 11.4 Trillion in 2029, Driven by Alternative Payment Methods, Study Reveals

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Global E-commerce Should Reach US$ 11.4 Trillion in 2029, Driven by Alternative Payment Methods, Study Reveals

Global e-commerce is on track to reach a transacted volume of US$ 11.4 trillion in 2029, marking a growth of 63% compared to the expectation of US$ 7 trillion by the end of 2024. This data was revealed in a study released today by Juniper Research, which attributes this significant development to alternative payment methods (APMs), such as digital wallets, direct payments to merchants (P2M) and the ubuy now, pay later’ (BNPL, or electronic crediary).

The report highlights that the supply of APMs has grown substantially in emerging markets, surpassing credit card payments in these countries.The analysis suggests that electronic payment methods, which do not involve cards, are changing buying habits, especially among unbanked customers in emerging markets.

“As payment providers (PSPs) offer more APMs, the proper availability of payment options in the end consumer cart will be crucial to improving sales conversion rates”, the study states.Research suggests that PSPs can increase customer satisfaction by tailoring purchase conversions to meet the geographic and demographic needs of consumers through partnerships with local payment companies.

Transactions in E-commerce

Based on 54.7 thousand data points from 60 countries, Juniper Research predicts that in five years, 70% of the 360 billion transactions carried out in e-commerce will be via APMs. At the same time, the company believes that e-commerce companies will invest in logistics improvements to make delivery more viable and attractive to consumers, adding even more value to the sector.

With Mobile Time information

Companies Intensify Efforts to Prevent Cyber Attacks on Year-end Purchases

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Companies Intensify Efforts to Prevent Cyber Attacks on Year-end Purchases

With the approach of high demand dates such as Christmas and Black Friday, e-commerce in Brazil is preparing for a significant increase in cyber attacks.To ensure the security and stability of its platforms, many companies are already taking preventive measures to avoid problems during the shopping period.

These efforts include reviewing security breaches, fixing slowdowns, and errors that can result in attacks and fraud, affecting both user experience and brand reputation.A PwC study shows that more than half of consumers (55%) would avoid buying from a company after a negative experience, and 8% would give up after a single unfavorable incident.

“Investing in the quality and security of digital systems not only avoids financial and image losses, but also ensures a positive experience for users, strengthening brand trust and promoting success in high traffic” events, says Wagner Elias, CEO of Conviso, a company specializing in application security (AppSec).

Recent cases, such as the Facebook data leak and the Latam/Multiplus system failures, highlight the importance of robust preparation.According to a report by the Consortium for Information & Software Quality (CISQ) of 2020, the number of system failures increases by about 15% per year.In addition, Security Magazine revealed that software failures caused a loss of 2.4 trillion dollars in the United States in 2022, with a growth of 1.52 trillion dollars in the technical“divide”, referring to the rework of software deficiencies.

Application Security

The protection of e-commerce software is carried out through application security, a market that is expected to grow globally, reaching US$ 25 billion in 2029, according to Mordor Intelligence. This work involves a comprehensive and detailed view of the vulnerabilities of a system and the implementation of early defense mechanisms.

“In a comparative way, it works like this: when you park your car, you consider if the place is safe and if there are measures to be taken to protect the vehicle. Likewise, problems are anticipated and strategies are created to avoid” risks, explains Luiz Henrique Custodio, TechLead at Conviso.

Custos suggests that companies constantly review their platforms to identify and fix potential security breaches, creating a culture of security.In addition, for large events, it is crucial that companies invest in robust infrastructure and perform load testing to ensure their systems can handle access spikes.

Consumers Should Stay Attentive

Wagner Elias emphasizes that precaution is critical for both businesses and consumers. For consumers, this involves following safe practices when browsing and transacting online.“Always opt for secure payment methods such as Google Pay, Apple Pay or credit cards, which offer legal protection in case of problems with the salesperson”, advises Elias.

It also highlights the importance of keeping smartphone and PC software up to date, as criminals often exploit security loopholes in outdated systems. “Avoid downloading apps and software from suspicious sources, and if you need to download a link, carefully check the information and ratings of the” app, Elias warns. “Watch offers that seem too good to be true; they can hide fraudulent intentions.”

Fraudulent websites often mimic known stores to steal personal and financial information. Elias suggests always checking if the website URL starts with 'HTTPS’ and features a padlock icon in the address bar. “Fake websites usually do not have these features. Also, be aware of grammatical and typing errors, and make sure the website provides clear contact information such as email, phone, and physical address”.

Other common fraud strategies include phishing scams, where criminals try to obtain personal information through fake messages, and fake apps, which often contain malware. “To avoid these problems, download apps only from official stores such as the App Store and Play Store. Also be aware of pop-ups that offer fake antivirus downloads, as they can be used to steal sensitive data”, concludes Elias.

Big Business Executives Discuss Future of Marketing at AdTech & Branding 2024

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Big Business Executives Discuss Future of Marketing at AdTech & Branding 2024

With less than a week to go before one of the most anticipated events in digital advertising in Brazil, AdTech & Branding 2024, organized by IAB Brazil, promises to bring together big names in the sector on September 3 and 4 at Teatro Santander in Sao Paulo.

Executives from renowned companies such as Bradesco, Electrolux, Google, Heineken, Magalu, Mercado Livre, Renault, Samsung Ads, Seara, Spotify, Tinder and Unilever are confirmed to participate in the event. In addition, influencers such as Ana Hickmann, Camila Coutinho and Lucas Selfie, and global figures such as David Cohen, CEO of IAB US, Fiorenza Plinio, global head of Cannes Lions, and Neil Redding, futurist and writer, will also be present as speakers.

AdTech & Branding 2024 will be a unique opportunity to exchange experiences with globally recognized professionals and explore the technologies that are transforming digital advertising. This year's main theme reinforces the institutional campaign launched in June “IAB is the home of digital advertising. It comes more to” and will address topics such as the training of the digital advertising professional, ads in the era of streaming, digital advertising and privacy, in addition to the challenges and opportunities brought by artificial intelligence.

“This event has been consolidated over the years. Distributing the contents for two days, in addition to bringing a larger audience and better accommodate the market as a whole, shows the variety of topics that form the agenda of what we understand as digital advertising. There is no communication without technology. Embracing this point of view brings to the table an immense range of possibilities in emerging topics such as DOOH, CTV, Retail Media, AI and Creator Economy”, says Cristiane Camargo, CEO of IAB Brazil.

Registration for the event can be made on the official website.IAB members are entitled to exclusive discounts when contacting events@iabbrasil.org.br.

Within the programming of AdTech & Branding 2024, IAB Brazil will bring to the country, for the first time, the Global CMO Growth Council, one of the most important marketing events in the world, created six years ago by Cannes Lions and ANA, the association of advertisers from the United States. About 40 professionals were invited to this meeting, which will be led by Fiorenza Plinio, global head of Cannes Lions, and Nick Primola, executive vice president of ANA.

The main sponsors of AdTech & Branding 2024 include:

  • Master quota: Globo, Google, Jellyfish, MercadoAds, PlutoTV, RecordTV, Samsung Ads and UOL
  • Gold: Adsmovil, Digital Banking, JCDecaux, Leonardi and Webedia
  • Bronze: Uber Advertising
  • Support: Bloomberg Linea, Doity, Eventials, Kantar Ibope Media and Offerwise

For more information and registration, visit: www.adtechbranding2024.com

Tecnofit Announces Pedro Cruz as New CEO and Antonio Maganhotte Junior as Chairman of the Board

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Tecnofit Announces Pedro Cruz as New CEO and Antonio Maganhotte Junior as Chairman of the Board

Tecnofit, a management platform for the fitness and wellness segment in Brazil, announced the promotion of Pedro Cruz to the position of CEO. The Portuguese executive, who had held the position of COO since 2022, takes over the company, while Antonio Maganhotte Junior becomes the chairman of the board.

Pedro Cruz, graduated in Business Administration from the Technical University of Lisbon, has 15 years of experience in the areas of Technology and Digital Market. Before joining Tecnofit, Cruz had notable stints at Google and Deloitte, as well as being a co-founder of Navegg, a company specialized in online audience data in Latin America.

The change in Tecnofit leadership, which had been planned in-house for a few months, marks a new phase for the company. Antonio Maganhotte Junior, who held the position of CEO, now assumes the presidency of the board, where he will continue to contribute his vast experience and strategic vision.

5 tips from books about sales to wake up the salesperson in you

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5 tips from books about sales to wake up the salesperson in you

Who believes that sales is a unique skill of sellers is losing one of the most valuable skills in the current market. Today, selling is a skill that everyone, regardless of position or area, need to master to stand out.

In Brazil, the sales force is composed of approximately 3.5 million salespeople, according to data from ABEVD ' Brazilian Association of Direct Sales Companies.If you think that selling does not require training and training, the reality is different: 69% of Brazilian salespeople say that selling is more challenging than ever, according to a SalesForce survey in 2023.

But the good news is that selling is a skill that can be developed.To help you master this art, we have selected 5 Books by national authors that will transform your way of thinking and acting in sales: 

The speaker offers a practical guide to mastering the sales process and achieving exceptional results.With his extensive experience, Concer teaches how to structure an effective sales process, recruit and train high-performance teams, and turn opportunities into consistent successes.

Flavia Mardegan, bestselling author, challenges the belief that selling is a natural gift. Throughout 200 pages, the author demonstrates that, with proper preparation and training, anyone can become a successful seller and win customers. The book is a true guide for sellers, managers and entrepreneurs, since it delivers the methodology created, tested and approved by the author and her thousands of mentees.In addition to valuable concepts, the book offers activities at the end of each chapter, which allows readers a contact with the practice of the learned content.

In this practical guide, Rodrigo Noll, one of the leading experts in referral marketing in Brazil, reveals how to transform the power of recommendation into a solid and effective growth strategy through the VPI Method (Sales By Indication). The book goes beyond teaching how to attract more prepared customers; it shows how to boost your sales by building an referral program that fits your business perfectly. With tested tips and techniques, you will learn to retain customers and turn each sale into an opportunity to expand your consumer base naturally and without large investments.

  • Living American retail: a journey into the heart of consumerism & more Roberto James

Roberto James, a master in psychology and expert in human behavior, offers reflections for sellers who want to understand what makes American retail a global model of success.Based on a 100-day journey through the U. S., the author explores how local culture influences buying habits, highlighting the importance of practicality and technology, especially Artificial Intelligence, in customer service. Sellers seeking to improve their strategies will learn how to customize the shopping experience and meet the demands for convenience, factors that can transform their approaches and results.

In the book, Pedro Camargo argues that to capture attention and emotionally engage his customers, it is essential to apply biological precepts to identify the ideal moments of sale. Through biology, it is possible to discover patterns of motivation and economic behavior without the need for direct questions to consumers. Understanding and decoding the daily attitudes of customers is crucial to highlight your product in the market. Camargo recommends going beyond the explicit expressions of customers and paying attention to subtle signs to make more accurate and effective strategic decisions.

Selling is challenging, but the good news is that with investment in learning, anyone can become a successful salesperson.The five books selected offer valuable insights and practical strategies to enhance your sales skills, from building effective processes to applying referral marketing techniques and understanding biological patterns that influence consumer behavior.Investing in these resources can transform your approach and drive your results, preparing you to meet challenges and seize opportunities in the world of sales.

Negotiation of taxes with the government: know how to proceed in cases of failures in the system of public agencies

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Negotiation of taxes with the government: know how to proceed in cases of failures in the system of public agencies

One of the duties of the Brazilian citizen is the collection of taxes due within the time limit stipulated by law. However, in adverse moments such as, for example, what the world went through with the Covid-19 Pandemic in 2020, things can get out of control and the economy directly suffers the consequences.

In situations of extreme crisis like this, so that the collection of taxes is not compromised, the Government usually adopts a series of measures that help taxpayers to honor their payments, also keeping their collection flow in order.

However, public agencies do not always offer the necessary efficiency for negotiations to be carried out as expected. An importer that operates in the trade of children's products in SC, saw her debts be entered in Active Debt and resorted to the programs to which she was entitled. “In the pandemic period, I ended up contracting a series of debts with the Sao Paulo Department of Finance. So I tried to join the Paulista Agreement program that promised, among other benefits, the reduction of the fine and interest that existed on the amounts in open”, reports the owner.

Data from the National Committee of Secretaries of Finance (Comsefaz) indicate that, only in the second quarter of 2020, the beginning of the pandemic, the collection of ICMS (Tax on the Circulation of Goods and Services) in Brazilian states suffered an average deficit of 18% compared to the previous year, which resulted in the creation of programs such as the “Aordo Paulista”, for example.

The company, which was within the deadline of the Paulista Agreement, formalized the payment conditions and a new issue of ticket was requested. The system, in addition to not making this new issue, prevented the company from making a new application for installment, including within the accession period, contrary to the requirements set out in the Notice. All this, triggering feelings of impotence and frustration. After numerous attempts, all duly filed, the taxpayer decided to seek professional help and managed to be legally included in the Parcelamento Program 0 Paulista Agreement.

According to Dr. Victor Volpe Nogueira de Lima, tax lawyer, partner of Nogueira Lima Law, many citizens do not resort to justice in cases like this, for fear of the bureaucracy involved, but also for the false impression that the effort will be in vain: “In these cases it is possible to file a Security Mandate that guarantees the liquid and certain right, which was violated by the Public Authority”, he explains.

The lawyer advises that, in cases like this, all the attendances are documented, either through numbers of protocols or through prints and emails exchanged with the body involved. And that, faced with the exhaustion of the possibilities for a solution, the person seeks a specialized lawyer, who will come with the necessary resources so that the citizen is not harmed.

In the case presented, once the good faith of the entrepreneur was verified, the net right and certain of it being reinserted in the Paulista Agreement Program was recognized, with the right to reissue the slips and recognizing the violation of the right to effect the adhesion to that request formulated previously.

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