A sustentabilidade tornou-se um elemento crucial para o crescimento saudável das empresas, segundo especialistas em gestão de negócios. Incorporar os pilares ESG (ambiental, social e governança) é essencial para que as empresas possam atender novas demandas de maneira atualizada e excelente.

No terceiro quadrimestre de 2023, o Brasil registrou a abertura de 1.150.149 novas empresas, totalizando 3.868.687 ao longo do ano, um crescimento de 0,7% em relação a 2022, conforme dados do boletim do Mapa de Empresas, divulgado pela Secretaria Nacional de Microempresa e da Empresa de Pequeno Porte (MEMP). O setor de comércio e serviços continua predominante, representando 83,9% das novas empresas. No mesmo período, houve o fechamento de 675.257 negócios.

Rica Mello, especialista em gestão de empresas e fundador do grupo BCBF, destaca a importância de um crescimento sustentável – aquele que sustenta o aumento da demanda com qualidade. “Podemos pensar na sustentabilidade em seus múltiplos significados. Quando aplicamos o conceito a uma promoção de ações responsáveis com o ambiente e a comunidade, esse é um pilar fundamental para que o negócio se mantenha crescendo a longo prazo”, afirma Mello.

Especialistas em gestão empresarial enfatizam a necessidade de uma abordagem estratégica que inclua a gestão de riscos, adaptação a mudanças regulatórias, inovação em produtos e serviços, e a incorporação de práticas de responsabilidade social e ambiental. “Mercados emergentes como o brasileiro possuem condições econômicas e regulatórias que podem mudar rapidamente. Portanto, as empresas precisam ser flexíveis, atualizadas e inovadoras”, explica Mello.

A inclusão de práticas ESG nos modelos de negócio fortalece a imagem corporativa e impulsiona o desempenho econômico. Estudos indicam que empresas que adotam tais práticas demonstram maior resiliência em crises e atraem mais investidores. “A adoção de tecnologias inovadoras, como inteligência artificial e big data, pode ajudar a otimizar operações e a responder de forma ágil às mudanças do mercado”, acrescenta o especialista.

A adaptação contínua e a inovação em produtos e serviços são fundamentais para capitalizar as oportunidades e navegar pelas complexidades regulatórias. Além disso, é crucial entender profundamente o ambiente de negócios local, identificar e gerenciar riscos, e alinhar-se com as expectativas dos stakeholders. Parcerias estratégicas com organizações locais e internacionais também podem ampliar o impacto positivo das iniciativas da empresa e fortalecer sua posição competitiva.

Com a crescente importância da sustentabilidade no cenário empresarial, as empresas que adotarem práticas ESG estarão melhor posicionadas para enfrentar desafios futuros e aproveitar oportunidades de crescimento, garantindo um desenvolvimento sustentável e de longo prazo.

Investing in anti-fraud technology has ceased to be a cost for e-commerce and has become a prime investment to protect revenue. With the exponential growth of online shopping, the risks associated with electronic fraud have increased significantly and anti-fraud technology has also had to evolve, reaching its 3rd generation. 

If in the 1st generation the anti-fraud solution was based on static rules and the 2nd generation was based on consumer risk scores and manual review processes, in the 3rd and last generation fraud protection is automated. 

The 3rd generation solutions are powered by artificial intelligence (AI) to deliver superior analytics capability that considers large volumes of data to identify suspicious patterns and behaviors in real time Machine Learning the analysis models of this generation are dynamic and constantly evolving, following the evolution of the techniques used by criminal fraud networks. 

This technological combo generates deeper analysis and more accurate decisions, financially guaranteed against fraud, seeking to preserve and increase e-commerce revenues. Companies like Signifyd already offer third-generation anti-fraud tools in the Brazilian market. 

“In this latest generation, AI is an important ally to automate this step hitherto very dependent on manual, slower and more expensive processes. Early detection of fraud occurs from a thorough analysis in milliseconds, ensuring that legitimate transactions are processed without interruptions or delays for good customers, and fraudulent orders are blocked before causing financial damage.This helps maximize conversions and protect the consumer experience”, explains Gabriel Vecchia, Senior Commercial Director at Signifyd Brasil.

AI and the battle against fear of fraud 

One study conducted by Adobe and Signifyd, makes clear that the damage of fraud to e-commerce goes beyond fraud itself: about 3.5% of orders in Latin America are potentially fraudulent (Statista), but 28% of the e-commerce interviewed for the study still refuse between 6% and 10% of the requests they receive (Much more than necessary and, in large part, for fear of fraud.

The technology of Signifyd for example, it helps e-commerce in Latin America, one of the most fraud-prone markets in the world, approve on average 7 to 15% more orders, removing restrictive barriers at checkout, while profits are protected by a financial guarantee against chargebacks. 

In the battle against e-commerce fraud, AI has shown to have conquered its space by allowing prevention systems to continually evolve, learning and adapting to new fraudulent tactics and keeping e-commerce a step ahead of fraudsters.

Data matters

“Containing data from the world's largest E-commerce Network, built over years of global operations, contributes to this capacity for evolution and anticipation. A huge volume of data, when well used in cross-analysis and intelligent, offers important insights for anti-fraud defenses. Sharing and analyzing data on a global scale allows visibility of fraud trends and rapid responses to emerging threats”, adds Gabriel.

With the help of advanced technology, investment in anti-fraud prevention now protects revenues, both by improving the consumer experience and increasing conversion, as well as reducing financial losses with false positives and fraudulent chargebacks. 

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

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

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

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

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

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

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

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

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

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

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

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