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Organic traffic or paid traffic, who wins the battle?

Renato Avelar
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Organic traffic or paid traffic, who wins the battle?

In today's highly competitive digital landscape, companies that wish to stand out must adopt smart strategies to attract and convert customers. In this context, SEO and paid traffic emerge as two essential approaches. Although often seen as opposites, these two strategies are actually complementary and can maximize business growth results and predictability when used together.

SEO (Search Engine Optimization) consists of a set of techniques aimed at improving a website's positioning on search engines, such as Google and Bing, without the need for direct investment per click. A key differentiator of this strategy is credibility: companies that appear organically in the top results convey greater trust to the audience.

Data supports this view: 71% of clicks occur on the first page of Google, according to research by MOZ, making it essential to secure this space. Furthermore, according to HubSpot, 61% of marketing professionals consider improving SEO and organic presence a priority for their inbound marketing strategies. 

It is also important to highlight that SEO offers excellent long-term cost-effectiveness. By building a solid organic presence, the website can continue to attract visitors without the need for continuous investment in ads. 

If SEO was once seen as a medium to long-term strategy, today, with artificial intelligence, results begin to appear much faster. At this point, it is necessary to utilize innovative AI tools and specialized teams that develop specific ranking strategies based on terms that make sense for the brand and drive organic results. 

But then, why is it also worth using paid traffic? Both strategies should be used in parallel, as one reinforces the other. The ideal is to invest as much as possible in paid "long-tail" techniques, meaning for a longer duration and with more qualified traffic targeting, which generates results with higher ROAS (Return on Ad Spend). 

One of the main advantages of paid traffic is the detailed segmentation of the target audience. With the available analysis tools, it is possible to display ads only to consumers with a higher likelihood of conversion, optimizing investments. However, at this point, I always like to emphasize that the strategy requires constant monitoring and careful planning to avoid high costs without significant return.

Now the key lies in integration. Companies that use combined SEO and paid traffic strategies experience 50% faster growth than those that bet on only one approach, according to a WordStream study, proving that the synergy between the two strategies is fundamental to maximizing results. 

SEO can reduce customer acquisition cost (CAC) over time, as it generates free and continuous traffic. Simultaneously, paid traffic can provide valuable insights into which keywords convert best, helping to optimize the organic strategy. Furthermore, paid campaigns can boost content that already performs well organically, enhancing visibility and increasing conversion – a valuable resource especially in retail. 

Another important aspect is the reinforcement of brand presence at different touchpoints. A user who encounters a company through a paid ad and later sees it organically in search results tends to trust the brand more and increases the likelihood of conversion.

Therefore, organizations that balance these approaches can optimize their investments, increase their growth predictability, and achieve a solid market position. Understanding and applying this combination intelligently is crucial for success in the digital landscape.

Qlik brings innovations in AI, cloud and data integration to Febraban Tech 2025

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THE Qlik, a global company in data integration, data quality, analytics and Artificial Intelligence (AI), will bring to Febrabran Tech its latest innovations to accelerate the reliable and governed adoption of AI and analytics by financial institutions. Among the highlights are new AI capabilities, the new cloud instance in Brazil, the agentic experience and Qlik Open Lakehouse, in addition to Qlik Analytics Migration Tool and Qlik Talend Cloud solutions. The event takes place from June 10 to 12, at the Transamerica Expo Center in Sao Paulo (SP).

According to Qlik's survey of C-Level executives and decision makers in Brazil, 94% consider AI to be fundamental to organizational success, but almost half (49%) is reducing investments in technology due to lack of trust in it. “The Brazilian financial sector has great potential to adopt Artificial Intelligence, but still faces significant obstacles. The daily management of large volumes of sensitive information requires a robust foundation of governance, quality and data integration. This is precisely what Qlik delivers: solid infrastructures for reliable and secure data, essential for a sustainable and scalable implementation of AI”, says Olimpio Pereira, Country Manager of Qlik Brazil.

At the Qlik booth (E192), visitors will be able to experience the newly launched Qlik Open Lakehouse, a fully managed Apache Iceberg-based solution integrated with Qlik Talend Cloud. With up to five times faster query performance and up to 50% lower infrastructure costs, the lakehouse architecture enables the ingestion of millions of records in real time, automated optimization and interoperability between multiple analytics engines. From ingestion and transformation to governance, data quality and FinOps visibility, the solution offers a unified lakehouse experience and has been developed to meet the demands of flexibility by modern enterprises.

Another innovation presented is the Qlik agentic experience, which offers a conversational natural language interface for users to interact with data through specialized AI agents to discover insights, make faster decisions and increase productivity. In this experience, Qlik Answers gathers structured and unstructured data, delivering explainable and traceable answers, as well as enabling automated actions discovery agent identifies critical risks and opportunities in applications and datasets, providing insights and recommended actions through a custom feed pipeline agent automatically recommends data pipelines based on desired business outcomes.

The expanded set of Qlik AI capabilities, which will be made available in Qlik Cloud Analytics, will also be highlighted during the event.The new capabilities seek to equip companies with tools to detect anomalies, predict complex trends, prepare data faster and act immediately through integrated decision flows. One of the features is the multivariate time series forecasting, which analyzes interdependent variables such as prices, campaigns and seasonality to generate more accurate forecasts and more reliable decisions to the business write table it enables you to add context directly to your analytics tables, instantly synchronizing data, enhancing review, and laying the foundation for your data writeback governed in diverse systems. Still, the resource of table recipes it offers a simplified, spreadsheet-like experience to prepare datasets without complex modeling or scripting, providing cleanup and formatting with over 60 visual functions and real-time visualization of changes.

Modernizing and strengthening cloud operations are also priorities for Qlik, which has made great advances in the area. The first of these is the creation of a new cloud region in Brazil, called Qlik Cloud Brazil, which allows local companies to take advantage of the full potential of Qlik cloud solutions with full adherence to national regulations, ensuring data sovereignty, reduced latency in processing and analyzing information, as well as constantly updating AI resources.

Qlik Analytics Migration Tool simplifies and accelerates the migration of data from various Qlik solutions to Qlik Cloud, reducing costs, risks and complexity, with guided flows for self-service projects or carried out with the support of certified partners. The solution ensures a structured transition and scale, with visual continuity of dashboards, integrated validation and support for large volumes of data, critical aspects for financial institutions operating in highly regulated environments.

Complementing the portfolio, Qlik will also bring Qlik Talend Cloud, a platform that combines data integration with extensive features such as data products (data products) for faster curation and guaranteed quality. The solution also provides a dynamic data marketplace that enhances data delivery across the organization.The modern engineering and transformation tools of Qlik Talend Cloud are essential to prepare reliable data that powers AI applications, advanced analytics, and critical process automation in the financial industry.

Write down on your schedule & Qlik at Febraban Tech

Date10 To 12 June

Stand: E192

Local: Transamerica Expo Center 387 io Av. Dr. Mario Vilas Boas Rodrigues, Santo Amaro 387 io Sao Paulo (SP)

UOL Host and Nuvy sign strategic partnership to strengthen small and medium businesses in e-commerce

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UOL Host and Nuvy sign strategic partnership to strengthen small and medium businesses in e-commerce

The UOL Host announced a strategic partnership with Nuvy, ERP specialized in facilitating and professionalizing the management of small and medium businesses. Starting this month, companies begin to market their products and services in an integrated manner, expanding the portfolio of digital solutions aimed at performance, management and growth in e-commerce. 

With the integration, entrepreneurs start to have a more fluid and efficient experience: the ERP Nuvy will be available directly in the administrative panel of the VirtUOL Store, facilitating the adhesion of customers who already use the e-commerce platform of UOL Host. 

According to the report “Company Demography and Entrepreneurship Statistics”, from the Brazilian Institute of Geography and Statistics (IBGE), about 20% of the employing companies end their activities in the first year of operation in Brazil, and 62.7% do not exceed five years of existence. 

“This partnership with Nuvy represents an important step to help the Brazilian entrepreneur. By combining our expertise in digital solutions with the ability of Nuvy to professionalize management, wewe reinforce our commitment to contribute to the prosperity of Brazilian entrepreneurs with effective solutions for their business.” says Ricardo Leite, Director of UOL Host. 

The initiative supports the entrepreneur at all stages of the journey from idea design to scalability by bringing together, in a single environment, essential solutions to structure, digitize, sell, manage and expand the business. 

“Our purpose has always been to make the management of small and medium businesses simpler, more efficient and accessible. This partnership with UOL Host strengthens this mission by integrating solutions that support the entrepreneur from the base of the operation to the generation of revenue. Together, we are creating a complete ecosystem so that more businesses can be born, grow and prosper”, explains Welligton Silva, CEO of Nuvy. 

LinkedIn Learning turns 10 and launches free AI courses for leaders

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LinkedIn Learning turns 10 and launches free AI courses for leaders

LinkedIn Learning, LinkedIn's learning platform, completes 10 years at a time when 88% of Brazilian HR professionals consider employee training a priority for 2025. Since its launch in 2015, the solution has grown almost six times globally. Currently, it has a robust offer of more than 24 thousand courses, which combine technical knowledge with behavioral skills, developed by experts to support the advancement of professionals in different areas.

As part of its commitment to helping workers navigate the technological transformations that impact the world of work, LinkedIn, in partnership with Microsoft, is offering a selection of free courses aimed at literacy in artificial intelligence. The contents, available until December 31, 2025, include two learning trails with certification and subtitles in Portuguese: “IA for Organizational Leaders” and “IA for” Managers. The initiative aims to support leaders and teams in adapting to a work environment increasingly impacted by new technologies.

The launch is aligned with the trends observed by the Skills on the Rise report, a survey that highlights the fastest growing competencies in different sectors of the economy, knowledge in artificial intelligence appears at the top of the list, as the skill most sought by Brazilian recruiters in 2025. In this context, developing talent internally has become a priority for organizations: 76% of HR professionals say they will focus on training their teams in AI-related skills later this year

Milton Beck, LinkedIn Managing Director for Latin America and Africa, said this move around new technologies reflects the importance of LinkedIn Learning. “In recent years, we have seen the growth of approaches that are more connected to skills and less focused exclusively on degrees. LinkedIn Learning helps reduce critical gaps by providing access to quality capabilities aligned with the real demands of the” job market, he says.

In addition to AI courses for leaders, LinkedIn Learning is also offering other free content with Portuguese subtitles until June 30, 2025, focusing on employability and interpersonal skills development for professionals at different career levels, such as: How to write a great resume, LinkedIn to look for opportunities, Networking: how to create a network of professional contacts, How to succeed in your job interview, Effective communication with generative artificial intelligence, How to develop your emotional intelligence and Empathic communication in the workplace.

These initiatives reinforce the role of LinkedIn as a strategic partner in professional development, especially at a time of accelerated transformations in the labor market. By democratizing access to quality learning, the platform contributes to prepare professionals of different profiles & from those who are starting their careers to those who lead teams & to the challenges and opportunities of a world increasingly driven by technology and constantly evolving skills.

With the increase of IOF in Brazil, stablecoins gain strength as an alternative to international payments and dollar investment

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With the increase of IOF in Brazil, stablecoins gain strength as an alternative to international payments and dollar investment

The recent increase in the rates of IOF (Tax on Financial Operations) announced by the Ministry of Finance IO, which in some cases went from 0.38% to up to 3.5% (Tax on Financial Operations) drew attention to the high cost of financial transactions in Brazil, especially those involving foreign exchange. The change impacts consumers and companies that carry out international operations, from purchases abroad to payments and remittances in foreign currency.

This scenario rekindles the debate about the efficiency and costs of the traditional banking system. In addition to the IOF, foreign exchange operations usually involve high spreads, which can range from 1% to 7% on the reference rate (PTAX), especially in low volumes (common reality between consumers and small businesses.

In this context, interest in digital alternatives, such as stablecoins cryptocurrencies normally paired with fiat currencies like the dollar. This is what explains Barbara Espir, Country Manager of Bitso in Brazil.“USDT (Tether) and USDC are examples of stablecoins backed by the US dollar and that are widely used, including in Brazil, to send and receive values, protect assets against devaluation of the real and even make international payments”.

Because they are based on blockchain, a traceable technology, available 24×7 and that does not require intermediaries throughout the validation process, transactions with stablecoins they tend to be more agile, often instant settlement, cheaper and when traded as an investment, are exempt from IOF. In addition, platforms that mediate the purchase and sale of these digital currencies, such as Bitso, often practice more competitive rates, between 0.1% and 0.5% compared to traditional exchange rates, and still offer additional benefits such as income similar to those obtained when investing in American public securities.

Data from the Central Bank show that in 2024, Brazil registered US$ 18.2 billion in cryptoasset imports, evidencing the growing adoption of these technologies as a means of accessing the global market and financial protection. The move is especially relevant for small and medium-sized enterprises (SMEs), which face tighter margins and difficulty of access to credit in the traditional system (ACCording to the Sebrae88% of them cannot get financing from banks due to lack of guarantees.

This movement reinforces the search for more efficient alternatives to traditional exchange, both from an economic and operational point of view.In an environment where the cost of transacting internationally increases, solutions such as stablecoins they offer simplicity, transparency and more democratic access to the” dollar, adds Barbara.

With a regulatory environment still evolving, but with increasing adherence, the stablecoins they are consolidated as a promising tool to reduce costs, increase exchange rate predictability and make the use of hard currency more accessible, especially in times of tax uncertainty.

CPI on Bets reignites debate on influencer responsibility and sector regulation

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CPI on Bets reignites debate on influencer responsibility and sector regulation

THE CPI das Bets (Parliamentary Commission of Inquiry), triggered by the Senate at the end of 2024, has been gaining the spotlight for subpoenaing famous influencers to testify. The Commission investigates the promotion of online gambling by these public people, a practice considered problematic, especially because many of the followers are vulnerable to addictions.In addition, it also inquires about possible irregularities in advertising contracts, which could be linked to how much the bettors lose. 

The theme gains even more weight when looking at the size of the market. Today, the country has more than 2 Million influencers, according to a survey conducted in 2025 by Influency.me, the main company specialized in influencer marketing in Brazil. The age group of most content producers is between 25 And 34 years (48,66%). Following are those between 13 And 24 years (39,37%). 

Despite this representation, the profession not regulated. Data from the national survey of Influency.me, held between 2024 and 2025 with more than 350 Professionals in the market, show that the sector is practically unanimous: regulation is seen as necessary. The perception is shared by: 

  • 75% of influencer advisors, 
  • 77% of agencies and 
  • 78% from influencers themselves. 

Bookmakers invest more in influence 

As he explains Rodrigo Azevedo, CEO of Influency.me, bookmakers are increasingly investing in hiring influencers for a single reason: “Influencers have a connection of trust with their followers. People follow because they like, trust and identify. This makes this platform one of the most effective & cost effective platforms than many traditional” media, he points out. 

In addition, the executive points out that the profile of entrepreneurs in the betting sector contributes to this massive bet on creators. “se is an audience that was born in digital, understands the power of influencers and, unlike more traditional companies, has less aversion to risk. It adds to this very high profit margins, which allows aggressive investments in marketing”, he adds Azevedo. 

However, cash gains may not compensate for the loss of credibility, an essential asset for content creators.“When an influencer uses their power to influence something that hurts their own followers, it comes back to them sooner or later. Therefore, we guide our influencers to refuse proposals from bookmakers.We understand that, in addition to being unethical, this is dangerous both for their image and for the audience they impact”, reinforces Rodrigo Azevedo, CEO. 

It is common for influencers to choose to disclose betting content only in the story, as they disappear after 24 hours and may not receive public comments. When these disclosures appear in fixed posts, attacks are usually immediate and massive.  

Regulate or prohibit? 

The Conar (National Council for Advertising Self-Regulation) elaborated the Digital Influencer Advertising Guide, which provides guidance when recording advertising. The material highlights that, when portraying a personal experience, this must be genuine and contain true presentation of the product or service advertised.In this activity, the influencer ends up being characterized as an advertising agent, subject then to the applicable regulation, in particular the CONAR Code. 

In the case of bookmakers, it is worth mentioning a survey conducted by Itau bank that estimates that the brazilians have lost almost R$ 24 billion in online gaming and betting in one year. In particular, because it is a potential addiction, simple regulation may not be sufficient.  

“We can compare with the case of cigarette. For years, we tried to curb the advertising of this product by inserting warnings and rules.However, the only solution was the ban.Also, I believe that the same path should be followed with bets, because the social impact is huge and devastating”, considers Rodrigo Azevedo. 

Similar to conventional slot machines, there is no way to guarantee that betting platforms do not control the odds of gain and loss in real time.“They can control the algorithms and rules that determine when someone wins or loses, which already makes this environment highly asymmetric and not transparent to the consumer. The consequences of this are not only individual, but collective, with entire families being impacted, increased debt and even worrying reflections on the economy of the country”, concludes the report CEO of Influency.me.  

The CPI of Bets brings to the fore an urgent debate on the role and responsibility of influencers in the digital society. The discussion about regulating or prohibiting this type of advertising goes beyond the market ODO is a matter of ethics and consumer protection. Therefore, the advancement of this agenda will be decisive to build a safer, transparent and responsible digital environment. 

How self-employed professionals are creating successful digital businesses from their specialties

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How self-employed professionals are creating successful digital businesses from their specialties

The physiotherapist and physical educator Vanessa de Andrade it has become one of the main examples of how digital entrepreneurship can leverage the career of autonomous professionals. With more than 12 years of experience and a trajectory focused on the prevention and rehabilitation of injuries, she has developed a Pilates methodology that can be practiced at home, using only everyday objects. Today, it is a reference in Brazil in the wellness segment for people over 50 years.

Her project began with a clear goal: to democratize access to Pilates. Using a pillow, chair and broomstick, she created a low-impact exercise routine that made it possible to practice for those who do not have time, equipment or access to specialized studios. 

With content distributed free on platforms such as YouTube and Instagram, she has consolidated a faithful and engaged community that seeks autonomy in the routine of health care. “The practice of exercise does not have to be expensive or inaccessible. I developed a simple and safe methodology so that anyone can practice in the comfort of their home and improve their quality of life. Digital was essential to reach all”, he explains.

Undertake with strategy and purpose

Contrary to what many think, Vanessa's online performance did not emerge only as a response to the pandemic or a market trend. From the beginning, there was strategic planning.She bet on specific niches such as mature women and people with chronic pain and produced continuous educational content, offering value before selling any product.

With more than 200 thousand subscribers on YouTube and a growing organic reach on social networks, she has united technical authority with simple and accessible communication. The result was a business model based on delivering practical and real solutions to everyday problems, such as back pain, lack of mobility and low self-esteem.

“Many of the students who come to me are tired of promises and do not want something miraculous, but functional. We created a space of welcome and guidance that generates real results, even at the distance”, he says.

Opportunity in the digital environment

The story of Vanessa de Andrade reveals a growing movement among autonomous professionals: the use of digital platforms to create sustainable businesses, with autonomy and scalability. With the popularization of online education, the fall in content production costs and the increase in public confidence in digital solutions, it is increasingly feasible to transform technical knowledge into profitable digital products.

Today, it offers paid programs, but keeps the focus on gratuity as a gateway.“Free content brings me closer to people. It breaks barriers and shows that it is possible. After that, anyone who wants to delve into it already knows that they can count on me.”

The future of work lies in specialization with purpose

The teacher's journey shows that the path to success in the digital environment is less in ready formulas and more in clarity of purpose, in the technical domain and in direct communication with well-defined audiences. With this, she inspires other professionals in health, education, nutrition, well-being and many other areas to realize that it is possible to undertake without giving up the essence of her work.

“Enterprise is not just about selling. It is about transforming people's lives from what we know how to do well. When this happens, the business grows naturally”, he concludes.

See 5 tips to not fall for digital scams on Valentine's Day

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See 5 tips to not fall for digital scams on Valentine's Day

Valentine's Day, celebrated on June 12, moves Brazilian retail and drives online shopping for gifts, dinners and romantic experiences. In 2024, the date moved more than R$19.8 billion in e-commerce, according to Neotrust, with growth of 23% compared to the previous year.For 2025, the expectation is even higher high 'TH which also draws the attention of cybercriminals.

According to ZenoX, a threat intelligence startup from Grupo Dfense, the increase in the number of searches for offers on websites and social networks increases the risks of digital scams, such as phishing, scams and the use of deepfakes.“Datas such as Valentine's Day are a full plate for cybercriminals, as there is a large volume of transactions, impulsivity at the time of purchase and less attention to detail”, explains Ana Cerqueira, CRO at ZenoX.

The startup detected 25% in the increase in the number of registered domains with terms related to “presentE”, “promotion” in May, which may indicate preparatory moves for fraud. “Many of these domains are created to simulate fake stores or promotional campaigns.The intention is to capture data or apply scams directly during the” payment process, warns the expert.

Given this scenario, the expert listed five key tips to protect yourself from digital fraud on this Valentine's Day:

1. Check the URL and website before purchasing

Avoid clicking on links received by messages or social networks. Enter the store address directly in the browser and make sure the site has a secure connection (lock next to the URL).“Phishing is still one of the main threats, so it is important to confirm that the site is even official”, Cerqueira highlights.

2. Be wary of very low prices

Promotions far below market value can be a scam alert.“Compare prices on other websites and check the reputation of the store. If the discount seems too good to be true, it is probably”, he recommends.

3. Prefer secure payment methods

Give preference to platforms recognized as Mercado Pago, PagSeguro and credit cards (preferably virtual ones.“Temporary cards, offered by several banks, reduce the risk in case of a data leak”, advises the expert.

4. Beware of videos and audios of famous

With the advancement of artificial intelligence, scams with deepfakes “ videos or fake audios with celebrities or influencers have become more frequent.Always check official profiles if that person is really promoting that” campaign, reinforces Cerqueira.

5. Use additional security tools

Update your devices, keep a good antivirus installed, and enable two-step authentication (2FA) whenever possible.“These measures help block malicious links and make it difficult for you to gain unauthorized access to your” accounts.

What if, even with all the care, you fall into a blow?

The executive also advises on how to act if you become a victim of fraud:

  • Immediately communicate your financial institution to block unauthorized transactions and compromised cards or accounts.
  • Gather all the possible evidence: emails, messages, screenshots, etc.
  • Register an Occurrence Bulletin (BO), online or at a police station, to assist in the investigation.
  • Monitor your bank statements and credit reports to identify suspicious activity.

Pix leads payments in e-commerce and is already used by 84% of consumers in Brazil, shows Datafolha and Koin study

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Pix leads payments in e-commerce and is already used by 84% of consumers in Brazil, shows Datafolha and Koin study

Five years after its launch, Pix has become one of the main vectors of financial inclusion and digitalization in Brazil. According to the new study “O New Digital Consumer Profile”, carried out by Koin in partnership with the Datafolha Institute, the instant payments system already reaches 84% of penetration among online consumers, with R$ 2.4 trillion moved between January 2024 and January 2025 $ 1.7 trillion from the previous period.

More than numbers, Pix has redesigned the role of money in the life of the Brazilian. There are already 836 million active keys, and 33 million people use Pix as their main financial instrument, instead of cards or slips. “We are facing a cultural turn. Pix has become a behavior, not just a” tool, analyzes Raphael Valente, Risk Director at Koin.

Pix Parcelado: digital credit and financial autonomy

The study also points to a second wave of innovation driven by Pix: the Pix Parcelado, an alternative that allows consumers to split payments even without credit card DO with instant release to the storekeeper and installment in direct debit.

Although still little explored by retail 33% of companies claiming to know the modality 'Partcelado Pix already arouses high interest among Brazilian consumers. According to the study conducted by Koin in partnership with Datafolha, 72% of respondents showed willingness to use the Pix Parcelado in their next purchases. The solution, which allows to split payments without relying on credit card, is seen as a more affordable, digital and compatible with the consumption profile of CDE classes. 

“By bringing installment payments to Pix, we have expanded the power of choice of the consumer, especially of the CDE classes, which often do not have access to formal credit”, highlights Valente. “It is a silent revolution, which allows Brazilians to buy as they want, when they want, and without relying on traditional cards or banks.”

Revolution that crosses borders

Inspired by the success of Pix, countries such as Argentina (Transfers 3.0), Mexico (CoDi) and Colombia (Transfiya) have been studying the replication of similar models, with support from local central banks. The study highlights that the A2A (account to account) system (on which Pix is based (Must become the standard in emerging countries, by eliminating intermediaries, reducing costs and facilitating immediate liquidity.

Koin already evaluates the integration of Pix Parcelado to regional ecosystems, studying partnerships with e-commerce and fintech players in Latin American countries.The objective is to adapt Brazilian innovation to the reality of markets with high informality and low bankability (a scenario similar to that of Brazil pre-Pix.

In the view of the Director of Risks of Koin, “o Pix Parcelado is not just a way to buy without a card. It is the realization of a new phase of the Brazilian digital economy.We are talking about autonomy, access and scale. Brazil today is a global reference in digital payments & what we are creating here can be exported to all of Latin America”.


Key insights from the study:

  • Digital penetration: 84% of online consumers use Pix regularly.
  • Transacted volume: From R$ 1.7 tri (2024) to R$ 2.4 tri (2025) 40% growth.
  • Active keys: 836 million (annual growth of +100 million).
  • Pix as the main medium: 33 million Brazilians use Pix as a priority financial channel.
  • Pix Parcelado: 72% of consumers show interest; only 33% of companies know the solution.
  • App preference and instantaneousness: mobile payments grew 251% in five years.
  • BNPL booming: Koin leads Brazil with digital native alternative, no card, and with focus on inclusion.

About study

“O New CONSUMER profile Digital” this is a study developed by fintech Koin in partnership with the Datafolha Institute, with data collected in 2025 on payment habits, technology use, financial behavior and emerging trends in the Brazilian digital landscape. The research has cuts by age group, social class and purchase profile, including unprecedented data on the use of Pix and BNPL solutions.

Chatbot or AI? Understand when to use each technology in customer service

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Chatbot or AI? Understand when to use each technology in customer service

In the current scenario of accelerated digitalization, companies are racing for solutions that make customer service faster, more efficient and more economical. Among the most adopted tools are chatbots and artificial intelligence (AI) agents, which are often confused technologies, but have different functions and different results.

Automation expert Luciana Papini explains the differences between the two approaches, the risks of misuse, and how to strategically combine them to scale customer service without compromising the consumer experience. “Many companies confuse chatbot with AI. This compromises strategy.Each tool has its role, and knowing where to use each one avoids waste and increases the” return, he states.

What are chatbots and AI agents?

Chatbots are programs based on predefined rules. They respond to specific commands, such as “hour or “second via the” billet, from configured frequently asked questions.Simple, fast and low cost, they are ideal for repetitive and structured tasks.

AI agents go further. They use techniques such as natural language processing (NLP), machine learning and contextual analysis to interpret messages, adapt responses and learn over time. This allows a closer service to the human, able to deal with multiple scenarios and variations in language.

“If the chatbot works with a script, the AI agent works with intelligence.It recognizes patterns, identifies intentions and improves the user experience with each” interaction, Papini explains.

When to use each one?

The definition between one and the other depends on the level of complexity of the process. According to Luciana, standardized and low-variance flows, such as balance queries, order status or contact information, work very well with chatbots.

She warns that the most common mistake in companies is wanting to apply AI to simple tasks or trying to solve complex problems with just one chatbot. “IA poorly applied is expensive. Chatbot used beyond the necessary frustrates the customer. The ideal is to combine the two solutions with intelligence, creating a fluid journey for the user and efficient for the business”, the punctuates.

Rsults for companies

According to McKinsey, companies that integrate AI and automation to customer service record, on average, a 20% increase in productivity and a reduction of up to 30% in operating costs

  • Reduction of average time of care
  • Improving consumer experience
  • Optimizing the support team
  • Increase conversion rate in sales
  • Availability 24 hours, no increase in cost

These advantages, according to Luciana, are not restricted to large companies. Even a microentrepreneur can start with a simple chatbot on WhatsApp. The important thing is to be clear about the goal and choose the appropriate tool”, he states.

Projections by the International Data Corporation (IDC) indicate that by 2026, 75% of large companies will adopt AI integrated with automation for real-time decisions. “The automation manager needs to understand how AI fits into flows, how it can improve the customer journey and how the data generated guides business decisions, concludes.

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