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Black Friday of artificial intelligence – and how to use it to your advantage

Florian Bessonnat --- Note: The name "Florian Bessonnat" is a proper noun and does not require translation. It remains the same in both Portuguese and English.
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Black Friday of artificial intelligence – and how to use it to your advantage

Retailers already know: the five most anticipated days of the year are coming and to make Black Friday the 13th month of 2024, it will not only take advance in the preparation of their sites against the slowness, the absence of a good history of landing pages and trend searches made last minute.We are facing a Black Friday that promises to be a game changer, in terms of effective application of artificial intelligence by companies. In a recent event, directors of Google Brazil stated that the use of AI to optimize processes has everything to leverage this year's edition, including.

Let's think about some possibilities of using technology and how they can benefit sellers and their businesses, thinking about the entire customer journey within e-commerce. There are several steps that the consumer goes through until they reach the checkout, and how companies optimize each of them makes a difference in the short and long term, considering that the great interest of brands is loyalty. AI is a tool that can facilitate this journey from end to end, as we will see below.  

Real-time demand forecast

Using the tool can avoid one of the problems that most afflict retailers in times of high demand: lack of inventory.With AI, demand forecasting happens in real time, ensuring the replenishment of products.

According to a McKinsey study, AI-based demand forecasting can reduce inventory costs by 10% to 40%. Brands like Walmart already report saving billions of dollars by optimizing their supply chains with technology. 

Greater personalization in the offers

Trend research is also a crucial aspect on Black Friday, which requires SEO to pay close attention to consumer habits to anticipate demand.It is from this that the company is able to prepare its inventory strategically for the period. This move is not new for retailers that every year keep an eye on what is on the rise.

However, when we talk about generative AI, it allows us to analyze large amounts of customer data, such as purchase history, surveys and demographic information, creating highly personalized offers, based on browsing habits, and suggesting much more accurate results.

Fast landing page generation and instant pricing

To increase conversion and lead generation, the creation of landing pages is also a fundamental element. And good returns are proportional to the volume of pages created.With AI, it is possible to optimize this creation process automatically, generating a huge number of pages in a short time. And to optimize competitiveness, AI also allows prices to adjust instantly.

Efficiency in customer support and fraud protection

In addition to possible logistical bottlenecks and other issues I exposed above, one of the great challenges of Black Friday is definitely managing orders and providing efficient customer support. Reports of overloaded and stressed teams that result in problems in the consumer buying journey are common, which ends up frustrated and often giving up the product. 

The good news is that AI chatbots handle bulk requests much more quickly, ensuring a higher level of customer satisfaction and loyalty.And you, the retailer, should remember that great service and efficient problem-solving channel will bear fruit beyond November.

Another constant headache for both buyers and sellers is the fraud attempts that only increase in the country. On Black Friday 2023, they added up to R$ 10 million, according to Clearsale data. And although AI has been an instrument for scams, it can also offer protection against them. Generative AI algorithms are able to preserve the revenue of retailers, by identifying risk situations and deviations of patterns in transactions that suggest profiles or counterfeit products, thus preventing the occurrence of fraud.

Automated checkout and shorter waiting time

Finally, we arrived at the checkout. Many customers abandon carts because of the slow queues at the payment stage. Data from a survey conducted by Salescycle in 2021 revealed that more than 80% of users abandon the online cart. Investing in automated checkout systems can solve this problem, speeding up the purchase process and reducing waiting time.

In short, betting on AI improves real-time decisions for sellers, simplifies product search, personalizes experiences and speeds up checkout for buyers. And remember to take lessons this year, because AI is a path of no return. We can expect an application of technology in Black Friday 2025 even faster, which will raise competitiveness among retailers to another level.  

Immersion helps companies increase business results.

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Immersion helps companies increase business results.

Following the success of previous events, the "Exponential Management" immersion returns on November 7th, 8th, and 9th to Alphaville, bringing new opportunities for entrepreneurs who wish to transform and accelerate their businesses. Created and led by Rica Mello, former strategic consultant for giants McKinsey and Bain & Company, now a business management specialist and founder of the BCBF group, the three-day experience is geared towards small and medium-sized business owners who aim for structured and sustainable growth.

The latest edition, in August, brought together 40 participants. Half of them chose to join the Exponential League mentorship, attesting to the positive impact of the strategies and tools shared during the immersion.

Using a method developed after extensive research and visits to companies in China and Silicon Valley, the specialist bases the immersion program on five essential pillars. "These pillars focus on increasing profitability, organizing internal processes, building a strong culture, and creating a high-performance team, making the business more efficient and prepared for continuous expansion," he explains. 

The first pillar, called Exponential Growth Strategy, offers techniques to increase profits without proportionally raising costs and time commitment. Next, the Unique Positioning Help the entrepreneur build a differentiated brand narrative and achieve a prominent position among competitors, creating an enchanting customer experience.

The methodology also includes the development of a High-Performance Team, where company values are clearly transmitted, uniting the team around motivating goals. “Another fundamental aspect of immersion is the Smart Operation"...which teaches how to structure internal processes to optimize productivity and ensure business efficiency even in the absence of the entrepreneur," he completes. Finally, the fifth pillar, the Growth Machineenables the entrepreneur to transform the company into a sustainable profit-generating enterprise, even in the face of market changes.

Benefits of Immersion

Beyond dynamic and interactive sessions, the event offers participants the chance to share their specific challenges and receive immediate feedback in a welcoming networking environment. The immersion's exclusive material is accessible and highly applicable, with exercises that inspire immediate change. The project also includes six months of intensive follow-up with Rica Mello's team, ensuring participants can apply the strategies in their companies.

Those interested in participating should fill out the form. this linkThis allows the team to customize the support according to the company profile and its challenges. “Immersion is ideal for business owners with annual revenue exceeding one million reais and teams of five or more employees, ensuring that the content is appropriate to the context and potential of each participant,” concludes [the speaker/report/etc.].

Digital wallets are trending in Latin America and point to the need for more digitalization in commerce

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Digital wallets are trending in Latin America and point to the need for more digitalization in commerce

Being accessible by smartphones, computers and even smartwatches, digital wallets have already fallen in the taste of the Brazilian. According to a recent study by the consultancy Pymnts, more than 80% of the national population already uses this payment method, in which the consumer adds funds to a virtual environment and can access it in a few clicks. In a global panorama, data from Juniper Research show that transactions using this option can exceed US$ 16 trillion in 2028. 

According to Walter Campos, general manager of Yuno, global payment orchestrator, the reason behind the success of digital wallets is due to the practicality of its use, which facilitates the life of the consumer on virtual commerce platforms. “Some other methods require the customer to constantly change screens or access the bank's app separately, which disrupts their” experience, he points out.

Meanwhile, through digital wallets, the user does everything he needs in a few minutes and without having to leave the platform. “This makes him gain time and increases the chances of his purchase being made effective, because the constant change of tools leaves the customer susceptible to give up the purchase. In addition, a study by Yampi brings us that complicated checkout processes are responsible for 27% of cart abandonment cases in e-commerce, which is when the consumer reaches the final stage and gives up the purchase”, explains Walter Campos.

The executive also points out that digitalization has been the keynote of commerce.“Another survey also from Pymnts points out that Latin America is a highlight in the digital transactions revolution.This, in part, is due to the great importance of e-commerce here. The eMarketer/Insider Intelligence study shows that sales through this category should reach US$ 200 billion in the region by 2026”, he explains.

Thus, to keep their business in relevance, Walter Campos recommends that retailers be aware of digital trends, since the consumer is increasingly immersed in the virtual environment to make their purchases. “In a country where there are 480 million devices in use, according to FGV, it is natural that electronic platforms are prioritized by people who want to make an acquisition. Therefore, a recommendation to e-commerce players is to hire platforms that facilitate and allow the hiring of several payment methods at once, promoting financial inclusion and allowing their territorial expansion”, he concludes.

Digitro launches Nexus, new platform for automation of the sales journey

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Digitro launches Nexus, new platform for automation of the sales journey

A Dígitro Tecnologia, referência em soluções de comunicação corporativa e jornada do cliente, lançou recentemente o Nexus, solução desenvolvida para automatizar a jornada de vendas e unificar os serviços de comunicação e atendimento a clientes. Com soluções de contact center, chatbots e WhatsApp Business, além de um produto unificado de comunicação em White Label, a plataforma está sendo direcionada para os parceiros de negócios da própria empresa que, com uma estrutura multitenant, suportarão múltiplos grupos de usuários, garantindo agilidade e integração dos processos internos com foco na eficiência operacional e redução de erros manuais.

De acordo com Octávio Carradore, Diretor de Relacionamento com o Mercado da Dígitro, a Nexus se diferencia por sua capacidade de integração e complementaridade dos serviços de comunicação. “Da jornada do cliente, da multicanalidade, aos assistentes virtuais, a comunicação interna administrativa e a comunicação colaborativa, somos capazes de entregar todo o ecossistema de comunicação de um ambiente organizacional com eficiência e segurança”, afirma.

A plataforma é uma peça central no recém-lançado Programa de Canais da Dígitro, voltado a parceiros, para atendimento de setores como serviços, comércio, TIC, finanças, logística, hotelaria e saúde, entre outros. “Com o Nexus, nossos parceiros podem, em poucos minutos, configurar propostas de serviços personalizados para seus clientes, integrando a comunicação interna e externa e ganhando escalabilidade com segurança e confiabilidade”, explica Carradore.

Em estimativa recentemente divulgada pelo Instituto Gartner, 30% das empresas pretendem automatizar mais da metade de suas funções de rede até 2026 e, de acordo com o relatório CX Trends 2024, os clientes não só já estão adaptados ao uso de tecnologias para aprimorar seu atendimento, como esperam que as empresas utilizem a automação e Inteligência Artificial para melhorar sua jornada de atendimento. 

SETCERGS guides companies on tax benefits for carriers that have lost revenue

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SETCERGS guides companies on tax benefits for carriers that have lost revenue

The Union of Cargo Transport and Logistics Companies in Rio Grande do Sul (SETCERGS) warns of essential information on the right to purchase trucks with ICMS exemption for state carriers. The benefit, effective until the end of 2024, is intended for companies that showed a reduction in revenue in May, compared to April this year. The measure, provided for in Decree 57,762, published by the State Government of Rio Grande do Sul, aims to support the road transport sector of cargo in the face of recent economic fluctuations caused by the climate tragedy in the state.

“O SETCERGS worked tirelessly to ensure that companies in the sector could fully enjoy this tax incentive.In the scenario of floods, there were no losses only for those located in flooded areas. With losses of raw material and logistical difficulties, virtually all companies in the segment faced serious damage”, said the Institutional Vice President of SETCERGS, Marcelo Dinon.

The State Treasury Department (SEFAZ-RS) has already provided a list with CNPJs of carriers that meet the criteria for exemption, as established by Normative Instruction 81/2024. However, some carriers have reported difficulties in accessing the benefit at dealerships. SETCERGS, together with SEFAZ-RS, is working to solve these problems and ensure that companies can enforce their right.

Carriers who have not yet been able to access the benefit should contact the legal department of SETCERGS, by email juridico@setcergs.co.uk, to receive the support and necessary referrals with the State Revenue.

Pix by Proximity can encourage Open Finance, expert claims

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Pix by Proximity can encourage Open Finance, expert claims

Launched this Monday, the 4th, Pix by Proximity will make life easier for consumers in two ways: directly, in everyday payments; and indirectly, by encouraging consumers to embrace Open Finance. This is according to Thiago Amaral, partner in the Payment Methods area at Barcellos Tucunduva Advogados (BTLAW).

For the expert, the consumer will immediately notice two benefits in their daily purchases. "The first advantage is not needing to open the bank app, which was one of the concerns about using Pix in public places. Simply hold your phone to the payment terminal to complete the purchase."

The second benefit would be more geared towards e-commerce customers. "For online purchases, you can link your account to the virtual store and make the payment directly within the store, without having to go to a bank page. This is also an advantage for e-commerce stores, as it prevents consumers from abandoning their shopping carts." 

Open Finance – The indirect benefit will be automatic registration in Open Finance and the associated benefits.

Pix Approaching Payments will begin operating through digital wallets. The consumer registers their key in the app to use only their smartphone for payment. However, to do this, they need to authorize Open Finance with the institution where they are a customer. This is because the app will need to verify the purchase and obtain payment authorization from banks and other institutions. In practice, this will end up registering new customers in the Open Finance system.

According to Thiago Amaral, sharing information with financial institutions "tends to bring more personalized solutions, better loan or financing terms, improved financial health, and better control over one's own data, requiring, of course, approval for each sharing instance."

Marketing company has annual growth of 80% in 2024

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Marketing company has annual growth of 80% in 2024

It is no coincidence that Grupo SD, which operates in the marketing, technology, systems development and business intelligence sectors, has been registering a significant growth year after year. Under the leadership of founding partners Fernando Soni and Carlos Souza, the consolidated annual revenue of the group reached R$ 4 million in 2024, with an increase of 80% compared to the previous year and a growth of 50% in the customer base. Founded in 2016, the group began as a digital marketing agency and over the years, expanded to meet several strategic areas and innovation.

Soni, graduated in Business Marketing in the United States, and Carlos Souza, also graduated in the United States, in Economics, were the main responsible for the expansion of the SD Group, which today consists of SD3 (digital marketing and branding), Smart Data (business intelligence), Adverse (digital advertising and performance) and StarMed (specialized in medical marketing). Each of the companies has its own CNPJ and operates autonomously, focusing on meeting the specific demands of its sectors and sharing a common goal: to boost customer results with innovation and high performance strategies.

“Our trajectory is guided by the continuous adaptation to new trends and the commitment to offer a complete and high quality service”, says Fernando Soni, CEO of SD3. Carlos Souza, CEO of Smart Data, adds: “Our goal is to provide customized and integrated solutions for companies to make more informed and strategic decisions.We know that information is essential, and that is what we focus on with the work of Smart Data”.

This commitment is reflected in the results, and for 2025 the group projects a growth of 40 to 50%, with plans for physical and geographical expansion: reforms are planned at the headquarters in Curitiba and the opening of an office in Sao Paulo capital, as well as an international expansion, with the objective of serving customers outside Brazil.

With innovative solutions and a competitive edge, Grupo SD offers integrated services that stand out in the market. Smart Data, for example, led by Carlos Souza, provides business intelligence tools that help small and medium-sized companies make strategic decisions based on accurate and up-to-date data. Adverse, in turn, is a digital performance company focused exclusively on sales results, combining marketing automation, reputation management and e-commerce strategies. StarMed differentiates itself in medical marketing, creating ethics for the health sector, while SD3 meets the growing demands for digital presence, branding and content creation.

“The differential of Grupo SD is the commitment to the result and customer satisfaction”, reinforces Soni. “Cada one of our businesses offers a complete experience, from strategic planning to the execution and measurement of results. This vision of excellence and the commitment to technology and innovation allow us to grow and target new markets”, adds Carlos Souza: “With Smart Data, we want companies to have a solid data base to grow sustainably and competitively”.

With a promising future and a solid expansion plan, Grupo SD continues to follow a growth trajectory, supported by the strategic vision of Fernando Soni and Carlos Souza, as well as a team committed to delivering high performance services.

The key to success on Black Friday

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The key to success on Black Friday

Black Friday is one of the most anticipated dates in retail, with consumers eager for promotions and discounts. However, for brands, the big question is how to participate in this event without compromising the perception of value built over time. For Eros Gomes, a branding specialist, the answer is to align promotions with brand positioning, ensuring that communication maintains coherence and strengthens the relationship with consumers.

“A Black Friday does not have to be just about the lowest price, but an opportunity to reinforce the purpose and values of the brand,” explains Eros. He points out that brands that care about creating meaningful experiences during this period can not only increase their sales, but also strengthen their branding. A good example are companies that integrate sustainability or social commitment into their campaigns, going beyond discounting.

In this context, creative campaigns aligned with the purpose of the brand have stood out. Companies such as Ikea and Google have already demonstrated that it is possible to maintain the integrity of branding, even in promotional actions. Ikea, for example, promoted #BuyBackFriday, encouraging its customers to return old furniture for resale or recycling, reinforcing its sustainable positioning. “These initiatives show that, more than selling, it is necessary to generate an emotional connection with the public,” adds Eros.

In addition, Eros points out that brands must be aware of the consumer journey. Today, with multiple digital channels, the shopping experience is fragmented, and brands need to be consistent across all touchpoints.“Whether on the website, social networks or ads, the narrative must be unique and true to what the brand represents. This is the true power of branding,”.

Thus, Black Friday is no longer just a discount date and becomes an opportunity to strengthen brand positioning, maintaining loyalty and consumer preference in an increasingly competitive market.

More than half of workers around the world have joined AI, research finds

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More than half of workers around the world have joined AI, research finds

More than half (55%) of employees it already uses tools enhanced with artificial intelligence (AI) during professional activities, especially in the departments of Information Technology (IT) and Marketing. The data are from the global report “Global AI Report in the Workplace“, developed by Freshworks translated and released in Brazil by Nortrez 10 Years of technology in the market.  

The research was conducted with more than seven thousand employees around the world and shows the advancement of AI in various business functions, especially in the IT sector, where 85% of professionals use AI weekly. This increase in the use of the resource has brought direct gains in productivity, with a average reduction of up to 24 business days per year in the workload of employees, allowing focus on more strategic and innovative tasks.

Alexandre Schio, CEO of Nortrez comments that artificial intelligence has been consolidating itself as an ally in the corporate context. “There are those who say that AI is a villain for workers, but the data show a different path. It has been a partner in the growth of companies and the development of professionals. It is noticeable a growing acceptance in different sectors, reflecting the confidence of experts in the ability of the tool to add real value to their functions”. According to the survey, 72% of respondents demonstrate confidence that AI adds value to processes.

With productivity as the primary impact metric, companies have harnessed the benefits of AI to optimize processes.The study points out that employees who adopt it report a considerable relief in workload, which enables greater dedication to decisive demands, directly impacting results and corporate innovation.

Also, considering the advancement of AI, more than 70% of professionals they are already seeking to improve skills in this field, in order to remain competitive in the market. In regional terms, the report shows significant differences: while India & United Arab Emirates lead the acceptance of the resource, the United States they have lower rates of adoption. 

“Reports like this are extremely important to understand the adherence of innovative resources and how they impact professionals, and their respective regions and fields of activity. They present an overview of the present and give some tips of the future. In this case, we can conclude that artificial intelligence is a facility that only tends to expand. The best thing to do is to use it to your own favor” emphasizes Schio. 

Company creates AI that translates texts into the language of Generation Z

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Company creates AI that translates texts into the language of Generation Z

Since the rise of Artificial Intelligence, the use of it has divided opinions among people. A survey conducted by KPMG Australia and the University of Queensland, points out that citizens of China, India, Brazil and South Africa, the largest emerging markets, are little critical of the continuous implementation of AI systems. Brazil ranked fourth in the survey, showing that 56% surveyed trust AI. As much as many people are suspicious of its use, others are excited about the possibilities that AI brings. A Washington Post article shows that Generation Z is part of this group of people. 

The ease that Generation Z finds in relating to Artificial Intelligence is something that can become an important contribution in the labor market, since young people use AI as an auxiliary at work. In addition, it is also interesting that often has difficulty understanding the language of generation Z, especially if you are outside social networks. After all, what do some current slang used by young people mean as “”, “crush”, “crush”, “date” and “flopar?”. Thinking about it, to. Nice House, an entertainment platform focused on Generation Z, created an AI that translates more complex texts for Generation Z.

“We have created an application that is available on our website, and that uses Artificial Intelligence to help people communicate better with Generation Z. This is a platform that can help both generation Z, translating more complex content, but also helps employers who want to adapt and use a more youthful language. AI is free and translates the material in three different tones, from the most formal to the most informal”, says Mari Galindo, founder of Nice. 

Being able to translate the texts into a more current language is a great way to bring companies and leaders closer to their younger employees. “The main generator of conflict between generations and intergenerational distance is communication, knowing how to adapt your speech to the context and a specific audience is super important. Our intention is not to change the way she speaks, but to be able to validate and verify interpretations of a content that has as target audience the generation Z”, adds Mari.

How to use GenZ Dictionary:

On the NiceHouse website, there is a pop-up, which appears in the upper left corner of the site, and leads to a page where the person can add a text or phrase that will be translated into three different tones, focusing on the language generation Z. For example, if we put the phrase: “How do you see yourself professionally in the next 5 years and what is the current moment in your professional journey?”, the translation will be as follows:

Tom 1 - Formal, but in a Gen Z way:

“Fifth of five years, I imagine myself consolidated(a) in my area, you know? Currently, I am in that phase of building a solid foundation, exploring opportunities and learning”.

Tom 2 'Intermediate:

“In the next five years, I intend to be well established(a) in my career. Now, I am in a stage of much learning and professional development, always seeking to evolve”.

Tom 3 Informal, a conversation between friends of Gen Z:

“Mano, five years from now, I want to fly high in my area, you get out? For now, I'm grating and catching the morning, like, getting ready to get there”.

Check out the link: https://nicehousebr.com/

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