According to the DE-CIX Annual Report 2023, over 3,100 connected networks circulated approximately 59 exabytes of data, representing a 43% increase compared to the previous year.

In this scenario where the volume of generated data is colossal, companies are aware of the need to plan their strategies more data-driven. The data journey within companies is no longer an option, but a necessity – and Artificial Intelligence emerges as an element capable of redefining each stage and providing competitive advantages.

The phases range from collection, storage, preparation, analysis, and visualization to decision-making. AI impacts all of them. Besides facilitating and improving processes that were once complex and time-consuming, it's capable of filtering and categorizing large volumes of data, identifying those truly relevant to the company's strategic objectives. This initial screening helps focus on information that can generate insights valuable, eliminating noise and irrelevant data.

In storage, AI optimizes the use of systems big dataThis allows data to be stored efficiently and accessed readily. The use of intelligent algorithms can reduce operational costs and improve database management, making storage not only more economical but also more effective in terms of data retrieval and utilization.

Data preparation, including cleaning and transformation, is one of the most time-consuming and critical tasks, and AI can help with this. It can automate repetitive processes, detect anomalies, and standardize data, leading to reduced timelines, increased efficiency, and accuracy, as it minimizes the potential for human error.

Data analysis is where AI truly shines. With advanced techniques of machine learningAs empresas podem extrair ... can extract insights and perform predictive analyses based on historical data. These capabilities allow for predicting trends, behaviors, and outcomes with a degree of accuracy that would be impossible to achieve manually. AI facilitates the discovery of hidden patterns and correlations within the data.

In decision-making, AI-powered support systems provide real-time recommendations. Integrating the tool into business processes allows companies to respond quickly to market changes, adjust their strategies, and improve the overall effectiveness of their operations.

The benefits of AI are undeniable, however, challenges must be considered. Ethical and privacy concerns arise with the use of personal and sensitive data, demanding strict compliance with regulations like the LGPD. Furthermore, AI implementation can be complex, requiring significant investments in technology and specialized talent. The reliance on high-quality data for training AI models is also a critical point; without accurate and complete data, AI results can be compromised.

Digital influencers are able to build authentic and engaging connections with Generation Z. It is unquestionable and proven that these figures can foster the interest of young people in specific subjects, which previously could not be a priority in a conversation wheel with this audience. One of them was especially visible in recent days: the sport.

The recent transformation of sport, from uninteresting to something “cool” for this generation born until the early 2010s, is due to the obligation that media outlets felt to adapt. The rise of digital influencers coupled with the power of social networks has made these profiles become powerful to reach this layer of the population and make them more interested in sports issues. To achieve visibility in topics like this, today it is necessary to create a more intimate and authentic connection with the young audience, and this is where influencers come into play.

Conducting interviews, coverage of games and interactive content, digital influencers have become a powerful weapon of marketing, which generated a strong integration of media during the last Olympic games. This was not an alternative to attract the younger audience to this type of programming, but rather, the only way to achieve the result.

In a three-day interval, CazeTV, a sports communication vehicle at the helm of YouTuber and host Casimiro Miguel, had to publish two different posts: one celebrating the reach of 7 million followers on Instagram and another, then about the reach of 8 million. The page gained 1 million fans in a range of just under three days and shared the bread, performing “mutirons” for athletes also expand their reach.

Beatriz Souza was the main. The sportswoman, gold medal in judo, went from 14 thousand followers to more than 2.5 million in less than 12 hours. The result is the result of one of the initiatives of CazeTV, which by inserting influencers and a language more “discontinued to cover the olympics, won as a loyal audience Generation Z and, in parallel, reached a thunderous engagement in social networks, which splashed on the athletes released by the channel. Generation Z wants to follow everything closely and that is exactly what digital platforms provide.

The brands, in turn, also followed the trend of the importance of influencers and Generation Z to boost sports initiatives. Rayssa Leal, Olympic medalist in the Skate Street modality at the Olympics and social media icon for young audiences, arrived in Paris with 13 sponsors, among them Louis Vuitton, where she was the first Brazilian to establish herself as a global ambassador of the brand.

With successful campaigns by influencers during games, this strategy only tends to last. Companies should continue to support profiles that can influence public opinion, just as the media will invite the same people to share content.

It will be impossible to disentangle the potential of these figures with the realization of games and sporting events, and to achieve this audience in the case of other relevant matters, and that deserve due interest, it is enough to “surfar on the” wave.

In the ever-evolving world of retail and services, the concept of “Figital” emerges as a powerful fusion between the physical and the digital, profoundly transforming the way consumers and businesses interact.The term “Figital” represents the convergence of online and offline experiences, creating a new dynamic in the customer journey, where the barrier between the physical and digital world becomes increasingly tenuous.In this text, Uliana Ferreira, renowned expert in retail and digital transformation, shares valuable insights into the concept of Figital, a trend that has revolutionized the way companies and consumers interact in the market.

What's Figital?

Figital is the integration of the physical and digital worlds into a single cohesive consumer experience. This merger reflects the way people interact with brands and products, where the buying journey can begin in a digital environment, such as a website or application, and conclude in a physical store, or vice versa. Its essence is in the unification of these experiences, eliminating the divisions that traditionally existed between online and offline.

For example, when a consumer searches for a product online and decides to visit a physical store to try it before making the purchase, he is navigating between the physical and digital worlds. Similarly, physical stores that use digital totems to allow customers to place orders online while exploring the products on the spot are offering a Figital experience.

Concrete Examples of Figital

There are several examples of products and services that exemplify this integration. One of the most common examples is durable goods, such as refrigerators. Consumers often prefer to see and touch these products physically before buying them, but may end up ordering online to take advantage of promotions or delivery amenities. 

Another relevant example is the fashion industry, where many people are still afraid to buy clothes online due to uncertainty about trim and material quality.To mitigate these concerns, brands have created smaller physical stores, known as pocket stores, where consumers can try on the clothes and then order online for home delivery.

In addition to products, services are also adapting to the concept of Figital. Beauty franchise networks, for example, are discovered by online customers, but the service is physically delivered in different locations. The consumer experience begins on the internet, where he finds the nearest store, and is completed with face-to-face service. This synergy between the physical and the digital is essential for the convenience and satisfaction of the modern customer.

Impact of Figital on Traditional Industries

The transition to Figital is significantly impacting traditional industries such as retail and services. Large retail chains, especially furniture and appliances, are adapting to this new reality by creating experiences that combine the best of both worlds. This includes the development of avatars and digital assistants that provide a more humanized interaction, even in the online environment. The embodiment of service robots, for example, aims to offer a more comfortable and close experience of human interaction, reducing the feeling of being talking to a machine.

This transformation is not only a passing trend, but a competitive need. Companies that do not adopt Figital risk falling behind, while their competitors capture a larger share of the market. The challenge, however, lies in the change of mentality, both of managers and consumers. Many entrepreneurs still operate with an analog mindset, using outdated processes that do not meet the requirements of the digital consumer. Overcoming this obstacle is essential for survival and growth in the current market.

Benefits and Challenges of Figital

The benefits of Figital for companies are numerous, but there are also significant challenges to be overcome. The main challenge is digital transformation, which requires a change of mentality and the adoption of new technologies. In order for a company to become truly Figital, it is necessary that its managers understand and master the digital language, incorporating it into all business operations. This involves from process automation to customer service customization.

The advantage of this transformation is clear: companies that can successfully integrate the physical and digital stand out in the market, offering a fluid and satisfying shopping experience for their customers. The convenience of being able to transition between online and offline without barriers increases customer loyalty and, consequently, sales.

On the other hand, educating the consumer to this new reality is also a challenge. Many consumers are still accustomed to the traditional model of purchase and can resist the adoption of digital practices. Therefore, it is essential that companies play an active role in educating their customers, showing the benefits of Figital integration and how it can improve their shopping experience.

Improving Customer Experience with Figital

The COVID-19 pandemic accelerated the adoption of Figital, forcing companies to adapt quickly to new market demands. During this period, many companies that were not prepared to attend behind closed doors had to develop or improve their digital strategies in record time. This adaptation process, which could have taken years, was compressed into months, resulting in a massive acceleration in the digitalization of retail.

Figital integration has become a matter of survival for many companies. Those who have managed to show their customers that it is possible to have an equally satisfactory shopping experience, whether they are at home or in a physical store, have guaranteed their place in the market. Companies that still resist this change risk losing relevance as consumers get used to the amenities of Figital.

The Future of Figital

The future of Figital is promising, and companies that adapt to this new reality will be better positioned to capture the opportunities that will arise. The trend is that the integration between the physical and the digital continues to strengthen, as consumers become increasingly accustomed to this new form of interaction. The popularization of automations and artificial intelligence is making these technologies more accessible, allowing even small businesses to implement effective digital strategies.

The key to success in the future will be the ability to use technology to complement, not replace, the human factor. Companies should focus on automating repetitive and dull tasks, leaving personalized service and more complex interactions for humans. In this way, Figital can work in perfect harmony, offering the best of both worlds for consumers and businesses.

In summary, Figital is not only a passing trend, but a natural evolution of the way we interact with the world around us. The fusion of the physical with the digital offers a more efficient and convenient way to consume products and services, while providing new opportunities for companies to connect with their customers. However, to take full advantage of this integration, companies need to adapt quickly, adopting new technologies and changing their mindsets to embrace digital. Those who can make this transition successfully will be at the forefront of the market, ready to capture the opportunities that the future holds.

Data protection in Brazil is of utmost importance, ensuring the privacy and security of citizens' personal information. The General Data Protection Law (LGPD), in force since September 2020, establishes crucial guidelines for companies and government agencies, promoting transparency and accountability in data processing.

Data protection safeguards the privacy of individuals by ensuring that their personal information is not improperly accessed, used or shared. In addition to promoting trust in the digital age, essential for the development of online services, e-commerce and internet interactions.

In addition, data protection can prevent the misuse of information for practices with fraud, discrimination and manipulation. By establishing regulations and guidelines, a more ethical and transparent environment is created, benefiting both users and organizations.

Respecting the provisions of the LGPD not only protects individual rights, but also strengthens Brazil's position on the global stage, aligning itself with international data protection standards.

Despite all the benefits listed in the previous paragraphs, we have seen that many companies and public bodies are not in compliance with the LGPD, and may entail various consequences, such as financial sanctions, damage compensation, interruption of activities, loss of reputation and market confidence, lawsuits, and investigations and audits.

Reputation can be severely affected when companies or public bodies do not comply with the provisions of the LGPD. This lack of compliance can generate mistrust on the part of customers and business partners, damaging the image of private or public organizations.

In addition, there may be repercussions on social networks, since these networks offer a quick channel for sharing negative experiences. If customers know or suspect that the company is not compliant with the LGPD, they can share their concerns, generating bad publicity that spreads quickly.

Trust is critical in business relationships, and the loss of that trust can have lasting impacts on the success and sustainability of organizations.