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The AI First revolution in transforming the business landscape

Rodrigo Costa
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The AI First revolution in transforming the business landscape

Digital transformation has evolved significantly, transcending its role as a competitive differentiator to become a fundamental requirement for business survival. In 2025, Artificial Intelligence (AI) will emerge as a game-changer that will redefine the market, establishing the AI-First movement as a new business frontier.

The AI First concept represents a structural shift in business management, positioning artificial intelligence as a central pillar of the business model, not just as a supporting technology. Companies that still rely on traditional models face the risk of obsolescence, while innovative organizations are leveraging AI to automate processes, enhance customer experiences, and unlock new revenue streams.

Benefits and strategic impacts

The AI-First approach delivers exponential productivity gains, enabling the automation of repetitive tasks and the analysis of large volumes of data in real time. According to a Deloitte report, companies that invest in AI-driven automation see an average increase of 30% in operational efficiency.

Advanced technologies such as machine learning, predictive analytics, and natural language processing (NLP) enable highly personalized experiences, greater predictive capabilities, and significantly reduced operating costs.

Practical cases

In the financial sector, AI is already being used for real-time credit analysis, fraud detection, and personalized service via chatbots. In retail, store chains use computer vision to optimize inventory control and better understand consumer behavior in real time. In manufacturing, machine learning algorithms allow for the prediction of equipment failures, reducing costs and improving preventive maintenance.

Implementation and challenges

Adopting AI as a core strategy requires a thorough assessment of the company's digital maturity, data quality and accessibility, availability of specialized talent or strategic partners, as well as the necessary investment and expected return. It's crucial to establish a scalable architecture that ensures security, governance, and interoperability with existing systems.

When deciding whether to adopt artificial intelligence as a primary focus, business leaders should consider whether this technology aligns with the organization's strategic objectives and whether there are relevant problems that AI can solve with clear gains in efficiency, personalization, or cost reduction.

Furthermore, it is necessary to ensure compliance with ethical and regulatory standards, prepare the organization for cultural and operational changes, and analyze the impact on employees, customers, and the company's competitive positioning in the market.

Strategic need

In today's rapidly evolving digital landscape, integrating AI-driven business models has gone from being merely a technological enhancement to a strategic necessity. Companies that embrace AI position themselves for sustained growth, competitive differentiation, and enhanced customer experiences in an integrated and collaborative manner.

Technology must be incorporated as a driver of differentiation, innovating products, optimizing current features, and enabling new customer-centric experiences. The company must transparently communicate the benefits and values associated with ethical use, reinforcing trust and positioning as an innovative and responsible brand. This transformation must be led with a clear vision, multidisciplinary involvement, and a continuous focus on delivering real value.

The era of artificial intelligence is already here, and companies that adopt an AI-First mindset lead the way in innovation and adaptation. This transformation represents not only technological evolution, but also a new mindset that positions artificial intelligence as a central driver of business strategy, ensuring sustained growth and competitive differentiation in today's market.

3 Reasons for Latin America to focus on crypto regulation once and for all

E-Commerce Update
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3 Reasons for Latin America to focus on crypto regulation once and for all

What began more than 15 years ago as a decentralized, transparent, secure and independent alternative to transfer and manage resources, today has consolidated as a global development engine, driven by technological innovation of the digital age. Cryptoassets such as Bitcoin are no longer a curiosity restricted to niches and have become a real opportunity to strengthen economies, improve the traditional financial system and generate value for society, especially in times of political and economic instability.

This evolution has led more and more countries to accelerate discussions about regulations that make sense for this market.In the United States, for example, Bitcoin is already seen as an important piece within a more balanced and multipolar financial system.

In Latin America, interest only grows. According to the report Geography of Cryptocurrency 2024, by Chainalysis, the region was one of the most advanced in the use of crypto in the last year, with a jump of 42.5% in the volume of transactions. And the most interesting fact: much of this movement comes from institutional and professional investors, that is, those who are moving volumes above US$10 thousand.

In practice, several countries are already putting their hands in the mass, taking important steps in the creation of regulations. Brazil has approved Law 14,478/2022, which creates a legal framework for cryptoassets, and the Central Bank is listening to the market to define the next steps. In Argentina, the FIU (Financial Information Unit) has published Resolution 49/2024, a standard that requires the sharing of data between companies in the sector, the famous Travel Rule. In Colombia, in addition to discussions on digital currency, Congress has already approved, in the first vote, the Bill 510 of 20 of 204, the search for the country, the C“ sector, the C4.

Other countries are also moving forward: El Salvador continues to use Bitcoin as its official currency, while Panama has begun accepting tax payments with crypto, with automatic conversion to the dollar, something unprecedented in the world.

For Paolo Ardoino, CTO of Bitfinex, Latin America has everything to lead this movement. “We believe a lot in the potential of the region to embrace this new model represented by Bitcoin, stablecoins and the entire crypto ecosystem”, he says. “A well-made, clear and technically sound regulation helps to create trust, attract investment and strengthen the”.

With that in mind, Bitfinex lists three major advantages that arise when a country has well-defined rules for the crypto market:

Attracts more foreign investment

When there is legal certainty, investors feel more confident to put money into the sector. They come to see the crypto market as a solid structure, with enough rules, technology and liquidity to plan for the long term. And, for investors, three things are a priority: security, compliance and access to the best tools to manage their assets.

Professionalization of the business ecosystem

Hundreds of companies in Latin America, including family offices, investment funds, large corporations and even public agencies, are adopting crypto not only by trend, but because they understand its strategic role in finance. This serves to diversify investment, protect against inflation, cut costs and gain financial autonomy. According to Bitfinex, the market is no longer just speculation, and today is part of the financial planning of those who think big.

Integration with the traditional financial system

Today, those who manage funds, corporate treasury and family assets already understand that crypto is not a competitor to the traditional market, it is a complement. This integration helps reduce risks, brings more stability and opens doors to access markets and opportunities that the traditional financial system alone does not achieve.

Will Hernandez, business development manager at Bitfinex in Latin America, commented: “Our job is not to keep discussing whether or not the market will adopt crypto in the future.We show that the infrastructure already exists and works. At Bitfinex, we see the region as a market with a solid financial base, advanced technology and real will to modernize and we continue to bet on this, building bridges between the two worlds”.

EPS packaging is an ally of e-commerce and the circular economy

E-Commerce Update
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EPS packaging is an ally of e-commerce and the circular economy

In the competitive universe of e-commerce and with increasingly demanding and conscious consumers, logistics solutions that align efficiency, economy and sustainability have become essential. EPS (expanded polystyrene) da Thermotechnical they stand out for offering much more than protection: they add sustainability value to the entire digital retail chain.

Recyclability and circular economy: new life for post-consumer packaging

Contrary to common perception, EPS packaging is better known as Styrofoam* DO that protects household appliances, electronics, food, beverages and other products that arrive in the home of consumers, are 100% recyclable and need to have a correct destination in the post-use for the circular economy of this material to happen. 

At the end of the use of these packages, the consumer can easily find a correct disposal point through the platform I'm Recyclable, a portal created by Thermotechnique that indicates collection sites throughout the country.

Thermotechnics has also structured a robust system of reverse logistics.

Since 2007, the EPS Recycling Program it has already recycled about 48 million kilograms of post-consumer EPS 10 Maracana equivalent -, reinserting this material in several production chains 1 from civil construction to the household appliance industry. This practical action of the circular economy is reflected in the Repor & Polystyrene Circular, the brand of raw material recycled by Thermotechnics, which shows how the packaging they protect today can become components of new products tomorrow.

Reduction of logistics costs and emissions

The EPS is composed of 98% air, which makes it extremely lightweight. This generates a direct logistical impact: reduces fuel consumption in transport and consequently CO2 emissions eq, contributing to a more sustainable operation. In addition, its lightness allows greater agility and lower cost in the delivery of products marketed by e-commerce (an important competitive differential.

Shelf-life increase and loss reduction (Save Food Initiative)

With the growth of e-commerce in fresh food, fish and perishable products, the demand for functional and sustainable packaging is growing. Thermotechnique EPS packaging is ideal for the transport of temperature sensitive products, ensuring that they arrive in perfect condition to the final consumer DO even on long journeys.

For these markets, conservative DaColheita e IceBox the Thermotechnical offer excellent thermal insulation, preserving for longer the quality of food. This not only ensures longer shelf life of the products but also contributes directly to the objectives of the Save Food Initiative, FAO, of which Thermotechnique is a signatory, reducing losses and waste throughout the entire chain from producer to final consumer.

Sustainability with concrete results

Thermotechnics is internationally recognized as a case of innovation and commitment to sustainability, integrating global recycling chains and effectively contributing to the building an e-commerce with less environmental impact and more efficient.

In addition to its recyclability, EPS:

  • Does not generate toxic waste in the production or recycling process;
  • Consumes very few natural resources (such as water and energy) during recycling.

Thermotechnical EPS packaging shows that it is possible to reconcile protection, logistics efficiency and environmental responsibility.In the fast pace of e-commerce, this solution not only meets current requirements, but also anticipates the future of packaging: smart, circular and sustainable.

Traffic management for beginners: five surefire strategies to boost online sales

E-Commerce Update
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Traffic management for beginners: five surefire strategies to boost online sales


With the accelerated growth of e-commerce in Brazil, reaching and converting online customers has become an increasingly complex challenge. In 2024, Brazilian e-commerce recorded a turnover of R$ 204.3 billion 10.5% increase over the previous year with more than 91 million active consumers. In this competitive scenario, effective management of digital traffic is essential to stand out and maximize sales.

1. Set clear and measurable goals
Before investing in traffic campaigns, it is essential to establish specific goals and performance indicators (KPIs) aligned with business objectives.Whether increasing the number of visitors to the site, improving conversion rate or reducing the cost per acquisition, well-defined goals guide strategies and facilitate the evaluation of results.

2. Know your target audience
Understanding the characteristics, behaviors, and preferences of your target audience allows you to create more effective and personalized campaigns. Using data analytics and targeting tools helps you target ads to the right people, increasing relevance and return on investment.

3. Choose the appropriate platforms
Selecting the most appropriate traffic channels for your audience is essential. Platforms such as Google Ads, Facebook Ads and Instagram Ads offer different formats and targeting possibilities.The choice should consider where your audience is most present and receptive to brand messages.

4. Optimize landing pages for conversion
Attracting visitors is only part of the process; converting them into customers is the ultimate goal. Eduarda Camargo, Chief Growth Officer da Gate 3 (P3) highlights that well-designed landing pages & relevant content, responsive design and clear calls to action significantly increase the chances of conversion.“A/B testing can be used to identify” best practices, he says.

5. Continuously monitor and adjust campaigns
Continuous analysis of campaign results allows you to identify what is working and what needs to be optimized. Analytics tools offer valuable insights into user behavior and ad performance.Data-based adjustments ensure greater effectiveness and efficiency in traffic strategies.

In an ever-evolving digital marketplace, effective traffic management is a competitive differentiator.“Companies that take a strategic, data-driven, customer-centric approach are best positioned to achieve and maintain success in online sales”.

Red Hat launches the llm-d community, driving distributed Gen AI inference at scale

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Red Hat launches the llm-d community, driving distributed Gen AI inference at scale

 Llm-d, a new open source project has just been launched with the support of companies such as CoreWeave, Google Cloud, IBM Research and NVIDIA. The initiative is focused on accelerating the most crucial need for the future of generative AI (gen AI): inference at scale. Based on a Kubernetes native architecture, the program uses distributed inference with vLLM and intelligent and AI-sensitive network routing, allowing the creation of robust inference clouds for large-scale language (LLM) models that meet the most demanding service-level objectives (SLOs) in production.

While training remains vital, the true impact of gen AI depends on more efficient and scalable inference 80% engine that transforms AI models into actionable insights and user experiences.According to Gartner, by 2028, as the market matures, more than 80% of workload accelerators in data centers will be deployed specifically for inference rather than training. This means that the future of gen AI lies in the capability of execution. The increasing resource demands of increasingly sophisticated and complex models limit the feasibility of centralized latency inference and threaten to create bottlenecks in AI, due to prohibitive innovation and to cost-prohibiting costs

Responding to the need for scalable inference 

Red Hat and its industry partners are directly addressing this challenge with llm-d, a visionary project that extends the power of vLLM to overcome the limitations of a single server and unleash production-scale for AI inference. Using the proven orchestration power of Kubernetes, llm-d integrates advanced inference capabilities into existing enterprise IT infrastructures. This unified platform empowers IT teams to meet the diverse service demands of business-critical workloads, while implementing innovative techniques to maximize efficiency and dramatically reduce the total cost of ownership (TCO) associated with high-performance AI accelerators.

Llm-d offers a powerful set of innovations, highlighting:

  • vllm, which quickly became the standard open source inference server, is offering zero-day model support for emerging boundary models and support for a broad list of accelerators, now including Google Cloud Tensor Processing Units (TPUs).
  • Prefill and disaggregated decoding to separate the context of input and generation of AI tokens into distinct operations, which can be distributed across multiple servers.
  • KV Cache Download (key-value), Based on LMCache, this function transfers the memory load of the KV cache from GPU memory to more economical and abundant standard storage such as CPU memory or network storage.
  • Kubernetes-based clusters and controllers for more efficient scheduling of compute and storage resources as workload demands fluctuate, ensuring the best performance and lowest latency.
  • AI-focused routing for networks in order to schedule incoming requests to servers and accelerators that likely have recent caches from calculations prior to inference.
  • High-performance communication APIs for faster and more efficient data transfer between servers, with support for NVIDIA Inference Xfer Library (NIXL).

llm-d: unanimous among industry leaders

This new open source project already has the support of a formidable coalition of leading gen AI model providers, AI accelerator pioneers and leading AI-driven cloud platforms.CoreWeave, Google Cloud, IBM Research and NVIDIA are the founding contributors, with AMD, Cisco, Hugging Face, Intel, Lambda and Mistral AI as partners, highlighting the strong industry collaboration to architect the future of LLM execution at scale. The llm-d community also has the support of academic institutions such as Sky Computing Lab at the University of California, vLLM creators, and the University of Chicago creators of Chicago, Creators Lab LMCache.

True to its unwavering commitment to open collaboration, Red Hat recognizes the critical importance of vibrant and accessible communities in the rapidly evolving landscape of gen AI inference.Red Hat will actively support the growth of the llm-d community by fostering an inclusive environment for new members and driving their continued evolution.

Red Hat's vision: any model, any accelerator, any cloud

The future of AI must be defined by unlimited opportunities and not constrained by infrastructure silos.Red Hat sees a horizon where organizations can deploy any model, on any accelerator, in any cloud, delivering an exceptional and more consistent user experience, at no exorbitant cost.To unlock the true potential of gen AI investments, companies need a universal inference platform & a new standard for continuous, high-performance AI innovations, both now and in the years to come.

Just as Red Hat pioneered the transformation of Linux into a fundamental foundation of modern IT, the company is now poised to architect the future of AI inference. VLLM has the potential to become a key player for standardized inference in gen AI, and Red Hat is committed to building a thriving ecosystem not only around the vLLM community, but also llm-d, geared toward large-scale distributed inference. The vision is clear: regardless of the AI model, the underlying accelerator, or the deployment environment, Red Hat aims to make vLLM the ultimate open standard for inference in the new hybrid cloud.

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Brazil has entered the radar of retail giants & that changes everything

Alessandro Gil's
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Brazil has entered the radar of retail giants & that changes everything

H&M's decision to open its first distribution center in Brazil is a clear sign: the country is no longer a market test and has taken a strategic place in the global expansion plans of large retailers.

Since last year, the Swedish network has already been signaling its entry into the Brazilian market with the announcement of the opening of physical stores in the state of Sao Paulo. Now, with the new CD in Minas Gerais and e-commerce planned for opening also in the second half of this year, H&M consolidates its presence with an omnichannel approach, connecting physical and digital retail to operate with scale, efficiency and proximity to the consumer.

This type of investment indicates a change in perception: Brazil is no longer seen only as an emerging market, but as a key market. And this should ignite the radar of other global retailers. These brands enter not only with a competitive product proposal and differentiated experiences, but with a unified commerce and omnichannel view from day one.

It is worth remembering that the country has already received big names in international retail 21, such as Forever 21, GAP and Topshop, who have failed to sustain themselves and ended up leaving or completely recalculating their route to act locally.In common, these cases reveal the challenge of adapting global models to a demanding consumer, a complex tax environment and a logistics scenario that requires local and flexible solutions. Success in Brazil depends not only on strong branding, but on consistent execution and cultural sensitivity.

Brazil offers something rare on a global scale: a digitally mature consumer with high mobile penetration, thirsty for immersive and unique experiences and a strong sense of brand, coupled with an e-commerce and logistics structure that has been growing at a rapid pace.

Bringing a global operation to the country requires much more than translating labels and adapting size tables.It involves rethinking the variety of items, creating culturally relevant campaigns, adapting logistics to local particularities and building a digital presence connected to the reality of the local consumer.

In the case of H&M, having a distribution center is an essential step to ensure logistics predictability, local inventory management and the ability to scale efficiently - something that requires robust technology and strategic partners prepared to operate in high complexity, opening the door to national expansion with greater agility.

In markets such as Brazil, where the point of sale still exerts a strong influence on the buying journey, physical retail does not lose relevance, it becomes a point of experience, logistic support and brand building tool.

The arrival of a new wave of global retailers is not only a trend of expansion, but the recognition that Brazil is no longer just an emerging market ''IT IS a key market. For national players, the message is also clear: it is time to accelerate digital maturity, rethink the consumer journey and seek real differentiation, before international competition dictates the new rules.

Sophisticated Instagram scam hijacks business and influencer accounts, Norton warns

E-Commerce Update
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Sophisticated Instagram scam hijacks business and influencer accounts, Norton warns

THE Norton, the cybersecurity brand of Gen, warns of a new sophisticated scam that is working frighteningly well and has been circulating via direct messages on Instagram. The focus of cybercriminals are influencers, small businesses and content creators, who may have their accounts hijacked after interactions with fake profiles that are impersonated by technical support from “Meta”. 

According to Iskander Sanchez-Rola, Director of AI and Innovation at Norton, this type of scam poses a significant risk to those who rely on Instagram as their primary channel to increase visibility, generate revenue, and stay connected with their audience. 

“We are dealing with a very well-architected scheme, which accurately simulates the communication of the Meta” “Ad Help Center (Meta’s Advertising Support Center). By impersonating Meta representatives, scammers exploit the emotional vulnerability of those who fear losing their profile to induce actions with a sense of urgency and thoughtless.The impact can be devastating for those who have the profile of Instagram as a strategic business channel”, says Iskander. 

How the scam works 

The scam begins by sending a message directly to the victim, appearing to be legitimate and sent from the Meta” Ads Help Center (““Meta’s Advertising Support Center”). The message claims that the account violated Meta policies and will be deactivated soon. Communication is often accompanied by external links and an alarmist tone, designed to generate fear and urgency. 

By clicking on the link, the person is directed to a page that mimics the Meta” Ads Help Center.Victims are asked to “Request” Review, which means entering their Instagram username, password, and in many cases even their two-factor authentication code.  

With these credentials in hand, the scammer can quickly take control of the account, block the owner and exploit the public of the stolen profile. For this, the cybercriminal can adopt different strategies: from the application of fraud directed to the followers of the profile 'such as the disclosure of false investments or phishing links ', to the requirement of financial redemption to return the profile to its owner. There are also cases where accounts are sold in clandestine markets on the deep web. 

Some signals can help users identify these scam attempts. Messages sent by unsealed accounts with few followers are one of the clues. The use of urgent, threatening language about account deletion or policy violation, with grammatical errors and inappropriate wording should also light the warning signal, as should any request to click external links with a promise of “check account. 

Iskander Sanchez-Rola recommends some good practices to protect yourself against this type of scam: 

  • Never directly click on links from messages from unknown accounts. Meta and Instagram will never ask you to verify your account via private message. 
  • Check sender profile. Meta official accounts are verified and will not have names like advertisementsupportcenter0798. 
  • Use two-factor authentication on your accounts, to prevent unauthorized access. 
  • Report the account to Instagram if you receive one of these messages. 
  • Consider using a security solution designed for small businesses, whether you manage social media accounts as a team or use shared devices Norton Small Business Hotel they offer social media monitoring to help avoid controlling admin accounts. 
  • Educate your team. If you manage your account with others, make sure everyone knows how these scams work. 

With the growth of digital businesses and the influence of social networks in brand building, scams like this become increasingly dangerous. Awareness and the use of appropriate tools are fundamental steps to protect digital identities and avoid financial and reputational losses in the online universe. “A Norton continues to closely monitor the evolution of these threats and reinforces its commitment to the digital security of small companies and content creators”, concludes Sanchez-Rola. 

Expert explains how to avoid the 7 financial mistakes that lead companies to early closure 

E-Commerce Update
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Expert explains how to avoid the 7 financial mistakes that lead companies to early closure 

According to the latest survey of the Map of Companies of the Ministry of Development, Industry, Commerce and Services (2024), Brazil registered more than 3.8 million new companies opened between January and December. However, the mortality rate remains high: about 1.4 million were closed in the same period.

In Sao Paulo, state with the largest number of active companies in the country, 23.7% of the businesses close their activities in up to two years, according to data from Sebrae-SP.

For Jhonny Martinsaccountant, lawyer and vice president of SERAC, the main factors that lead to early closure are linked to poor financial management, the absence of tax planning and the lack of control of operating costs. “O entrepreneur believes that he is thriving by selling more, but does not realize that he is diluting margin, generating tax liabilities and consuming cash with inefficiency”, warns Martins.

Although the increase in revenue, the conquest of new customers and territorial expansion are celebrated as signs of success, the expert warns of the invisible risks that accompany this growth.“Without cash flow control, tax planning and reading indicators, the company grows out and implodes inside”, he says.

Common financial mistakes and their consequences

Among the most recurrent misconceptions in companies in the expansion phase, Jhonny Martins highlights the absence of separation between personal and business finances, the lack of daily control of cash flow and decision-making based only on billing, disregarding profitability. “The entrepreneur often mistakes cash for profit. This operational myopia compromises the planning and sustainability of the” business, he explains.

Another frequent mistake is to expand the operation without reevaluating the tax burden. Martins notes that many companies maintain tax regimes inadequate to the new size of the organization. “O result are higher taxes than necessary and risk of assessments for tax misfit.”

To avoid these bottlenecks, the executive recommends the implementation of professionalized financial management, even on a small scale. “It is not necessary to start with a CFO, but it is essential to have active accounting, control tools and periodic reports that indicate contribution margin, average ticket, default and a BREAK-even point”, he advises.

Tax planning should also be treated as part of the growth strategy.“ Periodic analyses can generate relevant savings and prevent surprises with the tax authorities.Each new product, service or geographic expansion must be accompanied by a specific tax assessment”, he points out.

In addition, Martins reinforces that financial indicators should not only serve for monitoring, but need to support strategic decisions. “There is no sustainable growth without data. Businesses that scale based on feeling run the risk of sinking just when they seem to thrive.”

Seven mistakes that compromise growing companies and how to avoid them

According to Jhonny Martins, these are the main misconceptions that lead promising companies to premature closure:

  1. Mixing personal finance with businessHow to avoid: Keep separate accounts and formalize pro-labore. Avoid informal cashier withdrawals.
  2. Lack of daily cash flow controlHow to avoid: Use management tools to track inputs and outputs in real time.
  3. Decisions based on billing onlyHow to avoid: Analyze contribution margin, fixed costs and break-even before expanding operations.
  4. Neglect in tax planningHow to avoid: Periodically reevaluate the tax regime and adapt it to the size and activity of the company.
  5. Expansion without tax burden revisionHow to avoid: Consult experts with each change in scope, billing or operating model.
  6. Disregard financial indicators as a basis for decision-makingHow to avoid: Monitor metrics such as default, average ticket, and profitability on a regular basis.
  7. Lack of a minimum financial management structureHow to avoid: Have an active accounting and consistent reports, even in smaller companies.

Companies that adopt a number-oriented management and maintain financial predictability have greater bargaining power with suppliers, access to more competitive credit and are more attractive to investors.“The financial organization not only protects the business in times of crisis, but also values the company in the market.In a highly competitive environment, it is an invisible but decisive asset”, concludes Jhonny Martins.

Valentine's Day should boost sales in e-commerce: and data is the key to take advantage of the high

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Valentine's Day should boost sales in e-commerce: and data is the key to take advantage of the high

Valentine's Day represents one of the main sales opportunities in the first half. According to the Nubimetrics, Sales intelligence platform that uses big data and AI transforming data into insights to sellers and big brands, the expectation for 2025 is to repeat, or even surpass, this performance with emphasis on products such as alliances, shoes, perfumes, and even erotic articles

“To stand out on Valentine's Day, it is essential to keep up with demand, study the history of this seasonality, understand what options within the usual products for this seller, but in addition, seek opportunity demand regardless of the niche, which can lead to new categories. There are opportunities for unsatisfied demands and you can use artificial intelligence to detect them”, emphasizes Juliana Vital, Global Chief Revenue Officer of Nubimetrics.

As a big star of Valentine's Day, the alliances had a strong increase in demand in June 2024, and continue as a strong trend for this year's event.In addition, an emblematic example is the category of perfumes: considered gifts “coringA”, especially the men's, were the most sought after items in the last month of June 2024. The erotic products sector has gained more and more prominence and shows a promising bet for Valentine's Day, demonstrating an increase in searches for board games (oriented towards the erotic universe), which reveals an opportunity for consumption focused on experimentation and the search for news.

In addition to gifts for partners, many consumers take advantage of the promotions of the date to buy for themselves, an important behavior that benefits categories such as Beauty, Pharmacy and Health.

“More than tracking seasonality, what differentiates high-performance sellers is the ability to turn data into strategic decisions.That is why real-time market intelligence is essential for every choice to be more accurate and every opportunity, better seized”, concludes the professional.

EstrelaBet Wins Consumidor Moderno Award 2025 in Online Betting Category

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EstrelaBet Wins Consumidor Moderno Award 2025 in Online Betting Category

EstrelaBet, a leader in gamingtech in Brazil, celebrates a historic achievement by winning the 2025 Modern Consumer Award in the Online Betting category, standing out for excellence in service and innovation. The award recognizes companies that stand out for quality in service, customer experience, innovation and commitment to consumer satisfaction.

The recognition comes at a strategic moment for EstrelaBet, which has been consolidating relevant advances in technology, service and responsibility practices. The company conducts a continuous process of transformation, with dozens of initiatives implemented from the active listening of users. In 2024, customer feedback resulted in the implementation of 50 initiatives, 11 projects and 10 new processes, which promoted improvements in registration flows, withdrawals, promotional communication and other points of the customer journey.

Among the advances, we highlight the humanized service combined with the evolution of the virtual assistant Estela, which today operates with generative artificial intelligence and has become a strategic channel of resolutivity.“Atoday, Estela autonomously solves 64% of the demands with assertiveness of responses in 94%, reflection of our efficiency and capacity for personalization.At the end of 2024, EstrelaBet also expanded its operation with the implementation of a telephone channel with human team available 24 hours a day, seven days a week, complementing the already existing channels of chatbot, email and chat service to CSBet.

These initiatives reinforce the company's commitment to provide affordable, empathetic and multichannel care. Another fundamental pillar is the psychological support program offered in partnership with the FUMEC University, which provides free and confidential care to players with signs of risky behavior. In addition to the care, the program also enables EstrelaBet teams to identify and direct cases for professional follow-up. The initiative is conducted by psychologists specialized in pathological gambling and integrates robust protocols of prevention, guidance and emotional care.

“Esse recognition represents an important milestone for EstrelaBet, especially because it is the first year of the Online Betting category in the award. It is a validation of our effort to put the consumer at the center of the strategy, with continuous investments in technology, service and responsibility.We remain committed to offering the best experience for our users, always prioritizing safety and transparency”, says Joao Gercossimo, CEO of EstrelaBet.

The official award ceremony will be held on June 24 in Sao Paulo. The full list of winners is available on the official website of the award:

https://premio.consumidormoderno.com.br/vencedores-2025

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