It is undeniable that Brazil is linked to what is happening globally and new technologies are means of connection
The schedule of the Web Summit Rio, held at Riocentro, in the West Zone of Rio de Janeiro, between April 15th and 18th, continues with a predominance of discussions linked to artificial intelligence (AI). The proximity of municipal elections in Brazil, next October, in addition to elections around the world, increases the importance of the topic. The fear is that AI will be used to spread disinformation in a scenario that still lacks laws and regulations.
“AI promotes unprecedented disruption which, together with the number of elections this year, makes regulation essential”, points out Renata Lo Prete, anchor at Globo. Greg Williams, deputy global editorial director at Wired, warns of the disinformation caused by deep fakes, which use manipulated images and distributed in a matter of seconds. “The scenario causes a loss of confidence in democracy, made worse by some candidates who are not willing to follow the rules”, says Williams. Both participated in the panel ‘The ultimate election year: What’s at stake?’.
Brazilians’ adherence to social networks inflames the context. “Brazil is among the three main platform markets with global operations”, says Renata. Integrity, checking and transparency are the prerogatives to be considered before a massive audience. “There are dangers. We need to be careful with content that can harm people”, warns businesswoman Luiza Helena Trajano, president of the board of Magazine Luiza. Recently, she was the victim of an untrue video in which she advertised offers in stores. “I became the target of memes,” she says.
“The digital environment has brought access to facilities and the chance to constantly innovate. Without putting an end to the physical, we managed to go digital”, says Luiza. Evolution is constant. In addition to influencer Lu, the businesswoman cites the example of the recently launched Magalu Cloud, the retailer’s service aimed at small, medium and individual entrepreneurs.
For Luiza, Brazil is a digitalized country. What is missing is access to solutions that people are unaware of. “There is no inequality,” she says. Employment is also seen with optimism. “We no longer have cashiers, but on the other hand, we have more stockists. The position just changed place,” she notes. Evolution will depend on the country’s economic development, from education, health and housing. “Everyone should have access to all of this,” she commented to applause from the audience. Luiza participated in the panel ‘Digital first: The new Brazilian economy’, alongside Mate Pencz, co-founder and CEO of Loft, and Rodrigo Marques, chief strategy officer (CSO) of Claro.
Brazil’s image was analyzed in the panel ‘Technology and culture: Shaping Brazil’s global image’, which was attended by singer Gilberto Gil and Marcelo Freixo, president of the Brazilian Agency for International Tourism Promotion (Embratur). “It is undeniable that Brazil is linked to what is happening globally and new technologies are a means of connection. Brazil is an important land for the development of the planet”, observes Gilberto Gil.
According to the artist, the potential is promising as the country “is beginning to be desired by the world and can inspire a new way of looking at nature”, he notes. Freixo highlights the power of technology to connect diverse people, the country’s most precious asset. “The most sophisticated thing about technology is the meeting of people, with more capacity to respect each other’s identity, and to respect the weather conditions”, he adds.
Valor
E-commerce was also a topic of debate. “AI allows us to deliver value in a different way”, comments Tiago Dalvi, founder and CEO of the startup specializing in vajeto Olist, who participated in the session ‘How AI will transform ecommerce”, with Guilherme Nosralla, co-founder of the startup Merama, which buys shares in digital business, operating as a brand aggregator.
The greater ease of customizing strategies is one of the benefits driven by AI. “Before, the operation had to almost become a service company to offer customization”, recalls Dalvi. Guilherme Nosralla adds work transformation and efficiency to technology-driven capabilities.
The executives also analyzed the role of conversational commerce in retail, a segment that generated US$25.1 billion in 2023, an increase of 89% driven by retail and e-commerce players, which increasingly improve the customer experience. The data is from Juniper Research. WhatsApp and WeChat are the main exponents of this new form of interaction. “It’s an additional channel for engagement, scalable by AI. There is more access to information, which provides general insights for both e-commerce and business management”, points out Dalvi.
Ethics and regulation are also part of the package. It is important to understand possible implications on the customer base. “Revisiting terms of use and structuring yourself are essential conditions for boosting your business. Expansion depends on an environment in which companies can flourish, including small and medium-sized enterprises, which make up the vast majority of businesses in Brazil”, Dalvi. Fulfilling offers and ensuring transparency of models are the precautions listed by Nosralla
New environments and devices emerge, but it is clear that there is no longer any differentiation between on and offline channels. The purchasing journey now has convenience as a differentiator. “Today, it is possible to test several models, but it is necessary to understand what makes sense for the business”, highlights Dalvi.
The woman in technology
The presence of AI on the Web Summit stages contrasts with the participation of women in the world of technology, a sector that is mostly male. “Only 15% of women have degrees in technology in Brazil”, says Caroline Nunes, founder and chief product officer of Infratoken. She grew up surrounded by technology, became a gamer, but remembers that she always played with male friends.
“The reality is that women still face challenges. Access to capital is difficult to innovate”, adds Rafaela Frankenthal, co-founder and CEO of SafeSpace, in the panel ‘The future for women in tech’, which was also attended by Debora Kantt, director of foresight and futures at JPMorgan Chase & Co. The conversation was mediated by Ana Lankes, correspondent for The Economist in Latin America.
Rafaela recommends that women’s achievements be celebrated in order to awaken the market to female talent. “Every woman working in the IT industry is an inspiration. I know how difficult it is to find these professionals in Brazil. It takes courage, taking risks”, testifies Rafaela, who leaves a message: “Invest in women and employ them. Question the processes. Everyone is responsible.”