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    Generative Artificial Intelligence and the transformation of digital advertising

    Adilson Batista
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    Generative Artificial Intelligence and the transformation of digital advertising

    Generative Artificial Intelligence is radically changing the way digital advertising is done. In daily life, I realize that this technology has transformed every stage of the creative process, from the first insight to the final validation of the campaigns

    In the ideation phase, text generation tools offer instant brainstorming, giving quick and creative slogan suggestions, scripts or visual concepts. This greatly expands and accelerates the creative process, allowing the exploration of thousands of ideas in a few minutes, without relying exclusively on personal inspiration

    During the creation of the content, the change becomes even more evident. There are advanced tools that generate complete ads, from well-crafted texts to customized images for different types of audiences. AI has finally delivered something that the market has been seeking for a long time: hyper-personalization at scale. This allows delivering the right message, at the right moment and for the right person with an efficiency that would be impossible manually

    These advances mean not only efficiency gains, but also a quantitative leap in the campaigns. Ads that used to take weeks to be launched are now ready in days or even hours. Major advertisers have already realized this, highlighting that generative AI has greatly reduced the time needed for creative production, freeing up more time for the team to focus on strategic decisions

    Furthermore, the quality of the ads has increased because smart algorithms analyze previous behaviors and optimize every detail, from titles to images and calls to action, increasing overall engagement. In practice, many high-performance companies are already adopting these technologies

    Another interesting point is that this revolution is not limited to just the creation of ads. In the distribution and broadcasting stage, platforms like Meta's AI Sandbox already use AI to dynamically adjust content based on real-time audience reactions, generating various versions automatically adapted for each channel. But to take advantage of all this, it is essential to have a solid foundation of knowledge. Companies must carefully structure their internal information – from style guides, historical data from previous campaigns and product catalogs to customer interactions on social media, evaluations and market research. All of this works as fuel for AI, allowing her to create more accurate content aligned with the brand's identity

    Today there are already platforms and technologies like Retrieval Augmented Generation (RAG), that can quickly access this database and generate coherent and personalized content. Leading companies, like Coca-Cola, they have already demonstrated the potential of this approach by combining models like GPT-4 and DALL-E with their own collection, ensuring that the AI captures and reproduces the true spirit of the brand. Connected to a good database, generative AI also becomes a powerful machine for insights. She analyzes gigantic volumes of information to identify trends and opportunities that often go unnoticed. One example is how large brands can predict consumer trends by analyzing millions of online interactions, generating useful insights for much more efficient campaigns

    Next, AI comes into play by producing highly personalized content. The results are impressive: texts and images generated instantly and adapted to different audience profiles, drastically increasing the effectiveness of the campaigns. A clear example is that of Michaels Stores, that achieved almost total levels of personalization in its communications, significantly improving your results

    Creativity also gains new horizons with AI allowing for co-creations between brands and consumers. The "Create Real Magic" campaign by Coca-Cola is a great example, with consumers using AI to generate unique art, reaching extremely high levels of engagement

    It is worth emphasizing that, even with all this automation, the human factor remains essential. The role of professionals becomes one of curation and refinement, selecting and refining the ideas generated by AI, ensuring strategic and emotional alignment of the campaigns. Another important gain is the prior validation of ideas. Today, AI models simulate the performance of campaigns before they go live, helping to quickly identify what works best and greatly reducing risk. Companies like Kantar already do this in minutes, predicting the real impact of ads even before they are launched

    These simulations go beyond the numbers, also providing qualitative insights that help understand how different audiences may react to a campaign, functioning as true virtual focus groups

    The key for all of this to work well is the correct data. Proprietary data, social media, market reports, customer service conversations and previously produced content are essential for the AI to deliver truly personalized and effective results

    This transformation is here to stay. Today it is possible to do much more with less, launching more assertive campaigns, fast and with high return potential. Of course, challenges exist, how to ensure ethics and quality, but the path is already clear: digital advertising will increasingly be guided by Artificial Intelligence, and the marketing professional will have a fundamental strategic role in driving and refining these results

    Security and ease of use lead the choice of betting platforms in Brazil

    E-Commerce Update
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    Security and ease of use lead the choice of betting platforms in Brazil

    A recent survey conducted by idwall on the behavior of bettors in Brazil reveals the main factors that influence the choice of betting platforms and highlights the challenges faced by users. The study, that includes participants from different age groups and social classes, indicates that the lack of security is the main reason for the platform change, with 50,7% of bettors pointing to this factor as critical.In addition, 50,6% mentioned difficulties in withdrawal,and 44,5% cited the history of scams or unfair practices as reasons to seek other platforms

    Decisive factors in choosing the platform

    When choosing the betting platform, the interviewees prioritize three criteria: ease of use (39,5%),ease of contribution and redemption 39,2%) and the platform's reputation (38,8%).These aspects demonstrate the preference of bettors for intuitive environments with fast and transparent processes.In addition, 62,1% stated that they have already recommended the platforms they use,highlighting positive personal experience and the possibility of bonuses as the main reasons for the recommendations

    Although attractive promotions also influence the choice,safety remains the primary factor.The research revealed that 46,2% of bettors consider the platform's problem-free history as decisive,while 36,4% prioritize the feeling of security during transactions

    Challenges faced by users

    About 41,5% of bettors reported that they do not complete the registration due to a lack of trust in the security of navigation on the site or app.In addition, 38,9% indicated that the registration process is considered slow or complex. Such difficulties lead to a significant dropout rate, with almost half of the respondents not completing the registration on the platforms. Therefore, it becomes evident the need for improvements in the user experience to increase adherence and trust in betting platforms

    Strikes and security measures

    The study also revealed alarming data about fraud in the sector: two in every 10 bettors have already been victims of fraud,while 10% reported having their accounts hacked at some point. The numbers highlight the urgency of improving digital protection measures to ensure user security in a rapidly expanding market

    According to the CEO and founder of idwall, Lincoln Ando, it is necessary for platforms to adopt robust identity verification and continuous monitoring solutions, ensuring a risk-free experience for users. "The trust of bettors does not depend only on attractive bonuses or advantageous odds", but also the assurance that your information will be protected against fraud and security breaches. The use of advanced technologies for authentication and transparency in transactions is essential to mitigate these risks,says Ando

    Unprecedented technology in the market uses AI for software testing

    E-Commerce Update
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    Unprecedented technology in the market uses AI for software testing

    With the digitization of recent years, the volume of applications and software that society accesses daily is increasingly larger. However, for these programs to work properly, numerous tests (test cases) are conducted from the creation of the application to the launch. For that, IT professionals need to access each function within the application and simulate the various possibilities of user actions, in order to identify errors and create the necessary solutions. In this way, the applications reach the market only when they are working correctly, avoiding losses to developers and their clients. 

    "It is a very large area within IT that requires many hours from specialized professionals". Now, with the support of Artificial Intelligence (AI), in a few hours the developer can identify all the system's flaws, what could take days manually, explain the CEO of TestBooster.eat, Juliano Haus, that has been operating for over 20 years in the technology sector

    One of the differentiators is the use of Artificial Intelligence, that accelerates the execution of software tests, making the action more assertive. This is because the AI itself accesses the screen and maps all possible variables, carrying out the actions automatically. 

    "Until then, the solutions available on the market performed the tests automatically, however, it was necessary for the professional to make a prior schedule of the points they would like to test. With TestBooster."there is no need for programming in this process", highlights Juliano Haus. Its intuitive interface also allows anyone who is well-versed in the business rules of their systems to create and conduct tests, without relying on a specialized professional, complement

    With the autonomy of AI, the technology allows multiple tests to be conducted simultaneously and during nighttime periods, for example, bringing more speed to the process and increasing the team's productivity. At NextAge, software development company that has been operating in the market for 17 years, the TestBooster.AI accelerated activities by 40% in this execution phase

    Released 2 months ago, the TestBooster.already has several clients throughout Brazil, mainly in the financial areas, cooperatives and SaaS. The solution can be accessed via subscription, according to the client's demand. "We believe that this is an important step towards having a system capable of self-regulating in the future", identifying failures and promoting corrections autonomously, highlights Juliano Haus

    Adobe holds its first Summit in Brazil focused on AI, personalization and leadership in digital transformation

    E-Commerce Update
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    Adobe holds its first Summit in Brazil focused on AI, personalization and leadership in digital transformation

    Adobe confirmed the first edition of Adobe Summit Brazil, scheduled for April 23 at Teatro Santander, in São Paulo. The event reinforces the strategic weight of Brazil and Latin America in the company's global operations. The initiative comes just a few weeks after the Adobe Summit brought together 12,000 executives and market leaders in Las Vegas, between March 17 and 20

    Among the highlights of the event in Brazil is the participation of Raphael Abreu, global vice president of design at Coca-Cola, that will show how the brand applies artificial intelligence to enhance creativity, consistency and impact on a global scale. He is the brand, Coca-Cola, were present at the international edition, protagonizing inspiring lectures and one of the main activations

    "Brazil is experiencing a moment of strong digital acceleration", the holding of the Adobe Summit in the country is a direct response to the advancement in the search for digital maturity by companies — in addition to reflecting the enormous potential of the Brazilian market, says Mari Pinudo, Country Manager of Adobe in Brazil. "We have been following this evolution with an operation that is increasingly close to our clients and fully aligned with the challenges and opportunities of the region".”

    The Adobe Summit, held in March, marked the launch of solutions aimed at personalization and the safe use of artificial intelligence in marketing flows. One of the main announcements was the Adobe Experience Platform Agent Orchestrator, that allows companies to control generative AI agents at scale. Adobe has also expanded the features of Firefly, now integrated with GenStudio, focusing on optimizing content production and greater creative efficiency

    These advancements are at the heart of the Adobe Summit Brazil. For Camila Miranda, Marketing Leaderfrom Adobe Latam and executive responsible for the event, the initiative reinforces the brand's commitment to the Brazilian market. "The event held here will not just be a replica of what was done in Las Vegas". It is a strategic exchange platform with the local ecosystem. Let's show how AI, creativity and data combine to create unique experiences and concrete results, affirms

    In the global edition, companies like Delta, General Motors and Marriott presented digital transformation cases. Two Brazilian brands — Vivo and Bradesco — were among the finalists of the Experience Makers Awards, that recognizes visionary leadership and innovation in customer experience. The Latin American delegation included more than 200 professionals from 10 countries. 

    With the arrival of Adobe Summit in Brazil, big tech expands its presence in the country and positions the event as a catalyst for innovation for companies looking to stand out in an increasingly data-driven landscape, efficiency and personalization

    He created software and made R$25 million selling it to a retail giant

    E-Commerce Update
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    He created software and made R$25 million selling it to a retail giant

    Johnny Soares can be defined as a dreamer driven by determination. With resilience and strategic vision, he turned obstacles into opportunities, founding Sinctec Sistemas, a venture that would change the way some of the largest transportation and e-commerce companies in the country manage their logistics operations. Your great achievement? Develop an innovative software that, in a short time, began processing millions of deliveries for the largest retailers in Brazil, optimising processes, offering real-time visibility and consolidating it as a true pioneer in the sector

    Natural entrepreneur since the age of 12, experiencing everything: from street markets in São Paulo to industries, pharmacy and even the sale of funeral plans. But it was in technology that he found himself. "I only got my first PC at 18 years old". "Technology was a luxury I couldn't have before this", remembers. With dedication and study, won a scholarship to study Computer Science and, still in college, got his first internship in software development, starting like this, your trajectory in the technology sector

    In 2013, Johnny invited his friend Jeihson, Diego and Orlando to become your partners at Sinctec Sistemas. Even facing the common challenges of a new business, he firmly maintained his vision of building something truly transformative for the clients. In a short time, the team grew and, with only one year of operation, the company already had 12 employees and was starting to attract market interest. However, the economic crisis of 2015 and 2016 brought significant obstacles. The high default rate and operational costs forced Johnny to rethink the business model. It was at that moment that he decided to invest in his own products, starting a new phase, more mature and strategic

    The development of millions of software

    One of the greatest milestones in his career was the creation of an innovative transportation management platform for e-commerce, launched in 2017 by Sinctec Sistemas. Developed 100% by the team, under your leadership at all stages, from planning to implementation, the solution transformed the control and logistical optimization of large companies. Still that year, the first contracts were signed and the results did not take long: each year, millions of deliveries began to be processed. "It is difficult to find a Brazilian who has not received an order managed by our platform", reflects Johnny, with pride

    Large retailers began to adopt the software, monitoring your operations in real time and, satisfied with the results, they started to recommend him to partners. "It was when I realized that we were transforming e-commerce logistics in Brazil", remembers. In 2019, the platform reached the milestone of 5 million monitored deliveries, tracking thousands of products, increasing customer efficiency and surpassing R$ 1 billion in transported goods value. The companies that adopted the solution saw their results soar. Some grew by up to 1500% in just two years. "Seeing how much this positively impacted the day-to-day operations was extremely rewarding", account. The numbers speak for themselves. More than growing, technology has helped redefine what it means to be successful in the logistics sector

    The pandemic

    The COVID-19 pandemic, in 2020, brought an unprecedented challenge and a unique opportunity. With the boom of online shopping, the demand for efficient logistics has skyrocketed and Sinctec's platform has become essential. Transport companies and retailers turned to the solution to manage deliveries quickly, and the software made an impressive leap: already in 2020, processed 1,5 million deliveries per month, sustaining the operations of large brands amid chaos. "The pandemic tested our capacity", but we turned the challenge into an opportunity, punctuate

    The platform's performance quickly caught the market's interest. Still that year, purchase offers started to arrive. After an intense period of negotiations, and at just 34 years old, the entrepreneur finalized the sale of the software to a retail giant in a million-dollar transaction. "For those who grew up in the depths of the east zone", "it's surreal to live something like this", confess. He acknowledges that the path was full of obstacles, but highlights the fundamental role of the team that was by your side. It wasn't easy, but with this team I feel that we would be able to achieve anything, say, with pride. The journey that began amid challenges ended as a milestone of overcoming and achievement

    The numbers are impressive: the platform surpassed 50 million deliveries per year, moving more than 10 billion reais in goods. They are results that clearly show the size of the impact and the growth potential of the solution

    After four years leading the product sold to a retail giant, leading innovations and transforming the company's logistics, Johnny Soares decided to return to the entrepreneurial universe with renewed energy. Alongside their partners and a team of more than 30 talented professionals, he dove into new projects. Among them is the Associatec, a solution aimed at the third sector, in addition to tailored consulting and, of course, the development of new tools for logistics

    The next chapter of this journey is to take your solutions outside of Brazil and continue investing in cutting-edge technology. "We are excited about this new generation of solutions that we are developing", says Johnny, with sparkle in the eyes

    Of a boy who started working at a very young age to help at home until he became the creator of a product that generated over 25 million reais in revenue, your story shows that innovation and resilience go hand in hand in building a solid and transformative business

    Oracle loses lawsuit in court (TJSP) and Brunsker nullifies million-dollar sentence

    E-Commerce Update
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    Oracle loses lawsuit in court (TJSP) and Brunsker nullifies million-dollar sentence

    A Brunsker, Brazilian technology company, reversed a crucial legal battle against Oracle and managed to annul a million-dollar charge that could have driven the company to bankruptcy. The clash began after a failed acquisition attempt (M&A) by a partner of Oracle, that offered only R$ 3 million for 51% of Brunsker (in the form of investment in the operation – cash in), given that Brunsker was generating about R$ 600 thousand monthly and was on an upward trend. In the face of refusal, Oracle has taken aggressive measures to pressure the company, unilaterally modified the billing method

    The strategy involved an abusive increase in the cost of the contract between the two companies. The amount paid monthly by Brunsker for the use of Oracle technology jumped from R$ 40 thousand to R$ 500 thousand, without any financial proportionality in relation to the scope of the services. With the impossibility of bearing the "adjustment", what was basically the revenue value of Brunsker, filed a lawsuit to prove that the increase was unenforceable. However, to make the measure even more aggressive, Oracle requested judicially (by counterclaim) the maturity of the upcoming installments without Brunsker having used the absurd amount of R$ 5,3 million, that there is a view of the time, interest and monetary corrections can reach amounts exceeding R$ 16 million

    According to Sthefano Cruvinel, CEO of EvidJuri, to exemplify suffocation"it would be like someone renting a house with a 36-month contract", the owner increased the rent abusively (from 5 thousand to 50 thousand) and still made you leave the property and pay as a penalty all future installments, score Cruvinel

    A first trial was unfavorable to the Brazilian company, that was sentenced to pay the full increase, just as it condemned the company that had been growing (Brunsker) which was notably suffering pressure to sell, to pay the abusive increases and the future amounts of the contract

    In this scenario, the EvidJuri, national reference in evidential intelligence and technical audits for complex litigation, was called to restructure the legal-evidentiary strategy in the appellate phase and overturn an unjust and technically flawed judicial decision

    With a strategic performance based on robust technical opinion and independent audit, EvidJuri demonstrated that the process could not advance without the careful assessment of a specialist. The work brought to light hidden technical inconsistencies and documentary evidence that supported the need for a new analysis

    The resultsentence annulled, inflated charge annulled and million-dollar debt extinguished, ensuring the continuity and return to growth of Brunsker in the market, that was again sought by Oracle's partner (SkyOne) to acquire the portfolio, again with a low price and using insider information

    This victory goes beyond Brunsker. It is a fundamental precedent for Brazilian companies facing unfair pressures from largeplayersinternational and who believe in Justice. Respect for contracts and free competition is essential for the technology sector, where power and money cannot overshadow the people and families who depend on much smaller companies than an Oracle. We came to rebalance this scale.”, Sthefano Cruvinel stated, CEO of EvidJuri

    Automation in retail: challenges and solutions for an efficient future

    Tailan Oliveira
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    Automation in retail: challenges and solutions for an efficient future

    Optimization is one of the main objectives of companies, including the retail sector. In this context, automation emerges as a response to this search, driven by a range of technologies that promise to revolutionize everything from logistics operations to the consumer shopping experience. And it is in the opportunity to integrate processes, reduce costs and personalize interactions as automation takes a central role in the strategic decision-making of retailers aiming for success in an increasingly competitive market. 

    It is important to remember that automation in this sector is not a new concept, but, in light of your evolution and the increasing accessibility to new technologies, its impact has been increasingly significant. According to the report from Mordor Intelligence, the size of the retail automation market was estimated at US$ 17,46 billion in 2024, and is expected to reach US$ 37,38 billion by 2029, growing to a CAGR of 14,66% during the forecast period (2024-2029). 

    In light of this scenario, there are several tools and systems that are reshaping the sector and, in some cases, directly impacting the customer experience. It is possible to notice this with the self-checkout, that reduces lines in physical stores; the interactive totems, that facilitate the search for products; the integrated stock, that guarantees availability; and the service via AI or QR Code, that speeds up the acquisition of information, among other infinite possibilities that the world of automation brings. 

    This ease and efficiency can also be found in the online environment through AI personalization, smart recommendations, do atendimento 24/7 por chatbots, the automated order updates and the proactivity of predictive analysis, that enhance customer satisfaction and loyalty. 

    Beyond the effect it has on the final consumer, it also significantly contributes to the reduction of operational costs, this is because there is an optimization of inventory and the implementation of a smarter logistics. With that, by automating the processes, it is possible to reduce steps that create unnecessary bureaucracy, increasing, thus, productivity. Profits also benefit from an improvement, given that it is possible to reduce losses and fraud and have a more assertive decision-making process based on data. 

    Despite the benefits, automation in retail presents challenges, among them, the high initial cost, the complex integration with legacy systems, and a possible resistance from employees, that may require greater attention in management and training. Another factor that companies also face is the lack of qualified professionals, what is important to know how to deal with dilemmas that will arise.  

    To address both technical and cultural issues, it is important to seek the assistance of a consultancy. After all, with her, it will be possible to establish an implementation and strategic planning that will be more effective, counting on experienced professionals will be able to visualize the best solution for the problems the company has. 

    Automation is not just a trend in retail, but rather a fundamental transformation that is shaping the way companies operate and compete. Retailers can leverage the power of automation to optimize their processes, enhance the customer experience and build a more efficient and prosperous future

    First exclusive watch sales app is launched in Brazil

    E-Commerce Update
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    First exclusive watch sales app is launched in Brazil

    A Vittorino Watches, high-end watch brand founded by influencer Vitor Siqueira, just launched the first exclusive app for selling watches in Brazil. Available for iOS and Android, the Vittorino Watches app consolidates the brand's pioneering spirit, offering customers an agile experience, secure and sophisticated for acquiring pieces from the authorial collections — like Essenza Champagne and Cobalt, a Corsa – in the Black model, and the Maestro, in the Onyx and Sandstone version

    Different from generic marketplaces, the Vittorino app is the only one in the country dedicated exclusively to the sale of watches, integrating the entire brand catalog into a premium digital environment. The differential of the app lies in the complete experience offered to users. "It's not just about buying a watch through the cell phone". We created an environment where every touch on the screen reflects the same excellence that we put into our products, explains the brand's CEO, Vitor Siqueira. 

    The Essenza collections, Corsa and Maestro highlights of the launch and available for purchase, maintains the brand's standards of excellence: Swiss Ronda Quartz movements, 316L stainless steel cases and sapphire crystals – characteristics that place Vittorino's pieces on the level of international watchmaking

    With this release, Vittorino Watches reaffirms its position as a disruptor in the Brazilian luxury market. "While other brands are content to be in generic marketplaces", we created our own path, finalizes Siqueira, making it clear that this is just another step in the ambitious expansion of the brand

    Loyalty 2.0: why shopping apps are the secret to retaining customers in 2025

    E-Commerce Update
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    Loyalty 2.0: why shopping apps are the secret to retaining customers in 2025

    In a scenario of accelerated digital transformation, shopping apps are consolidating as essential tools to retain consumers and boost engagement with brands. In 2025, the trend is that these platforms will become even more strategic, integrating loyalty features that go beyond traditional points and rewards programs

    According to Bruno Bulso, Operations Director and co-founder ofKobe Apps, leading platform in the development of mobile commerce applications for Brazilian retail "shopping apps are evolving to become central in the consumer journey, not only as sales channels, but like relationship platforms. Loyalty happens naturally when we offer personalized experiences, relevant rewards and features that engage the customer continuously.”

    Cacau Show and Whirlpool at the forefront of this transformation

    One of the highlighted success cases by the company is that of Cacau Show, that uses the Cacau Lovers program to significantly increase the repurchase rate of its consumers. Through a gamification dynamic, customers accumulate pointscacausfor each purchase, that can be exchanged for exclusive products. This strategy not only strengthens the emotional bond with the brand, but also encourages repeat purchases. According to data from Cacau Show, the app has a rating of 4,3 stars and currently has over 250 thousand active users, reaching the top 2 in the Food and Drink app category
     

    Another example is Compra Certa, Whirlpool Group marketplace, with over 140 thousand apps installed on the Play Store, that adopted an innovative approach to customer loyalty in a high-ticket and low-recurring segment, like appliances. The program ofcashback offers attractive rewards, proportionally to the value of the purchase, encouraging consumers to return to the app to purchase other products

    In addition to transactional applications, relational applications and with gamification

    According to the COO of Kobe Apps, the company has invested in technologies that allow the integration of multiple loyalty features within a single shopping app. This includes everything from points and rewards programs to gamification strategies, like missions and challenges that encourage consumers to interact more with the brand

    A practical example of this approach is the use of customized "Missions", where consumers are rewarded for completing specific actions, how to make a second purchase within a specified period or the customer is rewarded with a gift. These missions not only increase the time spent in the app, but also strengthen the relationship between the consumer and the brand, says Bruno

    Bruno Bulso emphasizes that "loyalty is no longer a differentiator", but another necessity in the current market. Consumers expect to be recognized and rewarded for their loyalty, and shopping apps are the perfect tool to deliver this experience in an integrated and efficient way.Interactive features, like "Spin the wheel and win benefits" and "Scratch-off Coupons", increase the engagement and loyalty of retail apps

    Kobe Apps also emphasizes the importance of clear metrics to measure the success of loyalty strategies. Through its platform, brands can monitor indicators such as repurchase rate, customer lifetime value (LTV) and ROI of loyalty programs

    "With the rise of shopping apps as loyalty tools, the brands that adopt these strategies in 2025 will be ahead of the competition, building lasting and profitable relationships with your consumers, complete Bulso. Kobe Apps remains committed to leading this transformation, offering innovative solutions that combine technology, data and creativity to deliver exceptional results

    Brazilian company launches ESG glossary with infographics and over 130 terms

    E-Commerce Update
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    Brazilian company launches ESG glossary with infographics and over 130 terms

    The concept of ESG – Environmental, Social and Governance, in free translation – has gained significant importance in society and in numerous markets today. According to the study "Advances and Challenges: ESG Maturity in Brazilian Companies 2024", carried out by Nexus in partnership with Beon ESG, 51% of companies in the country have sustainability strategies, and the trend is for this percentage to grow with the expansion of social and environmental demands from different sectors. Considering the popularization of this debate, aDEEP ESG, impact measurement company, reporting and monitoring for sustainability management, launched the DEEP Glossary to synthesize the universe of nomenclatures, rules and principles of the main terms and concepts associated with ESG

    The material was created with the aim of educating the market about the concepts of environmental sustainability, social and governance, grouping data, infographics and terms that are relevant for expanding knowledge about ESG."ESG is an increasingly relevant and urgent topic for the future of our planet and our generations". However, many people still have difficulties understanding their concepts and applying them in practice. That's why, we decided to create the DEEP Glossary, a didactic and accessible material that can be used by anyone who wants to learn or delve deeper into the subject, affirmsArthur Covatti, CEO and co-founder of DEEP ESG.

    Built by masters and doctors specialized in ESG, the DEEP Glossary contains relevant information for people of different seniorities in the segment who wish to start understanding the terms or deepen their knowledge in more specific topics. The content is divided into ESG categories, Green Finance, Sustainability and Impact, with each part detailing acronyms, graphics, schemes, laws and concepts relevant to the topics. In total, more than 130 terms are presented and explained throughout the 49 pages of the material

    Such knowledge is not only essential for professional performance, but also for strengthening the reputation of companies. According to the research "Brand Reputation: What Drives Brazilian Behavior", carried out by Nexus in 2024, companies that do not advocate good ESG policies are perceived negatively by Brazilians, this being the main reason why 26% of the study participants stopped admiring a company. In this sense, mastering the concepts presented in the glossary becomes essential for making strategic decisions aligned with sustainability principles

    "For now", having robustly structured ESG principles is a competitive advantage, but soon this attention to sustainability will be a prerequisite for existence in the market. Society and consumers are increasingly attentive and critical of the companies around them, that is why those who are focusing on ESG now are getting ahead and strengthening their brand reputation. The DEEP Glossary emerges in this context as a comprehensive guide for those who want to start or are already on the path towards sustainability, complementsCovatti. The glossary is available on the DEEP ESG website in PDF format, can be obtained for free and accessed online or offline

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