A Meta, parent company of platforms like WhatsApp, Instagram and Facebook, announced that Brazil will be left out of the latest release of its artificial intelligence (AI) platform. The decision was made due to "local regulatory uncertainties" and a deadlock with the National Data Protection Authority (ANPD)
The news generated frustration among companies and users who planned to integrate the new feature into their business strategies. According to data from We Are Social and Meltwater from 2023, about 95% of Brazilians aged 16 to 64 use WhatsApp, representing almost 170 million people. The exclusion of Brazil from this innovation significantly impacts communication and business strategies in the country
The concern with compliance with the General Data Protection Law (LGPD) is one of the main factors affecting the implementation of new technologies, not only for Meta, but for any institution that uses personal data. Paulo Carvalho, Practice Leader of the AI department at Lima Consulting Group (LCG), highlights the importance of companies focusing on first-party data collection to prepare ethically and responsibly for any regulatory environment. "Having their own data allows companies to boycott large platforms and build their own customer experiences", affirms
Anderson Paulucci, CDO and co-founder of triggo.ai, reinforces that the use of AI in messaging apps should prioritize privacy and transparency. It is crucial to adopt strict data minimization practices, collecting only the essential information for the functioning of the AI and using anonymization techniques to protect the identity of users, explain Paulucci
Henrique Flôres, co-founder and manager of Contraktor, highlights the transformative potential of integrating WhatsApp with AI. This integration allows for more natural communication with customers and facilitates payment methods directly in the app, making the process more efficient and convenient for both businesses and consumers, comment Flowers
Despite the restrictions, experts agree that AI is a powerful tool that needs to be closely monitored. Ethical implementation and compliance with regulations are essential to ensure user privacy and maximize the benefits of new technologies
Brazilian companies must, therefore, structure your data protection processes and stay aware of technological innovations to avoid future problems and make the most of available resources
