If there was a theme that dominated the lectures and the parallel conversations of the South Summit Brazil 2025which happened between the 9th and 11th, in Porto Alegre (RS), was Artificial Intelligence. And no wonder: technology is being applied in several areas – from retail to agriculture and crypto market – and it can add revenue of up to $ 13 trillion by 2030, according to estimates by McKinsey consultancy.
During the event, several cases and insights were presented from large companies to startups. The central message was clear: you must learn to navigate this new scenario that looks like science fiction, whether you entrepreneur or employee of a firm. Those who do not follow this transformation risks being behind. What’s more, it is not enough to adopt AI-it is essential to know how to use it strategically, taking advantage of the data collected intelligently.
One of the enthusiasts of the sector is Luiza Trajano, chairman of the Magazine Luiza Council (MGLU3). During her participation in the event, she recalled that the company started as a small store in the interior, has gone through several phases over the decades and now lives a new moment of transformation through artificial intelligence – even in the midst of recent turbulence.
“What we are seeing are artificial intelligence agents completely changing the customer’s experience. The transformation is huge. And AI will not take work from those who are inserted in this process,” said Trajan.
The company has been investing in the improvement of Lu, its AI -based virtual assistant, as well as Magalu Cloud, its cloud service platform, and other technological initiatives.
R $ 90 million
Transformation is not limited to retail. SLC Agrícola (SLCE3), commodity producer founded in 1977 in Horizontina (RS), also bet heavily on artificial intelligence. The company connected all its systems, modernized its applications and software, and created a corporate data lake – a repository that integrates data from different sources, told Rafael Rosa, the company’s technology manager, for the Infomoney. “This opened a huge range of opportunity.”
According to him, the use of computational vision in the field allows, for example, to identify the exact location of a pest and decide, based on AI, whether or not it is worth applying a particular product in the affected area. “Before, you applied the defensive in the whole area when detecting a disease. Today, with the mobile phone, a georeferenced photo is taken, and a software with I processes all this to guide the best decision.”
The result? The company saved about R $ 90 million in the last crop with the use of artificial intelligence.
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Of value
For Gustavo Ioschpe, Big Data founder and CEO, AI’s true power is to turn information into concrete actions. In his lecture at the event, he pointed out that it is not enough to generate sophisticated insights – it must ensure that they are operating and generate real results.
“Collecting data and processing it with IA is just the beginning. What matters is generating value with it,” said the businessman, who serves customers such as Ambev, Petrobras, Ipiranga and Unilever.
One of the examples cited by ioschpe was the use of more than 21,000 variables in the US market, which, according to him, is only possible with the support of artificial intelligence. “Traditional models do not handle the message. Only AI can process video, audio, image, text – and turn everything into useful knowledge.”
Among the products offered by the company are Price, which defines the ideal price for each product based on the customer profile and its location, and One-Click Order, which recommends personalized products according to the user’s history and preferences. “If you have a lot of data and many products, you can make much more money with AI than with traditional methodologies,” Ioschpe concluded. “
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Ia and Crypto
And since Ioschpe talked about data, it is worth highlighting Iago, new virtual assistant in the Bitcoin market, developed based on Generative AI. According to the cryptocurrency Exchange, the tool is already able to solve more than 40% of customer care without the need for human intervention. Iago will be gradually integrated with all the company’s digital channels-such as website, application and WhatsApp-and the expectation is to reach, at the end of 2025, the 80% mark of after-sales service solved automatically.
“Iago is a central part of our Ai First strategy, and marks an important advance in the use of artificial intelligence to improve the customer’s experience and journey, mainly offering investor security,” said Gustavo Figueiredo, CTO of MB.
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