1 00:00:02,619 --> 00:00:03,159 [music] 2 00:00:03,159 --> 00:00:05,240 In today's episode: from diagnosis to 3 00:00:05,240 --> 00:00:07,359 implementation, how to apply AI to 4 00:00:07,359 --> 00:00:10,359 business. 5 00:00:12,360 --> 00:00:14,599 Hello, everyone, once again, welcome 6 00:00:14,599 --> 00:00:17,680 to the XMACNA videocast. I am 7 00:00:17,680 --> 00:00:20,680 Gustavo Fechus. I'm happy to have 8 00:00:20,680 --> 00:00:23,199 here with me today Daniel Valladares and Lucca 9 00:00:23,199 --> 00:00:24,920 Carvalho. 10 00:00:24,920 --> 00:00:27,400 Today, we're going to discuss some 11 00:00:27,400 --> 00:00:30,599 topics about a package of 12 00:00:30,599 --> 00:00:32,719 solutions that we've been improving, 13 00:00:32,719 --> 00:00:35,879 developing, and delivering here in our 14 00:00:35,879 --> 00:00:38,559 work at XMACNA. 15 00:00:38,559 --> 00:00:42,800 And I think as a starting point, 16 00:00:42,800 --> 00:00:45,640 Lucca, for our conversation, here’s the thing. 17 00:00:45,640 --> 00:00:49,280 Ah, if we could define it in three 18 00:00:49,280 --> 00:00:51,320 words, I know it’s a tough exercise 19 00:00:51,320 --> 00:00:53,520 here, right? But let’s go. What do we 20 00:00:53,520 --> 00:00:58,680 do, deliver, develop and, anyway, 21 00:00:58,680 --> 00:01:01,000 we support companies with artificial 22 00:01:01,000 --> 00:01:03,559 intelligence, we could see a 23 00:01:03,559 --> 00:01:06,640 dimension of consulting, service, and 24 00:01:06,640 --> 00:01:10,759 product that we have, right? And over 25 00:01:10,759 --> 00:01:13,920 these years working in the market, we 26 00:01:13,920 --> 00:01:17,400 have been developing solutions that 27 00:01:17,400 --> 00:01:20,040 have already, let’s say, gone through several 28 00:01:20,040 --> 00:01:23,200 sectors of companies, right, from 29 00:01:23,200 --> 00:01:26,280 customer service, support, internal processes 30 00:01:26,280 --> 00:01:29,840 and even more internal communication 31 00:01:29,840 --> 00:01:33,280 Recently. I wanted you, maybe, 32 00:01:33,280 --> 00:01:35,000 to choose one of these points to 33 00:01:35,000 --> 00:01:38,159 start, because it would be interesting for us 34 00:01:38,159 --> 00:01:40,840 to build together, uh, remembering 35 00:01:40,840 --> 00:01:42,720 our own cases, the 36 00:01:42,720 --> 00:01:44,320 developments, the deliveries that we 37 00:01:44,320 --> 00:01:46,640 recently did, how we 38 00:01:46,640 --> 00:01:52,040 can, uh, illustrate a path, uh, of 39 00:01:52,040 --> 00:01:54,000 institutional relationship with us, 40 00:01:54,000 --> 00:01:56,759 right? A client who starts with a big problem 41 00:01:56,759 --> 00:01:59,759 that's very big and not well defined, 42 00:01:59,759 --> 00:02:01,920 often we have a certain 43 00:02:01,920 --> 00:02:05,000 approach, isn't that right, in our 44 00:02:05,000 --> 00:02:06,799 consulting to say: "Look, this 45 00:02:06,799 --> 00:02:08,679 problem has many sides, let's start with 46 00:02:08,679 --> 00:02:12,040 here, right?" So, you can also decide 47 00:02:12,040 --> 00:02:13,680 where you would like to start, 48 00:02:13,680 --> 00:02:14,800 because I know there are many 49 00:02:14,800 --> 00:02:16,360 possibilities. 50 00:02:16,360 --> 00:02:18,280 >> Let's go, Gustavo. Uh, thank you for 51 00:02:18,280 --> 00:02:19,720 being here, thank you for 52 00:02:19,720 --> 00:02:22,879 listening, for your time. Uh, three 53 00:02:22,879 --> 00:02:27,160 words. Ah, robots working for 54 00:02:27,160 --> 00:02:29,040 you. Sorry, four. I couldn't do it. 55 00:02:29,040 --> 00:02:30,760 I tried. 56 00:02:30,760 --> 00:02:33,080 Thanks. I think that's it. But that's what we 57 00:02:33,080 --> 00:02:35,319 do, what we learned to 58 00:02:35,319 --> 00:02:37,720 do better than, I think, few in the 59 00:02:37,720 --> 00:02:39,519 world. I was listening today to a 60 00:02:39,519 --> 00:02:42,560 podcast by a guy, one of those big names in 61 00:02:42,560 --> 00:02:43,560 market that are developing a 62 00:02:43,560 --> 00:02:45,680 operating system focused on 63 00:02:45,680 --> 00:02:47,879 agents. I said: "This guy 64 00:02:47,879 --> 00:02:50,080 gets it, this guy he gets it." Like, 65 00:02:50,080 --> 00:02:51,680 so I see from time to time some 66 00:02:51,680 --> 00:02:54,040 someone who is at the level we are, 67 00:02:54,040 --> 00:02:58,519 which is this level of putting robots 68 00:02:58,519 --> 00:03:00,720 as digital employees in companies, 69 00:03:00,720 --> 00:03:04,040 doing countless functions. And all this 70 00:03:04,040 --> 00:03:05,519 started with digital employee for 71 00:03:05,519 --> 00:03:08,000 customer service. We were pioneers 72 00:03:08,000 --> 00:03:09,640 in this in Brazil. A lot of people 73 00:03:09,640 --> 00:03:11,480 talked to Marvin out there, right? It was the 74 00:03:11,480 --> 00:03:13,400 first internal group of ours that took 75 00:03:13,400 --> 00:03:14,599 the groups and when we saw, he was 76 00:03:14,599 --> 00:03:17,200 all over Brazil, he was even 77 00:03:17,200 --> 00:03:18,599 participating in company groups. We 78 00:03:18,599 --> 00:03:20,200 started thinking, my God, LGPD, what are we 79 00:03:20,200 --> 00:03:22,080 going to do about this? It was a 80 00:03:22,080 --> 00:03:25,200 struggle at the time. The owner of Marvin 81 00:03:25,200 --> 00:03:27,080 Hermes, that's when the digital 82 00:03:27,080 --> 00:03:29,319 customer service employees were born. The 83 00:03:29,319 --> 00:03:30,599 digital customer service employees, 84 00:03:30,599 --> 00:03:34,720 they serve for support, sales, 85 00:03:34,720 --> 00:03:36,920 reception, concierge, basically everything that 86 00:03:36,920 --> 00:03:38,159 involves a relationship with the 87 00:03:38,159 --> 00:03:39,040 public. 88 00:03:39,040 --> 00:03:41,599 By the way, let it be on record 89 00:03:41,599 --> 00:03:43,239 that the very concept of digital employee 90 00:03:43,239 --> 00:03:45,560 is also our own creation, right? 91 00:03:45,560 --> 00:03:45,920 >> Uh-huh. 92 00:03:45,920 --> 00:03:48,000 >> Before it became trendy, right? 93 00:03:48,000 --> 00:03:49,920 Exactly. 94 00:03:49,920 --> 00:03:51,560 >> Oh, I remember that. Yeah, it's easy to see 95 00:03:51,560 --> 00:03:55,000 because it's from the internet before there was 96 00:03:55,000 --> 00:03:57,000 bots on the internet like we have today, more 97 00:03:57,000 --> 00:04:00,159 bots than people. There are records, it's 98 00:04:00,159 --> 00:04:03,159 about CNPJ, our name has digital employees 99 00:04:03,159 --> 00:04:06,159 digital, anyway, our place in the 100 00:04:06,159 --> 00:04:07,879 was also recorded about that, 101 00:04:07,879 --> 00:04:09,799 but these customer service employees, 102 00:04:09,799 --> 00:04:12,640 they started gaining powers, right, which are 103 00:04:12,640 --> 00:04:15,200 tools and a place to work. 104 00:04:15,200 --> 00:04:16,880 So they started, uh, gaining 105 00:04:16,880 --> 00:04:19,120 the possibility to work in a CRM, 106 00:04:19,120 --> 00:04:21,239 they got their own CRM, they got a portal for 107 00:04:21,239 --> 00:04:24,479 conversations, and then we created XMACNA 108 00:04:24,479 --> 00:04:26,639 for sales, our sales machine, 109 00:04:26,639 --> 00:04:29,240 which works end-to-end, it 110 00:04:29,240 --> 00:04:32,199 handles the entire customer lifecycle and the 111 00:04:32,199 --> 00:04:33,240 customer's relationship with you, 112 00:04:33,240 --> 00:04:34,160 from the moment they arrive to 113 00:04:34,160 --> 00:04:37,400 talk and get a quote, to how your team 114 00:04:37,400 --> 00:04:40,160 of humans, right, your team will manage 115 00:04:40,160 --> 00:04:41,800 that conversation, manage that lead. 116 00:04:41,800 --> 00:04:44,560 Then a CRM that helps support the life 117 00:04:44,560 --> 00:04:47,320 of that lead as well, uh, which 118 00:04:47,320 --> 00:04:49,680 even extends to CS, right? We 119 00:04:49,680 --> 00:04:51,840 can also link it to some 120 00:04:51,840 --> 00:04:53,880 email tools, other 121 00:04:53,880 --> 00:04:56,080 Automations that we were creating. 122 00:04:56,080 --> 00:04:59,280 A much richer package of solutions. 123 00:04:59,280 --> 00:05:01,000 That supported the digital employee in 124 00:05:01,000 --> 00:05:04,039 sales. Cool, but technology doesn't 125 00:05:04,039 --> 00:05:07,720 stop advancing and we are living 126 00:05:07,720 --> 00:05:12,000 through the most epic moment, 127 00:05:12,000 --> 00:05:13,759 especially the most exponential 128 00:05:13,759 --> 00:05:16,840 in the history of humans on Earth, 129 00:05:16,840 --> 00:05:19,440 in the history of technology. AI 130 00:05:19,440 --> 00:05:21,479 existed last year, very different 131 00:05:21,479 --> 00:05:25,280 from the AI we use today. The new 132 00:05:25,280 --> 00:05:28,240 doors open up new fronts of 133 00:05:28,240 --> 00:05:31,160 work and new discoveries, 134 00:05:31,160 --> 00:05:33,000 including internal ones and new problems 135 00:05:33,000 --> 00:05:35,440 to solve. So we 136 00:05:35,440 --> 00:05:36,919 automated our entire communication 137 00:05:36,919 --> 00:05:40,400 department, because dealing with 138 00:05:40,400 --> 00:05:43,120 creation and not just creation, but analysis 139 00:05:43,120 --> 00:05:47,800 of posts, A/B testing, ads on 140 00:05:47,800 --> 00:05:51,600 Instagram, positioning itself, 141 00:05:51,600 --> 00:05:53,880 market research, 142 00:05:53,880 --> 00:05:58,479 benchmarking, doing this on 143 00:05:58,479 --> 00:06:00,759 an industrial scale, researching this 144 00:06:00,759 --> 00:06:04,160 in markets all over Brazil, putting 145 00:06:04,160 --> 00:06:06,759 hundreds of agents, thousands of 146 00:06:06,759 --> 00:06:08,160 agents working in parallel to 147 00:06:08,160 --> 00:06:09,840 be able to generate this type of communication or 148 00:06:09,840 --> 00:06:12,960 or reports that support 149 00:06:12,960 --> 00:06:15,639 later, keywords, all the 150 00:06:15,639 --> 00:06:18,720 brand positioning. And in the midst of 151 00:06:18,720 --> 00:06:21,039 These new possibilities, these 152 00:06:21,039 --> 00:06:22,520 new automations, because, guys, let's 153 00:06:22,520 --> 00:06:24,160 remember, I'll take a step back, 154 00:06:24,160 --> 00:06:26,840 everything a human does in front of 155 00:06:26,840 --> 00:06:30,960 a computer today is being done by a 156 00:06:30,960 --> 00:06:32,000 digital worker, by an 157 00:06:32,000 --> 00:06:35,759 artificial intelligence. So, yeah, this 158 00:06:35,759 --> 00:06:39,080 applies to all the work of 159 00:06:39,080 --> 00:06:41,720 media managers, including, uh, 160 00:06:41,720 --> 00:06:45,160 digital content creators, right? And, 161 00:06:45,160 --> 00:06:47,039 there's a part of this that obviously still 162 00:06:47,039 --> 00:06:48,759 needs to be original, needs to be human, 163 00:06:48,759 --> 00:06:49,919 that's why our faces are here, that's 164 00:06:49,919 --> 00:06:51,400 why it's not an AI speaking our 165 00:06:51,400 --> 00:06:54,000 name. That's important, but there's a whole 166 00:06:54,000 --> 00:06:56,319 other part that even talks to the 167 00:06:56,319 --> 00:06:57,840 machine. And then we land on our 168 00:06:57,840 --> 00:07:01,280 new topic, which is 169 00:07:01,280 --> 00:07:03,360 look, which is 170 00:07:03,360 --> 00:07:04,720 along the way, Google changed the 171 00:07:04,720 --> 00:07:07,479 rules, changed how it searched online, 172 00:07:07,479 --> 00:07:09,960 how it, uh, referenced the 173 00:07:09,960 --> 00:07:13,840 uh, the links, right, and the answers there 174 00:07:13,840 --> 00:07:15,680 gained prominence. That's the same 175 00:07:15,680 --> 00:07:17,120 thing. The client's behavior, 176 00:07:17,120 --> 00:07:19,360 market behavior changed. We 177 00:07:19,360 --> 00:07:20,680 started to see clients searching more 178 00:07:20,680 --> 00:07:23,039 on ChatGPT, searching more in Google's 179 00:07:23,039 --> 00:07:24,879 insights, in the first AI answer and not 180 00:07:24,879 --> 00:07:28,800 in the links. And then, ah, even came 181 00:07:28,800 --> 00:07:30,599 Google's own guidance is that this is how 182 00:07:30,599 --> 00:07:32,080 you should behave online, this is the 183 00:07:32,080 --> 00:07:33,639 type of content you should create. And 184 00:07:33,639 --> 00:07:35,879 this content needs to be supported by 185 00:07:35,879 --> 00:07:38,000 some technical aspects. Wow, who knows 186 00:07:38,000 --> 00:07:39,120 how to handle this manual better than 187 00:07:39,120 --> 00:07:41,280 anyone? AI. So, we put 188 00:07:41,280 --> 00:07:44,319 AI once again to, uh, absorb this 189 00:07:44,319 --> 00:07:46,120 part of the work and do a job 190 00:07:46,120 --> 00:07:48,080 that is on a scale, at a quality that 191 00:07:48,080 --> 00:07:50,000 no human can achieve. So you will 192 00:07:50,000 --> 00:07:52,000 see a main thread here. I'll 193 00:07:52,000 --> 00:07:53,560 pass the word back to you, Gustavo, and 194 00:07:53,560 --> 00:07:54,840 Daniel too, to add, right, 195 00:07:54,840 --> 00:07:58,240 so it doesn't become a monologue here. But, uh 196 00:07:58,240 --> 00:07:59,919 as AIs keep gaining more 197 00:07:59,919 --> 00:08:02,639 capability, we keep giving them more 198 00:08:02,639 --> 00:08:04,080 work and they are able to 199 00:08:04,080 --> 00:08:05,759 generate more value for us. But it's 200 00:08:05,759 --> 00:08:08,879 so much, and so fast that 201 00:08:08,879 --> 00:08:10,599 companies that work with, wow, there are 202 00:08:10,599 --> 00:08:12,280 industries that are our clients, there are 203 00:08:12,280 --> 00:08:13,800 so many franchises that are our clients, there are 204 00:08:13,800 --> 00:08:15,800 even bakeries, these guys have their own bread 205 00:08:15,800 --> 00:08:18,199 to make. They need 206 00:08:18,199 --> 00:08:19,840 someone specialized in technology, 207 00:08:19,840 --> 00:08:21,400 artificial intelligence to show the 208 00:08:21,400 --> 00:08:23,879 way forward for a fraction of the 209 00:08:23,879 --> 00:08:27,000 cost of what it would be to hire someone 210 00:08:27,000 --> 00:08:28,479 for their team who would have to present 211 00:08:28,479 --> 00:08:30,440 all this from scratch. They hire XMACNA 212 00:08:30,440 --> 00:08:33,880 which brings all the technology, know-how, and 213 00:08:33,880 --> 00:08:37,519 service and product that support and it's 214 00:08:37,519 --> 00:08:41,519 almost like your external squad, right? 215 00:08:41,519 --> 00:08:44,120 that 'G for hire' there that you bring in 216 00:08:44,120 --> 00:08:46,560 and they start working right away, already 217 00:08:46,560 --> 00:08:48,640 generating value. 218 00:08:48,640 --> 00:08:49,279 >> Cool. 219 00:08:49,279 --> 00:08:50,959 >> That's a point I think, 220 00:08:50,959 --> 00:08:52,720 >> I just wanted to quickly add here 221 00:08:52,720 --> 00:08:54,920 a question for Lucca, because I think 222 00:08:54,920 --> 00:08:57,360 it's worth making tangible a 223 00:08:57,360 --> 00:08:58,959 impression I had here, Lucca. 224 00:08:58,959 --> 00:09:03,000 Let's imagine a company that is 225 00:09:03,000 --> 00:09:05,000 standing still regarding this topic, 226 00:09:05,000 --> 00:09:07,880 right? No, I already do my SEO here, 227 00:09:07,880 --> 00:09:10,600 I have some positioning and all, I don't 228 00:09:10,600 --> 00:09:13,959 want to change because I think I don't need to and 229 00:09:13,959 --> 00:09:16,680 all that, right? Obviously, there's this 230 00:09:16,680 --> 00:09:18,480 perspective. 231 00:09:18,480 --> 00:09:21,480 >> Actually, no, from what I understand, 232 00:09:21,480 --> 00:09:23,959 there's no such thing as 'I don't need it' 233 00:09:23,959 --> 00:09:26,720 in the face of a historic window that 234 00:09:26,720 --> 00:09:29,880 is reshaping the industry today 235 00:09:29,880 --> 00:09:31,440 of communication, really, of how you 236 00:09:31,440 --> 00:09:34,160 position yourself today in search engines 237 00:09:34,160 --> 00:09:36,320 like Google. So, both for those who already 238 00:09:36,320 --> 00:09:39,000 did their homework and for those who 239 00:09:39,000 --> 00:09:40,959 didn't, 240 00:09:40,959 --> 00:09:43,680 now we have a new way to 241 00:09:43,680 --> 00:09:46,480 to rank and to appear. And whoever 242 00:09:46,480 --> 00:09:49,519 eventually takes action, and it doesn't cost 243 00:09:49,519 --> 00:09:51,920 much, it's easy to do, and we have 244 00:09:51,920 --> 00:09:54,320 this delivery, you know, ready 245 00:09:54,320 --> 00:09:57,320 for immediate delivery to whoever 246 00:09:57,320 --> 00:09:59,920 is interested in this, it's there to start 247 00:09:59,920 --> 00:10:02,240 the whole story back at the client's prospecting 248 00:10:02,240 --> 00:10:04,800 stage, in their visibility, on the 249 00:10:04,800 --> 00:10:07,240 big Google avenue. Yes, the 250 00:10:07,240 --> 00:10:09,440 rules have changed, right? And then we can 251 00:10:09,440 --> 00:10:11,760 position ourselves in that way. 252 00:10:11,760 --> 00:10:13,480 Answering quickly so I can pass the word 253 00:10:13,480 --> 00:10:17,640 to Daniel. Hey, Gustavo, uh, 254 00:10:17,640 --> 00:10:20,880 it's not just about the AO issue, which is 255 00:10:20,880 --> 00:10:23,079 very important, but it's specific, it's 256 00:10:23,079 --> 00:10:24,160 something we have to solve, but it's 257 00:10:24,160 --> 00:10:28,600 specific. But the real turning point is that 258 00:10:28,600 --> 00:10:30,760 everything your company does, all the 259 00:10:30,760 --> 00:10:33,079 areas of your company are being 260 00:10:33,079 --> 00:10:36,160 impacted by artificial intelligence. And 261 00:10:36,160 --> 00:10:38,240 you need, you need to 262 00:10:38,240 --> 00:10:39,560 move, because your competitor is 263 00:10:39,560 --> 00:10:41,240 moving. Everything that today costs 264 00:10:41,240 --> 00:10:44,079 money to do one, today costs 265 00:10:44,079 --> 00:10:45,959 a tenth of that to do ten. But you 266 00:10:45,959 --> 00:10:48,120 need to think about the process. You need to 267 00:10:48,120 --> 00:10:50,240 know which tools to use, when 268 00:10:50,240 --> 00:10:52,680 to use them, and you need to think about the process, not the 269 00:10:52,680 --> 00:10:55,120 task. And that's a big challenge we 270 00:10:55,120 --> 00:10:57,519 always give our team. Look, the 271 00:10:57,519 --> 00:11:01,880 Post, the page, the system, man, this 272 00:11:01,880 --> 00:11:04,399 is a commodity today. We need to think 273 00:11:04,399 --> 00:11:07,959 about the flow, automation, and how this post 274 00:11:07,959 --> 00:11:09,519 doesn't just become a post, it becomes a machine for 275 00:11:09,519 --> 00:11:11,560 making a post a day, where everything is 276 00:11:11,560 --> 00:11:13,959 sorted out. Go ahead, Daniel. 277 00:11:13,959 --> 00:11:15,920 Let's go, man. And there’s so much 278 00:11:15,920 --> 00:11:18,399 stuff we can talk about, right? 279 00:11:18,399 --> 00:11:21,160 I think from the IO point of view, 280 00:11:21,160 --> 00:11:24,240 I think what shows the level of 281 00:11:24,240 --> 00:11:27,160 importance of this today is that we 282 00:11:27,160 --> 00:11:29,160 see Open AI, even 283 00:11:29,160 --> 00:11:32,200 launching their advertising platform, 284 00:11:32,200 --> 00:11:35,399 right? So you see that, just like 285 00:11:35,399 --> 00:11:37,279 Google did in the past, right? 286 00:11:37,279 --> 00:11:38,920 First, they started with the 287 00:11:38,920 --> 00:11:42,440 searches, then they started promoting 288 00:11:42,440 --> 00:11:44,880 SEO, then they started promoting the 289 00:11:44,880 --> 00:11:49,320 ads part. I see that Open AI is 290 00:11:49,320 --> 00:11:51,000 also going down this path. I imagine many 291 00:11:51,000 --> 00:11:52,839 others are too. Well, Gemini is already on this 292 00:11:52,839 --> 00:11:54,880 path because it's already from Google, right? 293 00:11:54,880 --> 00:11:59,240 So I think this shows a movement 294 00:11:59,240 --> 00:12:01,920 that's important in this direction, right? Now, 295 00:12:01,920 --> 00:12:04,320 I've also seen a lot of people 296 00:12:04,320 --> 00:12:07,160 still very wary about using 297 00:12:07,160 --> 00:12:08,839 artificial intelligence regarding 298 00:12:08,839 --> 00:12:11,320 data leaks and so on, right? There are 299 00:12:11,320 --> 00:12:12,839 also a lot of people talking about 300 00:12:12,839 --> 00:12:17,160 Shadow AI, right? So, but 301 00:12:17,160 --> 00:12:20,240 So the point is, you know, sometimes people, 302 00:12:20,240 --> 00:12:22,959 out of ignorance, say: "Oh, wow, 303 00:12:22,959 --> 00:12:25,519 uh, data will leak, so, uh, stop 304 00:12:25,519 --> 00:12:28,320 everything, unplug all the computers 305 00:12:28,320 --> 00:12:31,079 from the outlet, right, and let's not use 306 00:12:31,079 --> 00:12:32,800 artificial intelligence anymore, right? And I 307 00:12:32,800 --> 00:12:35,560 realize it's important for us 308 00:12:35,560 --> 00:12:39,480 to also bring here, in a way, this 309 00:12:39,480 --> 00:12:42,240 perspective to show that all this 310 00:12:42,240 --> 00:12:43,920 work done with AI, wow, we 311 00:12:43,920 --> 00:12:45,959 will look at the whole website strategy 312 00:12:45,959 --> 00:12:48,160 or we will set up a strategy for 313 00:12:48,160 --> 00:12:52,480 posts, for digital positioning, right? Uh, 314 00:12:52,480 --> 00:12:55,959 that doesn't mean that just because you 315 00:12:55,959 --> 00:12:58,120 put this into AI in some way, 316 00:12:58,120 --> 00:13:00,440 it automatically goes public and leaks 317 00:13:00,440 --> 00:13:02,240 data to everyone and your competitor 318 00:13:02,240 --> 00:13:05,360 will categorically know how much you 319 00:13:05,360 --> 00:13:08,240 made in revenue, right? So, uh, I think 320 00:13:08,240 --> 00:13:10,839 it's worth it, Lucca, for you to also bring, uh, 321 00:13:10,839 --> 00:13:12,600 a bit about this aspect 322 00:13:12,600 --> 00:13:15,120 specifically about the part of 323 00:13:15,120 --> 00:13:18,079 security, right? To reassure a bit the 324 00:13:18,079 --> 00:13:21,920 user and especially the companies that AI 325 00:13:21,920 --> 00:13:24,279 is something that's here to stay and that it's 326 00:13:24,279 --> 00:13:27,320 indeed possible to use it safely, in 327 00:13:27,320 --> 00:13:32,120 contrast to what the myth says, you know, to 328 00:13:32,120 --> 00:13:36,360 what this mystique says out there, right? 329 00:13:36,360 --> 00:13:38,600 Hey, Daniel, uh, I've even been 330 00:13:38,600 --> 00:13:41,639 challenged once in a course on 331 00:13:41,639 --> 00:13:44,199 PUC Minas' postgraduate program is about 332 00:13:44,199 --> 00:13:46,680 artificial intelligence. I had a 333 00:13:46,680 --> 00:13:49,079 participation and the question was exactly 334 00:13:49,079 --> 00:13:51,759 that. And the answer is very simple, 335 00:13:51,759 --> 00:13:53,680 because it's not new, it's the answer 336 00:13:53,680 --> 00:13:56,240 from anyone who's always worked with IT. This 337 00:13:56,240 --> 00:13:58,639 new entity, it has to have 338 00:13:58,639 --> 00:14:02,079 permissions and roles within the 339 00:14:02,079 --> 00:14:04,160 system, like any user. We 340 00:14:04,160 --> 00:14:06,519 talk about, like, have you seen the 341 00:14:06,519 --> 00:14:08,440 security exposure that AI brings? 342 00:14:08,440 --> 00:14:10,440 Have you seen what people bring? Have you 343 00:14:10,440 --> 00:14:14,120 seen? Like, the most emblematic case of 344 00:14:14,120 --> 00:14:17,360 a leak, of AI getting into other 345 00:14:17,360 --> 00:14:19,240 systems? Do you know how it got in? 346 00:14:19,240 --> 00:14:21,360 It found a password written down somewhere 347 00:14:21,360 --> 00:14:23,839 it shouldn't have been, from a user. Users 348 00:14:23,839 --> 00:14:25,560 are terrible with this, aren't they? The ones who 349 00:14:25,560 --> 00:14:29,000 are terrible, no. People 350 00:14:29,000 --> 00:14:31,000 handle this security part much 351 00:14:31,000 --> 00:14:34,000 worse than anything. Try it yourself, you 352 00:14:34,000 --> 00:14:36,399 at home today, open your cloud, open your 353 00:14:36,399 --> 00:14:38,639 GPT and ask it to do something, 354 00:14:38,639 --> 00:14:40,560 like transferring a password on 355 00:14:40,560 --> 00:14:43,000 WhatsApp, it says: "I don't want to, I 356 00:14:43,000 --> 00:14:45,600 can't. Oh, use this API, I won't. This API 357 00:14:45,600 --> 00:14:47,000 can't stay here now. It was 358 00:14:47,000 --> 00:14:49,199 exposed, you need to rotate it. 359 00:14:49,199 --> 00:14:50,160 So, 360 00:14:50,160 --> 00:14:52,880 with AI, you need much more diligence, 361 00:14:52,880 --> 00:14:55,040 You have much more security, you have 362 00:14:55,040 --> 00:14:58,160 much more human process, you 363 00:14:58,160 --> 00:14:59,279 need to be a bit more 364 00:14:59,279 --> 00:15:01,360 careful, usually, because look for, 365 00:15:01,360 --> 00:15:03,040 look for serious partners, look for people 366 00:15:03,040 --> 00:15:06,800 who have market experience, have cases, have 367 00:15:06,800 --> 00:15:08,480 stories to tell. It's because 368 00:15:08,480 --> 00:15:11,160 it's a reputation to protect, right? Exactly, 369 00:15:11,160 --> 00:15:12,959 because there are plenty of adventurers out 370 00:15:12,959 --> 00:15:16,160 there and they are your risk. Guys, 371 00:15:16,160 --> 00:15:18,720 I'm not going to expose the company here 372 00:15:18,720 --> 00:15:22,160 because it's not relevant, but 373 00:15:22,160 --> 00:15:25,399 I don't think so. 374 00:15:26,320 --> 00:15:28,000 There's no [laughter] exposure of 375 00:15:28,000 --> 00:15:30,079 legal risk in what I'm going to say here, 376 00:15:30,079 --> 00:15:30,680 guys, 377 00:15:30,680 --> 00:15:32,160 even though [clearing throat] we 378 00:15:32,160 --> 00:15:33,959 have every right to speak, because 379 00:15:33,959 --> 00:15:36,600 after all, we are victims, right? The 380 00:15:36,600 --> 00:15:40,560 Redig company is part of the group. I, 381 00:15:40,560 --> 00:15:42,600 Gustavo, we are partners. Daniel 382 00:15:42,600 --> 00:15:44,360 is also a partner at Redig, works 383 00:15:44,360 --> 00:15:48,319 with us. It was hacked, it is from the 384 00:15:48,319 --> 00:15:50,800 blog's point of view, obviously, 385 00:15:50,800 --> 00:15:53,480 wow, these are completely 386 00:15:53,480 --> 00:15:56,720 separate situations and this invasion was 387 00:15:56,720 --> 00:15:58,440 quickly caught by our entire 388 00:15:58,440 --> 00:16:00,720 security system, everything with 389 00:16:00,720 --> 00:16:02,880 backup, etc. They tried, tried 390 00:16:02,880 --> 00:16:04,639 obviously to do that thing with us 391 00:16:04,639 --> 00:16:07,120 Business of... ah, so I took your data, 392 00:16:07,120 --> 00:16:08,959 you have to pay me in Bitcoin. 393 00:16:08,959 --> 00:16:10,800 Obviously, we were totally 394 00:16:10,800 --> 00:16:12,800 prepared and we sent them nothing, 395 00:16:12,800 --> 00:16:15,680 those people, but we went to understand where 396 00:16:15,680 --> 00:16:16,720 the vulnerability was. 397 00:16:16,720 --> 00:16:18,581 >> We sent bitcoins to those people. 398 00:16:18,581 --> 00:16:19,079 [laughter] 399 00:16:19,079 --> 00:16:22,120 >> Yeah, no, banana, not Bitcoin. Not even a banana 400 00:16:22,120 --> 00:16:24,240 we didn't send anything because ignoring is 401 00:16:24,240 --> 00:16:25,639 the best thing you can do. 402 00:16:25,639 --> 00:16:26,040 >> Exactly. 403 00:16:26,040 --> 00:16:27,759 >> So, where was the vulnerability? A 404 00:16:27,759 --> 00:16:29,040 service provider of ours who 405 00:16:29,040 --> 00:16:32,240 worked with this blog issue 406 00:16:32,240 --> 00:16:36,199 had an exposed file, a config file 407 00:16:36,199 --> 00:16:38,880 exposed there with access, obviously that 408 00:16:38,880 --> 00:16:41,560 shouldn't have been, which gave this export to 409 00:16:41,560 --> 00:16:44,560 this attacker. That was pre, 410 00:16:44,560 --> 00:16:48,519 that's something... it's prehistoric. So, 411 00:16:48,519 --> 00:16:51,120 anyway, this exposure exists. So? 412 00:16:51,120 --> 00:16:55,800 And I throw the question back to Daniel 413 00:16:55,800 --> 00:16:59,360 because, here's the thing, you're already exposed, 414 00:16:59,360 --> 00:17:02,160 right? It's not AI that's going to expose you, it's not using AI 415 00:17:02,160 --> 00:17:04,919 that will expose you, it's the existence of 416 00:17:04,919 --> 00:17:08,600 powerful ones that can, well, try to hack 417 00:17:08,600 --> 00:17:11,280 the whole internet, that already makes the 418 00:17:11,280 --> 00:17:13,919 internet more dangerous. That's true. 419 00:17:13,919 --> 00:17:16,760 What do you have to do? You have to 420 00:17:16,760 --> 00:17:19,120 put good people with the best and 421 00:17:19,120 --> 00:17:22,240 to go there and protect you. Because if 422 00:17:22,240 --> 00:17:24,679 you don't, if you don't do this 423 00:17:24,679 --> 00:17:26,360 general check at home, you won't be 424 00:17:26,360 --> 00:17:28,079 prepared, ready like we were 425 00:17:28,079 --> 00:17:30,640 in the G network to be able to, uh, uh 426 00:17:30,640 --> 00:17:32,600 face a problem like this. It could have 427 00:17:32,600 --> 00:17:34,919 been a huge problem. We could have 428 00:17:34,919 --> 00:17:37,760 lost data, anyway, but we didn't because 429 00:17:37,760 --> 00:17:38,960 we were prepared, we knew what 430 00:17:38,960 --> 00:17:41,400 we were doing. But there are a lot of people 431 00:17:41,400 --> 00:17:43,440 who are, like, you have a service provider 432 00:17:43,440 --> 00:17:45,640 for your blog, the guy provided the service 433 00:17:45,640 --> 00:17:48,200 five years ago, guys, literally five years, 434 00:17:48,200 --> 00:17:50,400 and didn't even know the file was there. 435 00:17:50,400 --> 00:17:52,679 Some AI was crawling the internet, saw the 436 00:17:52,679 --> 00:17:55,240 vulnerability, and thought, hey, there's today's fool 437 00:17:55,240 --> 00:17:59,080 of the day. Yeah, that was us, guys. Someone has 438 00:17:59,080 --> 00:18:00,799 to go through your system with a fine-tooth comb. 439 00:18:00,799 --> 00:18:01,880 Someone has to go through your 440 00:18:01,880 --> 00:18:04,520 site, your blog. You have to understand 441 00:18:04,520 --> 00:18:06,960 what exposures you have, because they 442 00:18:06,960 --> 00:18:10,159 exist. They exist. Well, guys, uh, 443 00:18:10,159 --> 00:18:12,919 Daniel, I keep thinking about this, 444 00:18:12,919 --> 00:18:15,159 like, someone who has listened to this 445 00:18:15,159 --> 00:18:17,280 whole story might already be, you know, 446 00:18:17,280 --> 00:18:18,919 having palpitations, because that's not less 447 00:18:18,919 --> 00:18:21,440 than our purpose here, right, Lucca, 448 00:18:21,440 --> 00:18:23,919 uh, where can you start again, 449 00:18:23,919 --> 00:18:26,960 when facing that problem, which is, well, there are 450 00:18:26,960 --> 00:18:29,880 many aspects, technology and AI 451 00:18:29,880 --> 00:18:32,320 it potentially affects all my 452 00:18:32,320 --> 00:18:35,280 departments, but anyway, if you 453 00:18:35,280 --> 00:18:37,240 were assisting one of these 454 00:18:37,240 --> 00:18:39,799 clients who come to us without exactly 455 00:18:39,799 --> 00:18:41,760 a very clear idea of what the 456 00:18:41,760 --> 00:18:44,159 first step is. Tell us your 457 00:18:44,159 --> 00:18:46,640 recommendation given the range of 458 00:18:46,640 --> 00:18:48,440 services and products we have at this 459 00:18:48,440 --> 00:18:49,559 moment. 460 00:18:49,559 --> 00:18:51,120 Man, the first step is for us to 461 00:18:51,120 --> 00:18:53,000 work with a diagnosis to 462 00:18:53,000 --> 00:18:55,640 understand what they have today 463 00:18:55,640 --> 00:18:58,280 within their structure, what are 464 00:18:58,280 --> 00:19:01,080 the points. Because there's also a 465 00:19:01,080 --> 00:19:02,640 another point, which is this, right? 466 00:19:02,640 --> 00:19:05,559 When we open our eyes to 467 00:19:05,559 --> 00:19:07,440 technology, we want 468 00:19:07,440 --> 00:19:09,720 to do everything at once, right? So it's 469 00:19:09,720 --> 00:19:11,919 also important to understand within this 470 00:19:11,919 --> 00:19:14,240 diagnosis what the prioritization is, right? 471 00:19:14,240 --> 00:19:15,760 Say: "Well, okay, we can 472 00:19:15,760 --> 00:19:18,720 go there and do everything, fine, but that 473 00:19:18,720 --> 00:19:20,520 has to start somewhere, like 474 00:19:20,520 --> 00:19:21,799 you yourself started, right? So this 475 00:19:21,799 --> 00:19:23,760 first step, this prioritization, it 476 00:19:23,760 --> 00:19:26,200 will come from this diagnosis, understanding 477 00:19:26,200 --> 00:19:28,960 in fact what structure they have 478 00:19:28,960 --> 00:19:31,000 today, how their process works 479 00:19:31,000 --> 00:19:33,679 what their priorities are from the 480 00:19:33,679 --> 00:19:35,320 operational point of view, right? What 481 00:19:35,320 --> 00:19:37,400 it really delivers results, because there is 482 00:19:37,400 --> 00:19:40,320 also. Lucca usually says this 483 00:19:40,320 --> 00:19:42,200 too, right? There’s that automation that is 484 00:19:42,200 --> 00:19:44,000 cool, that looks nice, and there’s the one 485 00:19:44,000 --> 00:19:46,559 automation that will really generate 486 00:19:46,559 --> 00:19:49,200 results and move the needle, right? 487 00:19:49,200 --> 00:19:53,360 So this diagnosis starts there, 488 00:19:53,360 --> 00:19:56,080 right? From there we can 489 00:19:56,080 --> 00:19:58,600 structure an action plan, even reaching 490 00:19:58,600 --> 00:20:01,320 the point of developing a 491 00:20:01,320 --> 00:20:04,039 specific software there for that 492 00:20:04,039 --> 00:20:06,840 particular need of that client who 493 00:20:06,840 --> 00:20:09,840 will have everything integrated there, right? 494 00:20:09,840 --> 00:20:12,120 And one thing I see with 495 00:20:12,120 --> 00:20:15,960 frequency is that clients’ data, they 496 00:20:15,960 --> 00:20:20,640 are afraid, right, of data, of losing data 497 00:20:20,640 --> 00:20:22,159 with AI, but in the end you’ll 498 00:20:22,159 --> 00:20:24,039 see the person has databases everywhere 499 00:20:24,039 --> 00:20:26,960 and things don’t talk to each other and 500 00:20:26,960 --> 00:20:29,600 then suddenly you see messages going out 501 00:20:29,600 --> 00:20:32,280 to people they shouldn’t, or things 502 00:20:32,280 --> 00:20:35,679 happening in the wrong way. And so 503 00:20:35,679 --> 00:20:37,480 the first point is, we can suddenly 504 00:20:37,480 --> 00:20:39,440 centralize all this within 505 00:20:39,440 --> 00:20:41,960 a single database that will be in a single 506 00:20:41,960 --> 00:20:44,440 software that will serve all the 507 00:20:44,440 --> 00:20:48,000 areas of the company, right? Before, 508 00:20:48,000 --> 00:20:50,360 this seemed like something that would take years of 509 00:20:50,360 --> 00:20:53,480 development, right? Not today. Today it’s 510 00:20:53,480 --> 00:20:56,200 today it’s something that does take some time. 511 00:20:56,200 --> 00:20:59,280 You need to have an architecture, a 512 00:20:59,280 --> 00:21:02,440 well-done engineering behind it, but it's not 513 00:21:02,440 --> 00:21:04,720 another process that will take years to 514 00:21:04,720 --> 00:21:06,400 so you have a system there 515 00:21:06,400 --> 00:21:09,520 working, right? So the journey in a 516 00:21:09,520 --> 00:21:12,840 nutshell is this: diagnose, 517 00:21:12,840 --> 00:21:15,559 structure, and implement. 518 00:21:15,559 --> 00:21:17,039 Yeah, coming from someone who works with 519 00:21:17,039 --> 00:21:19,840 software for over a decade, wow, 15 520 00:21:19,840 --> 00:21:21,240 years, guys, I'm getting old, maybe 521 00:21:21,240 --> 00:21:24,640 that's it, right? Yeah, yeah, 522 00:21:24,640 --> 00:21:29,000 it's never been so enjoyable, so cool, so 523 00:21:29,000 --> 00:21:31,159 rewarding to invest in custom software. 524 00:21:31,159 --> 00:21:34,159 It's 10 times faster, 10 525 00:21:34,159 --> 00:21:36,279 times faster, 10 times more beautiful, 526 00:21:36,279 --> 00:21:38,919 10 times better, 10 times cheaper. It's 527 00:21:38,919 --> 00:21:41,520 just unbelievable. 528 00:21:41,520 --> 00:21:44,640 And just look at your city's website, 529 00:21:44,640 --> 00:21:47,080 I don't know, look at the website of the 530 00:21:47,080 --> 00:21:49,200 bakery or the pharmacy next to you 531 00:21:49,200 --> 00:21:51,240 and ask yourself if the world is full of 532 00:21:51,240 --> 00:21:53,799 great software or if the world is 533 00:21:53,799 --> 00:21:55,960 full of bad software and there are two 534 00:21:55,960 --> 00:21:59,200 or three apps that are good because they're 535 00:21:59,200 --> 00:22:01,000 the trillion-dollar apps. And look at the 536 00:22:01,000 --> 00:22:04,279 opportunity we have 537 00:22:04,279 --> 00:22:06,720 to redesign this whole world 538 00:22:06,720 --> 00:22:08,360 now with a new approach. Many 539 00:22:08,360 --> 00:22:10,320 times where there is software, but 540 00:22:10,320 --> 00:22:11,880 there's an AI agent on top 541 00:22:11,880 --> 00:22:13,159 There, it does everything for you, you don't 542 00:22:13,159 --> 00:22:14,880 even need to worry. 543 00:22:14,880 --> 00:22:17,679 Yeah, I work a lot with implementing 544 00:22:17,679 --> 00:22:20,880 CRM, right? So it's common for us to look at 545 00:22:20,880 --> 00:22:23,039 when we're going to adopt a 546 00:22:23,039 --> 00:22:25,520 CRM, whichever it is, usually you 547 00:22:25,520 --> 00:22:27,760 get an off-the-shelf product and will 548 00:22:27,760 --> 00:22:30,159 work to adapt a bit of 549 00:22:30,159 --> 00:22:32,440 your process to the tool and a 550 00:22:32,440 --> 00:22:34,600 bit of the tool to your process, 551 00:22:34,600 --> 00:22:38,200 right? But it's never 100% custom-made there 552 00:22:38,200 --> 00:22:39,799 for that specific demand 553 00:22:39,799 --> 00:22:41,480 specifically, right? Today we have the 554 00:22:41,480 --> 00:22:44,200 possibility of, I don't want to know about 555 00:22:44,200 --> 00:22:47,120 tools, I don't want to know what 556 00:22:47,120 --> 00:22:48,799 I'll have to adapt, let's 557 00:22:48,799 --> 00:22:50,679 look differently at what your demand is, 558 00:22:50,679 --> 00:22:52,679 right? How does your business work, 559 00:22:52,679 --> 00:22:55,320 what are your processes and take all 560 00:22:55,320 --> 00:22:57,400 that and translate it into software that, right, 561 00:22:57,400 --> 00:23:00,240 into a platform that will serve you 562 00:23:00,240 --> 00:23:02,919 point by point inside, like, not 563 00:23:02,919 --> 00:23:05,320 right? Oh, I adapted something here. No, 564 00:23:05,320 --> 00:23:08,240 it's made for you, right? It's that 565 00:23:08,240 --> 00:23:10,360 thing of you buying 566 00:23:10,360 --> 00:23:14,240 off-the-shelf and a tailored suit, 567 00:23:14,240 --> 00:23:15,919 tailoring, right? Go ahead. 568 00:23:15,919 --> 00:23:17,320 Sorry, sorry to interrupt you, 569 00:23:17,320 --> 00:23:19,240 but it's because I got excited here. The 570 00:23:19,240 --> 00:23:20,799 peak of this, you said, is the software 571 00:23:20,799 --> 00:23:23,440 customized. The customized software, it 572 00:23:23,440 --> 00:23:25,600 is almost the peak. The peak is when 573 00:23:25,600 --> 00:23:27,080 we make the customized software, we 574 00:23:27,080 --> 00:23:29,240 also create the brain, the core 575 00:23:29,240 --> 00:23:31,120 of that software and we deliver it 576 00:23:31,120 --> 00:23:33,240 to an AI agent that becomes available. 577 00:23:33,240 --> 00:23:35,200 for the owner of that company, for the manager. 578 00:23:35,200 --> 00:23:38,600 And from there, any modification, 579 00:23:38,600 --> 00:23:41,559 access, launch, whatever you want to do in the 580 00:23:41,559 --> 00:23:43,240 software, 581 00:23:43,240 --> 00:23:46,039 a non-technical person can already do it 582 00:23:46,039 --> 00:23:48,159 just by telling it to go there on WhatsApp 583 00:23:48,159 --> 00:23:49,440 even, go right, go 584 00:23:49,440 --> 00:23:51,480 left, it just works. Obviously, 585 00:23:51,480 --> 00:23:53,440 a non-technical person can't 586 00:23:53,440 --> 00:23:55,480 get to the point of setting everything up and all 587 00:23:55,480 --> 00:23:56,960 that. But once we set up the 588 00:23:56,960 --> 00:23:59,120 play, build the little houses, the cars, 589 00:23:59,120 --> 00:24:01,279 put the little trains there, we put 590 00:24:01,279 --> 00:24:03,240 it for the person to play and then there are no more mistakes, 591 00:24:03,240 --> 00:24:05,159 no. It's really cool, really cool. So the 592 00:24:05,159 --> 00:24:06,960 peak is, we deliver a digital employee 593 00:24:06,960 --> 00:24:10,279 who is able to change and optimize 594 00:24:10,279 --> 00:24:12,120 and manage everything that we 595 00:24:12,120 --> 00:24:14,840 delivered as a service or product. 596 00:24:14,840 --> 00:24:15,440 Exactly. 597 00:24:15,440 --> 00:24:17,400 Guys, look, I really appreciate 598 00:24:17,400 --> 00:24:20,720 your participation. And to those who 599 00:24:20,720 --> 00:24:24,279 have followed us so far, here's an invitation to 600 00:24:24,279 --> 00:24:25,679 get to know, uh [clearing throat], the 601 00:24:25,679 --> 00:24:29,159 our solution and also share this 602 00:24:29,159 --> 00:24:31,200 content with anyone else who might 603 00:24:31,200 --> 00:24:33,360 be interested in it. So, Daniel and 604 00:24:33,360 --> 00:24:35,440 Lucca, thank you, Lucas. I know you are 605 00:24:35,440 --> 00:24:37,279 at another office there, quite ahead 606 00:24:37,279 --> 00:24:39,020 of us at this moment. Thank you for 607 00:24:39,020 --> 00:24:41,039 [music] being with us until the evening 608 00:24:41,039 --> 00:24:43,799 there for you. A hug and see you next time, 609 00:24:43,799 --> 00:24:46,799 everyone.