WEBVTT 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.