{"id":28658,"date":"2025-08-13T12:06:15","date_gmt":"2025-08-13T15:06:15","guid":{"rendered":"https:\/\/ee02395c61.nxcli.io\/insights\/100-startups-to-watch-o-papel-da-ia-na-inovacao-e-nas-startups-brasileiras\/"},"modified":"2025-08-14T18:08:20","modified_gmt":"2025-08-14T21:08:20","slug":"100-startups-to-watch-the-role-of-ai-in-innovation-and-brazils-startups","status":"publish","type":"insights","link":"https:\/\/elogroup.com\/en\/insights\/100-startups-to-watch-the-role-of-ai-in-innovation-and-brazils-startups\/","title":{"rendered":"100 Startups to Watch: the role of AI in innovation and Brazil\u2019s startups"},"content":{"rendered":"<p><strong>By EloInsights<\/strong><\/p>\n<ul>\n<li><em>A discussion convened by the 100 Startups to Watch list brought together AI specialists and startup leaders. <\/em><\/li>\n<li><em>The main topic centered on applying artificial intelligence to drive new business models. <\/em><\/li>\n<li><em>The consensus is that, in most cases, AI should be viewed today as an essential competitive differentiator.<\/em><\/li>\n<\/ul>\n<p data-start=\"41\" data-end=\"467\">The technology and innovation landscape has been profoundly reshaped in recent years by the rapid popularization of artificial intelligence, especially with the rise of generative AI. In the realm of disruptive innovation, this transformation raises a crucial question for Brazilian startups: is integrating AI into your business still a choice, or has it become a non-negotiable requirement to remain competitive?<\/p>\n<p data-start=\"469\" data-end=\"907\">At the opening of the online <a style=\"color: #0000ff;\" href=\"https:\/\/www.youtube.com\/watch?v=esO7e2xk5fM\" target=\"_blank\" rel=\"noopener\">discussion \u2018AI in Action,\u2019<\/a> hosted by <em data-start=\"533\" data-end=\"571\">Pequenas Empresas &amp; Grandes Neg\u00f3cios<\/em> as part of the eighth edition of <strong data-start=\"605\" data-end=\"630\">100 Startups to Watch<\/strong>, industry specialists and startup leaders pointed to a decisive shift: in most cases, adopting AI is no longer optional but an essential requirement for survival and growth\u2014even as each business must find its own implementation path and avoid the trap of hype-driven adoption.<\/p>\n<p data-start=\"909\" data-end=\"1107\">The webinar featured Andr\u00e9 Franco, partner at EloGroup; Eduardo Peixoto, CEO of CESAR; Fernanda Clarkson, cofounder of SuperFrete; and Helson Santos of Logstore, moderated by reporter Rebecca Silva.<\/p>\n<p data-start=\"1109\" data-end=\"1418\">The <strong data-start=\"1113\" data-end=\"1138\">100 Startups to Watch<\/strong> list is produced by <em data-start=\"1159\" data-end=\"1197\">Pequenas Empresas &amp; Grandes Neg\u00f3cios<\/em> (PEGN), <em data-start=\"1206\" data-end=\"1222\">\u00c9poca Neg\u00f3cios<\/em>, and <em data-start=\"1228\" data-end=\"1245\">Valor Econ\u00f4mico<\/em>, in partnership with EloGroup and Innovc, and highlights the most promising companies in entrepreneurship, technology, and innovation across Brazil\u2019s key economic sectors.<\/p>\n<h2>AI as a Condition for Competitiveness and Survival<\/h2>\n<p data-start=\"41\" data-end=\"509\">The main question discussed was whether AI is still a choice for startups or has become an obligation. The consensus was that, for internal efficiency and operational processes, using AI is increasingly a matter of survival\u2014comparable, as Andr\u00e9 Franco put it, to running a marathon in high-performance shoes versus shoes with holes. By contrast, building AI into the startup\u2019s product or service is a strategic choice that depends on its scope of activity.<\/p>\n<p data-start=\"511\" data-end=\"1005\">AI is viewed as fundamental for boosting operational efficiency and productivity in startups. Helson Santos cites \u2018parallel learning,\u2019 where, for example, a front-end developer can acquire design skills with the help of AI, leading to more efficient and cost-effective development. This helps reduce operating costs\u2014vital for SaaS businesses to prove profitability and achieve scaling (growing revenue with the same team) rather than headcount scaling (increasing the team in step with sales).<\/p>\n<h2>AI-Driven Product Development and Novel Solutions<\/h2>\n<p data-start=\"32\" data-end=\"609\">AI brings greater efficiency to the development cycle, from understanding requirements through testing. The concept of \u2018vibe coding,\u2019 in which code is written with AI tools, is seen as an irreversible shift. AI accelerates the launch of new features while keeping development intentional, strategic, and focused. It also enables solutions once thought impossible\u2014such as a real-time Libras (Brazilian Sign Language) translator or a smart lipstick for people with motor or visual impairments\u2014significantly improving the user experience, according to Eduardo Peixoto.<\/p>\n<p data-start=\"611\" data-end=\"1210\">It was emphasized that the first step in adopting AI is not technological but human. Key skills include curiosity, creativity, and a willingness to experiment without fear of failure, preferably within a controlled sandbox. Team members must learn quickly and be willing to \u2018forget what they learned yesterday to start something new now.\u2019 It\u2019s essential to shape the team\u2019s mindset to embrace AI as a tool that amplifies solutions and personal growth, overcoming the perception that it is a threat. SuperFrete, for example, invests heavily in training and development to promote this cultural shift.<\/p>\n<p data-start=\"1212\" data-end=\"1649\">The consensus is that AI will not replace co-founders or make employees disposable. Instead, it acts as a \u2018skilled assistant\u2019 or \u2018copilot.\u2019 Large companies that tried radical approaches\u2014such as replacing developers with AI agents\u2014ultimately reversed course, indicating that this is not an effective path. The goal is to augment human capabilities, providing a competitive edge and strategic runway for startups in their critical phases.<\/p>\n<h2>The Impact of AI on Sales<\/h2>\n<p data-start=\"32\" data-end=\"471\">AI acts as a copilot for sales reps, helping unlock deals and deliver hyper-personalized experiences. It also reduces the need for extensive training amid high turnover, improves offer targeting, and recovers revenue potentially lost to purchase failures by suggesting swaps or upgrades. In addition, it opens new avenues for training sales teams by mapping gaps and providing targeted coaching where each seller needs it most.<\/p>\n<p data-start=\"473\" data-end=\"882\">AI can handle the first customer touch as a digital concierge, cutting wait times and resolving common questions (like order-status checks). It can even proactively notify customers about delays, which can drive higher satisfaction (NPS) than a technically perfect but silent experience. Since human teams can\u2019t personalize at scale, AI enables more tailored and accurate communication with target audiences.<\/p>\n<h2>Data Security Considerations<\/h2>\n<p data-start=\"39\" data-end=\"522\">Despite the benefits, it\u2019s essential to consider data-security risks. Teams must understand the risks of placing highly confidential data into AI systems. AI experimentation should occur in a controlled environment to mitigate risks and prevent leaks. Compliance with data-protection laws such as Brazil\u2019s LGPD is crucial, especially when user data is involved. It\u2019s also vital to ensure that data sources remain up to date and accessible so AI models don\u2019t become stale.<\/p>\n<p data-start=\"524\" data-end=\"817\">A key point discussed was the importance of avoiding AI \u2018hype.\u2019 A startup\u2019s primary focus should always be the problem it is solving, with technology as the means to that end. It\u2019s essential to assess whether AI truly makes sense for the solution and whether the team is prepared to adopt it.<\/p>\n<h2>Collaborating With Large Enterprises: Opportunities for Startups<\/h2>\n<p data-start=\"32\" data-end=\"454\">There is growing openness among large companies to collaborate with startups that offer AI solutions. They are seeking specialized offerings\u2014especially those that can quickly incorporate advances from big tech, such as real-time offer personalization. There is also room for startups in the \u2018analytics kitchen,\u2019 preparing and structuring high-quality data for AI and integrating into corporate data ecosystems.<\/p>\n<p data-start=\"456\" data-end=\"966\">The discussion showed that AI is a powerful catalyst transforming how startups operate, develop products, engage customers, and even organize internally. It is not a magic wand, but a sophisticated tool that\u2014when used with strategic intent and a focus on real problems\u2014amplifies human ingenuity. Like an experienced chef using cutting-edge technology to create innovative dishes, the technology doesn\u2019t replace creativity; it extends its reach, provided the ingredients (data, team, ethics) are well prepared.<\/p>\n<p>https:\/\/www.youtube.com\/watch?v=esO7e2xk5fM<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A panel hosted by the 100 Startups to Watch ranking brought together AI experts and startup leaders. The consensus: in most cases, AI should be treated today as an essential competitive differentiator.<\/p>\n","protected":false},"author":9,"featured_media":28618,"parent":0,"template":"","editorias":[131],"industrias-category":[148],"praticas-category":[127,137],"insights-category":[138],"class_list":["post-28658","insights","type-insights","status-publish","has-post-thumbnail","hentry","editorias-future-view-en","industrias-category-logistics-and-transportation","praticas-category-ai-algorithms","praticas-category-transformacao-digital-en","insights-category-future-view-en"],"_links":{"self":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights\/28658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights"}],"about":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/types\/insights"}],"author":[{"embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":5,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights\/28658\/revisions"}],"predecessor-version":[{"id":28681,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights\/28658\/revisions\/28681"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/media\/28618"}],"wp:attachment":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/media?parent=28658"}],"wp:term":[{"taxonomy":"editorias","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/editorias?post=28658"},{"taxonomy":"industrias-category","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/industrias-category?post=28658"},{"taxonomy":"praticas-category","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/praticas-category?post=28658"},{"taxonomy":"insights-category","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights-category?post=28658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}