Hi Platform held the videocast “The Intelligence Behind Growth,” an event that publicly marked the launch of its new institutional positioning. The meeting brought together leaders from different sectors to discuss how Brazilian companies can transform conversations into measurable business results.
The videocast featured Marcelo Pugliesi, CEO of Hi Platform; Felipe Cucick, Head of CX at Hi Platform; Felipe Cavalcante, Partner Manager at Meta; Everton Dzikovicz, IT Director at Senff; and William Teixeira, Head of CX at Leiturinha. The discussion was moderated by Paulo Gorab, Chief Partnership Officer at Hi Platform.
The debate stemmed from a shared observation among the participants: Brazil is among the most conversational markets in the world, and WhatsApp is already part of the daily journey for most Brazilian consumers. Even so, few companies manage to transform the volume of interactions accumulated daily into strategic intelligence and real growth.
“Companies already talk to their customers every day. The challenge now is to transform those conversations into measurable growth. The market doesn't need more isolated technology. It needs intelligence to connect relationships, operational efficiency, and revenue impact,” said Pugliesi.
One of the central themes was the distinction between automation and business intelligence. For the participants, the race to adopt artificial intelligence has produced a significant side effect: companies implement technology before understanding their own processes and accumulate data without transforming it into decisions.
Felipe Cavalcante, Partner Manager at Meta, reinforced the structural role of WhatsApp in this scenario and highlighted the platform's accelerated evolution in the coming years.
"WhatsApp is moving towards a scenario of increasingly native integration with Artificial Intelligence, more and more voice features, always with a growing concern for preserving user privacy and expanding applications for businesses, especially in e-commerce," the executive stated.
Everton Dzikovicz, IT Director at Senff, a retail bank based in Curitiba, shared his vision on the next steps for conversational intelligence within organizations.
According to the executive, the relationship between companies and consumers will undergo a significant transformation in the coming years, driven by the popularization of Artificial Intelligence assistants.
“What I foresee in the near future is that our customer service teams will have to start interacting with these people's virtual assistants. We will have to win over customers, but also win over our customers' AI assistants,” said Dzikovicz.
William Teixeira, Head of CX at Leiturinha, a children's book subscription club with over 300,000 subscribing families and a presence in more than 5,000 Brazilian cities, presented a concrete example of how conversational data guides strategic decisions.
By analyzing over 170,000 interactions recorded between January and May of this year with the support of Hi Platform, the company identified that more than 14,000 contacts reported difficulty resetting their passwords, a problem that human agents had been unable to identify using traditional tabulation methods. The technology team resolved the issue in just two hours.
Analyzing conversational data also led Leiturinha to redirect an entire squad towards initiatives focused on reducing churn.
"From the moment you receive this information and know how to take it forward, there's no way it can go wrong," stated William Teixeira.
Throughout the meeting, participants emphasized that the sustainable growth of companies will increasingly depend on their ability to transform conversations into intelligence, relationships, and the generation of value for the business.
"The more mature and in-depth the conversation with the client, the greater the financial return. That's the intelligence behind growth," Pugliesi concluded.
