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AI for business, in practice.

Ideas, data and cases on AI applied to business — from operational intelligence to marketing, sales and operations. What NorthStar learns building and running the systems that help companies scale.

Who writes: Luiz Lázaro e Katia Nuno · Katia Nuno · Bruno Rosa · Lázaro Camões · NorthStar Works

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Klarna case: AI customer service and the return of the human team

Understand · 4 MINAI in customer service: why Klarna walked it back and what that teachesKlarna said AI did the work of 700 people. Then it went back to prioritizing humans. What went wrong and how to do it right.

Understand · 4 MINDigital first, not digital only: hybrid human + AI service Compare · 5 MINAI on WhatsApp without ruining the experience: 10 precautions before automating

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Brazilian consumer choosing between AI and human customer service

Understand · 4 MIN74% accept AI in customer service. 79% want to be able to choose a humanA Globo survey of a thousand Brazilians: 74% accept AI in customer service, but 79% want to choose to talk to a person. What that changes in the design.Katia Nuno · OCT/2026

Metrics dashboard for an AI customer service agent

Compare · 5 MINHow to measure an AI service agent: the metrics beyond "resolved"Measuring an AI agent by how many conversations it closed is misleading. Six metrics that show if the customer was actually served: resolution, recontact, score and cost.Lázaro Camões · OCT/2026

Comparison between the human service score and the AI service score

Compare · 4 MIN9.3 for the human, 7.0 for AI: how to close that gap in customer serviceIn a survey of 1,003 Brazilians, human service scored 9.3 and AI scored 7.0. Five design adjustments to close that gap.Katia Nuno · OCT/2026

Sales and service automation architecture: AI agents and people in the same flow

Hire · 5 MINCustom sales and service automation: architecture, timelines and what stays with your teamAutomation that works combines AI agents and people, connected to the systems the company already uses. Architecture, governance and what stays with your team.NorthStar Works · OCT/2026

Customer switching channels — WhatsApp, phone and chat — in omnichannel service

Compare · 4 MINWhatsApp is the favorite channel of 48% of Brazilians. The omnichannel journey with AI that doesn't lose the customer48% of Brazilians prefer WhatsApp, but talk to 5 companies a quarter across channels. How AI keeps the history and doesn't make the customer repeat everything.Bruno Rosa · OCT/2026

Portrait of the Brazilian B2B CMO: mostly in companies of up to 50 people

Understand · 4 MINThe B2B CMO became the majority (59.6%). And 57% of them are in companies of up to 50 peopleThe Brazilian CMO X-Ray mapped 17,633 leaders: 59.6% are B2B and 57% work in companies of up to 50 people. The portrait of who decides with a short team.Katia Nuno · OCT/2026

A CMO using AI for marketing data analysis and business decisions

Understand · 4 MIN82% of marketing already consider AI indispensable. What changes in the CMO's roleIAB Brasil and Nielsen study: 82% of professionals see AI as indispensable, and the #1 use is data analysis (90%). What that changes in the CMO's role.Katia Nuno · OCT/2026

Understand · 3 MIN59% prefer the brand that uses AI. 74% want to know when it doesGlobo survey: 59% of Brazilians prefer the brand that uses AI, but 74% want notice in ads and 95% defend labeling AI-generated content.Katia Nuno · OCT/2026

Hire · 3 MINAI service that lets the customer choose: how we implement itHow NorthStar designs service with AI agents and humans where the customer chooses the path, without losing efficiency. Stages and deliverables.Lázaro Camões · OCT/2026

Compare · 3 MINB2B content with AI without losing authenticity: what Globo and IAB show73% of marketers already use AI to create content. How to keep your own voice, verified data and human review in B2B content.Katia Nuno · OCT/2026

Connected data network — operational intelligence unifying tools into one system

Understand · 1 MINOperational intelligence beats a stack of disconnected toolsDozens of disconnected tools create the illusion of control. Companies that scale swap the fragmented stack for a single intelligence that decides in real time.NorthStar Works · OCT/2026

Compare · 3 MINAI for marketing data analysis: the #1 use (90%) and how to do it right90% of marketers use AI to analyze data, according to IAB Brasil and Nielsen. How to make that use generate a decision, not just a report.Katia Nuno · OCT/2026

Compare · 3 MINGrowth, performance and product marketing are less than 5% of leadership roles: how to have these functions without hiring a whole teamGrowth, performance and product marketing add up to less than 5% of marketing leadership in Brazil. How to cover all three functions without building a whole team.Katia Nuno · OCT/2026

Hire · 2 MINMarketing intelligence for small teams: data, growth and performance without a data team57% of B2B CMOs work in companies of up to 50 people. How NorthStar builds marketing intelligence for small teams, without building a data team.Katia Nuno · OCT/2026

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