https://www.northstarworks.com.br/en/blog/Operational intelligence, automation and data-driven growth.enhttps://www.northstarworks.com.br/en/blog/ai-customer-service-klarna-lesson/https://www.northstarworks.com.br/en/blog/ai-customer-service-klarna-lesson/Thu, 15 Oct 2026 00:00:00 GMTKlarna said AI did the work of 700 people. Then it went back to prioritizing humans. What went wrong and how to do it right.https://www.northstarworks.com.br/en/blog/hybrid-human-ai-service/https://www.northstarworks.com.br/en/blog/hybrid-human-ai-service/Wed, 14 Oct 2026 00:00:00 GMTGartner predicts half of companies will give up on cutting human service because of AI. How to design the hybrid model.https://www.northstarworks.com.br/en/blog/ai-on-whatsapp-10-precautions/https://www.northstarworks.com.br/en/blog/ai-on-whatsapp-10-precautions/Tue, 13 Oct 2026 00:00:00 GMTAutomating WhatsApp with AI works when the customer knows they're talking to a bot, finds the exit to a person and doesn't repeat everything. 10 precautions before you flip it on.https://www.northstarworks.com.br/en/blog/brazilian-consumers-ai-customer-service/https://www.northstarworks.com.br/en/blog/brazilian-consumers-ai-customer-service/Tue, 13 Oct 2026 00:00:00 GMTA 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.https://www.northstarworks.com.br/en/blog/ai-service-agent-metrics/https://www.northstarworks.com.br/en/blog/ai-service-agent-metrics/Mon, 12 Oct 2026 00:00:00 GMTMeasuring 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.https://www.northstarworks.com.br/en/blog/ai-vs-human-service-satisfaction/https://www.northstarworks.com.br/en/blog/ai-vs-human-service-satisfaction/Mon, 12 Oct 2026 00:00:00 GMTIn a survey of 1,003 Brazilians, human service scored 9.3 and AI scored 7.0. Five design adjustments to close that gap.https://www.northstarworks.com.br/en/blog/sales-service-automation/https://www.northstarworks.com.br/en/blog/sales-service-automation/Sun, 11 Oct 2026 00:00:00 GMTAutomation that works combines AI agents and people, connected to the systems the company already uses. Architecture, governance and what stays with your team.https://www.northstarworks.com.br/en/blog/whatsapp-omnichannel-journey-ai/https://www.northstarworks.com.br/en/blog/whatsapp-omnichannel-journey-ai/Sun, 11 Oct 2026 00:00:00 GMT48% 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.https://www.northstarworks.com.br/en/blog/b2b-cmo-brazil/https://www.northstarworks.com.br/en/blog/b2b-cmo-brazil/Sat, 10 Oct 2026 00:00:00 GMTThe 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.https://www.northstarworks.com.br/en/blog/ai-in-marketing-cmo-role/https://www.northstarworks.com.br/en/blog/ai-in-marketing-cmo-role/Fri, 09 Oct 2026 00:00:00 GMTIAB 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.https://www.northstarworks.com.br/en/blog/ai-transparency-in-marketing/https://www.northstarworks.com.br/en/blog/ai-transparency-in-marketing/Thu, 08 Oct 2026 00:00:00 GMTGlobo survey: 59% of Brazilians prefer the brand that uses AI, but 74% want notice in ads and 95% defend labeling AI-generated content.https://www.northstarworks.com.br/en/blog/ai-service-with-human-choice/https://www.northstarworks.com.br/en/blog/ai-service-with-human-choice/Wed, 07 Oct 2026 00:00:00 GMTHow NorthStar designs service with AI agents and humans where the customer chooses the path, without losing efficiency. Stages and deliverables.https://www.northstarworks.com.br/en/blog/ai-content-authenticity-b2b/https://www.northstarworks.com.br/en/blog/ai-content-authenticity-b2b/Tue, 06 Oct 2026 00:00:00 GMT73% of marketers already use AI to create content. How to keep your own voice, verified data and human review in B2B content.https://www.northstarworks.com.br/en/blog/operational-intelligence-vs-tools/https://www.northstarworks.com.br/en/blog/operational-intelligence-vs-tools/Tue, 06 Oct 2026 00:00:00 GMTDozens of disconnected tools create the illusion of control. Companies that scale swap the fragmented stack for a single intelligence that decides in real time.https://www.northstarworks.com.br/en/blog/ai-for-marketing-data-analysis/https://www.northstarworks.com.br/en/blog/ai-for-marketing-data-analysis/Mon, 05 Oct 2026 00:00:00 GMT90% 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.https://www.northstarworks.com.br/en/blog/growth-performance-product-marketing-small-teams/https://www.northstarworks.com.br/en/blog/growth-performance-product-marketing-small-teams/Sun, 04 Oct 2026 00:00:00 GMTGrowth, 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.https://www.northstarworks.com.br/en/blog/marketing-intelligence-small-teams/https://www.northstarworks.com.br/en/blog/marketing-intelligence-small-teams/Sat, 03 Oct 2026 00:00:00 GMT57% of B2B CMOs work in companies of up to 50 people. How NorthStar builds marketing intelligence for small teams, without building a data team.