{"id":5732,"date":"2025-09-30T15:37:31","date_gmt":"2025-09-30T18:37:31","guid":{"rendered":"https:\/\/minders.io\/?p=5732"},"modified":"2025-10-02T13:57:49","modified_gmt":"2025-10-02T16:57:49","slug":"forge-las-vegas-2025-dia-1-lideranca-varejo-ia","status":"publish","type":"post","link":"https:\/\/minders.io\/pt-br\/forge-las-vegas-2025-dia-1-lideranca-varejo-ia\/","title":{"rendered":"O primeiro dia do Forge Las Vegas \u2014 Lideran\u00e7a, Varejo e o Futuro da IA"},"content":{"rendered":"<p data-start=\"195\" data-end=\"582\">O primeiro dia do <strong data-start=\"213\" data-end=\"232\">Forge Las Vegas<\/strong>, evento principal da Braze, trouxe uma combina\u00e7\u00e3o poderosa de inspira\u00e7\u00e3o e aprendizados pr\u00e1ticos. Houve conversas sobre lideran\u00e7a feminina, tend\u00eancias no marketing de varejo e o papel da intelig\u00eancia artificial no dia a dia das equipes. Assim, a jornada estabeleceu um alto padr\u00e3o para o que o Forge promete: um olhar sobre o futuro do engagement.<\/p>\n<h2 data-start=\"589\" data-end=\"659\">\ud83c\udfb2 Lideran\u00e7a n\u00e3o \u00e9 jogar os dados, \u00e9 saber quando dobrar a aposta<\/h2>\n<p data-start=\"661\" data-end=\"1006\">Na <a href=\"https:\/\/minders.io\/pt-br\/braze\/\">Braze<\/a> existe a <strong data-start=\"679\" data-end=\"687\">Elle<\/strong>, uma comunidade dedicada a empoderar mulheres no \u00e2mbito pessoal e profissional. Seu objetivo \u00e9 ajud\u00e1-las a crescer em posi\u00e7\u00f5es de lideran\u00e7a e a construir conex\u00f5es significativas. Dentro do Forge, essa comunidade organiza todos os anos o <strong data-start=\"925\" data-end=\"955\">Women in Leadership Brunch<\/strong>, que re\u00fane mulheres com trajet\u00f3rias de destaque.<\/p>\n<p data-start=\"1008\" data-end=\"1116\">Este ano participaram <strong data-start=\"1030\" data-end=\"1113\">Merline Saintil, Tara Walpert, Isabelle Winkles, Yvonne Wassenaar e Ashta Malik<\/strong>.<\/p>\n<p data-start=\"1118\" data-end=\"1187\">Merline compartilhou sua f\u00f3rmula para se tornar l\u00edderes impar\u00e1veis:<\/p>\n<ul data-start=\"1188\" data-end=\"1453\">\n<li data-start=\"1188\" data-end=\"1260\">\n<p data-start=\"1190\" data-end=\"1260\"><strong data-start=\"1190\" data-end=\"1206\">Visibilidade<\/strong> \u2192 Ser excelente e garantir que o mundo saiba disso.<\/p>\n<\/li>\n<li data-start=\"1261\" data-end=\"1365\">\n<p data-start=\"1263\" data-end=\"1365\"><strong data-start=\"1263\" data-end=\"1287\">Networking com valor<\/strong> \u2192 Construir um <em data-start=\"1303\" data-end=\"1331\">Personal Board of Advisors<\/em> que desafie, apoie e acompanhe.<\/p>\n<\/li>\n<li data-start=\"1366\" data-end=\"1453\">\n<p data-start=\"1368\" data-end=\"1453\"><strong data-start=\"1368\" data-end=\"1385\">Personal Beta<\/strong> \u2192 Investir em si mesma e manter clareza sobre metas e motiva\u00e7\u00f5es.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1455\" data-end=\"1564\">A frase que mais ressoou foi direta:<br data-start=\"1491\" data-end=\"1494\" \/>\ud83d\udc49 <em data-start=\"1497\" data-end=\"1562\">\u201cN\u00e3o deixe que de onde voc\u00ea vem limite para onde voc\u00ea pode ir.\u201d<\/em><\/p>\n<p data-start=\"1566\" data-end=\"1898\">Al\u00e9m disso, no painel todas concordaram que suas conquistas mais significativas n\u00e3o foram reconhecimentos pessoais, mas sim ver como as pessoas que lideraram chegaram ainda mais longe. Yvonne resumiu com for\u00e7a: <strong data-start=\"1777\" data-end=\"1806\">a vulnerabilidade \u00e9 poder<\/strong>. Humanizar-se em cada etapa da lideran\u00e7a \u00e9 o que realmente conecta e sustenta as equipes.<\/p>\n<p data-start=\"1566\" data-end=\"1898\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-5723 alignleft\" src=\"https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2.jpg\" alt=\"forge las vegas\" width=\"312\" height=\"414\" srcset=\"https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2.jpg 1080w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2-226x300.jpg 226w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2-772x1024.jpg 772w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2-768x1019.jpg 768w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2-980x1300.jpg 980w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-2-480x637.jpg 480w\" sizes=\"(max-width: 312px) 100vw, 312px\" \/><\/p>\n<h2 data-start=\"1905\" data-end=\"1959\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5720\" src=\"https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp.jpg\" alt=\"forge las vegas\" width=\"312\" height=\"415\" srcset=\"https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp.jpg 1080w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-226x300.jpg 226w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-771x1024.jpg 771w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-768x1020.jpg 768w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-980x1302.jpg 980w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/What-an-incredible-session-at-Forge-2025-\ud83c\udf1fThe-Women-in-Leadership-Brunch-brought-together-insp-480x638.jpg 480w\" sizes=\"(max-width: 312px) 100vw, 312px\" \/><\/h2>\n<h2 data-start=\"1905\" data-end=\"1959\">\u2660\ufe0f Crescimento sem dados \u00e9 como p\u00f4quer sem cartas<\/h2>\n<p data-start=\"1961\" data-end=\"2087\">Outra sess\u00e3o central focou no <strong data-start=\"1991\" data-end=\"2014\">marketing de varejo<\/strong>, comparando <em data-start=\"2027\" data-end=\"2036\">leaders<\/em> e <em data-start=\"2039\" data-end=\"2049\">laggards<\/em>. Quatro pilares guiaram a conversa:<\/p>\n<ul data-start=\"2089\" data-end=\"2612\">\n<li data-start=\"2089\" data-end=\"2195\">\n<p data-start=\"2091\" data-end=\"2195\"><strong data-start=\"2091\" data-end=\"2109\">Insights ricos<\/strong>: deixar de apenas coletar dados prim\u00e1rios e transform\u00e1-los em motor de crescimento.<\/p>\n<\/li>\n<li data-start=\"2196\" data-end=\"2318\">\n<p data-start=\"2198\" data-end=\"2318\"><strong data-start=\"2198\" data-end=\"2216\">Experimenta\u00e7\u00e3o<\/strong>: transformar cada canal em um laborat\u00f3rio, multiplicar testes e escalar rapidamente o que funciona.<\/p>\n<\/li>\n<li data-start=\"2319\" data-end=\"2468\">\n<p data-start=\"2321\" data-end=\"2468\"><strong data-start=\"2321\" data-end=\"2352\">Captar a aten\u00e7\u00e3o do cliente<\/strong>: n\u00e3o basta mais \u201cpagar por visibilidade\u201d. Agora \u00e9 preciso conectar de forma aut\u00eantica com hist\u00f3rias bem contadas.<\/p>\n<\/li>\n<li data-start=\"2469\" data-end=\"2612\">\n<p data-start=\"2471\" data-end=\"2612\"><strong data-start=\"2471\" data-end=\"2499\">IA em equipes conectadas<\/strong>: a intelig\u00eancia artificial n\u00e3o \u00e9 m\u00e1gica; ela amplia processos, mas se algo est\u00e1 quebrado, continuar\u00e1 quebrado.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2614\" data-end=\"2873\">De fato, a conclus\u00e3o mais clara foi que <strong data-start=\"2654\" data-end=\"2710\">os l\u00edderes realizam mais de 100 experimentos por m\u00eas<\/strong>. Al\u00e9m disso, para empresas menores que n\u00e3o contam com essa escala, um bom ponto de partida \u00e9 a <strong data-start=\"2806\" data-end=\"2821\">gamifica\u00e7\u00e3o<\/strong>, que gera valor incremental de forma consistente.<\/p>\n<h2 data-start=\"2880\" data-end=\"2972\">\u2665\ufe0f A IA n\u00e3o vai substituir sua m\u00e3o: apenas ajuda voc\u00ea a jogar de forma mais inteligente<\/h2>\n<p>O dia se encerrou com uma AI Masterclass que desmistificou conceitos e trouxe exemplos pr\u00e1ticos. Explicaram a diferen\u00e7a entre IA, machine learning e reinforcement learning. Tamb\u00e9m derrubaram um mito: \u201cse algu\u00e9m disser que machine learning n\u00e3o \u00e9 IA, est\u00e1 mentindo.\u201d<\/p>\n<p>No marketing, o sonho continua o mesmo: a mensagem certa, no canal certo, no momento certo. Mas chegar l\u00e1 n\u00e3o \u00e9 simples. A IA abre caminho para resolver tr\u00eas grandes desafios: timing, segmenta\u00e7\u00e3o e decis\u00e3o. Nesse \u00faltimo, os Decisioning Agents se diferenciam dos Next Best Action (NBA) porque conseguem aprender e se adaptar de forma cont\u00ednua.<\/p>\n<p data-start=\"3250\" data-end=\"3614\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5726\" src=\"https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/a8af947f5e113d4489acd72ffc3fadd9f2d702fb-2400x1146-1.webp\" alt=\"forge las vegas ai decisioning\" width=\"1920\" height=\"917\" srcset=\"https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/a8af947f5e113d4489acd72ffc3fadd9f2d702fb-2400x1146-1.webp 1920w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/a8af947f5e113d4489acd72ffc3fadd9f2d702fb-2400x1146-1-1280x611.webp 1280w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/a8af947f5e113d4489acd72ffc3fadd9f2d702fb-2400x1146-1-980x468.webp 980w, https:\/\/minders.io\/wp-content\/uploads\/2025\/09\/a8af947f5e113d4489acd72ffc3fadd9f2d702fb-2400x1146-1-480x229.webp 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1920px, 100vw\" \/><\/p>\n<h3 data-start=\"3616\" data-end=\"3645\">O que \u00e9 AI Decisioning?<\/h3>\n<p>\u00c9 uma capacidade de IA que funciona como o \u201cc\u00e9rebro\u201d acima dos sistemas de dados (CDPs, data warehouses). Aprende em tempo real como cada cliente interage com a marca. Com isso, seleciona automaticamente a melhor combina\u00e7\u00e3o de vari\u00e1veis \u2014mensagem, canal, timing e oferta\u2014 para cada pessoa.<\/p>\n<p>Em vez de segmenta\u00e7\u00f5es r\u00edgidas, o AI Decisioning cria experi\u00eancias 1:1 vivas e din\u00e2micas. Elas se ajustam e melhoram a cada intera\u00e7\u00e3o. Assim, passamos de jornadas fixas para uma personaliza\u00e7\u00e3o adaptativa, cont\u00ednua e escal\u00e1vel.<\/p>\n<h3 data-start=\"4187\" data-end=\"4225\">Um caso real que fez a diferen\u00e7a<\/h3>\n<p data-start=\"4226\" data-end=\"4508\">Na sess\u00e3o, compartilharam como uma companhia a\u00e9rea global usou o <a href=\"https:\/\/www.braze.com\/resources\/articles\/ai-decisioning-expert-oversight\"><strong data-start=\"4291\" data-end=\"4315\">Braze AI Decisioning<\/strong><\/a> para personalizar o acompanhamento de usu\u00e1rios que buscaram voos, mas n\u00e3o conclu\u00edram a compra. O resultado foi impressionante: <strong data-start=\"4443\" data-end=\"4505\">+45% em convers\u00f5es e US$ 10 milh\u00f5es adicionais em reservas<\/strong>.<\/p>\n<p data-start=\"4510\" data-end=\"4821\">Al\u00e9m do ganho imediato, o mais interessante \u00e9 que esse tipo de aplica\u00e7\u00e3o permite escalar campanhas inteligentes em m\u00faltiplos produtos, servi\u00e7os e mercados. Dessa forma, n\u00e3o apenas gera receita, mas tamb\u00e9m constr\u00f3i relacionamentos de longo prazo, com isso garantindo intera\u00e7\u00f5es mais relevantes e significativas para os clientes.<\/p>\n<h2 data-start=\"4828\" data-end=\"4884\">\ud83c\udfb0 O verdadeiro pr\u00eamio \u00e9 a personaliza\u00e7\u00e3o em escala<\/h2>\n<p data-start=\"4886\" data-end=\"5063\">O <strong data-start=\"4888\" data-end=\"4906\">Dia 1 do Forge<\/strong> deixou claro que o futuro do engagement se constr\u00f3i na interse\u00e7\u00e3o entre lideran\u00e7a humana, estrat\u00e9gias baseadas em dados e o uso inteligente da tecnologia.<\/p>\n<p data-start=\"5065\" data-end=\"5251\">Com essas bases, cresce a expectativa para os pr\u00f3ximos dias do evento: mais sess\u00f5es, mais aprendizados e mais oportunidades de se conectar com quem est\u00e1 moldando o futuro do marketing.<\/p>\n<h4 data-start=\"425\" data-end=\"718\">\ud83d\udccc Quer ver como colocar isso em pr\u00e1tica? <strong data-start=\"168\" data-end=\"177\">Ent\u00e3o<\/strong> participe do nosso pr\u00f3ximo Webinar Minders x Braze, <strong data-start=\"230\" data-end=\"238\">onde<\/strong> vamos detalhar esses lan\u00e7amentos, <strong data-start=\"273\" data-end=\"284\">al\u00e9m de<\/strong> compartilhar cases da LATAM e globais, <strong data-start=\"324\" data-end=\"336\">e tamb\u00e9m<\/strong> explorar como incorporar a Intelig\u00eancia Compos\u00e1vel na sua estrat\u00e9gia de engajamento.<\/h4>\n<h4 data-start=\"425\" data-end=\"718\"><br data-start=\"421\" data-end=\"424\" \/>\ud83d\udc49 <a href=\"https:\/\/share.hsforms.com\/1Mc2WEaQuRAeuDgQOajUEjg46y71?utm_source=blog&amp;utm_campaign=forge_webinar_form_blog&amp;utm_medium=social&amp;utm_content=blog\">Inscreva-se aqui no Webinar<\/a><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>O primeiro dia do Forge Las Vegas, evento principal da Braze, trouxe uma combina\u00e7\u00e3o poderosa de inspira\u00e7\u00e3o e aprendizados pr\u00e1ticos. Houve conversas sobre lideran\u00e7a feminina, tend\u00eancias no marketing de varejo e o papel da intelig\u00eancia artificial no dia a dia das equipes. Assim, a jornada estabeleceu um alto padr\u00e3o para o que o Forge promete: [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":5729,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-5732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nao-categorizado"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O primeiro dia do Forge Las Vegas \u2014 Lideran\u00e7a, Varejo e o Futuro da IA - Minders<\/title>\n<meta name=\"description\" content=\"O Dia 1 do Forge Las Vegas 2025 reuniu inspira\u00e7\u00e3o e aprendizados sobre lideran\u00e7a feminina, marketing de varejo e o impacto da intelig\u00eancia artificial. 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