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Brazilian Ad Guru Nizan Guanaes Launches AI Tool from Portugal

From Público · (5m ago) Portuguese

Translated from Portuguese, summarized and contextualized by DistantNews.

TLDR

  • Brazilian advertising legend Nizan Guanaes is launching an AI tool called Nizai, designed to share his decades of marketing knowledge.
  • Guanaes, 68, is strategically basing the development in Lisbon, Portugal, seeing it as a key location for the Lusophone market.
  • The AI, developed with Tiger Brand Tech, aims to democratize his expertise and is slated for release after the FIFA World Cup.

Nizan Guanaes, a titan of the Brazilian advertising world, is embarking on a new frontier with the creation of Nizai, his own artificial intelligence.

Estou completamente em pânico

— Nizan GuanaesGuanaes expresses his apprehension about entering the new world of artificial intelligence.

At 68, Guanaes has chosen Lisbon, Portugal, as the strategic base for this ambitious venture, a move that underscores the city's growing importance in the global Lusophone market. This isn't just about launching a new product; it's about consolidating a lifetime of experience into a digital format.

Guanaes describes his feelings about entering this uncharted territory with a mix of "panic" and excitement. He acknowledges the immense potential of AI, but emphasizes a cautious approach, aiming for a user-friendly product that can be refined over time. This careful development process reflects a deep understanding of the need for precision in a field that is rapidly evolving.

Por isso, estamos fazendo tudo com cautela. Queremos um produto que seja fácil de usar, nada muito elaborado, mas que possa ser aprimorado aos poucos. É impressionante como a IA pode ser moldada. Vamos sair com nota de partida cinco para ir aperfeiçoando

— Nizan GuanaesHe explains the cautious development approach for Nizai, emphasizing ease of use and gradual improvement.

His past experience with the internet company IG in the early 2000s, though financially challenging, provided invaluable lessons. This time, with Nizai, Guanaes aims to leverage his accumulated knowledge, including all his commercials, interviews, and writings, to create a tool that democratizes his strategic insights. The partnership with Tiger Brand Tech is crucial in bringing this vision to life, with a planned launch following the World Cup.

Achei que ficaria multimilionário. Entrei no negócio pensando "how to be a millionaire" (como ser um milionário) e saí como um "survivor" (sobrevivente), depois do estouro da bolha da internet

— Nizan GuanaesGuanaes reflects on his past challenging experience with the internet company IG.

The inspiration for Nizai reportedly came from conversations with peers like Guilherme Benchimol of XP Investimentos, who used AI to ask how Guanaes would write an article. This realization that his unique approach could be replicated and shared sparked the idea. Guanaes sees this as an opportunity to share his expertise widely, particularly within the Lusophone community, with Portugal playing a pivotal role. This initiative highlights a unique perspective from Brazil, where innovation often blends established expertise with cutting-edge technology, aiming to empower a new generation of communicators and marketers.

Mas foi uma experiência enriquecedora, aprendi muito

— Nizan GuanaesDespite the difficulties, he acknowledges the valuable lessons learned from his IG venture.
DistantNews Editorial

Originally published by Público in Portuguese. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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