There are two main forms of Artificial Intelligence (AI) boosting a venture: one is giving business agility, improving efficiency; The other is to allow you to do things that have never been done before, such as creating an innovative product or service from scratch.
In the case of Notco, a company that manufactures plant -based foods, the use of its own AI, called Giuseppe, revolutionized the elaboration of new products. Which once took 8 months – such as the elaboration of the concept of a new product – now it takes 8 minutes to be done.
“It’s almost the replacement of a product manager,” says André Weinmann, president of the Notco, during the panel “How to undertake and grow in the Age of AI”, held on Friday (25) in Pop Up InfoMoney na Expert XP 2025.
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According to Weinmann, however, it is no use simply playing commands in AI, you need to “have content.” “More robust prompts generate better products. But here I only move in the concept, where I have experience; who moves ingredients are chefs and food engineers of the team,” warns the executive.
He also says that the business – which was supposed to be focused on B2B and ended up going to B2C – was born as an AI company, “mixing molecules” instead of ingredients, as in the “analogical way of developing products”.
“10 years ago, when the company was born, everyone found us Martians because it didn’t exist,” he recalls. Giuseppe currently has about 8,000 ingredients and more than 3,000 suppliers registered on the AI platform.
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Another case presented on the panel is the Stefanini Group, a Brazilian multinational technology today present in 41 countries, which adopted AI 14 years ago, creating a vertical business focused on digital transformation.
“We started when no one talked about AI. We had a big learning before ChatgPT, which came with a more powerful engine and popularized AI. It’s a business accelerator. All our verticals are accelerated by AI today,” explains founder and CEO Marco Stefanini. According to him, today there are more than 9 thousand prompts developed by the company’s AI team.
According to the two executives, the KPIs used to measure gains depend on the environment. “We decentralize initiatives, but we centralize environment. Strategy has been applied gradually. This year is what we call climbing. It is no use using if it will not generate business. It has to try, implement and climb – carefully to climb. KPI has to measure what matters,” adds Stefanini, saying that today the company takes 2 months to develop a product that, without the AI, took double time.
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In the notco, the indicator used is the implementation speed. “We did chocolate in 5 months and ice cream in 6 weeks,” points out Weinmann. According to him, today the company is the “only company in the world that can develop from beginning to end” with AI, from the development of the concept to the product in the gondola.
Also according to the president of the Notco, AI contributes greatly to innovation and for other companies embark on new consumer trends, such as the search for “healthier products”.
“We have learned that everyone wants to consume healthy things, but if it is not tasty, it won’t eat.” This is what the company has been doing with large food companies with which there are projects, such as Pepsico, exemplifies the executive.
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For Marco, from Stefanini, even the industries that are more distant from the consumer and the digital world, such as mining, can benefit from AI. He tells the case of Vale, who, with the help of Stefanini, was able to develop a system that can detect “in seconds” leaks in the pipeline – which could once take hours or even weeks because of its great length.
“Today, through automation and artificial intelligence, it is possible to detect in seconds a leak that would take weeks to identify. With this, the damage is smaller and the gain in the image is greater,” says the Stefanini CEO.
