1. AI is not the future: it is the operational present

iFood already operates with more than 150 proprietary AI models integrated into its day-to-day operations. These algorithms optimize deliveries, detect fraud in milliseconds, personalize experiences, and drastically reduce costs. The secret? Creating models based on its own data — and not relying solely on generic market solutions.

2. Well-organized data is the heart of AI

In 2018, iFood structured its data lake, democratizing access to data within the company. This empowered all areas to experiment and apply AI. Data culture became a strategic pillar, not just technical support. What’s more, all finance employees, including those in the legal department, were trained in SQL. Analytical culture is not optional — it is a condition for growth.

3. Innovation requires structure + freedom

Lucas shared an analogy that I apply to my work in digital strategies: iFood is organized like a “transatlantic liner with jet skis”. While the main operation is robust and requires control and efficiency, the innovation teams operate with autonomy and agility, like jet skis testing hypotheses in an accelerated manner. This is organizational ambidexterity — and that’s what enables true innovation.

4. AI has a direct impact on revenue, cost and experience

One of the most impressive cases was the anti-fraud AI model. Previously, the chargeback rate was 2,6%. With its own AI, it dropped to 0,1%, with an approval rate of 97%. Another example: in automated customer service, chatbots with generative AI outperform human customer service in terms of satisfaction (87% vs. 82%) — and they do so at greater scale and at lower cost.

5. Brazil can — and should — lead in AI

Lucas highlighted something powerful: our creativity, resilience and technical ability put us ahead in talent, but we still have to overcome the underdog syndrome. iFood is proof that a Brazilian company can be a global reference in technology, data and innovation.

Conclusion

A IA It's not about replacing people. It's about enhance decisions, increase efficiency and scale experiences with intelligence. Lucas’s talk showed me, once again, that we are living in a new era in business — and it requires us to be open to testing, adapting and evolving.

If you want to transform your digital operation with more intelligence and results, let's talk.

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(I.e. Rodrigo Sanchez Co-founder of GS2 Marketing Digital Performance, data and AI to scale businesses.