Globo plans AI-generated mini-soaps for early 2027 - Valor International

Producing short soap operas generated by artificial intelligence (AI) is one of Globo’s projects involving the technology. According to Mauricio Felix Vasconcellos, Globo’s executive director of technology, the company plans to launch AI-generated minidramas in the first quarter of 2027.

“In the world of microdramas, it is possible to produce AI-native content,” Vasconcellos said during the panel “Por trás da tela: Como a tecnologia conecta o Brasil” (“Behind the Screen: How Technology Connects Brazil”), held at the first Data Center World Brasil event on Tuesday (6) in São Paulo.

“Early next year, you will see productions made with AI,” the executive said in a conversation with Silvia Bellio, founder and CEO of consulting firm ITL Tech.

Microdramas—short-form soap operas created for viewing on mobile phones—are one example of Globo’s strategic program to use artificial intelligence in areas including content production, customer experience, advertising, employees, and the future of work.

For small advertisers, the company has created an artificial intelligence agent that helps develop advertising materials. “Producing a creative asset is expensive for small advertisers. We built an AI agent that receives their specifications,” Vasconcellos explained.

Artificial intelligence has already entered the “Big Brother Brasil” (BBB) house, where an AI agent uses facial and audio recognition to select the best cameras for capturing exclusive content. “One camera follows the leader [among the contestants], and it is currently the most watched,” Vasconcellos said.

In customer service, the executive discussed a new AI chatbot launched in July for Globoplay customers.

“We carried out a transformation, and all digital customer service is now handled by our AI agent, Bial, which responds through WhatsApp, chat, and other channels. It is delivering 30% higher retention at first contact and a 10% increase in NPS [Net Promoter Score, a measure of customer satisfaction and loyalty],” the Globo executive said.

Internally, Globo already uses artificial intelligence throughout its software-development operations. “We have teams that used to develop [applications] in weeks and can now do so in hours,” Vasconcellos said.

“We want people working on software specifications at the start of the process and on review and corrections at the end, allowing us to work faster.”

Globo’s main objective in its artificial intelligence strategy is to make a measurable difference to the business, Vasconcellos explained.

“We select initiatives that are relevant, deliver a return on investment, can generate new revenue, and transform how people work,” he said.