en.Wedoany.com Reported - After nearly eight years as an executive at Ideal Axicom, including the last three as Global Chief Strategy Officer, Paula Nadal has founded a PR firm called Pivot Comunicação, aiming to bring public relations, news consulting, and reputation management into the era of artificial intelligence (AI).

Pivot Comunicação positions itself by combining proven PR methods with technology, with its core philosophy holding that reputation today is built not only through human relationships but also through work oriented toward platforms, algorithms, and language models. Nadal stated that the complexity of communication systems has changed, the way information is consumed has undergone a massive shift, and reputation building in the AI world has become more complex.

Founded in March of this year, Pivot already has eight fixed clients, including Ânima Educação, Auren Energia, and Vórtx, and executes projects for other companies. The firm has a senior professional team, adopts a partnership model with no external investors, and currently employs 15 people. Vera Brandimarte, former news director of Valor Econômico, serves as Vice President, responsible for building strategic relationships with key clients and media. Tales Ponce, who previously worked at Ideal Axicom and FSB leading teams serving clients such as Ford, Embraer, and Patria Investimentos, holds the position of Client Services Director. Thiago Campos, with 18 years of market experience, serves as Strategy Director.

Nadal stated that reputation will continue to be a human construct, but the change lies in the fact that it now also needs to be understood by machines. Pivot is investing in proprietary and third-party technologies to better position its clients as Generative Engine Optimization (GEO) becomes increasingly popular. GEO is a practice of structuring digital content so that AI-based search engines and conversational chatbots can easily read, summarize, and cite it as a primary source.

With Marcelo Dominguez, a data scientist with 16 years of experience who previously worked at Edelman and Burson Group (serving clients such as Google and TikTok), serving as Intelligence Director, Pivot has internally developed a methodology called Aura. This tool assesses brand perception across media, social media, websites, and major large language models (LLMs), scanning brands in different environments. Nadal believes that this structured, technology-embedded approach helps Pivot stand out in a fragmented market. A survey by Mega Brasil indicates that in 2024, Brazil had approximately 1,100 PR agencies with total revenues of about 5.3 billion reais.

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