Education Technology & Market Analysis - In 2012, 85% of law students failed the bar exam, leading to the creation of a mobile app solution [5] - By 2017, the company recognized the need to stay competitive by leveraging emerging technologies like AI in education [7][8] - In 2017, less than 90% of searches were about AI in education, highlighting an opportunity for early adoption [8] - The company's app achieved over 2 million downloads in Brazil, approving hundreds of thousands of students for the bar exam and public service exams [6] - A survey in 2017-2018 showed that 92% of students preferred AI (smart coach) to create their study plans for OAB and public service exams [13] - 28% of schools are working to ban cell phone use, with UNESCO also cautioning about AI in schools [17] - New York, initially banning ChatGPT, reversed its decision and now promotes educational guides for its use [19] Product Development & Strategy - The company developed a personalized study plan tool using over 100 million student-resolved questions, employing data mining, neural networks, and item response theory [9] - The company humanized its AI solution by introducing "Sofia," a smart coach, to create a more engaging and personalized experience for students [15]