Our proposition is dialogue. Alone, we do not exist.
Lygia Clark
Welcome to the October edition of our newsletter!
Each month we meet here to share the themes that have crossed our creative journey and are echoing out into the world. In this edition, you'll read about why creators are taking their audiences offline, how design took away the exit from being online, why AI agents are being turned away at checkout, how the social media map is being redrawn, and why AI needs mascots.
In the section Tátil around the World, we have the first episode of Leadership Transformation, our participation in the Clube de Criação Festival, and another celebration for Carrefour Home.
Our goal is to stay true to our core principle of working WITH, not FOR. Feel free to share your suggestions, comment on our content, or interact with us by replying to this email.
Enjoy your reading!
Communication, Marketing, and Brand Team — Tátil
Top 5 Tátil Curations
The audience in the room
Digiday reports that creators are increasingly hosting their own in-person events, from monthly meetups to stadium tours, to build an audience that doesn't depend on any single platform. Dude Perfect's 2025 tour drew more than 200,000 fans across 20 cities, and success is now measured in tickets, merch and post-event sentiment as much as in engagement. A full room has become proof of a loyalty that can follow a creator to the next platform, product or format.
The missing exit
In an essay for DOC, Wira Indra Kusuma argues that being online stopped being a place you visit and became a layer you never leave. Infinite scroll replaced the "Next" button and stopping cues were designed out as friction, while a peer-reviewed PNAS study found that a brief pause before an app opens cut app openings by more than half. With AI erasing the last seams, building the exit back in becomes a design responsibility rather than a test of willpower.
Checkout stays human
In its weekly charts, a16z looks at the distance between the hype around agentic commerce and what retailers and shoppers actually allow. According to Cloudflare data, the share of "403 Forbidden" responses served to AI agents and bots has roughly doubled, and 42% of consumers in one survey say they wouldn't trust AI to make a purchase for them at all. AI is earning its place in the consultation, while the moment of purchase, for now, stays in human hands.
The platform map redraws
Pew Research Center surveyed more than 42,000 people in 37 locations to map which social platforms adults use around the world. Facebook still leads in most places, but in Brazil Instagram (67%) is ahead of Facebook (62%), and X has fallen from 22% in 2023 to 7%, while across all countries Instagram reaches a median of 77% of adults under 35 and 29% of those over 50. Each country, and each generation within it, now lives on a different mix of feeds.
Faces for the machine
In a POV piece for It's Nice That, Kevin Walker looks at why OpenAI, Meta and Anthropic are giving their AI tools mascots, names and faces. Drawing on research into anthropomorphism, he argues that the more complex and opaque a technology is, the more we reach for a human face to make it legible, while warning that personality can build trust a system hasn't earned. Giving a machine a character is becoming a craft, and a responsibility, for the people who design it.
Tátil around the world
[Videocast] Leadership Transformation
To what extent is a company's culture reflected in the actions of its leaders? In the first episode of Leadership Transformation, the videocast we launched with Vanto Group, Ivan Monteiro (President of AXIA Energia) shares his experiences and insights on accessibility, decision-making and the role of leadership in organizational transformation. A conversation with Pedro Medicis, from Tátil, and Olga Loffredi, from Vanto Group, for those navigating the challenges of leadership in an ever-changing world.
Clube de Criação Festival
At the 14th edition of the Clube de Criação Festival, at the Memorial da América Latina in São Paulo, design gained its own category in the Annual, an important step toward recognizing its role in building brands and transforming businesses. We joined the conversation on three fronts. Ricardo Bezerra discussed design as culture, Beto Biscesto, invited by Monotype, reflected on human creativity in the age of AI, and Fred Gelli presided over the festival's first Design jury.
Carrefour Home
A home that celebrates its origins! Our rebranding for Carrefour Home won bronze at the Grand Prix Stratégies du Design, in France, the country where the brand was born. We started by looking at the home not simply as a category, but as a living space, diverse, emotional and constantly changing, and from there we built a warmer, more contemporary Carrefour Home, designed to turn the home aisle into a destination of its own.