Business
How Escape 60 Applies AI to Its Operations
Jeannette Galbinski discusses CRM technology, AI escape rooms, and Brazil's innovation landscape.
Escape 60 CMO Jeannette Galbinski details how the company integrates artificial intelligence into daily workflows and immersive games. She also touches on cross-generational tech adoption and emphasizes that Brazil cannot afford to fall behind in the ongoing AI revolution.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Escape 60 Marketing Director Jeannette Galbinski discussed how artificial intelligence is being integrated into internal corporate workflows and used to design new customer experiences.
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Internal use and interactive rooms
At Escape 60, the implementation of AI was split into two distinct areas: internal team efficiency and consumer-facing products. "We have an internal focus and a customer-facing focus. So they are two different things," Galbinski explained. In the corporate workflow, CRM tools like RD Station across marketing and sales leverage AI modules to organize knowledge bases and support sales reps in answering customer inquiries.
When developing entertainment experiences, the company brought the technology into the physical realm with a themed room inspired by the Mission: Impossible franchise. "We have an AI room. So it's an AI—you have to beat an AI inside the room, which is a Mission: Impossible room," Galbinski said. The experience features direct interaction between players and the AI system, providing real-time responses and unique outcomes for each group.
Generational adoption and continuous learning
Addressing how different age groups handle innovation, Galbinski shared the personal example of her 82-year-old mother, who enrolled in computer classes specifically to understand the emerging technology. "She arrived at the computer class, went up to the instructor, and said: 'Look, don't explain to me how to turn on the computer, because I already know that. I already make all my payments online, I research, and I do all my shopping online. I came here to learn AI,'" she recounted.
In the video above, you can watch the full conversation and learn more about the development of interactive rooms and the future of immersive entertainment formats.
The AI train and the power of agribusiness
According to Galbinski, the country is facing a critical juncture in adopting these tools to prevent the economic lag seen in past historical eras. "We missed the Industrial Revolution, right? We missed the Industrial Revolution train. The automotive industry you once knew was the cutting edge in the country. But today, we are essentially an agricultural nation," Galbinski pointed out. "I just hope we don't miss the artificial intelligence train. That largely depends on our leaders, our business owners, and everyday people as well."
The executive also noted that technological modernization in agribusiness and generational succession on rural estates are creating expansion opportunities for entertainment and service brands outside major capitals. Escape 60 plans to attend agricultural trade fairs and expand into interior regional hubs, such as its operations in Campinas.
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