Smart Cameras and AI in Security: Vinicius Romano
Camerite's CEO details the shift from reactive video surveillance to predictive computer vision and tech franchise expansion.
Vinicius Romano, CEO of Camerite, explains how computer vision turns traditional video surveillance into predictive intelligence for businesses and public security. He also breaks down tech franchising models and how tech leaders can simplify their communication.
Vinicius Romano, CEO of Camerite, joined Marketing - The Podcast for a conversation with Bruno Gimenes to discuss the evolution of electronic security, computer vision applications across multiple industries, and the behind-the-scenes management of a tech franchise network.
The full video episode above features conceptual demonstrations and practical insights into cloud infrastructure and technical leadership challenges.
Personal background, daily routine, and surfing as a lifestyle
With nearly 25 years of experience in technology across software and infrastructure firms, Romano emphasizes that his lifestyle is far from the typical gamer stereotype common in the tech sector. He actively plays outdoor sports like soccer, skateboards, and surfs—a routine he built into his mornings in Itajaí to strike a balance between executive management and family life.
"Surfing really stands out because it mirrors our day-to-day reality," notes Romano. "The ocean is completely different every single day. You never know what you'll encounter out there, it's one challenge after another, and you only catch a wave if you don't give up."
The evolution of Camerite: from digital coroners to cloud prediction
Camerite originated from the Veja Ao Vivo project in 2012 and pivoted to cloud video storage and processing after identifying a lack of forensic records during urban incidents. Romano criticizes the purely reactive approach of conventional surveillance systems.
"A camera isn't security; it's just a camera, it merely records," says Romano. "I often say cameras act like digital coroners. It's a bulky piece of hardware that records footage, and why do I call it a coroner? Because you only check it after something bad happens to figure out who did it." For the executive, current deployments of computer vision and artificial intelligence focus on anticipating and preventing incidents.
Computer vision, franchises, and new applications in retail and agtech
Camerite's operation combines a white-label model for private security companies with a franchise network designed to deliver localized enterprise and government installations. The platform centralizes cameras from various manufacturers in the cloud without requiring clients to replace existing hardware.
Beyond security, Romano explains that computer vision generates actionable business metrics, such as customer foot traffic in retail and livestock monitoring in agriculture supported by satellite connectivity. "The exact same camera used for surveillance can be repurposed—the very same one, with no extra hardware needed," Romano says regarding analytical data extraction.
AI acceleration across markets and its impact on the workforce
Reflecting on the pace of AI-driven development, Romano observes that competitor reaction cycles have shrunk dramatically, demanding ongoing differentiation. In his view, AI acts as a multiplier of an expert's existing skill set.
"AI's key differentiator is its ability to scale things tenfold," Romano highlights. "If you're already a great professional today, AI will make you ten times better." However, he cautions that strong technical foundations are essential to avoid fragile solutions driven merely by market hype.
Brand challenges and standardization in tech franchise models
Unlike physical product franchises with standard off-the-shelf goods, selling tech solutions demands continuous technical support and extensive training. Camerite established a corporate university and dedicated customer success teams to support franchisees in scoping and delivering complex projects.
Romano points out that Brazil's electronic security market grew from 14 billion BRL in 2014 to 16 billion in 2025, with projections reaching 18 billion in 2026, according to ABESE data. This expansion requires franchise networks to enforce strict commercial alignment and operational support.
Camerite's rebranding and strategic marketing for tech executives
Upon stepping into executive leadership, Romano spearheaded a rebranding process to align messaging with customer pain points, stripping away the technical jargon that often alienates non-technical decision-makers.
"My advice is: listen to people," Romano suggests to fellow tech leaders. "Step back a bit from technical concepts, especially if you come from an engineering background, so you can truly understand your audience. To me, that's what marketing is all about: communicating with your market simply, quickly, and objectively."