Training in AI, automation and business.

Learn at Laboratório da IA or hire SpartAds

Choose Laboratório da IA if you want to build skills and take part in developing your projects. Choose SpartAds if you need a team to implement AI, automation or marketing. The first path requires time to learn and experiment; the second starts by explaining your context, goals and the work to be done.

At Laboratório da IA, learning combines classes, recordings, materials and weekly support. Prepare questions about a project, experiment between sessions and return with results to discuss. Roberto Cortez, the team and guests take part in this support. The community provides a place to share questions and follow other members’ work. Sessions are in Portuguese.

The programme includes practical learning with tools such as Claude Code and Codex, connected to projects and business reasoning. The Lab MCP gives active members access to training context within compatible AI tools. Before choosing a tool, start with the task you want to solve and a result you would know how to assess.

At SpartAds, my team works on marketing, growth, AI and automation for businesses. We start by understanding the current process, the people involved and the problem to solve. Explore our AI and automation services or marketing and growth services to explain your context.

Registration, prices and current Lab conditions are on the official website. Review the programme before joining and set aside time to apply what you learn. You can also start with the guide on using AI in business beyond chatbot questions.

How to apply what you learn at work

The method is built on designing applicable systems and testing them in your real work environment, without purely academic exercises. The focus is on building solutions that save manual hours and support real sales, knowing that good planning reduces rework but doesn't eliminate every mistake that will come up along the way.

In the training sessions and mentorships, the process starts with a diagnosis of the existing workflow. Before introducing automation or artificial intelligence, we try to identify where the operation is losing time or wasting contacts. Learning to code or configure systems without a clear business purpose tends to be time badly spent, both for you and your team.

Pick a process and write down what should happen, what information it receives, and how you're going to verify the result. If you want to build an application, start with the article on how to plan an application with Claude Code before starting to program. Take that plan to your project and record the doubts that come up as you test it.

At Laboratório da IA, I review projects and discuss the decisions students are working through. These may concern sales, the organization of a process or using a tool. To make good use of mentoring, bring a concrete question, the necessary context and what you have already tried. That lets us focus the discussion on where you need help.

What I expect from a mentoring conversation

In a mentoring session, I want to help you think more clearly about what you are doing and choose the next step. I described that role in my 2022 book: asking useful questions, providing context and creating conditions for learning. You carry out the work, and what you bring back informs the next conversation.

In 2021, I asked my students what they were missing. I expected requests for more courses and discovered demand for closer support. That experience, which I describe in the book, helped me see the value of discussing a decision while a project is underway. I carry that lesson into Laboratório da IA.

You might arrive with a working automation and still have an important question: who will use it, which mistake is most costly or how will you know whether it was worthwhile? Showing the result helps, but I also want to hear your reasoning. If AI wrote the code, explain which behaviour you requested and what you have already checked.

Other members contribute perspectives from their own businesses. A question from someone in a different sector can expose an assumption you had never examined. In the book, I describe learning to value that contribution from groups. It is why I like discussing concrete projects: there is work to examine, choices to compare and learning that several people can use.

The AI and business mentoring page explains how to prepare a question and apply what was discussed. For experiences from people who learned with me at earlier stages, read the testimonials from previous courses.

Connecting ads with the team’s work

Business traction tends to show up when qualified traffic meets a process that doesn't lose sales opportunities along the way. Technology and artificial intelligence on their own rarely justify the investment; they need to be connected to demand generation and commercial closing to make sense in the day-to-day of the business.

Over more than a decade working with the internet and marketing, including the work done through SpartAds and my training programs, I've seen that the best operational results tend to come from alignment between teams, not from an isolated tool. Teaching the sales team to use intelligent assistants for screening only makes a difference if you also know how to build a lead funnel that the sales team can actually work with, with complete and consistent data.

A hypothetical example helps illustrate this: imagine a company that receives two hundred contacts a week through ads, but whose sales team can only handle fifty with quality. In that scenario, designing automatic filters that prioritize the most qualified contacts could avoid wasted time, but it requires the team to be ready to work that flow, not just install a new tool. Structuring that handoff matters for anyone who wants to learn how to turn more leads into clients in a service business, without assuming that a bigger volume of contacts solves the sales problem by itself.

Profitability deserves attention when you decide to adopt a tool. Record execution and review time, usage costs and errors that still occur. Those figures help you assess whether the change is useful. Better organization can also be worthwhile, even when you cannot yet connect it to additional sales.

Talks, corporate training and criteria for engagement

I accept invitations for talks, internal corporate training sessions and participation in podcasts or interviews. Each request is reviewed by my commercial team to understand the format, the audience and the technical fit before we move forward with any proposal on dates or fees.

When I get a request to speak at a company or corporate event, the priority is understanding what concrete problem the organization wants to solve. A technical session on AI applied to operations requires different preparation from a more general talk on digital transformation at an industry conference. That's why we don't publish fixed prices or predefined durations on the site.

The sales team gathers context about the request and checks availability. It helps us to know who will be taking part, what knowledge they already have and what questions they want clarified. With that information we can discuss the format and prepare a proposal, rather than choosing a program before understanding the need.

If you want to bring this practical approach to your team or to your conference stage, the next step is to get in touch through our official channels. The team will follow up to define the format of engagement that best fits what you need.

In class #147, when I discussed investing in learning, I returned to a difficulty I often see: taking another course while leaving the previous one unapplied. I also invest in learning and need to set aside time to work on what I take from those experiences.

Before enrolling, choose something you want to do better. It might be organising a sales process, building a small tool or understanding a campaign’s numbers. Bring that question and leave time in your schedule to experiment. When you return with a concrete difficulty, the mentoring conversation can start from what you have already done.