Sem Parar and GIO Brain: media team visit and 100k keywords negatived

On June 17, 2026, GIO Brain visited Sem Parar for a meeting with the paid media team.

The invitation came from Bruno Napoli, Sem Parar’s paid media coordinator for e-commerce. The agenda was straightforward: introduce the platform to new team members, explain how AI fits into day-to-day campaign work, and reinforce a partnership that was already underway.

Sem Parar has been a GIO customer since December 2025. Since then, artificial intelligence has been part of the media operation — especially in Google Ads — analyzing and continuously optimizing campaigns.

More than 100,000 keywords negatived

One of the most relevant uses of GIO in the account is keyword negativing at scale.

Search generates a high volume of search terms. Separating what converts from what only burns budget requires a constant pace. In large operations, doing that manually quickly becomes a bottleneck.

Since the relationship with Sem Parar began, GIO Brain has already negatived more than 100,000 keywords.

This ongoing work keeps budget from going to weak or off-intent searches. In an operation of this size, the waste avoided can reach the order of hundreds of thousands of reais in media spend. In practice, the team also saw a more efficient CPA and less spend without return.

Beyond keywords: ads and day-to-day performance

GIO does not stay only at the search-term layer. In the operation, the AI also supports fronts such as:

• mass search term negativing
• media waste detection
• ad analysis and rotation
• flagging underperforming creatives
• continuous campaign scanning
• prioritizing optimization opportunities
• metric monitoring
• support for different performance strategies

The idea is simple: AI covers analysis volume and frequency that a team can hardly sustain alone, every day. Managers gain room for strategy and decisions — while the operational layer keeps being scanned.

The visit: bringing product closer to the people who run media

In the meeting, we showed the dashboard, optimizations made by the AI, core capabilities, and part of the strategies in use across campaigns.

More than a feature tour, the visit brought the teams closer. When AI runs inside the operation, it needs to evolve with the people who use the tool every day — new challenges, new priorities, and new capabilities aligned with large accounts.

Next step: MMPs and visibility beyond the ad platform

The partnership also helps shape the roadmap. One clear front is connecting data that does not live only inside ad platforms.

Among the paths is integration with Mobile Measurement Partners (MMPs), such as AppsFlyer. With that, GIO can see in-app events and cross that journey with media — unlocking more precise acquisition and performance optimizations.

For companies where the app is central to the business — as with Sem Parar itself — that bridge between campaign and in-app changes the game.

The partnership continues

From December 2025 to now, GIO has been supporting Sem Parar’s operation: analyzing campaigns, cutting waste, and running optimizations continuously. The June visit was another chapter in that build.

Putting an AI built for paid media inside an operation of this scale is also, for us, a real-world lab: product, method, and results tested in the field.

We keep going.