By Dr. Evelin Priscila Trindade
The recent shift in US trade policies (in the year 2025) is generating tensions that affect several countries, including Brazil. However, for Brazilian technology companies, these turbulences also represent a source of strategic internationalization opportunities.
The key lies in converting risk into a competitive advantage, exploiting spaces opened up by the reshaping of international technological and commercial geopolitics.
First, it's important to understand the context. The U.S. government launched investigations under Section 301 of the Trade Act, including against Brazil, for alleged discriminatory practices in the digital sector—for example, PIX, used for instant payments. Furthermore, Brazil faces high tariffs (such as the announced rates of up to 50%) on traditional export products. Finally, the country launched its own Industry 4.0 initiative, focusing on digitalization and cloud/AI infrastructure, which strengthens the domestic base for the internationalization of American ICT companies.
Given this scenario, what opportunities would Brazilian technology companies have? I will list the three main ones below.
- Differentiation through proximity and adaptability to the new global fragmentation:
With the intensification of a trade war and the US focus on technological "blocs" (alliances, approved suppliers, export restrictions), there is a window of opportunity for Brazilian technology companies to explore markets where dependence on the US or large Asian players is questioned. Brazil, with its time zone close to the Americas, Portuguese language, and growing digital penetration, can position itself as a regional hub—both for Latin America and to serve the operations of global companies seeking to diversify risk. Brazilian software companies, fintechs, and digital service platforms can offer solutions to the Latin American market, taking advantage of this opportunity. gap from partial deglobalization or from the reconfiguration of supply chains that the US encourages.
- Adopting high technological standards as a competitive advantage:
LATAM's technology policies demand high levels of compliance, data security, and digital regulation—factors in which Brazilian companies have been making positive progress. For example, Brazil launched the National AI Plan, allocating billions for innovation. This positions Brazilian companies to establish themselves as reliable technology providers in emerging markets where trust, language, and regulatory compliance are key differentiators. While major global players face regulatory and reputational challenges (such as those driven by the US investigation into Brazil's digital services), Brazilian companies can leverage this to demonstrate "less geopolitical risk" or position themselves as partners of Latin American markets.
- Opportunity for technological cooperation in the context of tariff policies:
Although US tariffs primarily affect physical products, the contentious trade environment may drive interest in "alternative" technology suppliers to diversify regulatory risk. Brazilian technology companies can explore partnership models with US companies or entities that wish to reduce direct exposure or operate on complementary routes. This opens the way for internationalization via joint ventures, export of services (such as SaaS, cybersecurity, IoT), and even direct involvement. cross-border with Brazilian roots.
Of course, challenges exist: the international market requires scale, strong brands, access to capital, and internationalized governance—areas where many Brazilian technology companies still struggle. But by coldly analyzing the changes in US policies, it's possible to see a window of opportunity:
- On the one hand, the search for reliable technology suppliers outside the major blocs (US-China) favors those who can position themselves quickly.
- On the other hand, Brazil has a growing ecosystem (fintechs, AI, cybersecurity) and national incentives for digitization and export of services.
- International regulatory tensions may generate demand for "alternatives" to the traditional models of large global players — a niche where smaller, more agile companies can shine.
In conclusion, the more aggressive US trade policies initiated in 2025—even if targeting physical products and geopolitics—indirectly affect the technology sector and create changes that Brazilian companies can turn into an advantage. The key lies in adopting a clear internationalization strategy: exploring Latin American markets, leveraging global partnerships, strengthening regulatory compliance, and positioning themselves as a trusted regional supplier.
*Dr. Evelin Priscila Trindade is a researcher at the Think Tank of the Brazilian Association of Software Companies (ABES)
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
Article originally published on the GUIA DO PC website: https://www.guiadopc.com.br/artigos/55860/internacionalizacao-das-tics-frente-as-novas-politicas-globais.html
