Adapta's SMB AI Adoption Playbook
Max Peters, CEO of Adapta, on building AI agents for Brazilian SMBs
The real moat for regional AI workspaces is not the model picker, it is the local adoption machine around it. Adapta is selling Brazilian SMB owners a practical way to get a team using AI in daily work, then layering training, consulting, events, and internal tool building on top. That looks much closer to HubSpot teaching SMBs how to do digital marketing than to Glean selling search into Fortune 500 IT teams.
-
Adapta already has the ingredients for that playbook, owner led adoption, more than 100,000 SMB customers, course led top of funnel, consultants for post sale rollout, and Brazil focused integrations and examples. That makes the product easier to trust and easier to put into practice than a raw frontier model subscription.
-
The comparison to HubSpot is about category creation through education and channels. In the HubSpot ecosystem, content, solution partners, and customer facing staff drive discovery more than the app store itself. That is a useful blueprint for AI workspaces selling behavior change, not just software seats.
-
Regional players can win with different wedges. Langdock uses compliance and procurement constraints in Europe. Adapta uses language, local workflows, annual installment billing, and SMB onboarding in Brazil. Glean, by contrast, starts with enterprise search, connectors, permissions, and large seat contracts for big companies.
Over time, the winners in this category will look less like chat wrappers and more like operating systems with their own distribution loops. The regional players that teach the market, build partner channels, and become the default place where SMB teams create workflows and internal tools can grow into durable local platforms before global model labs fully localize.