Adapta's SMB AI Adoption Playbook
Max Peters, CEO of Adapta, on building AI agents for Brazilian SMBs
The real moat here is not model access or price, it is behavior change at SMB scale. Google can bundle Gemini into Workspace, but Adapta is trying to win the step after sign up, where an owner rolls AI out to a team, learns concrete workflows, and gets people using it in daily work. That is why Adapta pairs a multi model workspace with training, consulting, events, and local examples tuned to Brazilian SMBs.
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Adapta says it serves more than 100,000 SMBs, sells annual plans in 12 installments, and sees the owner as the main champion who buys first, then pushes adoption across the company. That makes enablement part of the product, not a separate service layer.
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This follows the HubSpot playbook more than the pure model lab playbook. HubSpot beat spreadsheets by packaging software with education, certifications, events, and agency channels. Adapta is applying the same logic to AI adoption for small businesses in Brazil.
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Bundled giants still matter, but they tend to win on raw distribution and feature breadth. In enterprise AI, Glean shows customers will still pay for a layer that turns many apps and models into something usable in real workflows. Adapta is building the SMB version of that behavior.
The next phase is a shift from AI chat to AI operating system. If Adapta keeps pulling customer work into internal tools, CRMs, client portals, automations, and agents inside one product, the company becomes harder to replace with a cheap bundled assistant, because it is no longer selling access to intelligence, it is selling a new way for SMBs to run the business.