Learnings from SaaStr 2025: AI, Networking, and Brazilian People
Last week, I had the chance to attend SaaStr Annual 2025 in San Francisco — and it left me rethinking a few assumptions I didn’t even realize I was holding.
This was't my first tech event,, but it was the first one where I truly felt the tension between two worlds: the ultra-fast evolution of AI and automation, and the stubborn, human core of what makes startups thrive — relationships, trust, and cultural context. That’s what I want to unpack in this newsletter.
There were three big themes that stuck with me:
How fast AI is changing the way sales teams scale
How undervalued strong networks still are — especially among early-stage founders
How many talented Brazilians are doing extraordinary work on the global stage
Let’s dig in.
1. AI in Sales: From Helper to Operator
If there’s one dominant theme from SaaStr 2025, it’s this: AI is no longer just a copilot — it’s taking the controls.
I sat in on multiple sessions where AI wasn’t just part of the sales stack; it was the sales stack. AI agents were generating leads, qualifying them, scheduling demos, and even handling objection management in real time during sales calls. Not as gimmicks, but as serious workflow tools integrated into CRMs, inboxes, and voice assistants.
A few key things that stood out:
Live AI reps on calls: Some companies are now deploying AI agents that join Zoom calls with sales reps and customers, silently monitoring the conversation and surfacing real-time insights (product info, competitor comparisons, ROI stats) — sometimes even jumping in with chat responses.
Self-updating CRMs: Sales teams are ditching manual logging. AI tools now auto-log every call, update contact records, and even flag follow-ups based on sentiment analysis and intent detection.
Sales enablement at scale: One fast-growing SaaS had a system where AI continuously trained new reps using transcripts of top performers, including coaching on tone, question timing, and call structure. The reps trained by AI were outperforming humans trained by humans.
It’s not just about speed; it’s about leverage. These tools don’t just make reps faster — they let startups act bigger than they are. A five-person sales team can now behave like a 25-person one.
But here’s the important nuance: the most successful teams weren’t trying to replace human reps. They were reimagining what reps should focus on — trust, storytelling, negotiation — and offloading everything else.
If you’re not already experimenting with AI in your sales funnel, you're falling behind. Not because it's trendy, but because your competitors are using it to cut CAC, expand faster, and close more efficiently.
2. The Network Arbitrage Most Founders Ignore
The second theme is something that never gets old — and still somehow gets underplayed: the power of your network.
I was reminded of this during an experimental session at SaaStr called “Who Do You Want to Meet?” — it was like speed dating for SaaS founders, powered by AI matchmaking. They used your answers to questions like “What are you struggling with most right now?” and matched you with others who could help or needed your help.
Each session lasted just 15 minutes — fast, focused, and straight to the point. In that short time, I connected with several founders working on bold, unconventional ideas. One of them is building a fully automated call center SaaS designed to generate leads without human involvement — a concept I found incredibly sharp. Conversations like these remind me how energizing it is to talk to people who think far outside the box.
None of these were superficial chats. They were the kind of honest, useful exchanges that make you rethink parts of your business.
And it made me realize: many founders spend way too much time obsessing over their product, and not enough time building their bench. I’m not talking about raising money or collecting LinkedIn connections. I mean deep, reciprocal, trusted relationships — the kind that save you months of trial and error.
Here’s a truth we don’t talk about enough: most of the key moments in a startup’s journey — the right hire, the right pivot, the key intro — come from someone you already know. If you don't actively build that network, you're leaving value on the table.
If you’re early-stage and think networking is a “later” thing, reconsider. The founders who invest in real connections early on compound faster. It’s not a nice-to-have. It’s infrastructure.
3. Brazilian Talent, Global Impact
The third takeaway is personal: I was blown away by how many brilliant Brazilians I saw leading, building, and investing at a global level.
From growth leads at unicorns to founders pitching at demo day events, Brazilians were everywhere — and not in a token way. They were in the rooms that matter, driving strategy, influencing product direction, closing deals.
I spoke with Nélio Batista from ElectricFish Brazilian founder who's building the energy infrastructure stack for companies transitioning to fully electric cars and trucks — especially those lacking the necessary setup. Their solution provides everything needed to deploy EV operations from scratch. They're based in Silicon Valley, living and executing the vision right at the heart of global tech.
I also had a great conversation with Diego, a sharp founder from Bridgen.ai. His company is revolutionizing how businesses hire at scale, using AI to streamline and enhance the entire recruiting process. Diego has been living in the Valley for the past eight years, and it's clear he's deeply immersed in building for global impact from the center of tech innovation.
I also caught up with Rodrigo from Gamersafer. His team is helping major gaming companies create safer, more welcoming in-game environments. It’s a powerful mission — especially as online communities grow — and it was inspiring to see a Brazilian-led startup tackling such an important global challenge.
It reminded me that being Brazilian in tech used to feel like a limitation. Now, it feels like an asset. The resilience, resourcefulness, and hustle that Brazilian entrepreneurs develop by default — because of local conditions — translate incredibly well into the global startup scene.
If you’re building in Brazil or from Brazil, the message is clear: your talent is exportable. Your story matters. Your perspective is needed.
One of the best things we can do as a community is spotlight these stories more often. The more we show what's possible, the easier it becomes for the next wave of founders to go global from day one.
Closing Thoughts
SaaStr 2025 left me with two conflicting but complementary ideas.
First: the tools are evolving faster than ever. AI is removing barriers at a shocking pace. What used to require a big team and big budget can now be done with lean, smart, AI-augmented systems.
Second: what still matters most hasn’t changed. People. Trust. Shared experience. Your network. Your story.
As founders, we can’t afford to ignore either side. It’s not about choosing between AI and human connection. It’s about getting better at both — and knowing when to lean into each.
So this week, my invitation to you is simple: try one new AI tool in your sales process. And reach out to one person you admire but haven’t spoken to yet. That blend — of smart systems and strong relationships — is where real leverage lives.
Until next time,
Paulo Castellano