December 2025 – For agencies and companies that invest in campaigns without knowing exactly whether or not their media budget is “leaking,” a Brazilian solution promises to change the game. CaOS , an automation and AI startup focused exclusively on the advertising market, arrives with a radical proposal: to transform the chaos of media operations into maximum efficiency, eliminating waste and multiplying results.
Created by a group of advertising professionals led by Caio Querelli, who experienced firsthand the pains and difficulties of the market, such as the creation of endless reports, copy that takes days to approve, budgets that practically evaporate without explanation, and competitors who always seem to be one step ahead, CaOS is not just a generic AI tool. It’s a complete ecosystem designed to solve real problems for those who work in communication and media every day.
“I got tired of seeing agencies and brands wasting time and money on processes that could be ten times faster and more efficient. CaOS was created to put an end to that,” says Querelli, CEO of the new company.
CaOS operates on three integrated fronts that complement each other to deliver real transformation:
1. HEIMDALL: Protect your budget
Heimdall is a proprietary platform that functions as an anti-waste radar. It monitors media investments in real time, identifies where funds are being misapplied, and alerts users to opportunities for overspending, so that resources can be applied more effectively and with maximized results.
“In practice, Heimdall identifies patterns of waste (campaigns with high CPA, targeting) and sends intelligent alerts when campaigns start spending more,” explains Querelli. “CaOS is an AI that thinks like a media expert advertiser, only faster,” he adds.
2. THE BRAIN OF THE OPERATION: PROPRIETARY LLM
To solve the problem of scattered data and loss of historical intelligence in agencies, CaOS’s major innovation is the development of a customized LLM (Large Language Model). Unlike generic AIs that know “a little bit of everything,” the CaOS model is trained to connect directly to the agency’s or advertiser’s own data ecosystem, transforming terabytes of spreadsheets and past reports into instantly accessible knowledge.
The system eliminates the need to “hunt” for information in old folders or assemble endless manual reports. The premise is data consumption via conversation. In practice, a traffic manager or media analyst accesses a secure chat and asks questions in natural language, such as: “What was the best combination of audience and creative for Client X on Black Friday 2023?”, or “Based on the history of the last six months, what is the projected CPA if we increase the budget by 20%?”. The AI processes the question, cross-references it with the agency’s internal data, and delivers the answer and strategy in seconds.
“The biggest pain point in the market isn’t the lack of data, it’s the excess of it, the difficulty in interpreting it quickly to avoid wasting money,” explains Querelli. “Our LLM functions as an ‘oracle’ for the operation. It allows the team to interact with the data. The media stops being a spreadsheet filler and becomes a strategist again, making decisions based on what has already worked internally, without guesswork,” he adds.
3. 360º REPORT & ACTIVE MESSAGING
To combat customer anxiety and lack of visibility into where money is being spent, CaOS eliminates the reliance on complex dashboards, which most professionals don’t have time to access. The solution introduces the concept of Active Data Messaging .
The system connects to all your traffic sources and analytics tools and consolidates the day’s results into a quick-read executive report, sent directly to the messaging app or communication platform your team already uses.
“The client or the agency director doesn’t want to stop their day to log into three or four different places. They want to know, at their fingertips, how much they’ve invested and how much they’ve returned up to that point,” Querelli points out. This functionality allows course corrections to be made in minutes or hours, not weeks, immediately stopping the leakage of funds.
3. CONSULTING AND TRAINING: The transformation that lasts
Technology without proper implementation often turns into wasted money. That’s why CaOS offers strategic consulting and in-company training that teaches teams how to integrate AI and automation into their daily routines without losing their creative essence.
The services include waste diagnosis and mapping of automation opportunities, customized implementation of the Heimdall ecosystem, team training to use the platforms as a performance multiplier, and strategic monitoring to guarantee ROI and continuous improvement. “It’s no use delivering cutting-edge technology if the team doesn’t know how to use it. Our consulting ensures that the transformation is real, measurable, and sustainable,” adds Querelli.
The CEO points out why CaOS is different: “While other companies sell isolated AI tools, CaOS delivers a complete, end-to-end solution designed for the advertising market. This is because it’s made by people who understand, that is, advertisers, and not by software engineers,” he says. Querelli also states that all the work focused on ROI is intrinsic and essential, with each feature designed to reduce costs or increase results.”
He explains that this is possible because there is total integration, since Heimdall + CaOS + Consulting work together; they are not separate products. And each user is not alone with the technology, as they have constant training and support. “Proprietary AI, CaOS is specifically trained for communication and media,” he emphasizes.
NEXT STEP: END OF MANUAL CONFIGURATION
Looking to the near future of operations, the startup is already developing its most ambitious feature: the Autonomous Campaign Implementer . The goal is to close the automation loop.
While AI defines the strategy and Messaging handles the monitoring, the Implementer will be the operational arm. The tool will allow the agency to approve a suggested strategy and, with a single click, the system will connect directly to media buying platforms to launch the entire campaign, configuring audiences, budgets, and creatives without manual human intervention.
“We want media professionals to never again have to waste hours manually setting up ad sets. Human talent should be spent thinking, not clicking configuration buttons,” emphasizes the founder of CaOS.
Agencies and companies that previously operated on gut feeling are migrating to data-driven decisions, automation, and applied artificial intelligence. “CaOS was born from a real demand that the market had been asking for for years: a solution that combines financial control, creative automation, and strategic empowerment. It’s no longer possible to compete in today’s market without these three things working together,” concludes the CEO, stating that the company’s name perfectly reflects its mission: to transform the chaos of advertising operations into order, efficiency, and predictable results.
