Gemini Enterprise deployed to 100% of 2,000 employees
All tech contracts consolidated into one group agreement
Collective knowledge now shared across all 20 companies
With Gemini, Grupo Dreamers replaced shadow AI across 20 companies and gave every employee access to governed, secure AI.
With Gemini, Grupo Dreamers replaced shadow AI across 20 companies and gave every employee access to governed, secure AI.
Unifying 20 companies under one AI-first platform
Grupo Dreamers is one of Brazil's largest independent media, entertainment, and experience ecosystems, home to more than 20 companies including Convert, A-Lab, and Artplan, one of Brazil's oldest advertising agencies and a recent Grand Prix winner at Cannes.
When Dora de Oliveira joined as chief data and technology officer, she ran a full diagnostic across all companies and found what she calls "organized chaos." Seventy percent of business units were using AI through personal or free accounts with no central governance. Sixty two percent of technology contracts were fragmented, each company negotiating separately.
Data lived in silos, and brilliant automations built by one team never reached another. "Without governance, learning stays trapped in the individual," says de Oliveira. "Teams keep reinventing the wheel instead of focusing on strategy and creative value."
The most urgent risk was shadow AI. Employees were uploading confidential client briefings, launch strategies, and audience data into free tools with no data protection terms, exposing the group's intellectual property and its clients' sensitive information.
Being data driven as a discourse disconnected from operational practice represents an imminent risk of competitive obsolescence. This was the exact moment to consolidate costs, guarantee technological sovereignty, and build a data foundation for our strategic cycle from 2026 to 2030.
Dora de Oliveira
Chief Data and Technology Officer, Grupo Dreamers
"Shadow AI turns enthusiasm for innovation into a massive legal and reputational liability," she says. "If something leaks, I cannot even calculate what that would mean for a company of Dreamers' size and the type of clients we serve."
The answer was not to block AI but to replace it with something better. Google Workspace and Gemini Enterprise stood out for three reasons: ease of adoption across a workforce already familiar with Google tools, native integration with the group's existing Google Cloud data infrastructure, and a guarantee that corporate prompts and data would never be used to train public models. Partner Tigabytes, which already served one of the group's agencies, led the implementation.
Deploying Gemini Enterprise across 2,000 employees to eliminate the shadow AI threat
The rollout of Google Workspace and Gemini Enterprise across Grupo Dreamers is happening in waves, not all at once. Rather than changing everything overnight, the group structured the transition in phases: a technical and cultural assessment first, then building identity and communication around Projeto Aurora before reaching the full workforce.
We did not want AI only for a specific group of people. We want to guarantee that all employees have the opportunity to engage with this technology. That is what Gemini Enterprise makes possible for us.
Dora de Oliveira
Chief Data and Technology Officer, Grupo Dreamers
"Projeto Aurora is a cultural evolution project, not a technology project," says de Oliveira. "It’s not about the tools. It’s about the culture of our group."
To make that culture stick, the group created the Academia Dreamers, a centralized training hub with webinars and practical workshops organized by profile and business line. Every employee completes a Google Skills trail that earns them a certification. Leadership received dedicated training first, because executives need to lead by example before asking anyone else to change. Gemini Enterprise arrives natively embedded in Gmail, Google Docs, Google Slides, and Google Meet, meaning employees don’t need to learn a new tool from scratch.
Access is structured across three tiers. The operational base, covering all 2,000 employees, uses Gemini for day-to-day summaries and productivity with full data protection. Business specialists like directors and media planners use it for advanced strategic research and multimodal creation. Data and engineering teams use it for complex reasoning and code automation. "The approach democratizes analytical and creative efficiency with governance," affirms de Oliveira. "That is what allows us to build our strategic matrix."
The approach to shadow AI followed the same logic. Rather than blocking the tools employees were already using, the group replaced them with something better. "I could not tell someone to stop using AI," she confesses. "So we brought an official enterprise AI and told them: the company is giving you this for free."
Setting a new standard for AI adoption in Brazilian media and entertainment
For Grupo Dreamers, technology has always been seen as a cost center. Projeto Aurora is changing that. The goal now is to reposition it as the primary vector of efficiency, innovation, and new revenue generation across the entire holding.
The immediate results are already visible. Contracts that were fragmented across 20 companies are now consolidated under a single corporate agreement, bringing full visibility to what the group is actually spending on technology. Knowledge that used to disappear when an employee left, a brilliant prompt, an agent built for one client, now belongs to the group and stays available to everyone.
"We eliminate rework in building presentations, reduce the time spent searching for historical data, and increase our speed of response in competitive pitches," says de Oliveira.
The partnership with Google and Tigabytes is the strategic catalyst transforming our operational ecosystem into a creative ecosystem, a unified platform, natively enhanced by artificial intelligence.
Dora de Oliveira
Chief Data and Technology Officer, Grupo Dreamers
Looking ahead, the group is expanding into predictive and generative AI integrated with its Google Cloud data infrastructure, and working toward automating manual processes across every business unit. The goal is to grow revenue without proportionally growing headcount. "Everything that is manual, AI will do," she predicts. "We want to reach the balance where personal intelligence and artificial intelligence work together."
For the media and entertainment industry, AI will commoditize technical execution while inflating the value of strategic vision and human curation. "AI allows us to understand the journey of a fan inside a festival, before, during, and after the experience, and deliver truly relevant conversations and offers in real time," de Oliveira concludes. "That kind of personalization at scale was simply not possible before."
For other holdings considering a similar move, her advice is direct. "Tools without culture and without governance are just a cost. You can have the best tool in the market, but if you do not have culture and governance, it will not change your day to day."
Grupo Dreamers is one of Brazil's largest independent media and entertainment ecosystems, home to more than 20 companies including Artplan, Convert, A-Lab, Lovely, and YouDare.
Industry: Media and Entertainment
Location: Brazil
Products: Google Cloud, Gemini Enterprise, Google Workspace
About Google Cloud partner – Tigabytes
Tigabytes is a Google partner in Latin America, specializing in digital transformation through Google Cloud and Google Workspace implementation, migration, and support.
