Mulheres Elétricas, com Carol Gilberti · Grupo Bandeirantes

CAROL X MARINA MARZOTTO

November 17, 2025·29 min·2 clips

Carol Gilberti introduces Marina Marzotto to discuss Normalize, Brazil's first regulatory emotional AI for corporate mental health.

1. Mulheres Elétricas host Carol Gilberti interviews Marina Marzotto, neuroscientist and co-founder of Normalize, a Brazilian B2B AI emotional intelligence platform designed to help companies manage mental health and comply with NR1 regulation. 2. Marina Marzotto is a neuroscientist, organizational behavior specialist, and founder of Neuroeficiência, as well as co-founder of Normalize where she leads the B2B vertical; she previously published a book titled 'O Cérebro em Ação' (The Brain in Action). 3. The episode's core argument is that corporate mental health has long been measured with annual surveys that produce no actionable data, and that AI-powered continuous listening via WhatsApp can convert invisible emotional states into strategic decision metrics. 4. Marina cites a Gallup report showing 72% of Brazilian professionals are currently disengaged, with emotional presenteeism consuming up to 34% of annual productivity. 5. Silent disengagement costs an estimated R$15,000 per employee per year, based on an average monthly salary of R$3,378, and more than 470,000 mental health-related disengagements were recorded in Brazil in 2024. 6. Brazil consistently ranks in the top four or five countries for depression diagnoses globally and holds the number-one position in the global anxiety ranking, trends that Marina says predate the pandemic. 7. She argues the pandemic did not create the mental health crisis — it pulled back a metaphorical bandage to reveal a collapse that had been building for decades through overload, purposeful disengagement, and lack of real listening. 8. Marina notes that women are disproportionately affected because of the accumulation of professional, affective, caregiving, and domestic roles that generate an invisible emotional overload not captured in financial reports. 9. She adds that HR professionals — themselves mostly women in Brazil — are often the most emotionally overloaded employees in a company because they provide care for the entire organization without receiving equivalent support themselves. 10. Normalize works via WhatsApp, requires no app download, operates 24 hours a day seven days a week, and interacts with employees in conversations fully anonymous from and dissociated from the employer. 11. The tool was built on the observation that Brazilians are already using ChatGPT and similar AI tools for emotional support because AI 'does not judge, does not interrupt, does not impose' — but those tools are not trained for emotional care, unlike Normalize. 12. Employee conversations are converted into collective dashboards showing burnout risk, cultural coherence, average emotional feeling by week and month, and emotional ROI broken down by department — without exposing individual data. 13. If a risk indicator is identified, the HR contact can click a 'generate solution' button and receive a custom action plan from Normalize's HR executive committee team within 72 hours. 14. The tool is calibrated with each company's brand values and designed to act as a coach for individual employees, delivering 'pills' of critical thinking and promoting self-responsibility rather than victimhood. 15. Normalize is currently in a pilot phase with Brazilian companies that will be publicly named once initial results are available in the first quarter of 2025; the official product launch is scheduled for January 2026. 16. The initial target market is medium-sized Brazilian companies with 70 to 500 employees with CLT (formal employment) registrations; expansion to larger multinationals with more complex HR requirements is planned for later phases. 17. Carol notes that mental health issues affect everyone from domestic workers to CEOs and entrepreneurs, and that younger generations and even children are increasingly showing signs of depression and anxiety. 18. The interview is conducted in Portuguese and the transcript reflects machine translation; some portions of the audio contain translation artifacts. 19. People working in Brazilian HR, organizational psychology, corporate wellness, or B2B SaaS will find this episode immediately relevant. 20. Listeners outside Brazil or those not interested in HR technology will find limited applicability given the product is built around Brazilian labor regulation NR1.

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