Fátima Bernardes, the journalist who has established herself as an entertainment icon over the past decade, says she is not the best informed in the world of social media. Far from it. If there is a “cute or very well edited” video in the Rio native’s feed, we can believe that it is not her who accomplished such a feat, as she warns in the first place.
Moments before participating in a panel on “the future of the entertainment market” at Voices 2025, the journalist used an artificial intelligence tool to prospect information on the subject. The answer disappointed her.
— What ChatGPT told me is that “in the future, very soon, everything will be tailor-made for you” — said Fátima. — I’m terrified of “tailor-made”. If I wear white and black, will I continue to wear white and black my whole life? Will I no longer be exposed to other things that make me think differently? Even though I hate Flamengo, I know that the combination of black and red looks good on me sometimes. But I will no longer have this opportunity, because everything is focused on the immediate response to what interests me. This scares me. So I try to confuse the algorithm to see if it provokes me a little, you know?
The questions reflect the way she navigates the Internet since she took a new professional turn and launched herself as a YouTuber, in 2024. Fátima ignores the booklet which associates engagement with the exposure of personal life and the targeting of specific topics at certain groups. In the digital environment, the presenter is guided by particular principles, and nothing can change her mind.
— If everything is “tailor-made”, everyone will just be “satisfied”, right? This creates frustration. I believe there are ways for us to be entertained and have fun while being contradicted — she points out, who explores a myriad of languages and themes on her namesake YouTube channel.
In addition to conducting interviews with experts and well-known figures, including artists and communicators, Fátima shares behind the scenes of her own professional life. In some videos she appears without makeup, explaining the tricks she uses, through a combination of cosmetic products, to achieve certain effects on her face. Today, she surrounds herself with a team of professionals, mostly young people. Fátima knows she still has a lot to learn about technology. But there is also something to teach.
— I am a conservative user of digital platforms — she said. — On the Internet, I only show what I consider important or which can really be inspiring. Everything is going too fast, too fast. And I’m very concerned about how difficult it is for people to deal with their frustrations these days. Therefore, you will never see me post a restaurant dish that people often don’t have access to or anything that generates the feeling that “his life is much better than mine”… Because no, it’s not.
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