Globo Transforms Subscription Management at Scale with Camunda

Globo Transforms Subscription Management at Scale with Camunda

“As a Brazilian,” said Marcelo Leopoldino, head of AI and business process manager engineer at NTConsult, “I can’t remember one day in my life that wasn’t impacted by global content. Watching TV, reading magazines, newspapers, books, listening to music…Every day in my life I have contact with something created globally.”

Leopoldino and Cassia Ferreira, software engineering manager from Grupo Globo, spoke in New York City at CamundaCon 2025 about leveling up Globo’s streaming management. How can they keep delivering content fast and seamlessly to its users as demand rises quickly?

Did you miss CamundaCon New York? You can catch all the recordings here.

A century of storytelling meets new demands for operational scale

Globo is the largest media group in Latin America, and has been one of the largest in the world for a century. They’re the largest content aggregator in Brazil and the largest Brazilian streaming platform, producing over 33,000 hours of new content every year. Their streaming platform, Globoplay, services more than 25 million unique users monthly. In 2020, they entered the Guinness Book of World Records for attracting more than 1.5 billion votes in a single contest in a reality show.

With streaming demands like that, Globo was forced to respond with a new orchestration strategy. “It should be robust,” Ferreira said, “it should be scalable, and it should be flexible.” With Globo’s emphasis on training and building technical strength, it was possible to innovate and transform as necessary.

And that’s where Camunda—and agentic orchestration—enters Globo’s story.

Globoplay is composed of three basic layers:

• The sales journey platform
• The customer experience platform
• The orchestration layer

They orchestrate all of those millions of process instances by integrating Camunda with their internal systems and other tools, such as Oracle and Salesforce.

From fragmentation to foundational strength

Globo’s transformation with Camunda began in 2018, Leopoldino explained. To address limited observability and fragmented orchestration, Globo focused on four pilot initiatives for a solid architecture:

• Governance
• Flexibility
• Observability
• Scalability

“We need to ensure that everything we’re doing is under control, under compliance, and is aligned across all solutions and components,” Leopoldino said. Flexibility was paramount because of the numerous tools Globo works with, such as AI models and agents. Real-time visibility was critical, as was proactive monitoring and intelligent scalability that minimized friction.

With several different input channels that can start a process, every communication passes through an event queue, which delivers data to the orchestration later. The orchestration layer then coordinates the handoff between each system, enabling Globo to handle peaks of 10,000 process instances per minute, 1 million per day, 30 million per month.

“That’s a huge number,” Leopoldino said, “even for me, and I’ve got 25 years of experience doing projects in banking and telecom. These numbers are very huge.”

To cope with such demand, Globo now has agentic AI leading all layers of their platform, including with internal processes. “AI agents help with operational efficiency,” Leopoldino explains. “We need to be very fast in decision-making. If we don’t have an environment prepared for performance and availability, we have a big problem.”

Analytics AI agents provide numbers to support, sales, cancellation and reactivation; AI assists development; and of course, agentic AI is a new customer experience channel.

That’s quite a change from where Globo started with process orchestration:

The rise of agentic AI at Globo

Enterprise-level use of AI can be tricky. Teams can now deliver impressive “quick wins” at unprecedented speed: a chatbot here, an automated decision flow there, a handful of LLM-enabled shortcuts stitched into critical operations. But without a unifying architecture, these wins tend to lead to a tangled ecosystem of disconnected logic.

With no clear orchestration layer, this spaghetti architecture accelerates technical debt, reduces reliability, and makes compliance almost impossible. The very tools intended to streamline operations end up creating operational drag. In response, Business Orchestration and Automation Technology (BOAT) platforms like Camunda can create a backbone that ensures every automated action is traceable, observable, and capable of scaling smoothly.

Using agentic AI and Camunda Copilots, Globo could develop process models and decision rules. Intelligent document processing (IDP) can recognize data from documents. Root causes of issues are now traceable. Combining deterministic and nondeterministic process orchestration led Globo to the hybrid approach of agentic orchestration. 

“It’s basically the sum of these two kinds of orchestration,” Leopoldino said. “This isn’t rocket science. This is something that’s knocking on our door right now.”

The next stage of evolution at Globo

Globo’s process can now more efficiently support its high volume of transactions, but the most important result, in Leopoldino’s opinion, is the customer experience. “At the end of the process, we’re delivering something very good.”

He commented that while new challenges are certainly coming, Globo is prepared thanks to the intentionality and solidity of its process foundation orchestrated by Camunda. “AI is already in our platform. It’s not for the future.”

With AI native to Globo’s operations and Camunda providing agentic orchestration, Globo stands at the forefront of how modern media companies scale intelligently. Learn how Camunda can transform your organization’s operations and deliver seamless customer experience across every channel.