The approval of Law 15.269/25 marks a decisive step towards the transformation of the Brazilian electricity sector. With it, the complete opening of the energy market is more concretely approaching, allowing all consumers, including residential and small businesses, to choose their suppliers starting in 2027.
This movement profoundly alters the competitive dynamics of the sector, imposing a transformation agenda that goes far beyond the regulatory sphere and encompasses technology, operations, customer service, and business models.
Today, the Free Energy Market already accounts for a significant portion of national consumption, with over 80 consumer units and more than 40% of electricity contracted outside the regulated environment. The full opening foreseen by Law 15.269/25 tends to multiply this universe, inserting millions of new consumption profiles into the free market.
Migration is no longer a process restricted to large industrial and commercial consumers, but is now including more heterogeneous profiles, with different load behaviors and distinct expectations regarding price, stability, sustainability, and added services. This new composition will require companies to have management, predictability, and service capabilities never before seen in the current model.
Artificial intelligence as the central axis of the transition.
It is in this context that artificial intelligence emerges not only as a support tool, but as a protagonist of transformation. The complexity inherent in a mass-market free market only becomes viable with technologies capable of processing data on a large scale, automating decisions, and personalizing offers.
AI enables, for example, accurate forecasting of demand by customer, time slot, and seasonality, allowing ecosystem players to reduce short-term market exposure risks and optimize their energy buying and selling portfolios.
Furthermore, AI enables new forms of interaction with the consumer, especially in a scenario where migration will involve audiences unfamiliar with the jargon and mechanisms of the electricity sector. Through intelligent assistants, advanced chatbots, and recommendation systems, it will be possible to explain products, suggest contract options, provide 24-hour customer service, and clarify complex questions without exponentially increasing operational costs.
Digitalization coupled with AI is also proving crucial for handling the growing volume of contracts, documentation, and regulatory requirements in the free market. Energy contracting involves complex clauses, diverse indexers, and specific rules, making it impossible to imagine an exponential increase in contracts without the support of AI-based systems.
This technology can analyze risks, adjust contracts to dynamic parameters, and ensure continuous and auditable adherence to industry rules. In parallel, dynamic pricing models will allow for the structuring of more efficient offers for different consumption profiles, considering variables such as generation costs, availability of renewable sources, peak hours, regional load behavior, and operating conditions of the National Interconnected System. This represents a technological leap that tends to bring Brazil closer to mature markets, where AI is already a structuring element of the competitive environment.
Digitization, new models, and the consumer of the future.
The opening also drives an operational transformation within companies in the sector. To meet the needs of the new consumer in the free market, it will not be enough to simply sell energy; it will be necessary to offer complete solutions, combining energy efficiency, distributed generation, consumption monitoring, financial services and flexible plans, in a model much closer to the concept of "Energy as a Service".
Digitizing the entire supply chain, from smart meters to billing, will be a minimum requirement to compete in an expanded and fast-paced market. This includes internal reorganization, training in data science, systems integration, and a culture focused on continuous experimentation.
In this environment, competition will be intense. The opening foreseen by Law 15.269/25 tends to attract new entrants, such as startups specializing in technology, energy fintechs, demand aggregators, and digital platforms that will operate with proposals more aligned with the expectations of the modern consumer. Traditional companies need to move quickly to avoid losing ground in this new ecosystem driven by data, user experience, and scalable business models.
From regulation to competitive advantage
The widespread adoption of AI in the electricity sector will require a governance agenda that includes data protection, algorithmic ethics, transparency, and... cyber securityIt's not just about implementing technology, but about ensuring that its use is compatible with the trust that the end consumer places in the electricity supply chain and with the complexity of Brazilian regulations.
With the approval of Law 15.269/25 and the prospect of a fully opened energy market starting in 2027, the electricity sector enters a new chapter. Companies wishing to lead this cycle need to combine regulatory vision, technological robustness, and execution capacity.
Artificial intelligence will be the central engine of this transformation, enabling the conversion of complexity into efficiency, expanding customer relationships, and building a sustainable competitive advantage in a market that, for the first time in history, will truly be free for all.
The opinions and information expressed are the sole responsibility of the author and do not necessarily represent the official position of the author. Canal Solar.
An answer
This should have happened a long time ago. However, delays in this area, due to prevailing issues, have hampered development and consequently made environmental issues more difficult. This is because of the difficult access to energy. The free market will bring significant changes; that is, it will be possible to generate energy in easily accessible places, and transmission lines with such enormous distances will no longer be necessary. Life will become better, and the environment will thank us.