Generative Artificial Intelligence has the potential to generate between $2.6 trillion and $4.4 trillion annually in the global economy, a figure that surpasses the GDP of most countries in 2024, trailing only behind the United States, China, and Germany. The data is part of the study AI Trends: A Guide on How Artificial Intelligence Is Shaping Digital Marketing, developed by RTB House.
The research shows that, of this trillion-dollar figure, approximately 75% will be generated in just four areas, among which marketing and sales, already leading the use of Generative AI on a global scale, stand out. It’s no coincidence that these sectors have been revolutionizing digital advertising by creating campaigns with higher levels of personalization and targeting.
In Brazil, this scenario is also undergoing transformations. In 2023 alone, digital advertising investment in the country reached R$ 35 billion, an 8% increase over the previous year, according to data from IAB Brasil. This growth is also linked to the intensive use of advanced technologies, especially those based on predictive and generative AI.
According to RTB House, advanced Deep Learning algorithms—one of the most advanced forms of predictive AI—are up to 50% more efficient in personalized retargeting campaigns and are 41% more effective in product recommendations to consumers compared to less advanced techniques.
The report also issues a warning to the market: despite the potential gains enabled by the massive use of AI, there are still significant challenges to overcome. A Twilio survey cited in the study reveals that 81% of brands claim to know their customers deeply, but only 46% of consumers agree with this statement, showing there is still room for AI to be used more assertively.
Composite AI: The Next Great Revolution
The RTB House study emphasizes that the near future of digital marketing involves a strategic combination of different artificial intelligence models, a technique known as “Composite AI.” This approach can result in even more precise and effective advertising campaigns. “The future belongs to companies capable of combining different AI models, uniting, for example, the analytical precision of predictive AI with the creative potential of generative AI,” says André Dylewski, Business Development Director at RTB House for Latin America.
A concrete example of this trend is the proprietary tool IntentGPT, developed by RTB House. Based on generative models such as GPT and LLM (Large Language Models), the technology can analyze highly specific URLs to identify users with high purchase intent, placing ads in the most favorable locations and contexts for conversion.
Current Scenario: How Companies Are Already Using Generative AI
The research also details how artificial intelligence is integrated into companies’ daily operations worldwide. Currently, 72% of organizations use AI in at least one business function, with marketing and sales leading the regular use of generative AI, cited by 34% of companies. Among the main use cases are strategic support for marketing content (16%), personalized marketing (15%), and sales lead identification (8%).
But despite the growing prominence of AI technologies, the study reinforces that the human aspect will remain irreplaceable and gain even more relevance. With the expansion of AI, especially in digital advertising, issues related to ethics and data privacy are gaining traction, requiring companies to establish clear policies and specific committees to ensure the responsible use of collected data.
“The human component will not only complement AI but will be the key piece ensuring these tools are used responsibly, adding strategic value to businesses,” concludes Dylewski.
