Artificial intelligence (AI) has become an indispensable tool for marketing agencies looking to improve their brand planning and analysis processes. Data collection from social networks and other digital channels is essential for companies wishing to stand out in an increasingly competitive environment. One of the most innovative initiatives in the Brazilian scenario is emerging from Fortaleza, through the agency Acesso Comunicação, using AI strategically in marketing.
The advantages are many, as the use of artificial intelligence can increase the accuracy of brand diagnostics and market insights. This is due to the capabilities of these tools to mine, categorize, and analyze large volumes of publications and interactions on social networks and other public data, generating important information for marketing campaign planning.
“The use of these metrics allows us to go beyond the traditional in analyzing public sentiment and behavior on the internet. We can capture real-time reactions, which is essential for creating more effective and personalized strategies,” explains Ana Celina Bueno, marketing specialist, partner, and founder of Acesso Comunicação. According to her, AI is a differential in creating campaigns that directly connect with consumers’ desires and needs.
Artificial intelligence in brand diagnostics
A Acesso performs a series of essential surveys for its planning, which include analyses of posts and comments captured on social networks to calculating the social NPS of the brands – in other words, the measure of customer satisfaction according to their online interactions with the company.
Artificial intelligence in marketing doesn’t stop there. By analyzing data sets from various sources, AI allows identifying patterns and consumer trends, creating more accurate customer profiles. This information processing capability enables companies to predict behaviors, develop more precise campaigns, and offer relevant experiences to consumers.
Furthermore, AI enables the creation of personalized content, better use of search engines, and the implementation of chatbots and virtual assistants that interact with customers more humanly. All this wealth of information empowers companies to make strategic decisions, driving growth and competitiveness in the market.
For Rodne Torres, Diretor de Criação da Acesso Comunicação, integrating AI into strategic planning brings a new dimension to campaigns. “Artificial intelligence is transforming the way we plan and execute campaigns. Today, we can analyze the impact of each interaction with precision and adjust strategies in real time, ensuring communication is always aligned with audience expectations. In a recent campaign, we used AI to identify behavior patterns invisible to traditional methods, allowing for personalized actions and significantly increasing engagement,” he comments.
Besides assisting in understanding campaign impact, these metrics also allow for textual analysis of inside sales communications, enabling specialists to identify the most effective arguments in the sales process. This enables constant improvements, ensuring communication is always aligned with audience expectations.
Impact of AI in digital marketing
The use of AI by Acesso Comunicação is not limited to social media analyses. The company also utilizes these tools to understand the performance of the brands’ own communications it serves. And, based on these diagnostics, it plans its next creative steps.
Rodne Torres emphasizes that artificial intelligence can be applied even in creation, as long as it is guided by human creativity. “AI is shortening the path between insights and solutions. This enables us to invest more time in high-impact strategies, leveraging the countless possibilities that technology offers to the fullest. With this combination of data and creativity, we can generate solutions faster,” points out the expert.
These are just a few of the initial applications already being performed in agencies. But according to Ana Celina Bueno, the impact of AI on digital marketing is just beginning. “We are entering a new era where technology allows decisions to be made based on concrete data and in-depth analyses. This transforms campaign planning and the way brands interact with their consumers,” she states.
With artificial intelligence increasingly integrated into marketing, the future promises to be shaped by quicker, more precise decisions based on concrete data. Companies embracing this technology are already reaping the benefits of more efficient campaigns aligned with consumer expectations. The real impact of AI, however, goes beyond automation: it lies in the ability to transform marketing into an even more strategic tool, creating real and relevant connections between brands and audiences.
