Generative Artificial Intelligence has the potential to move between US$ 2.6 trillion and US$ 4.4 trillion in the global economy, an amount that exceeds the GDP of most countries in 2024, falling behind only the United States, China and Germany AI Trends: a guide to how artificial intelligence is shaping digital marketing, developed by RTB House.
Research shows that, of this trillion-dollar value, approximately 75% it will be generated in only four areas, among which stand out marketing & sales, which already lead the use of Generative AI on a global scale.Not by chance, these sectors have been revolutionizing digital advertising, with the creation of campaigns with higher levels of customization and segmentation.
In Brazil, this scenario also undergoes transformations.Only in 2023, investment in digital advertising in the country reached R$ 35 billion, 8% figure higher than the previous year, according to data from IAB Brazil. The growth is also related to the intensive use of advanced technologies, especially those based on predictive and generative AI.
According to RTB House, advanced Deep Learning algorithms are one of the most advanced forms of predictive AI 50% more efficient in personalized retargeting campaigns, in addition to being 41% more effective in the recommendation of products to the consumer compared to less advanced techniques.
The report also brings a warning to the market: despite the potential gains made possible 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 that there is still room for AI to be used more assertively.
Composite AI: the next big revolution
The RTB House study highlights that the near future of digital marketing involves a strategic combination of different models of artificial intelligence, a technique known as “IA Compound”. The approach can result in even more accurate and effective advertising campaigns. “The future will be for companies able to combine different models of artificial intelligence, for example, combining the analytical accuracy of predictive AI with the creative potential of generative AI”, says Andre Dylewski, RTB House Business Development Director for Latin America.
A concrete example of this trend is the proprietary IntentGPT tool, developed by RTB House.Based on generative models such as GPT and LLM (Large Language Models), the technology is able to analyze hyper-specific URLs to identify users with high purchase intent, positioning ads in the most favorable places and contexts for conversion.
Current scenario: how companies already use Generative AI
The research also details how artificial intelligence is integrated into the routine of companies around the world, 72% of organizations they use AI in at least one business function, with marketing and sales leading the regular use of generative AI, cited by 34% among the main use cases, the strategic support to marketing content (16%), personalized marketing (15%) and identification of sales leads (8%).
But despite the growing role 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 gain strength, requiring companies to create clear policies and specific committees to ensure the responsible use of the information collected.
“The human component will not only be a complement to AI, but the key to ensuring these tools are used responsibly, adding strategic value to the” business, concludes Dylewski.
