The end of the announcement as you know it: will your company survive the age of Intention?

If you occupy a Board or C-level chair in a company with a turnover higher than R$ 100 million, you know that operational efficiency is no longer the only successful thermometer. What you may not have already put on the agenda of meetings is that the way your company generates new business is about to suffer a definitive disruption.

As vice president of the TrendsInnovation board of directors and partner of Elementar Communication, I have provoked a reflection: the advertising model that sustained the growth of the last decades is dying.

The example of travel: when the consumer stops seeing ads

To understand what is happening, just look at your own behavior. Imagine that you want to plan a vacation trip. In the current model, you do Google searches, open dozens of tabs, are impacted by hotel and airline ads and eventually make a decision. There is an advertising “pedagio at every click.

Now, project yourself to 2027. You will just tell your artificial intelligence agent: “Plan my trip to the south of France in May, focusing on wineries and boutique hotels” This digital assistant will not browse websites or click on banners.It will process data, compare reputations and present three options ready for payment.

I ask you: where did the ad investment that your company made end up if “decisor” is now an algorithm that ignores banners?

The advertising pay crisis

This change creates a deadlock for the Council: how to measure and remunerate the marketing effort? The “cost per click” or “impressions” loses its meaning when the buying journey is mediated by synthetic agents.Traditional advertising becomes invisible and, consequently, impossible to be financially justified in the current way.

We are leaving the “Economy of ATTENTION”, where you win who screams louder or pays more for the ad, for the “Economy of Intention”. In it, what matters is who best solves the customer problem. If your brand is not “readable” and trusted by AI assistants, it will simply cease to exist in the purchase recommendations.

The centaur model: efficiency and criteria in one place

If traditional advertising is in check, the way your teams work also needs to change Model Centaur. it is not about replacing human talent with artificial intelligence, but about creating a symbiosis: the processing power and scale of AI coupled with critical judgment, ethics and human sensitivity.

An organization looking to the future knows that the time of its talents is too valuable to be spent on tasks that a machine performs in seconds. In the Centaur Model, AI takes on the manual work of communication, that is, it does the analysis of raw data and mass customization, while people take on the role of curators and strategists. Have you ever wondered if your team is wasting time “doing what the machine already does” instead of thinking about the next market move?

The role of the board: from operation to authority

If ads lose momentum, what is left? The answer is authority and curation of information.

I believe that Boards need to lead the transition to communication that is not just “” noise, but a foundation of integrity. This involves adopting verification technologies (such as C2PA) to ensure that your communication is not confused with synthetic or fake content.In a world where everything can be simulated, proven truth is what sustains the longevity of a nine or ten digit billing.

What to do now?

The tease I leave is straightforward: is your marketing team still trying to gain customer attention through outages or is it preparing its data infrastructure to be the obvious choice of an AI agent?

We are not talking about a distant future, but a window that closes between 2026 and 2030. Modern governance requires that strategic communication is no longer seen as a variable expense and is now understood as one of the necessary bases for its permanence in the market.

To understand the technical and sociological nuances of this transition, I invite you to read the full study: “A Third Big Break: Strategic Report on the Future of Communication, Cognition and Markets (2026-2030)”, produced by Elementary.

The future will not wait for the next budget cycle. How will your company position itself in this new scenario?

Leandro Herculano is an advisor, commercial strategist and managing partner of Elementar Communication, an advisory firm that transforms executives into corporate influencers.