Those who attended the CMO Summit 2025, on June 25 and 26, in São Paulo, realized that the future of marketing has already arrived, and it speaks the language of technology. Amidst four simultaneous stages, intense panels, and an interactive arena, the event brought together the biggest names in the industry to discuss what lies ahead. Among those present was the CEO of Irrah Tech, Cesar Baleco, who shared his vision on how technology is reshaping how brands connect with their audiences.
“Technology has become a central piece in the construction of intelligent and scalable strategies. It is what turns data into actions and brands into relevant experiences,” stated Cesar Baleco during his participation.
He leads Irrah, which has been innovating in the integration between marketing and artificial intelligence and has technology present in more than 70 countries. Among the solutions presented by the company is GPT Maker, a tool created in Paraná and successful worldwide, allowing the creation of personalized artificial intelligence agents for different service and marketing fronts. Focusing on scalability without sacrificing personalization, the technology enables brands to train their own virtual assistants with data, language, and specific objectives, expanding the capacity for intelligent and strategic interaction with the public.
“The solution allows, for example, the development of a chatbot that identifies the audience profile in real time and automatically adjusts the tone and language style, optimizing interaction, strengthening relationships, and increasing closeness with the user. The acceptance has been excellent,” he emphasizes.
With names like Google, Coca-Cola, Duolingo, and Danone on the line-up, the CMO Summit 2025 has established itself as the main stage for leaders who not only follow but shape the industry transformations.
For Baleco, there is no possible future in marketing without intelligence, data, and agility. “We are living in a rapidly changing market, and technology is the main driver for brands to connect more efficiently with their audiences. At Irrah Tech, our focus is precisely to offer tools that enhance this connection,” he stated.
