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. Amid 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 the attendees was Cesar Baleco, CEO of Irrah Tech, who shared his vision on how technology is reshaping the way brands connect with their audiences.
"Technology has become a central piece in building intelligent and scalable strategies. It is what transforms data into actions and brands into relevant experiences," said César Baleco during his participation.
He leads Irrah, which has been innovating in the integration of marketing and artificial intelligence and has technology present in over 70 countries. Among the solutions offered by the company is GPT Maker, a tool created in Paraná that is successful worldwide, allowing the creation of customized artificial intelligence agents for various customer service and marketing purposes. Focusing on scalability without sacrificing personalization, technology allows brands to train their own virtual assistants with specific data, language, and objectives, enhancing their ability to interact with the audience in an intelligent and strategic way.
"The solution allows, for example, developing 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 was excellent," he highlights.
With names like Google, Coca-Cola, Duolingo, and Danone in the line-up, the CMO Summit 2025 has established itself as the main platform for discussion for leaders who not only follow but also shape the transformations of the sector.
For Baleco, there is no possible future in marketing without intelligence, data, and agility. "We are experiencing an accelerated transformation in the 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.
