Those who attended the CMO Summit 2025 on June 25th and 26th 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 Irrah Tech CEO Cesar Baleco, who shared his vision on how technology is reshaping the way brands connect with their audiences.
“Technology has become central to building intelligent and scalable strategies. It is what transforms data into actions and brands into relevant experiences,” said Cesar Baleco during his participation.
He leads Irrah, which has been innovating in the integration between marketing and artificial intelligence, with technology present in over 70 countries. Among the solutions presented by the company is GPT Maker, a tool created in Paraná that is successful worldwide, enabling the creation of customized artificial intelligence agents for different customer service and marketing fronts. Focused on scalability without sacrificing personalization, the technology allows brands to train their own virtual assistants with specific data, language, and objectives, expanding the capacity for intelligent and strategic interaction with the audience.
“The solution allows, for example, the development of a chatbot that identifies the audience’s profile in real-time and automatically adjusts the tone and language style, optimizing interaction, strengthening relationships, and increasing user proximity. The acceptance has been excellent,” he highlights.
With names like Google, Coca-Cola, Duolingo, and Danone in the lineup, the CMO Summit 2025 solidified itself as the main stage for leaders who not only follow but shape industry transformations.
For Baleco, there is no possible future in marketing without intelligence, data, and agility. ‘We are living through 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 on offering tools that enhance this connection,’ he stated.
