A new survey by IAB Brasil reveals that 80% of marketing professionals from various Brazilian companies are incorporating Artificial Intelligence (AI) into their strategies. Conducted in partnership with Nielsen, the study “Decoding the Challenges of AI in the Digital Advertising Market” provides a comprehensive overview of how organizations are benefiting from these emerging technologies. The data shows that 80% of respondents observed an increase in work efficiency, while 68% highlighted an improvement in process speed.
Although AI adoption is still recent, the market shows significant engagement. In fact, the majority (74%) of respondents from these companies are in their first years of using this technology, with 41% having used it for only 1 to 2 years. In addition to promoting efficiency and agility, AI has also contributed to more assertive decision-making (49%), cost reduction (37%), and improved customer experience (34%).
“AI is transforming marketing in a profound and comprehensive way. Companies that know how to leverage AI’s potential will be better positioned to compete in the market and build lasting relationships with their customers,” says Denise Porto Hruby, CEO of IAB Brasil.
The survey highlights that content creation (71%) is the most popular application of AI in digital marketing, followed by data analysis and insights (68%) and campaign optimization (53%). Artificial Intelligence has also proven effective in tasks such as marketing automation, chatbots, and audience segmentation, demonstrating a demand for solutions that improve personalization and communication with consumers.
According to Sabrina Balhes, Managing Director of Nielsen Brasil, “This survey shows that Artificial Intelligence can indeed stimulate creativity, allowing brands to test new communication approaches and connect with their consumers more agilely. However, it is crucial to carefully supervise the intensive use of AI to prevent the message from becoming mechanical or robotic, which could have the opposite effect of what is desired.”
Although 43% of respondents still do not know how to allocate their AI budget for 2025, a large portion (44%) plans to increase investment in Artificial Intelligence tools. This reflects growing confidence in the technology and its ability to generate significant results, especially in improving communication and strengthening relationships with consumers.
The survey was conducted with the participation of 106 respondents, associated with IAB Brasil. Of these, 93 indicated using Artificial Intelligence in their companies and completed the rest of the survey about their perceptions regarding AI use. Data collection took place between November 4 and December 6, 2024.
To access the full survey, go to the link.
