The adoption of generative artificial intelligence has shifted from a futuristic promise to the operational standard for global corporations. According to a report published by Adobe in October 2025, 73% of large companies have already integrated AI models into their sales measurement and forecasting routines. This trend creates unprecedented pressure on Small and Medium-sized Enterprises (SMEs), which are now racing against time to overhaul traditional methods and avoid competitive obsolescence.
This scenario is driven by a massive restructuring among Big Tech companies. Google and Meta recently launched new APIs focused on predictive campaign reading and multimodal intelligence, while Amazon Ads and Microsoft Advertising have incorporated predictive models requiring less human intervention. In this context, critical metrics such as ROI (Return on Investment) and CAC (Customer Acquisition Cost) now demand real-time analysis, challenging managers to transform raw data into immediate action.
The Brazilian bottleneck: execution vs. analysis
Despite global advancements, the Brazilian market faces difficulties in practical implementation. Cintia de Freitas, CEO of Datta Business, warns of a “dangerous gap” between media execution and the analytical capacity of local teams.
“Companies are investing more and more in media, but many still do not understand how to interpret performance variations while campaigns are running. AI only delivers results when there is a process and method in place to transform information into rapid decision-making,” states the executive.
According to Freitas, technology alone does not solve the problem if the human agent does not know how to steer the purpose of the automation.
Projections for 2026: those who master AI will lead
The trend for 2026 is the intensification of the combination between generative AI and advanced automation. The market now demands solutions that enable continuous monitoring, personalization at scale, and dynamic adjustments.
Data from Gartner corroborates this view: marketing professionals who master AI-assisted data analysis will be responsible for up to 40% of incremental revenue growth in companies that adopt continuous analysis models.
The new competitiveness benchmark
The digital transition, once seen as a differentiator, has become mandatory for market survival. The integration of AI into the daily workflow of teams—and not just into high-level decisions—is what will define the leaders of the next economic cycle.
“The future of Brazilian marketing will be defined by those who can use artificial intelligence in a practical and results-oriented manner. Technology only makes sense when it improves margins, reduces waste, and strengthens decision-making,” concludes Cintia de Freitas.
