After years of being treated as a competitive differentiator, artificial intelligence is entering its structural phase in marketing. Data from CoSchedule's State of AI in Marketing Report 2025 shows that 85% of marketing professionals are already using AI, and nine out of ten plan to expand their use of the technology in the next three years — a clear sign that AI has moved beyond being experimental and is now integrated into companies' operations. .
In this scenario, 2026 marks the point when AI ceases to act as a point solution and begins to operate as a true “nervous system” for marketing, connecting data, creative, media, measurement, and consumer experience in real time. This assessment comes from Bruno Belardo, VP of Sales at US Media, a global company specializing in media, data, and technology applied to performance. .
“In 2026, artificial intelligence ceases to be an isolated tool and begins to support decisions, create, optimize, and personalize every point of the journey. It's no longer a test or pilot: it becomes the standard marketing operation,” the executive states. .
According to Belardo, four major fronts should concentrate the main advances in AI in marketing in the coming year:
- Accurate and natural translations include: * **Intelligent automation for creative and media** * **Intelligent creative and media automation** * **AI-powered creative and media automation**
Creative production is becoming driven by real-time data, with AI generating variations of pieces, adjusting formats and messaging for specific audiences, and redistributing media investments based on ongoing performance. “The logic of ‘test then scale’ is losing ground. Creation is already born adaptable and optimized from the beginning,” he explains. .
- The most accurate and natural translation of "Personalização em escala real" is: * **Personalization at scale** However, depending on the context, you might also consider: * **Large-scale personalization** * **Personalization on a massive scale**
AI enhances brands“ ability to deliver individualized experiences, connecting data from multiple sources to personalize everything from recommendations to dynamic offers. ”We're talking about journeys that mold themselves to each person's behavior, no longer just generic clusters," says the expert. .
- Accurate and natural translations would be: * **Predictive modeling and advanced measurement** * **Predictive modeling and advanced measurement techniques** (if the context implies specific techniques) * **Predictive modeling and advanced analytics** (this is a broader term that can encompass advanced measurement)
Attribution models, incrementality measurement, and demand forecasting are becoming more sophisticated, reducing waste and increasing the predictability of investments. According to Almeida, this advancement should change the relationship between marketing and finance. “Marketing begins to operate with greater predictability, ceasing to be seen as a cost center and finally assuming the role of engine of growth.” .
- Here are a few options for translating "Atendimento e CX automatizados, mais sofisticados," depending on the nuance you want to convey: * **Automated Customer Service and CX, More Sophisticated** (Straightforward and clear) * **More Sophisticated Automated Customer Service and CX** (Emphasizes the level of sophistication) * **Smarter Automated Customer Service and CX** (Indicates that the automation is more intelligent and efficient) CX stands for Customer Experience.
Chatbots and virtual assistants are evolving to solve complex problems, integrated with CRMs and capable of supporting sales, retention, and relationship building. “The boundary between marketing, customer service, and customer experience is practically disappearing,” he assesses. .
AI-generated content: scale, efficiency, and new ethical challenges.
Another central axis of this transformation lies in the automatic generation of content — texts, images, and videos. According to the expert, models are advancing rapidly in quality, context, and style, allowing brands to create personalized pieces in seconds and automate the entire creative workflow, from brainstorming to post-production. .
However, this advancement brings important ethical challenges:
- Authenticity and transparency — brands will need to make it clear when content is generated by AI and ensure that this does not undermine consumer trust. .
- Here are a few accurate and natural translations, depending on the context: * **Bias and representativeness** - This is a direct, literal translation that works well in many general contexts. * **Bias and representation** - This is very similar to the above, but might be preferred in some contexts. * **Bias and inclusivity**- Depending on context, you might also consider this translation. To select the best option, consider the context in which these terms are being used. if you provide more context, I can offer a more precise translation. — If models are trained with biased data, the final output will also be biased. This necessitates governance and human curation. .
- The most accurate and natural translation of "Direitos autorais" is: **Copyright**The line between inspiration and misuse of intellectual property will become more sensitive. .
- The most natural and accurate translation of "Superprodução de conteúdo" depends slightly on context, but here are a few options: * **Overproduction of content:** This is a very direct and literal translation. It emphasizes the excessive amount of content being created. * **Content overproduction:** This is a slightly more common and natural phrasing in English, placing the focus on "content" as the element being overproduced. * **Hyperproduction of content:** This is a more forceful translation, highlighting the extreme and frantic nature of the content creation process. * **Content glut/Content deluge:** These options are more metaphorical. Assuming the context refers to producing far more content than can be consumed or that is effective, "glut" or "deluge" might be appropriate. With ease comes the risk of flooding the consumer with irrelevant material. Curation becomes as important as creation. .
According to Belardo, the competitive advantage of brands won't just be in having access to technology, but in how it's used. “AI expands creative capacity, but human judgment remains decisive: choosing what to create, why to create, and how to use it responsibly,” he concludes. .
