Generative Artificial Intelligence has the potential to generate annually betweenUS$ 2,6 trillion and US$ 4,4 trillionin the global economy, amount that exceeds the GDP of most countries in 2024, ranking just behind the United States, China and Germany. The data is part of the studyAI Trends: a guide on how artificial intelligence is shaping digital marketing, developed by RTB House
The research shows that, of this trillion-dollar value, approximately75%it will be generated in only four areas, among which stand outmarketing and sales, that already lead the use of Generative AI on a global scale. Not by chance, these sectors have been revolutionizing digital advertising, with the creation of campaigns with higher levels of personalization and segmentation
In Brazil, this scenario is also undergoing transformations. Only in 2023, investment in digital advertising in the country reachedR$ 35 billion, 8% higher than the figure recorded in the previous year, according to data from IAB Brazil. The growth is also related to the intensive use of advanced technologies, especially those based on predictive and generative AI
According to RTB House, advanced Deep Learning algorithms – one of the most advanced forms of predictive AI – they show up to50% more efficientin personalized retargeting campaigns, besides being41% more effectivein product recommendations to consumers compared to less advanced techniques
The report also brings a warning for the market: despite the potential gains enabled by the massive use of AI, there are still significant challenges to overcome. A survey by Twilio mentioned in the study reveals that81% of brands claim to deeply understand their customers, but only46% of consumers agree with this statement, showing that there is still room for AI to be used more assertively
Composite AI: the next big revolution
The study by RTB House emphasizes that the near future of digital marketing involves a strategic combination of different artificial intelligence models, technique known as "Composite AI". The approach can result in even more precise and effective advertising campaigns. "The future will belong to companies capable of combining different models of artificial intelligence", uniting, for example, the analytical precision of predictive AI to the creative potential of generative AI, says André Dylewski, Business Development Director of RTB House for Latin America
A concrete example of this trend is the proprietary tool IntentGPT, developed by RTB House. Based on generative models such as GPT and LLM (Large Language Models), the technology is capable of analyzing hyper-specific URLs to identify users with high purchase intent, positioning ads in the most favorable locations and contexts for conversion
Current scenario: how companies are already using Generative AI
The research also details how artificial intelligence is integrated into the daily routine of companies around the world. Currently, 72% of organizationsthey use AI in at least one business function, with the marketing and sales areas leading the regular use of generative AI, cited by34%the companies. Among the main use cases, strategic support for marketing content stands out16%), personalized marketing15%and identification of sales leads8%).
But despite the growing prominence of AI technologies, the study reinforces that the human aspect will remain irreplaceable and will gain even more relevance. With the expansion of AI, especially in digital advertising, issues related to ethics and data privacy gain strength, requiring companies to create clear policies and specific committees to ensure the responsible use of collected information
"The human component will not just be a complement to AI", but rather the key element to ensure that these tools are used responsibly, adding strategic value to businesses, finalizes Dylewski
