Generative Artificial Intelligence has the potential to generate between US$2.6 trillion and US$4.4 trillion in the global economy, an amount that exceeds the GDP of most countries in 2024, ranking behind only the United States, China, and Germany. This data comes from the study "AI Trends: A guide to how artificial intelligence is shaping digital marketing ," developed by RTB House.
Research shows that, of this trillion-dollar value, approximately 75% will be generated in just four areas, among which marketing and sales , already leading the use of Generative AI on a global scale. Not surprisingly, these sectors are revolutionizing digital advertising, creating campaigns with higher levels of personalization and segmentation.
In Brazil, this scenario is also undergoing transformations. In 2023 alone, investment in digital advertising in the country reached R$ 35 billion, a figure 8% higher than that recorded in the previous year, according to data from IAB Brazil. This 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 – are up to 50% more efficient in personalized retargeting campaigns, and 41% more effective at recommending products to consumers compared to less advanced techniques.
The report also issues a warning to the market: despite the potential gains made possible by the widespread use of AI, there are still significant challenges to overcome. A survey by Twilio cited in the study reveals that 81% of brands claim to know their customers deeply , but only 46% of consumers agree with this statement , showing that there is still room for AI to be used more effectively.
Composite AI: the next big revolution
The RTB House study highlights that the near future of digital marketing involves a strategic combination of different artificial intelligence models, a technique known as "Composite AI." This approach can result in even more precise and effective advertising campaigns. "The future will belong to companies capable of combining different artificial intelligence models, uniting, for example, the analytical precision of predictive AI with the creative potential of generative AI," states André Dylewski, Director of Business Development at 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 able to analyze hyper-specific URLs to identify users with high purchase intent, placing 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 operations of companies worldwide. Currently, 72% of organizations use AI in at least one business function, with marketing and sales leading the regular use of generative AI, cited by 34% of companies. Key use cases include strategic support for marketing content ( 16% ), personalized marketing ( 15% ), and sales lead identification ( 8% ).
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 are gaining strength, requiring companies to create clear policies and specific committees to ensure the responsible use of the information collected.
“The human component will not only be a complement to AI, but rather the fundamental piece to ensure that these tools are used responsibly, adding strategic value to businesses,” concludes Dylewski.
