A pioneering study, jointly conducted by the FIA Business School, the LabMKT, core of the institution dedicated to the marketing area, Gaspers.IA and AnaMid, highlights the growing adoption and significant impact of generative Artificial Intelligence (AI) on marketing strategies across Brazil. Conducted between February and June 2024, the research "Unveiling the Future of Marketing with Generative Artificial Intelligence" involved the participation of over 200 marketing professionals from various segments and company sizes. It reveals a landscape where generative AI not only enhances the effectiveness of industry strategies, but also challenges organizations to overcome obstacles related to investments, integration of systems and cultural resistances.
The survey reveals that 78% of companies have already implemented some type of generative AI in their strategies, reflecting a significant growth in the use of this technology. The research also shows that 95% of marketing professionals believe that developing skills in generative AI is essential for the future of marketing, while only 41% consider themselves very or extremely prepared for this technology.
Among the main results, it is noteworthy that 50% of companies do not have a dedicated budget for AI initiatives in marketing, despite 57% of business leaders recognizing the high importance of generative AI for operations. Parallely, 44% of respondents are concerned about privacy and data protection violations, emphasizing the need for compliance with regulations, how the General Data Protection Law (GDPL).
The adoption of generative AI is transforming the marketing landscape, but there is still a long way to go in terms of preparation and investment. The scarcity of specialized talents, identified by 42% of companies, emphasizes the need to develop internal competencies to overcome implementation obstacles. Continuous training and the integration of ethical practices are essential for companies in the sector to make the most of this technology as an ally, comment Patricia Daré Artoni, coordinator of LabMKT at FIA Business School.
For Felipe Bogéa, professor at FIA Business School and co-founder of Gaspers.eat, the study reveals a landscape where the maturity in the adoption of generative Artificial Intelligence varies significantly among organizations. This implies that in a not-so-distant future, companies that know how to explore and deepen their capabilities in generative AI, will adapt to the new market realities and will be able to generate a competitive advantage.
