A pioneering study, jointly conducted by FIA Business School, LabMKT (the institution's marketing research center), 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, titled "Unveiling the Future of Marketing with Generative Artificial Intelligence," involved over 200 marketing professionals from various sectors and company sizes. It reveals a landscape where generative AI not only improves the effectiveness of sector strategies but also challenges organizations to overcome obstacles related to investment, system integration, and cultural resistance.
The survey reveals that 78% of companies have already implemented some type of generative AI in their strategies, reflecting significant growth in the use of this technology. The research also shows that 95% of marketing professionals believe that developing generative AI skills is essential for the future of marketing, while only 41% consider themselves very or extremely prepared for this technology.
Key findings highlight that 50% of companies lack a dedicated budget for AI initiatives in marketing, despite 57% of business leaders recognizing the high importance of generative AI for operations. Simultaneously, 44% of respondents are concerned about privacy violations and data protection, emphasizing the need for compliance with regulations such as the General Data Protection Law (LGPD).
The adoption of generative AI is transforming the marketing landscape, but there's still a long way to go in terms of preparedness and investment. The shortage of specialized talent, identified by 42% of companies, emphasizes the need to develop internal skills to overcome implementation obstacles. Continuous training and the integration of ethical practices are fundamental for companies in the sector to make the most of this technology as an ally," comments Patricia Daré Artoni, coordinator of the LabMKT at FIA Business School.
For Felipe Bogéa, professor at FIA Business School and co-founder of Gaspers.ai, the study reveals a landscape where the maturity of generative AI adoption varies significantly among organizations. This implies that in the not-so-distant future, companies that know how to explore and deepen their generative AI capabilities will adapt to new market realities and be able to generate a competitive advantage.
