The use of Artificial Intelligence (AI) in marketing is revolutionizing the way brands and influencers connect with the audience. But how is this technology applied in Brazil compared to the United States? What are the differences and similarities between the two markets?
According to Fábio Santos, CEO ofLaunchPad Digital– AI platform specialized in digital marketing -, the answer lies in technological maturity, the focus of applications and the cultural particularities of each country.
In the USA, large corporations invest billions of dollars in AI research and development. Companies like Amazon, Google, and Meta drive the industry, making advanced tools more accessible and widely used in digital marketing.
In Brazil, growth is also significant: according to a survey by Boston Consulting Group (BCG), 98% of companies in Brazil use AI, leading adoption in Latin America, but only 26% of them derive business value from the technology. However, challenges such as technological infrastructure and data quality still limit the implementation of sophisticated solutions on a large scale.
Focus on application
While in the US AI is used for advanced personalization, predictive analysis and automation in omnichannel campaigns, in Brazil, the technology is more focused on practical and accessible solutions: chatbots, audience segmentation and automated content generation are some of the main trends, helping brands to optimize costs and expand their reach.
Culture and approach
Another contrast is that marketing in the USA tends to be highly results-oriented, with data-driven and efficient strategies. In Brazil, campaigns value engagement and emotional connection with the audience more. This directly impacts the use of AI in message personalization and experience creation.
Despite the differences, both markets share some essential trends:
- Creative Automation: AI is widely used in both countries to create personalized texts, images and videos;
- Real-time personalization:companies use AI to adapt campaigns according to consumer behavior, maximizing engagement;
- Influencer Marketing: AI tools help identify ideal influencers by analyzing engagement and behavioral data for more effective campaigns.
“The differences reflect the specific needs of each individual. While the US leads in technological innovation, Brazil stands out in creativity applied to technology,” concludes Fábio.
