Artificial Intelligence reshapes marketing strategies and digital presence in Brazil

According to the study “A Marketing Reality in Brazil 2025”, 97.9% of marketing leaders in the country intend to increase the use of AI in their strategies, still in 2025. 

The same survey shows that 95.4% of professionals noticed an increase in return on investment from artificial intelligence-based initiatives, while 72.3% reported a significant improvement in the quality of deliveries. 

At the same time, the impacts of this transformation are beginning to be reflected in the dynamics of digital audience generation, one of the pillars of marketing strategies in Brazil. Market reports already point to important movements in the participation of different sources of access, indicating that online search has been losing relative space compared to other forms of public attraction.

This shift helps to scale how artificial intelligence, by reshaping how users consume information, directly influences the weight of digital presence of brands within the channel mix.

This scenario is reinforced by the changes introduced in search engines. Resources such as the so-called “umos de IA”, which offer ready answers directly in search results, already cause a drop in the volume of clicks to external sites. The Ahrefs survey, for example, indicates that, in certain types of search, the reduction can reach 34.5%. According to Manuela Sanches, director of the agency specialized in SEO and organic traffic Enlink, for the Brazilian market, this means the need for urgent adaptation of SEO strategies and content production, which should now consider not only the quality and depth of information, but also the way in which algorithms prioritize the artificial intelligence results.

Thus, the debate on the impact of AI on organic traffic gains immediate relevance and the challenge for companies is to balance the use of technology to optimize results, while preparing to deal with the natural decrease of access via traditional search. 

To better understand these transformations and gather data that can guide professionals in the field, Enlink is leading the Research on the Impact of Artificial Intelligence on Organic Traffic in Brazil.

Digital marketers are invited to participate and share their experiences, contributing to a more faithful portrait of the moment the market goes through. The form for participation is available in: https://www.agenciaenlink.com.br/pesquisa.