According to the study "The Reality of Marketing in Brazil 2025," 97.9% of marketing leaders in the country intend to increase the use of AI in their strategies by 2025.
The same survey shows that 95.4% of professionals perceived an increase in return on investment from initiatives based on artificial intelligence, while 72.3% reported a significant improvement in the quality of deliverables.
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 significant shifts in the participation of different access sources, indicating that online search is losing relative ground compared to other forms of audience attraction.
This shift helps to illustrate how artificial intelligence, by reshaping how users consume information, directly influences the weight of brands' digital presence within the channel mix.
This scenario is reinforced by the changes introduced in search engine mechanisms. Features such as so-called "AI summaries," which offer ready-made answers directly in search results, are already causing a drop in the volume of clicks to external websites. A survey by Ahrefs, for example, indicates that, in certain types of searches, the reduction can reach 34.5%. According to Manuela Sanches, director of the SEO and organic traffic agency Enlink, for the Brazilian market, this means the urgent need to adapt SEO strategies and content production, which must now consider not only the quality and depth of the information, but also how artificial intelligence algorithms prioritize the display of results.
Therefore, the debate about the impact of AI on organic traffic gains immediate relevance, and the challenge for companies becomes balancing the use of technology to optimize results while preparing to deal with the natural decrease in access via traditional search.
To better understand these transformations and gather data that can guide professionals in the field, Enlink is conducting research on the impact of artificial intelligence on organic traffic in Brazil .
Digital marketing professionals are invited to participate and share their experiences, contributing to a more accurate picture of the current market situation. The participation form is available at: https://www.agenciaenlink.com.br/pesquisa .
