At least 64% of Brazilian marketing professionals working in B2B areas already use generative AI tools in their daily work. In Latin American countries, AI adoption reaches 49% – the most used mechanism is ChatGPT, developed by OpenAI, adopted by 88% of professionals in Brazil and 66% in Latin American countries.
In Brazil, only 6% have adopted Copilot – the solution offered by Microsoft for businesses. Another 4% use Google's Gemini, and 2% use Claude AI, developed by Anthropic. In Latin American countries, Gemini and Copilot are used by 10% of professionals, and Adobe Firefly by 3%.
The data was collected by the new edition of the "B2B Marketing Status" survey, developed by Intelligenzia, which this year expanded its analysis to include Latin American countries. A total of 958 professionals working in marketing areas of B2B companies responded to the questionnaire, including 437 from Brazil, 239 from Colombia, 126 from Chile, 82 from Mexico, 56 from Peru, and 18 professionals from Argentina. At least 67% are in management and supervisory positions, another 6% in C-Level roles, and 27% work as analysts.
“The numbers show an interesting fact: people are using AI at work – but this is not something that companies have adopted. There is an idea that AI will take away jobs, but at a corporate level, these tools have seen much more timid adoption. ChatGPT is very popular, but little used in corporate environments, due to issues such as information security. Copilot, which was developed by Microsoft for corporate use, has seen slower development, probably due to cost,” explains Gabrielly Abrantes, Digital Strategies Manager at Intelligenzia.
Marketing budget and strategies for 2025
This year, in Brazil, 55% of companies had a higher marketing budget compared to 2023 – indicating a slight slowdown in investments compared to last year – when 61% of companies had their budgets increased. In Latin American countries, only 38% of respondents received an increase in funding this year – however, 71% of them expect a larger budget in 2025, compared to 64% of Brazilians.
Furthermore, the year 2024 marked the return of events to marketing planning in Latin America: 65% of Brazilians and 60% of Latin Americans allocated most of their budget to fairs and other physical events. Content generation was the second priority for Marketing for 59% of professionals in Brazil and 53% of Latin Americans, while paid media ranked third, adopted by 51% of Brazilians and 43% of Latin Americans.
Regarding the structure, most Latin marketing teams (58%) rely on only an internal team to execute the strategy. In Brazil, 58% of companies also have the support of agencies. Throughout Latin America, in 2024, the preferred model was the hiring of separate agencies—contradicting the trend that the research had indicated in recent years towards hiring integrated agencies.
Organic vs. Paid
In Brazil, at least 73% of marketing professionals stated that the main source of lead generation was Google Ads in 2024 – followed by organic content (51%), and then LinkedIn Ads (37%). In Latin American countries, the primary driver for lead generation is organic content (60%), followed by Google Ads (57%), and LinkedIn Ads (43%). Throughout Latin America, Instagram ranks fourth—with 32%.
Furthermore, there are differences regarding marketing maturity. In Latin American countries, 60% assessed their level of maturity regarding digital marketing as still developing; 31% see the area as more mature in relation to the topic, and only 8% stated that the area is at a sophisticated level of digital strategy implementation.
In Brazil, 32% see the area as having an average level of maturity regarding digital strategies, and 47% are still in a development stage; 20% consider themselves already at a sophisticated level of digital engagement.
The full study can be downloaded at:https://intelligenzia.com.br/status-do-marketing-b2b-no-brasil-edicao-2025/
