Marketing is experiencing a crisis of purpose. In a scenario of stagnant budgets, pressure for results, and increasingly fragmented journeys, many teams have entered automatic mode. The answer to any problem always seems to be the same: more campaigns, more investment in performance media, more deliveries in less time. But recent numbers show the limit of this model. THEGartner CMO Spend Survey 2025It reveals that more than half of the campaigns executed globally did not generate the expected sales return.

Even in the face of this warning, 55% of CMOs state that they will increase investment in performance channels in 2025. All of this while the veryROAS(return on media investment) – the indicator that measures how much a company earns for each real invested in advertising – is becoming increasingly unstable. What used to be a solid metric to guide decisions has become a thermometer of volatility. Consumer behavior is changing, channels are saturated, and the model of insisting on the same formulas is beginning to cause more wear than results.

It is in this context that Artificial Intelligence ceases to be a promise and becomes a strategic necessity. The survey indicates that 41% of CMOs already use AI to automate key tasks, and another 33% are integrating advanced technologies, including AI, to enhance the efficiency of their operations. But the most critical point is not the adoption of technology itself, but what companies are doing with this increase in speed. Without a leap in strategy and final deliverables, AI risks becoming just an accelerator of mediocrity.

The good news is that there is another way. When well applied, AI can free marketing teams from the most repetitive operational tasks, creating space for what truly matters: thinking, creating, and connecting. Here, generative AI (GenAI) plays an increasingly decisive role. Not only as a tool to analyze data or run reports, but as a partner in creating images, videos, texts, and pieces that reach the final audience with consistency, identity, and purpose. At Pupila, we see this up close every day: technology is enabling brands to create at scale, but without sacrificing originality.

But if there's one lesson that this moment teaches CMOs, it's the following: efficiency without empathy does not build a brand. Automation is welcome, but it cannot replace human sensitivity. The challenge now is to use AI to gain agility, yes, but mainly to create space for more human decisions. It's not enough to know what the consumer clicked. It is necessary to understand what he feels, what drives his choices, and what can truly create a genuine emotional connection.

While some leaders will continue to pursue scale at any cost, CMOs who understand the power of humanization, with the support of technology and not despite it — will be the ones to build brands with a real presence in people's lives. Because, in the end, marketing remains, above all, about people talking to people.

The future will belong to those who know how to combine artificial intelligence with emotional intelligence.

The presence of AI-based autonomous agents in first-level support is no longer a distant promise – it is a practical and growing reality in Brazil. Unlike traditional chatbots, these virtual agents are capable of understanding complex contexts, solving technical issues accurately, and providing a user experience very close to human interaction. This technological advancement is redefining the role of the Service Desk in organizations, making it more efficient, agile, and strategically relevant.

In fact, projections indicate that by 2027, AI agents will be the main customer service channel in about 25% of organizations, according to Gartner.

- reflection of a global trend towards adopting this advanced technology.

One of the main advantages of generative AI agents is their ability to understand the context of the conversation. Modern agents retain in memory the details provided by the user throughout the dialogue. This allows them to correctly interpret the intent behind the questions and even change the subject without losing track of the context – even if the user digresses or introduces a different topic in the middle of the conversation.

This advanced understanding of natural language drastically reduces misunderstandings and frustrating interactions. With the support of large language models (LLMs), the agent can analyze the user's sentence in depth, recognize slang or unusual problem descriptions, and still generate a coherent and relevant response. The result is a much more fluid and intuitive conversation, in which the user feels truly understood.

Ability to solve more complex technical issues

In traditional Service Desks, chatbots often limited themselves to resolving simple questions (such as password resets or order status) and quickly transferred more complex issues to human agents. Intelligent virtual agents can go beyond the trivial and address more complex technical problems.

Because they are trained on vast datasets and knowledge, they can diagnose less common errors, perform guided troubleshooting procedures, and even consult internal knowledge bases to find novel solutions. Furthermore, these AI platforms integrate with corporate systems and ITSM tools, enabling autonomous automated actions.

For example, a good AI agent can execute entire service flows, such as unlocking a user account or remotely reinstalling software, without human intervention. It recognizes the user's request, verifies the necessary information (such as identity or permissions), and then triggers the appropriate APIs or scripts to resolve the issue – all within seconds.

This operational autonomy, combined with generative intelligence, allows handling everything from simple cases to more challenging IT incidents, involving the human team only when truly necessary. The impact is directly on efficiency: repetitive tasks are resolved quickly, and support specialists gain time to focus on truly complex or strategic problems.

Enhanced user experience

The new virtual agents offer a much richer and more satisfying experience. First, they are available 24 hours a day, 7 days a week, with immediate responses – something that old bots also promised, but now these responses are more helpful and contextual, reducing the need to wait for a human agent.

Furthermore, communication with a generative AI agent tends to be more humanized: the way of dialoguing is less "robotic," with the ability to understand natural language and even personalize responses according to the user's profile.

Another important point is that these agents were designed to provide a smooth transition to a human when necessary, which is crucial for satisfaction. Best practices indicate that the chatbot itself should inform the customer that it will connect them to a human agent if it cannot resolve the issue, and then transfer the service seamlessly so that the human agent continues from where the bot left off.

This well-orchestrated handoff prevents the user from having to repeat information and eliminates that feeling of being "stuck" talking to a machine. In summary, generative AI agents simplify and streamline the user journey, delivering faster solutions and higher-quality interactions – which translates into greater satisfaction and trust in the company's IT support.

Far from completely replacing the human team, this new generation of agents works in harmony with support professionals: it handles repetitive and first-level tasks with unmatched speed and accuracy, freeing humans to focus where their expertise is irreplaceable – in novel or highly critical situations. Specialized professionals are essential for supervising, adjusting, and supporting virtual agents, ensuring that intelligent automation complements rather than replaces human expertise. In this context, the future of the Service Desk is clear: human teams and intelligent virtual agents working together to build a more strategic, efficient, and user-centered support.

TikTok has already been influencing content consumption and the way brands engage with the audience. Now, with the official arrival of TikTok Shop in Brazil, the platform promises to go beyond: transforming entertainment into revenue. But with the novelty comes the inevitable doubt: is this a passing fad or are we facing a global trend that is here to stay?

The TikTok Shop proposal is simple in theory and ambitious in practice. Wants to integrate the entire purchase journey within the app itself. The user discovers a product in a video, becomes interested, views reviews, interacts with creators, and completes the purchase in a few clicks, all without leaving the home screen. All of this, with the appeal of light, creative, and engaging content that made the network a global phenomenon.

According to data from the platform itself, 90% of users who purchased through TikTok Shop were satisfied with the experience. In Brazil, one in three users has already bought something they saw there. The movement is clear: consumer habits are changing and brands need to keep up.

It's true that social media constantly set trends. But TikTok Shop has already surpassed this phase. The immersive and real-time shopping model, which combines live broadcasts with digital storefronts and organic content, is already a well-established reality in China and Southeast Asian countries. And the behavior observed there begins to repeat itself here.

In Japan, where TikTok Shop has just launched, the expectation is of a direct impact on the local e-commerce. In Brazil, the potential is even greater. We are talking about a platform that already reaches millions of active users, with a very high level of engagement and an extremely receptive base to new consumption formats.

TikTok Shop demands more than just listing products for sale. It is necessary to understand the platform's logic, produce native content, identify influencers with genuine synergy, and be agile in response to trends. Those who treat the tool as a traditional channel, copying strategies from old marketplaces or social networks, will hardly achieve significant results. The good news is that there are already complete solutions for brands that want to enter this game in a structured way.

If it is true that consumers are increasingly connected and demanding, it is also true that they seek faster, more authentic, and integrated shopping experiences. TikTok Shop precisely meets such demand. It's not a passing fad, but an adaptation to the behavior of a generation that shops the same way it consumes entertainment: in the flow, touch, and now.

There is still a path to be traveled, of course. Infrastructure, logistics, and strategy maturity are points of attention. But the outlook is promising. And more than keeping up with change, it is necessary to understand it and act. In the end, TikTok Shop is not just changing the storefront. The consumption logic is changing.