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72% of marketing leaders plan to use AI to create more effective ads, study finds

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72% of marketing leaders plan to use AI to create more effective ads, study finds

High-quality advertising creatives drive return on advertising spend (ROAS). However, conventional methods for predicting and measuring creative effectiveness are time-consuming, costly for brands, and offer limited insights. To understand this scenario in depth, a Forrester Opportunity Snapshot study, commissioned by Vidmob, a global leader in AI-based creative performance, presents leaders' perceptions of the importance of creative quality and measurement to maximize advertising effectiveness.

For this, 323 corporate leaders from companies were interviewed, responsible for making software and technology decisions to drive creative effectiveness. They are executives from the beverage, beauty, packaged consumer goods, financial services, pharmaceutical, and travel sectors.

Check out the main findings below:

  • 71% of respondents argue that improving creative quality is key to driving brand growth.
  • 63% agree that creativity is crucial for advertising effectiveness.
  • 64% say improving creative effectiveness is one of their top business priorities in the next 12 months.
  • 76% of respondents point out that the lack of creative effectiveness and/or the difficulty in measuring it are the main challenges to improving the performance of their advertising campaigns.
  • 45% say their current testing methods are time-consuming and/or expensive.
  • 32% say they can only measure creative effectiveness after the media flight.
  • 70% of respondents say that AI-driven creative pre-testing and creative analysis can help them achieve their goals.
  • 69% of respondents want to use AI to assign creative quality scores to their ads before they run.
  • 72% plan to use AI to understand whether an ad complies with platform-specific best practices before it runs.
  • 58% of respondents say creating a center of excellence (CoE) is critical to the successful adoption of AI-driven creative testing and analytics tools.
  • 65% expect these tools to help improve creative quality.
  • 64% of respondents expect these tools to help improve efficiency.
  • 60% say they expect the tools to increase revenue.

"The research confirmed that a brand's creative assets represent one of the most significant opportunities to improve marketing effectiveness, and creative data is the key to unlocking this opportunity," says Alex Collmer, CEO of Vidmob. The findings also revealed that advertising effectiveness is being undermined as leaders struggle with ineffective creatives.

For Vidmob's Head of Latam, Miguel Caeiro, it is essential that marketing professionals ensure their organizations are familiar with and equipped with AI-driven technologies. "By training the internal teams, we ensure that all advertising campaigns are strategically aligned with the company's objectives, maximizing the return on investment of the campaigns," he/she states. Generating the capacity to scale results through creative data is the transformation that Vidmob brought to the campaign ecosystem, ensuring managers a more effective decision-making process based on data derived from robust AI analyses and intensive machine learning processes.

What should I consider when planning for 2025?

Peter Signorelli
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What should I consider when planning for 2025?

It is December, which officially marks the end of the year, there is no doubt about that. And even if you managed to save 2024 or not, a topic I have already discussed before, you should have started thinking about planning for 2025. The ideal is that you have already started, but regardless of where you are in this process, I will help you with some points you should consider.

The first thing I recommend you do may seem simple at first, but few people do this exercise correctly: learn from what happened over the past year to truly understand what actually worked and, most importantly, what went wrong. It's pretty obvious, isn't it? However, what I see most are companies refusing to do that.

The fact is that when people do not refuse to look back, they make this assessment quickly and poorly. After all, they think it's easier to let the boat go. Even what went well is not used to consolidate some of these good practices; we just celebrate and that's it. In other words, we missed the opportunity to learn both from what worked and from what definitely did not.

To know where the errors are, we need to understand the details of the executions, but we know that a manager, given so many tasks, often cannot be aware of absolutely everything, so there's nothing better than hearing the employees' opinions about what was done during the year, as they are on the front line. The team needs to be playing together in building ideas; otherwise, this is already a point to be fixed.

The big problem is that when we don't realize or worse, don't accept that it went wrong, we end up persisting in something that doesn't go anywhere and probably has no future. It's like we're hitting a knife's edge. And starting a new year with this mindset is not good for you and even less for your business, which needs consistent planning.

For this reason, if your company still does not use OKRs – Objectives and Key Results – perhaps the perfect time has come to implement them. However, be very careful, OKRs are not just an Excel spreadsheet that you follow and give acheckin what he completed. The tool requires a precise implementation to truly work.

Look carefully at the available data: what do the metrics tell you? Why did certain actions not achieve the expected result? Was there a lack of planning? Were the hypotheses not validated? The team tried, tried, but went in the wrong direction? There are many questions that may arise at this moment, but looking at well-constructed OKRs makes this learning process easier.

Therefore, when planning for 2025, instead of thinking in a single annual cycle, keep in mind to repeat this process every quarter, as one of the tool's premises is short cycles that allow for quicker recalculations, without losing sight of the medium and long term. In this way, you will accelerate your organization's learning process and create a more structured plan for the next year.

E-commerce attracts baby boomers for Christmas shopping

E-Commerce Update
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E-commerce attracts baby boomers for Christmas shopping

E-commerce has become one of the consumer's main allies when purchasing Christmas gifts and Baby Boomers, the generation born between 1946 and 1964, have shown an increasing interest in e-commerce.

The Generation study, conducted by Croma Consulting, part of the Croma Group, reveals that this generation intends to reduce in-store purchases and increase online shopping, as long as it is secure. Currently, 44% of the group have the habit of researching and shopping online. There is an expectation that the index will grow to 59% in the coming years.

The study also reveals that 55% of respondents make purchases based on suggestions derived from browsing history on websites; another 46% on social media. The results show that directing investments toward digital expansion is a sure strategy for companies at the end of the year, in order to attract new customers and secure new revenues.

“The baby boomer consumer is increasingly adapting to the digital environment, driven by convenience and trust in e-commerce platforms. This audience, which values quality service and transparency, has proven to be one of the most significant growth segments in online shopping, especially in categories related to health, leisure, and technology.”, says Edmar Bulla, founder of the Croma Group.

Furthermore, the proximity to the virtual environment has expanded into the financial sector. The study "The future of Brazilians' relationship with money and finances," also produced by Croma Consulting, shows that 68% of baby boomers believe in the effectiveness of digital payments for cost reduction. Among the main goods financed by the group are smartphones (39%) and appliances (31%).

The continuous development of online tools, which address the specific usability needs of the elderly, causes the 4.0 Revolution to directly impact the way these individuals handle daily recurring activities. By providing greater security and accessibility for users, e-commerce strengthens the relationship with consumers.

“Building a safe and intuitive digital environment for society, especially for baby boomers in online shopping, is essential to strengthen the confidence and purchasing power of this group. This involves not only robust fraud prevention technologies but also a more user-friendly navigation, with clear communication and support that makes them feel valued and protected throughout the purchasing journey.”, Bulla emphasizes.

AI and Cybersecurity: A still complex relationship

E-Commerce Update
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AI and Cybersecurity: A still complex relationship

Artificial Intelligence (AI) has revolutionized how we interact with the digital world, but it has also brought new challenges to cybersecurity. This technology, capable of learning and adapting, is a powerful tool for both supporters and critics. According to ISC²'s Cybersecurity Workforce study, approximately 45% of companies still do not have a formal strategy for AI use, despite its potential. The survey, which interviewed over 15,000 cybersecurity professionals worldwide, shows that despite economic and geopolitical challenges, the growing adoption of AI is seen as a promising way to strengthen cyber defenses and adapt to new demands.

According to Marcos Santos, CEO of Aquarela Analytics, a Brazilian company pioneering in artificial intelligence and data analysis, the importance of predicting possible attacks is fundamental. "Data, information, and knowledge are critical factors for success or failure in the digital society; from this perspective, keeping your digital assets secure is a matter of continuity and prosperity as much as of downfall and losses if poorly managed," affirms the executive.

In defense, AI can analyze vast amounts of data in real time, detecting patterns that indicate cyberattacks. However, when in the wrong hands, Artificial Intelligence can be used to create more sophisticated malware and carry out targeted attacks with greater precision. It can also generate deepfakes and manipulate information, increasing the spread of misinformation. The combination of Artificial Intelligence with hybrid cloud, for example, creates a complex scenario where the heterogeneity of environments increases the attack surface. The question is how to leverage the benefits of AI for cybersecurity without opening gaps for attackers.

Santos believes that with the use of Corporate AI – one of Aquarela Analytics' specialties – it is possible to predict future threats, respond to incidents quickly, and customize security measures for each organization.

For the executive, the answer is not simple and requires a multifaceted approach.“We need to invest in research and development of AI-based security solutions, but also in education and awareness of the risks. Cybersecurity is no longer an isolated department, but rather a responsibility for everyone within the organization. A culture of security must be cultivated at all levels, from senior management to frontline employees,”highlights.

On the other hand, the CEO of Aquarela highlights that many companies have been seeking to implement advanced Artificial Intelligence, but there is not always sufficient data maturity. Companies need to develop a plan to reach the highest level that technology provides and demands.

To facilitate analysis, the company developed theDCM methodology (Data Culture Methodology), which assesses organizations across five levels of data maturity: Empirical, Ad hoc, Defined, Optimized, and Exponential. When using advanced AI, it is necessary to be at the fifth level of data maturity.“We need to understand where the business is at, identify weaknesses and develop strategies for continued growth. Corporate AI operates in the core business, is part of the business strategy, directly affects the main KPIs and has a long-term vision until reaching the highest level of data maturity”, Santos stands out.

Data security is emphasized during the projects.“Since 2021, Brazilian companies from different segments have faced cyberattacks and this area was not observed with due attention. Today, the company must understand that in addition to creating AI, identifying weaknesses and developing strategies for continuous growth, data security is an essential part of the business”,complements the CEO of Aquarela Analytics, Marcos Santos.

In the executive's assessment, as AI becomes more sophisticated, cyberattacks will also become more complex. To stay ahead of criminals, organizations need to adopt a proactive stance, investing in cutting-edge technologies and highly qualified professionals. AI can be both the hero and the villain of this story.

In an increasingly digitalized world, cybersecurity is a constant challenge. AI offers powerful tools to protect our systems, but also creates new vulnerabilities. It is essential for companies, governments, and civil society to work together to ensure a safe and trustworthy digital environment.

E-Book “Live Commerce: The Next E-commerce Revolution”

E-Commerce Update
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E-Book “Live Commerce: The Next E-commerce Revolution”

We live in an era where digital transformation constantly redefines the way we interact, work, and consume. At the heart of this revolution, a new trend emerges that promises to reshape the e-commerce landscape: Live Commerce. This phenomenon, which combines the interactivity of live broadcasts with the convenience of online shopping, has quickly gained consumers and businesses around the world.

In this e-book, we will explore how Live Commerce is emerging as the next major revolution in e-commerce. We will analyze its origins, the technologies that support it, and how it is being adopted by brands to create more engaging and personalized shopping experiences. Additionally, we will discuss the best practices and strategies to implement Live Commerce in your business, making the most of this powerful tool to increase customer engagement and boost sales.

Get ready to discover how Live Commerce can transform the way you sell and connect with your customers, offering a dynamic, interactive, and above all, human shopping experience. Whether you're an entrepreneur, a marketing professional, or simply an e-commerce enthusiast, this e-book will be your guide to understanding and mastering this innovative trend that is shaping the future of digital commerce.

Unicorn startup Factorial reaches breakeven and plans broad expansion in Brazil after global success

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Unicorn startup Factorial reaches breakeven and plans broad expansion in Brazil after global success

A Factorial, unicorn startup developer ofsoftwarefor management and centralization of HR and DP processes, reached thebreakeven- the point at which a company achieves financial balance – in Brazilian operations, just three years after its arrival in the country. The company, which is already globally established and has been in the Top 10 promising startups in Europe for over 8 years, has expanded its operations to more than 65 countries, reaching thousands of companies with its HR management platform, and now is strongly focused on expanding its operations in Brazil.

One of the decisive factors for this HRTech milestone was the process of tropicalization of the product and processes implemented for the Brazilian market, which resulted in a 67% reduction in operational costs and an expansion of its local customer base to over 60,000 active users monthly. With a retention rate of 96% since February and an average NPS score of 98 out of 100, Factorial demonstrates that its solution offerings not only attract new clients but also foster loyalty among the companies using its platform.

“The scope of thebreakevenIn such a short time, it is a milestone that reinforces our commitment to providing people management and human resources solutions that truly transform the way companies operate and their results. Brazil is a market with enormous potential, and we have already achieved impressive results with the localization of our product. We are very confident that this new phase will allow us to grow even more, helping Brazilian companies optimize their processes with cutting-edge technology," comments Renan Conde, CEO of Factorial Brazil.

Now, with a solid foundation and breakeven achieved, Renan Conde says that Factorial is ready to accelerate its growth in Brazil, a strategic market for the company. The company plans to increase its revenue by 2.7 times by 2025, through a combination of continuous innovation and customization of its product to local needs. "The goal is to continue conquering new companies and strengthening the brand's presence in one of the largest HR markets in the world. Factorial is here to stay!", highlights the CEO.

Business Minefield: 5 Pitfalls Startups Should Avoid When Seeking New Investors

E-Commerce Update
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Business Minefield: 5 Pitfalls Startups Should Avoid When Seeking New Investors

In this competitive scenario, attracting investments is an essential step for business success. In April 2024, Brazil stood out significantly, accounting for 48.6% of the total invested in Latin America. This month, Brazilian startups raised US$ 356.7 million in 73 investment rounds, according to the monthly report released by the Distrito platform.

However, many entrepreneurs, especially beginners, make mistakes that can jeopardize their chances of obtaining the necessary funding.

With this in mind, André Medina, Innovation Superintendent at Andrade Gutierrez, a pioneer in innovation in the engineering and construction sector, listed five of the most common mistakes that startups make when seeking new investments:

1- Lack of adequate preparation

One of the most common mistakes is lack of preparation. Many entrepreneurs underestimate the need to be well prepared before presenting themselves to potential investors. This includes having a well-prepared pitch deck, a detailed business plan, and realistic financial projections.

Investors want to see that the startup has a clear vision and a well-defined path to success. Therefore, inadequate preparation conveys a lack of professionalism and can deter investors," points out the specialist.

2- Unrealistic company valuation

Another common mistake is the unrealistic valuation of the company. Startups often overestimate their value, which can deter investors who consider the valuation disproportionate to the company's development stage and achievements. An excessively high valuation can be seen as a lack of understanding of the market and investors' expectations. It is crucial to base the assessment on concrete data and industry benchmarks.

3- Lack of knowledge of the investor profile

For André Medina, seeking investment without knowing the profile and preferences of investors can be a shot in the foot. "Not all investors are suitable for all startups. It is essential to research and identify investors who have interest and experience in the sector in which the startup operates," he comments.

Introducing yourself to investors who are not familiar with the business can result in wasted time and missed opportunities. Understanding what investors are looking for and adapting the approach is essential for successful fundraising.

4- Excessive focus on the product and little on market needs

Many entrepreneurs become so passionate about their products that they neglect the needs and demands of the market. Investors seek startups that solve real problems and have a well-defined target market. It is essential to demonstrate that there is a significant demand and that the proposed solution effectively meets the needs of the target audience.

5- Lack of transparency and honesty

Transparency and honesty are essential qualities to establish a trusting relationship with investors. Hiding information or presenting data in a misleading way can have serious consequences.

“Experienced investors can identify inconsistencies and, once detected, the startup’s credibility is seriously compromised. Being honest about the company’s challenges, risks and needs creates a basis of trust and can, paradoxically, increase the chances of receiving investment,” concludes the executive.

Discover the automations that can enhance the use of WhatsApp for sales

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Discover the automations that can enhance the use of WhatsApp for sales

A study revealed that 95% of Brazilian companies use WhatsApp, establishing it as the most popular chat in the country. This statistic reflects the efficiency and practicality of the tool, which facilitates direct and agile communication between brands and customers, strengthening relationships and expanding interaction possibilities. The survey was conducted by Yalo.

The Business version of the app offers features that go beyond the basics, but it is the Official WhatsApp API that provides a more practical and professional solution. With it, companies can not only serve their customers quickly but also incorporate essential features such as integrated payment, automated support, and post-sales management. These tools make the official WhatsApp API a strategic resource for companies seeking to optimize processes and improve the customer experience.

These are the so-called intelligent automation solutions, advanced personalization and multichannel integration, advances that bring new possibilities for businesses.

“There are technologies such as chatbots that integrate channels such as websites and social networks — Facebook Messenger and Instagram Direct — with customer service via WhatsApp, making everything more practical and faster, for example. And they also provide customer service automatically,” says Alberto Filho, CEO of Poli Digital.

In Brazil, approximately 164,000 chatbots are in operation, according to the Brazilian Bot Ecosystem Map. These systems go beyond the basics: they use artificial intelligence to simulate almost human interactions, resolve doubts, make appointments, and even close sales.

Integration

Alberto Filho says that today it is possible to integrate advanced chatbots with systems such as CRM (Customer Relationship Management), ERP, and e-commerce platforms. With these integrations, routine tasks such as updating invoices, order confirmations, or delivery status changes can be automated, allowing human teams to focus on more strategic activities.

“This strategy offers consumers the possibility of starting a conversation on one channel and continuing it on another, without losing their interaction history. This continuity is important for brands that deal with high volumes of interaction, allowing a centralized view of all points of contact with the consumer”, comments the CEO of Poli Digital.

Payment 

In addition to customer service, using a platform that integrates with the Official WhatsApp API also offers the possibility of automated payments directly through the platform. An example of this functionality is Poli Pay, a solution developed by Poli Digital. With it, consumers can make payments directly in the chat while being served, making the purchasing process more practical and integrated.

This feature has been gaining ground in the market and is in full expansion. The amounts processed by Poli Pay have already exceeded 6 million reais, demonstrating its effectiveness in simplifying transactions and increasing convenience for businesses and customers.

Alberto says that Poli Pay enables the creation of catalogs of products and services illustrated with photos, and the creation and sending of "shopping carts" with the option of a payment link. All integrated with Mercado Pago and PagSeguro.

"The goal is to provide a smooth shopping experience, eliminating barriers and increasing conversion chances," explains Alberto Filho. This approach is supported by data: a study by Poli Digital reveals that the conversion rate using the Poli Pay solution can be almost three times higher than traditional e-commerce.

Security

For companies that are not yet part of this trend and want to start, Alberto highlights the importance of choosing a chatbot that is provided by an official partner company of the Meta Group, which offers a series of important benefits and above all: security.

The official integration ensures that all interactions carried out via WhatsApp are conducted securely, protecting user data and preventing practices that violate the platform's guidelines. This significantly reduces the risk of suspension or cancellation of contact channels, a common problem for companies using non-certified solutions.

“With the advancement of the Official WhatsApp API as a central platform for sales, service and marketing, brands that embrace these trends will be aligned with global communication and innovation practices in 2025. This will allow them to offer differentiated experiences and gain a larger share in an increasingly competitive market,” concludes the CEO of Poli Digital.

Artificial Intelligence and Creative Commerce: more innovation in campaigns

Felipe Macedo
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Artificial Intelligence and Creative Commerce: more innovation in campaigns

Artificial Intelligence (AI) has revolutionized various sectors, and marketing is no exception. In the context of Creative Commerce, AI presents itself as a driver of innovation, enabling brands to create more impactful and personalized campaigns capable of capturing consumers' attention in a highly competitive environment.

The term Creative Commerce refers to the combination of creativity and technology to create engaging and interactive shopping experiences. He goes beyond traditional advertising, integratingstorytellingdesign and digital innovation to create emotional connections with consumers during the purchasing journey. With AI, Creative Commerce campaigns become even more sophisticated, using data and machine learning to adjust creatives in real time and maximize the impact of actions.

According to McKinsey, companies that use AI in their digital marketing strategies have seen an increase of up to 30% in conversion and customer retention rates. This occurs because AI enables a deep analysis of consumer behaviors, allowing brands to deliver more targeted and relevant messages.

One of the major advantages of AI in Creative Commerce is the ability to personalize campaigns at scale. Machine Learning tools can analyze user behavior patterns across different platforms, adapting messages and creatives based on individual preferences. According to a Gartner study, 60% of marketing leaders already use AI to personalize the customer experience, and they expect this number to grow significantly by 2025.

These technologies enable campaigns to be adjusted in real time, tailoring offers and messages as consumers interact with the content. This not only improves the user experience but also increases the chances of conversion.

Another contribution of AI in Creative Commerce is the automation of visual and textual content. Text and image generation tools, such as Generative AI platforms, enable the creation of advertisements more quickly, with messages that directly connect with the target audience. A Forrester report revealed that 55% of marketing professionals intend to increase investment in automated creation technologies over the next two years, aiming to reduce campaign production time and achieve better results.

Leading companies, such as Adidas, are already using AI to optimize their Creative Commerce campaigns. During a recent launch, the brand used AI to analyze consumer interactions in real time, adjusting creatives and promotional messages according to engagement trends on social media. The strategy allowed Adidas to increase engagement by 25% during the campaign, demonstrating the effectiveness of AI in tailoring communication to audience behavior.

AI can also be used for sentiment analysis, allowing brands to understand how consumers feel about their campaigns. This is done through natural language processing (NLP), which analyzes comments on social media, reviews, and digital interactions, identifying the predominant sentiment. According to HubSpot, 75% of marketing professionals believe that sentiment analysis is essential for real-time campaign adjustments and improving audience engagement.

Yes, AI is transforming Creative Commerce in 2024, enabling brands to create more dynamic, personalized, and effective campaigns. In a market where consumer attention is contested every second, using AI to optimize campaigns and adapt strategies in real time has become a necessity. Companies that embrace this technology not only improve their financial results but also offer richer and more connected experiences to consumers, ensuring an essential competitive advantage in an increasingly competitive business environment.

E-book “Mobile First: The Web-Based Future”

E-Commerce Update
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E-book “Mobile First: The Web-Based Future”

We live in an era where mobile technology dominates the digital landscape. With the growing popularity of smartphones and tablets, the way users access the internet has changed drastically. The concept of "Mobile First" arises as a response to this transformation, placing mobile devices at the center of web design and development strategy.

In this e-book, we will explore the concept of "Mobile First" comprehensively, based on the insights and information from the document "Mobile First: The Future of the Web." Let's address the importance of prioritizing mobile experience, the benefits of this approach, and the best practices for implementing a mobile device-centered design.

By adopting a "Mobile First" mindset, companies and developers can ensure that their websites and applications provide an optimized user experience, regardless of the device used. Preparing for a future where mobile access is predominant is not just a trend, but a necessity to stay relevant and competitive in the digital market.

Get ready to dive into the world of “Mobile First” and discover how this approach can transform the way you develop and interact with the web.

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