AI transforms marketing planning and brand analytics

Artificial intelligence (AI) has become an indispensable tool for marketing agencies seeking to improve their brand planning and analysis processes. Data collection from social networks and other digital channels are essential for companies that want to stand out in an increasingly competitive environment. And one of the most innovative initiatives in the Brazilian scenario emerges from Fortaleza, through the agency Communication Access, using AI strategically in marketing.

The advantages are many, since the use of artificial intelligence can increase the accuracy of brand diagnoses and knowledge about the market. This is due to the ability of these tools to mine, categorize and analyze large volumes of publications and interactions on social networks and other public data, generating important information for the planning of marketing campaigns.

“The use of these metrics allows us to go beyond the traditional in the analysis of feelings and behaviors of the public on the internet.We were able to capture reactions in real time, and this is fundamental to create more effective and personalized strategies”, he explains Ana Celina Bueno, marketing specialist, partner and founder of Access CommunicationAI is a differentiator in creating campaigns that connect directly with the wants and needs of consumers.

Artificial intelligence in brand diagnosis

Acesso conducts a series of surveys essential to its planning, which include from post analysis and comments captured on social networks to the calculation of the social NPS of the brands IO, that is, the measure of customer satisfaction according to their online interactions with the company.

Artificial intelligence in marketing does not stop there. By analyzing data sets from various sources, AI allows you to identify patterns and trends in consumption, creating more accurate customer profiles. This information processing ability allows companies to predict behaviors, develop more accurate campaigns and offer relevant experiences to consumers. 

In addition, AI enables the creation of personalized content, the better use of search engines and the implementation of chatbots and virtual assistants, which interact with customers in a more human way.This entire arsenal of information empowers companies to make strategic decisions, driving growth and competitiveness in the market.

For Rodne Torres's, Creative Director of Access Communication“Atlantic AI integration brings a new dimension to campaigns. “Atlantic artificial intelligence is transforming the way we plan and execute campaigns.Today, we can analyze the impact of each interaction accurately and adjust strategies in real time, ensuring communication always aligned with public expectations.In a recent campaign, we use AI to identify behavior patterns invisible to traditional methods, allowing us to customize actions and significantly increase the engagement of”, he comments.

In addition to helping to understand the impact of campaigns, these metrics also enable a textual analysis of inside sales communications, allowing experts to identify the most effective arguments in the sales process. This allows constant improvements, ensuring that communication is always aligned with the expectations of the target audience.

Impact of AI on digital marketing

The use of AI for Communication Access is not limited to social network analysis.The company also uses these tools to understand the performance of the brands' own communications it serves. And, from these diagnoses, it plans its next creative steps.

Rodne Torres points out that artificial intelligence can be applied even in creation, since it is commanded by human creativity.“A IA is shortening the path between insights and solutions. This allows us to invest more time in high-impact strategies, taking full advantage of the numerous possibilities that technology offers. With this combination of data and creativity, we can generate faster solutions”, says the expert.

These are just some of the first applications that are already carried out in agencies. But according to Ana Celina Bueno, the impact of AI on digital marketing is just beginning. “We are entering a new era, where technology allows decisions to be made based on concrete data and deep analysis. This transforms campaign planning and the way brands interact with their” consumers, he says.

With artificial intelligence increasingly integrated into marketing, the future promises to be shaped by faster, more accurate and data-driven decisions. Companies that embrace this technology are already reaping the fruits of more efficient campaigns and aligned with consumer expectations. The true impact of AI, however, goes beyond automation: it is in the ability to turn marketing into an even more strategic tool, creating real and relevant connections between brands and audiences.