8 In 10 professionals use AI in marketing strategies, according to research from IAB Brazil

A new survey by IAB Brazil reveals that 80% of marketing professionals from several Brazilian companies are incorporating Artificial Intelligence (AI) into their strategies. Conducted in partnership with Nielsen, the “Decoding AI challenges in the digital advertising market” provides a comprehensive view of how organizations are benefiting from these emerging technologies.The data shows that 80% of respondents observed an increase in work efficiency, while 68% highlighted an improvement in process speed.

Although the adoption of AI is still recent, the market shows significant involvement. In fact, most (74%) of respondents from these companies are in their early years of using this technology, with 41% using it for only 1 to 2 years. In addition to promoting efficiency and agility, AI has also contributed to more assertive decision making (49%), cost reduction (37%) and improved customer experience (34%).

“A AI is transforming marketing in a deep and comprehensive way. Companies that know how to harness the potential of AI will be better positioned to compete in the market and build lasting relationships with their” customers, says Denise Porto Hruby, CEO of IAB Brazil.

The research highlights that content creation (71%) is the most popular application of AI in digital marketing, followed by data and insights analysis (68%) and campaign optimization (53%). Artificial Intelligence has also been shown to be effective in tasks such as marketing automation, chatbots and audience segmentation, evidencing a demand for solutions that improve personalization and communication with consumers.

For Sabrina Balhas, Managing Director of Nielsen Brazil, “This survey demonstrates that Artificial Intelligence can, in fact, stimulate creativity, allowing brands to test new communication approaches and approach their consumers in a more agile way.However, it is essential to carefully supervise the intensive use of AI to prevent the message from becoming mechanical or robotic, which can cause the opposite effect to the desired one.

While 43% of respondents still do not know how to allocate their budget for AI in 2025, a large part (44%) plans to increase investment in Artificial Intelligence tools.This reflects a growing confidence in the technology and its ability to generate significant results, especially in improving communication and strengthening consumer relations.

The survey was conducted with the participation of 106 respondents associated with IAB Brazil. Of these, 93 indicated to use Artificial Intelligence in their companies and completed the rest of the survey on their perceptions about the use of AI. Data collection occurred between November 4 and December 6, 2024.

To check out the full survey, go to the link.