Most Brazilian marketing professionals already use AI in their daily work.

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 61,000 have adopted Copilot – the solution offered by Microsoft for businesses. Another 41,000 use Google's Gemini, and 21,000 use the Anthropic-developed AI Claude. Across Latin American countries, 101,000 professionals use Gemini and Copilot, and 31,000 use Adobe Firefly.

Data was compiled by the new edition of the "Status of B2B Marketing" research, developed by Intelligenzia. This year, the analysis expanded to include Latin American countries. A total of 958 professionals working in B2B marketing areas responded to the questionnaire, with 437 from Brazil, 239 from Colombia, 126 from Chile, 82 from Mexico, 56 from Peru, and 18 from Argentina. At least 671 professionals are in managerial and supervisory roles, another 61 in C-level positions, and 271 are analysts.

The numbers show an interesting fact: people are using AI at work – but companies aren't adopting it. There's a perception that AI will displace jobs, but at the corporate level, these tools have seen much more cautious adoption. ChatGPT is very popular, but its corporate use is limited, due to factors like information security. Copilot, developed by Microsoft for corporate use, has seen a slower evolution, likely because of the cost, explains Gabrielly Abrantes, Digital Strategy Manager at Intelligenzia.

Marketing Strategies and Tactics for 2025

This year, in Brazil, 551,333 companies had a marketing budget higher than in 2023 – which indicates a slight slowdown in investment compared to last year, when 611,333 companies had increased budgets. In Latin American countries, only 381,333 respondents had an increased budget this year – however, 711,333 of them expect a larger budget in 2025, compared to 641,333 Brazilian companies.

Furthermore, 2024 saw a return to event-based marketing planning in Latin America: 65% of Brazilians and 60% of Latin Americans allocated the majority of their budget to trade shows and other physical events. Content creation was the second priority for 59% of Brazilian marketers and 53% of Latin American marketers, while paid media ranked third, adopted by 51% of Brazilians and 43% of Latin Americans.

Regarding structure, most Latin American marketing teams (58%) rely solely on an internal team for strategy execution. In Brazil, however, 58% of companies also utilize agency support. Across Latin America, the preferred model in 2024 was the hiring of separate agencies – contradicting the trend, observed in recent years by the research, towards hiring integrated agencies.

Organic vs. Paid

In Brazil, at least 73% marketing professionals reported Google Ads as the top lead generation source in 2024. Organic content came in second (51%), followed by LinkedIn Ads (37%). In Latin American countries, the leading lead generation engine is organic content (60%), followed by Google Ads (57%), and then LinkedIn Ads (43%). Across Latin America, Instagram ranks fourth, with 32%.

Furthermore, there are differences regarding marketing maturity. In Latin American countries, 60% assessed their level of digital marketing maturity as still under development; 31% view the area as more mature, and only 8% stated that the area is at a sophisticated level of performance regarding digital strategies.

In Brazil, 32% see the area with a medium level of maturity regarding digital strategies, and 47% are still in a development stage; 20% consider themselves already at a sophisticated level of digital performance.  

The complete study can be downloaded from: https://intelligenzia.com.br/status-do-marketing-b2b-no-brasil-edicao-2025/