Most Brazilian marketing professionals already adopt AI on a daily basis

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 6% have adopted Copilot – the solution offered by Microsoft for businesses. Another 4% use Google's Gemini, and 2% use Anthropic's AI Claude. In Latin countries, Gemini and Copilot are used by 10% of professionals, and Adobe Firefly by 3%.

The data was collected for the new edition of the "The Status of B2B Marketing" survey, developed by Intelligenzia, which this year expanded its analysis to include Latin American countries. In total, 958 marketing professionals from B2B companies responded to the questionnaire: 437 from Brazil, 239 from Colombia, 126 from Chile, 82 from Mexico, 56 from Peru, and 18 from Argentina. At least 67% hold management and supervisory positions, another 6% are in C-Level roles, and 27% work as analysts.

"The numbers reveal an interesting fact: people are using AI at work—but this isn't something being widely adopted by companies. There's a notion that AI will take away jobs, but at the corporate level, these tools have seen a much more timid adoption. ChatGPT is very popular, but it's rarely used corporately due to issues like information security. Copilot, on the other hand, which was developed by Microsoft for corporate use, has seen slower progress, likely due to its cost," explains Gabrielly Abrantes, Digital Strategy Manager at Intelligenzia.

Marketing Verbs and Strategies for 2025

This year, in Brazil, 55% of companies had a larger marketing budget compared to 2023 – which indicates a slight slowdown in investments compared to last year – when 61% of companies increased their budgets. In Latin countries, only 38% of respondents had a budget increase this year – however, 71% of them expect to have a larger budget in 2025, compared to 64% of Brazilians.

In addition, 2024 marked the return of events to marketing planning in Latin America: 65% of Brazilians and 60% of Latinos allocated most of their budget to trade shows and other physical events. Content generation was the second priority for Marketing for 59% of professionals in Brazil, and 53% of Latinos, while paid media came in third, adopted by 51% of Brazilians and 43% of Latinos.

Regarding structure, most Latin American marketing teams (58%) rely solely on an internal team to operationalize their strategy. In Brazil, however, 58% of companies also have the support of agencies. Across Latin America, the preferred model in 2024 was the hiring of separate agencies – contradicting the trend that the survey had shown in recent years towards integrated agencies.

Organic vs. Paid

In Brazil, at least 73% of marketing professionals stated that Google Ads was their main source of lead generation in 2024 – organic content came in second (51%), followed by LinkedIn Ads (37%). In Latin countries, the primary driver for lead generation is organic content (60%), followed by Google Ads (57%), and LinkedIn Ads (43%). Across all of Latin America, Instagram ranks fourth – with 32%.

In addition, there are differences in marketing maturity. In Latin countries, 60% rated their level of digital marketing maturity as still developing; 31% see the area as more mature in relation to the topic, and only 8% stated that the area is at a sophisticated level of performance in relation to digital strategies.

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

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