The use of Artificial Intelligence (AI) in marketing is revolutionizing the way brands and influencers connect with the audience. But how is this technology applied in Brazil compared to the United States? What are the differences and similarities between the two markets
According to Fábio Santos, CEO ofLaunchPad Digital – AI platform specialized in digital marketing -, the answer lies in technological maturity, the focus of applications and the cultural particularities of each country
In the USA, large corporations invest billions of dollars in AI research and development. Companies like Amazon, Google and Meta drive the sector, making advanced tools more accessible and widely used in digital marketing
In Brazil, the growth is also significant: according to research by the Boston Consulting Group (BCG), 98% of companies in Brazil use AI, leading adoption in Latin America, but only 26% of them derive value for the business from technology. However, challenges such as technological infrastructure and data quality still limit the implementation of sophisticated solutions on a large scale
Focus on the application
While in the US AI is used for advanced personalization, predictive analysis and automation in omnichannel campaigns, in Brazil, technology is more focused on practical and accessible solutions: chatbots, audience segmentation and automated content generation are some of the main trends, helping brands optimize costs and expand reach
Culture and approach
Another contrast is that marketing in the US tends to be highly results-oriented, with data-driven strategies and efficiency. Already in Brazil, the campaigns value more engagement and emotional connection with the audience. This directly impacts the use of AI in personalizing messages and creating experiences
Despite the differences, both markets share some essential trends
- Creative AutomationAI is widely used in both countries to create texts, customized images and videos
- Real-time personalizationcompanies use AI to adapt campaigns according to consumer behavior, maximizing engagement
- Influencer MarketingAI tools help identify ideal influencers, analyzing engagement and behavioral data for more effective campaigns
The differences reflect the specific needs of each one. While the US leads in technological innovation, Brazil stands out in creativity applied to technology, закінчу Фабіо
