At least 64% of Brazilian marketing professionals working in B2B areas already use generative AI tools in their daily activities. In Latin countries, the adoption of AI 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% adopted Copilot – the solution offered by Microsoft for companies. Another 4% use Gemini, from Google, and 2% use the AI Claude, developed by Anthropic. In Latin countries, Gemini and Copilot are used by 10% of professionals, and Adobe Firefly, 3%
The data was gathered by the new edition of the survey "The Status of B2B Marketing", developed by Intelligenzia and that, this year, expanded its analysis to include Latin American countries. In total, 958 professionals working in Marketing areas of B2B companies responded to the questionnaire, being 437 from Brazil, 239 from Colombia, 126 from Chile, 82 from Mexico, 56 from Peru and 18 professionals from Argentina. At least 67% are in management and supervisory positions, another 6% in C-Level positions and 27% work as analysts
The numbers show an interesting fact: people are using AI at work – but this is not something adopted by companies. There is an idea that AI will take jobs, but at the corporate level, these tools have seen a much more timid adoption. ChatGPT is very popular, but less used corporately, for issues such as information security. The Copilot, that was developed by Microsoft for corporate use, had a slower evolution, probably due to the cost, explain Gabrielly Abrantes, Digital Strategies Manager at Intelligenzia
Words and Marketing strategies for 2025
This year, in Brazil, 55% of companies had a marketing budget higher compared to the number in 2023 – which indicates a slight slowdown in investments compared to last year – when 61% of companies had their budgets increased. In Latin countries, only 38% of respondents had an increase in budget this year – meanwhile, 71% of them expect to have a larger budget in 2025, against 64% of Brazilians
Furthermore, the year 2024 marked the return of events to marketing planning in Latin America: 65% of Brazilians and 60% of Latinos allocated the majority of the budget to fairs and other physical events. Content generation was the second priority of Marketing for 59% of professionals in Brazil, and 53% of Latinos, while paid media came in third place, adopted by 51% of Brazilians and 43% of Latinos
As for the structure, the majority of Latin marketing teams (58%) rely solely on an internal team to operationalize the strategy. Already in Brazil, 58% of companies also have the support of agencies. In all of Latin America, the preference model was, in 2024, the hiring of separate agencies – contrary to the trend that the research indicated, in recent years, for the hiring of integrated agencies
Organic vs paid
In Brazil, at least 73% of marketing professionals reported that the biggest source of lead generation was Google Ads in 2024 – in second place was organic content (51%), followed by LinkedIn Ads (37%). In the Latin countries, the first lead generation engine is organic content (60%), followed by Google Ads (57%), and LinkedIn Ads (43%). По всій Латинській Америці, Instagram ranks fourth – with 32%
Furthermore, there are differences regarding the maturity of marketing. In Latin countries, 60% rated their level of maturity in relation to digital marketing as still in development; 31% see the area as more mature regarding the topic, and only 8% stated that the area is at a sophisticated level of operation regarding digital strategies
Already in Brazil, 32% see the area as having a medium level of maturity regarding digital strategies, and 47% are still in a stage of development; 20% consider themselves to be at a sophisticated level of performance in digital.
The full study can be downloaded athttps://intelligenzia.com.br/status-do-marketing-b2b-no-brasil-edicao-2025/
