A new survey from IAB Brazil reveals that 80% of marketing professionals from various Brazilian companies are incorporating Artificial Intelligence (AI) into their strategies. Carried out in partnership with Nielsen, the study "Decoding the Challenges of AI 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 the speed of processes
Although the adoption of AI is still recent, the market shows significant engagement. In fact, the majority (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%), in cost reduction (37%) and in improving customer experience (34%)
AI is transforming marketing in a profound and comprehensive way. Companies that know how to leverage the potential of AI will be better positioned to compete in the market and build lasting relationships with their customers, affirms 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 analysis and insights (68%) and campaign optimization (53%). Artificial Intelligence has also proven effective in tasks such as marketing automation, chatbots and audience segmentation, highlighting a demand for solutions that improve personalization and communication with consumers
For Sabrina Balhes, Managing Director of Nielsen Brazil, This survey demonstrates that Artificial Intelligence can, in fact, stimulate creativity, allowing brands to test new communication approaches and get closer to their consumers more quickly. However, it is essential to carefully supervise the intensive use of AI to prevent the message from becoming mechanical or robotic, what can provoke the opposite effect to what is desired.”
Although 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 technology and its ability to deliver meaningful results, especially in improving communication and strengthening relationships with consumers
The survey was conducted with the participation of 106 respondents, affiliated with IAB Brazil. Of these, 93 indicated using Artificial Intelligence in their companies and completed the rest of the survey about their perceptions regarding the use of AI. Data collection took place between November 4 and December 6, 2024
To check the complete research, access thelink.
