Sophisticated environment with a climate of innovation in digital marketing

The last four days have been marked by intense debates and strategic movements in the world of marketing, growth, and martech. Of particular note is the publication of the Kantar report, which lists topics such as security and transparency in the use of generative artificial intelligence as priorities for 2025 — especially as consumers show growing discomfort with automated ads, demanding accountability from industry professionals [ref1]. At the same time, the advancement of phygital, integrating physical and digital experiences through data systems and omnichannel platforms, is gaining traction as a response to hyperconnected consumers [ref7].

In terms of events, the Brazilian and international markets are accelerating with the release of agendas such as Conexão Social Media (São Paulo, annually in June), RD Summit, and D2C Summit, all positioned as hubs for the exchange of theories, case studies, and high-impact networking [ref3][ref4]. Internationally, AdSummit and the Digital Marketing for Financial Services NY Summit organize strategic discussions on automation, branding, and new performance metrics [ref2][ref9].

Among viral cases, there is an intensified use of influencer marketing to drive authentic conversations and conversions, with webinars and reference content focusing on advanced measurement and segmentation techniques [ref6][ref5]. The growth of live commerce, highlighted as a key insight by Kantar, reverberates in the retail and e-commerce sector, which invests in live broadcasts with a personalized approach and integrated shopping journey.

These movements reflect a context of accelerated transformation: growth of generative artificial intelligence, phygital integration, and the emergence of events as turning points for exchanging strategies and presenting case studies. Marketing in 2025 is increasingly driven by data, hybrid experiences, ethical concerns, and the search for genuine impact.