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Digital transformation in marketing driven by AI and personalization in 2025.

Generative AI and Automation are redefining marketing.

Over the past 96 hours, the marketing, growth, and martech market has accelerated its plunge towards hyper-personalization and automation, with the advancement of Generative Artificial Intelligence as the main driver of transformation [2][3][6][9]. AI models are now able to create, adapt, and execute campaigns with previously unimaginable precision, orchestrating real-time flows, from dynamic segmentation to the production of persuasive and interactive content. This dynamic places the ability to personalize individual experiences at the epicenter of the value dispute between brands—a trend widely recognized in sources such as AETICE, Digital Natives, and Serasa Experian [2][3][6]. The shift is so structural that it redefines not only the creative cycle but also the role of professionals, who now act more as strategist-orchestrators than as simple content producers.

Advanced Personalization and Social Commerce rise to the podium.

The use of AI enables predictive and contextual personalization , supported by machine learning and data automation, capable of instantly responding with offers, recommendations, and experiences tailored to the consumer’s profile and moment [3][5]. Advances in social commerce are also consolidating, with shoppable content, live sales, and data-driven interactions driving the integration between entertainment and conversion [4][6]. Another highlight is the rise of authentic user-generated content (UGC), which increases trust in brands and has been shaping viral campaigns and engagement strategies — see the successive cases of large retailers exploring spontaneous content, especially with the approach of Black Friday [1].

Why do these changes matter for brands and growth?

The shift experienced in recent days is not only technological, but strategic: brands that master their own data and operate adaptive campaigns via AI gain clear competitive advantages — from surgical timing in activations to mastering multiple channels with personalized narratives [3][4][5][6]. Amid content saturation and loss of attention, tailored experiences become a critical differentiator. The consumer, more demanding and sensitive to relevance, requires that each touchpoint be hyper-contextualized. The next big growth battle lies in offering frictionless journeys and real-time responses, based on behavioral and historical data, using AI not only to predict, but to create demand at a sustainable scale.

References

  • [1] amper.ag/post/calendario-marketing-novembro-2025
  • [2] aetice.pt/2024/12/30/as-6-principais-tendencias-de-marketing-digital-para-2025
  • [3] digitalnatives.pt/blog/tendencias-do-marketing-digital-para-2025
  • [4] mustedu.com/pt/12-principais-tendencias-do-marketing-digital
  • [5] blog.incandescente.com.br/tendencias-de-marketing-e-vendas
  • [6] serasaexperian.com.br/conteudos/principais-tendencias-de-marketing-digital
  • [9] teo.com.br/noticias/2025/10/07/o-futuro-e-agora-principais-tendencias-de-marketing-digital-para-ficar-de-olho-em-2025
Marcel Miccolis Pilipovicius
Marcel Miccolis Pilipovicius

Director of Marketing and Growth at GRI Institute

Marcel Miccolis Pilipovicius is a Marketing and Growth strategist specializing in brand positioning, demand generation, and data, content, and technology integration. He currently leads the global rebranding of the GRI Institute, a global think tank that connects leaders in real estate and infrastructure, guiding its transformation from a networking club into a knowledge-driven institution of influence and impact.

With a career built at the intersection of creativity and performance, Marcel believes that strong brands are born from the union of purpose, strategic clarity, and data-driven execution. His approach combines institutional vision, digital innovation, and collaborative leadership to build sustainable ecosystems for communication, growth, and long-term brand value.

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