Digital transformation in marketing: innovation and deep data.

The turning point: Generative AI as the new epicenter of marketing and growth.

In recent days, the marketing and martech ecosystem has entered a new phase catalyzed by the advancement of generative artificial intelligence and its massive integration into platforms and strategies. AI tools, which were previously supporting actors in personalization and automation, have taken center stage: they now personalize offers, segment micro-audiences in real time, and optimize multichannel campaigns with an unprecedented degree of precision. Brands are using AI not only to automate, but to predict demand and create dynamic and contextual experiences based on behavior and preferences, accelerating marketing’s response to market movements [ref1][ref3][ref6][ref8].

Structural trends: from short video to AI-driven hyper-personalization

The most debated structural shift involves the combination of short, vertical videos with native interactivity and integrated e-commerce , especially around live shopping, shoppable carousels, and ‘feed-to-checkout’ purchases. Platforms like TikTok, Instagram Reels, and YouTube Shorts are focusing investments on new shoppable content solutions, aiming to reduce friction in the conversion journey. Simultaneously, hyperlocal targeting has gained traction, allowing for campaign activation by zip code or even street, particularly for services and physical retail [ref1][ref4][ref9]. Personalization, in turn, has reached another level with AI, enabling landing pages, emails, and automation flows that adapt messages in real time according to micro-segments of the audience [ref1][ref3][ref6].

Campaigns, movements, and the new role of branding.

In the tactical calendar, the anticipation of Black Friday and strategies for November strongly impact brand performance. There has been a visible structuring of campaigns focused not only on discounts, but also on brand value, social impact, and fluid, multichannel experiences . With the digital maturity of the consumer, viral behind-the-scenes campaigns, VIP lists, and content series on conscious consumption seek qualified conversions, while automated remarketing relies on predictive data to capture unexplored leads [ref2]. Furthermore, the integration between email, SMS, and social platforms creates continuous engagement circuits, reflecting the pressure for positive ROAS across all touchpoints.

Why does this shift matter?

These transformations demand a radical revision of the fundamentals of growth and performance: those who do not master AI, personalization, and interactive experiences will quickly become obsolete in the face of players operating in dynamic feedback loops and omnichannel. For professionals, new responsibilities emerge: the ability to interpret algorithmic decisions, data governance, and interactive creativity aligned with ethics and privacy. In short, the market is moving from generalist campaigns to architectures of continuous, predictive, and personalized interaction – and this is the irreversible shift that redefines the game for the entire marketing, growth, and martech ecosystem.