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The emergence of autonomous AI redefines the essence of marketing
The opening of the MarTech Conference in November brought Scott Brinker, a global reference, to discuss the central role of agentic AI in modern marketing operations. Unlike classic automation, the new paradigm consists of autonomous systems that make decisions and manage interactions throughout the consumer journey, changing not only the workflow but also the architecture of teams and digital platforms. Analysts say that these AIs will become intermediaries between brands and consumers, requiring new strategies for interaction, transparency, and governance [ref4][ref1].
The Brazilian landscape shows a total merger between Martech and Adtech
In the national context, IAB Brasil and Pipeline Capital published the Scape Report Martech & Adtech 2025, mapping more than 1,300 companies in these ecosystems. The study highlights the maturity and diversity of solutions, showing that Martech and Adtech are no longer distinct areas, but are now part of the same operating system for brands, agencies, and platforms. The dynamic update of the report, available online, reinforces the Brazilian market’s commitment to innovation, facilitating partnerships and business opportunities [ref2].
Stack maturity, data quality, and focus on ROI are global issues
With the growth in AI adoption, international events and research highlight a central problem: CMOs still find it difficult to measure the effective ROI of Martech stacks, which leads to debates about the need for C-level integration and cultural maturity in companies [ref8]. The trend identified at major conferences, including the MarTech Conference and post-Scape Report discussions, is that data quality and governance will be absolute priorities from 2025 onwards, creating a solid foundation before moving on to advanced AI applications and real-time segmentation [ref1].
Campaigns, award winners, and relevant cases
Although coverage over the last four days has focused more on strategic discussions, recent events, such as inspiring AI cases in banking presented by Karin Van Hoecke (KBC) in Europe, highlight advances in personalized automation and omnichannel digital service [ref3]. At the same time, new platforms with generative AI are emerging in the scope of creativity and content, becoming a hot topic for investment and experimentation among major brands.
References
- [ref1] mundodomarketing.com.br/7-insights-de-martech-que-transformarao-sua-estrategia-em-2025
- [ref2] nossomeio.com.br/mais-de-1-300-empresas-compoem-ecossistema-de-martechs-e-adtechs-no-brasil
- [ref3] iodigital.com/en/insights/events/martech-25-zooming-in-on-martech-that-matters
- [ref4] martech.org/how-agentic-ai-is-changing-the-future-of-marketing/
- [ref8] mi-3.com.au/03-11-2025/martech-delusion-mckinsey-CMOs-cant-measure-ROI-still-spend-billions-more
