Marketing 2025: Data, AI, and personalization define who sells and who just shows up.

In-depth Analysis and Contextualization

The Brazilian digital marketing landscape in 2025 is undergoing a structural transformation. After years of growth based on paid advertising and mass acquisition, the sector is facing saturation, increased costs, and declining conversions. The new paradigm demands efficiency, in-depth customer relationships, and the strategic use of data and artificial intelligence. Black Friday, once a symbol of discounts, is now a testing ground for those who master personalization, automation, and digital trust.

Data, Cases and Examples

Companies like Smartbis and Whatsplaid GPT stand out by using AI for loyalty programs and segmented customer journeys, especially via WhatsApp. ABComm projects revenue of up to R$ 13 billion on Black Friday 2025, but the differentiator lies in those who cross-reference behavioral data, history, and intent signals for real-time offers. Small businesses are betting on purpose and personalization to stand out amidst the avalanche of promotions. Automation and predictive analytics tools are becoming accessible, allowing brands of all sizes to optimize campaigns and improve the customer experience.

Consequences, Opportunities and Trends

Brands that fail to align data, AI, and trust risk wasting budget and losing relevance. The focus now is on retention, customer lifetime value (LTV), and engagement. Professionals need to master data analytics, automation, and community building. Omnichannel marketing and SEO are evolving towards total integration and voice search. The future belongs to those who combine human creativity, technology, and operational ethics.