Brazil Leading in Generative AI: Transforming Marketing and Growth for 2026

In-depth Analysis and Contextualization

Imagine a market where artificial intelligence is no longer an optional tool, but the beating heart of digital strategies. In recent days, revealing data positions Brazil as the second country that most uses generative AI in the world, behind only the USA. A study by Cisco with the OECD highlights this leadership, while the ICT Households 2025 survey, by the Brazilian Internet Steering Committee, indicates that 32% of the population already incorporates generative AI into their daily routine[2][4]. This massive adoption accelerates a transformation in digital marketing, growth and martech, especially with projections for 2026. Reports such as GoAd Media’s ‘Marketing Insights 2026’ signal five fundamental pillars: radical trust, human creativity amplified by AI, impeccable customer experience, authentic influence and measurable ROI. For Brazilian brands, this means a unique opportunity to lead globally, but requires urgent adaptation to an ecosystem where deepfakes and fake news test credibility[3]. E-commerce, which has grown 47% in recent peaks according to Meio e Mensagem, is now integrating AI for personalization at scale, while platforms like WhatsApp and Google Ads are evolving towards direct sales and predictive optimizations[1]. This convergence redefines the game: professionals who master co-creative AI will come out ahead.

Data, Cases and Examples

The numbers speak volumes. The ICT Households 2025 survey reveals 32% daily use of generative AI in Brazil, a leap that reflects growing confidence in tools like ChatGPT and similar ones[2]. In marketing, Accenture warns of the ‘cost of hesitation’: skeptical consumers take longer to buy amid fake reviews, making trust the number one asset for 2026[3]. Global case studies illustrate the impact: brands that adopt radical transparency in data and AI, such as authenticity certifications, increase conversions by 20-30%. In Brazil, 360° agencies are expanding their growth operations, integrating SEO, social ads, and AI for multidisciplinary results, according to trends reported by RCWTv[7]. Marketing platforms are focusing on qualified leads beyond clicks, using algorithms for predictive qualification, as highlighted by Rede Press[5]. Another example: TikTok saw engagement rise 27% during periods of high connectivity, boosting video and shopping strategies on Google Ads[1]. Deloitte points out that 74% of CMOs prioritize CX as a growth driver, with Marketing Mix Modeling (MMM) proving incremental ROI[3]. This evidence connects data to concrete actions, showing how AI increases efficiency in display and video campaigns.

Consequences, Opportunities and Trends

Brazilian leadership in generative AI opens doors to dominance in martech, but poses challenges such as data ethics and the humanization of campaigns. By 2026, trends point to co-creative models: AI executes at scale, humans lead creativity and emotion, avoiding the paradox of scarce originality[3]. Brands that invest in partnerships with authentic influencers and MMM will gain higher margins, with marketing budgets stagnating at 7-8% of revenue demanding radical efficiency, according to Gartner[3]. Opportunities abound for professionals: 360° agencies are growing by integrating growth hacking with AI, while SEO is evolving into business intelligence and educational content[1][7]. In Brazil, the e-commerce boom and WhatsApp Business are catalyzing direct sales, with Reels and purchase buttons on Instagram prioritizing conversions. Next steps? Train teams in ethical AI, measure trust as a key metric, and prove ROI for finances. This wave positions Brazil as an innovation hub, transforming pandemic challenges into sustainable exponential growth.

References

• [1] ColetaTec: Digital Marketing for 2025 – The Definitive Guide
• [2] LCP Agency: ICT Households Survey 2025 on generative AI
• [3] E-commerce Brazil: What is changing in digital marketing in 2026
• [4] Media and Message: Brazil is the second country that uses generative AI the most
• [5] Press Network: Digital marketing platforms and qualified leads
• [7] RCWTv: 360° Agencies Expand Role in Business Growth