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Generative AI and live marketing redefine end-of-year strategy.
In-depth Analysis and Contextualization
The Brazilian marketing market is experiencing a decisive inflection point. It’s not just about the incremental adoption of tools, but a structural transformation in how brands connect with their audiences. The convergence between generative artificial intelligence and sensory marketing strategies is creating a new paradigm where technology doesn’t replace emotion, but amplifies it on an unprecedented scale. The ICT Households 2025 survey, released by the Brazilian Internet Steering Committee, shows that 32% of Brazilian consumers already integrate generative AI into their daily routine, signaling not only mass adoption but also the normalization of a technology that, until recently, was seen as experimental [ref1]. In parallel, e-commerce in Brazil has exploded with 40% growth, reaching 41 million users, creating a perfect scenario for experimenting with new forms of engagement [ref5]. This context is not merely statistical; it signals that the Brazilian consumer is ready for immersive, personalized, and authentic experiences—and the brands that understand this nuance will come out ahead.
Data, Cases and Examples
The 2025 Christmas campaign witnessed an impressive leap: live marketing registered a 50% growth in the number of actions, according to a Macfor study that mapped the impact of sensory marketing activations on digital performance [ref2]. Leading brands such as Coca-Cola and McDonald’s not only embraced generative AI in their visual elements, but also structured narratives that resonate emotionally with fragmented audiences. Seara’s LED trees in São Paulo’s urban terminals exemplify how traditional out-of-home advertising evolves through technology, creating physical touchpoints that dialogue with the digital world. Simultaneously, agencies like Hogarth are developing specific frameworks to scale campaigns with AI—as demonstrated in the LG campaign—showing that the question is no longer “if” to use artificial intelligence, but “how” to integrate it while maintaining authenticity and cultural relevance [ref3]. Dentsu’s “Generative Realities” report identifies five themes that will guide brands in 2026, all pivoting around the tension between technological acceleration and human reconnection—a dichotomy that, paradoxically, is where the greatest strategic opportunity lies.
Consequences, Opportunities and Trends
The implications for marketing and growth professionals are profound and multifaceted. First, there is a clear shift in competition: it’s no longer just about offering the best product, but about creating the best integrated experience between physical and digital. Second, professional qualifications are changing—mastering generative AI is no longer a differentiator but a basic skill by 2026. Third, Customer Lifetime Value takes on a new dimension when continuous relationships are enhanced by personalization at scale [ref4]. The movement of leaders in the market—such as Leandro Barreto’s promotion to global CMO of Unilever—reflects the urgency for corporations to realign their structures to capture these opportunities. For Brazilian brands, the lesson is clear: it’s not enough to follow global trends. It’s necessary to localize artificial intelligence and sensory marketing for specific cultural contexts, replicating what Coca-Cola and McDonald’s have already demonstrated. The 50% growth in live marketing is no coincidence; it’s the market’s response to the demand for real-time, audio-visual, and immediate authenticity. Brands that build internal capabilities or strategic partnerships to scale live experiences—hybrid between digital and physical—will win not only engagement, but lasting loyalty in an increasingly fragmented and demanding market.
References
- Internet Steering Committee in Brazil. ICT Households Survey 2025. December 2025.
- Macfor. Impact study of sensory marketing activations on digital performance. December 2025.
- Propmark. Hogarth’s strategy for scaling campaigns with AI. December 2025.
- Marketing World. Customer Lifetime Value: when the relationship is worth more than the sale. December 2025.
- Novoplast. Digital Marketing for 2025: The Definitive Guide. December 2025.
