AI and Proprietary Data Redefine Marketing and Growth in 2025

In-depth Analysis and Contextualization

Imagine a Black Friday where discounts are secondary and what counts is the surgical precision of AI-powered personalized offers. This is no longer a distant future: by 2025, Brazilian marketing will have matured, trading vanity for efficiency. In recent days, three shifts have dominated: operational AI on Black Friday[1], the rise of first-party data after the end of cookies[2], and Google’s Core Update which penalizes shallow content[3]. These movements signal the end of digital amateurism, forcing brands to integrate technology with ethical strategy to capture scarce attention and build lasting trust.

Data, Cases and Examples

ABComm projects R$13 billion in online revenue for Black Friday 2025, but the key differentiator is AI for scalable personalization, creative optimization, and operational resilience[1]. Platforms like Google and Meta already incorporate native AI, automatically suggesting copy and image variations[2]. In Brazil, 32% of users integrate generative AI into their routine, according to TIC Domicilios 2025[4]. Cases like retail media are revolutionizing connections with consumers via e-commerce ads, surpassing dispersed social networks[6]. The December Core Update reinforces EEAT (Experience, Expertise, Authoritativeness, Trustworthiness), eliminating generic pages and rewarding depth[3].

Consequences, Opportunities and Trends

Consequences? Brands without their own data fly blind, with high CAC and low ROAS. Opportunities arise for those who clean data, create proprietary ecosystems, and focus on short videos (Reels, Shorts) with 3-second decision-making[2]. By 2026, expect more Google updates prioritizing quality, invisible AI as infrastructure, and retail media on the rise[3][6]. Professionals should invest in data governance, useful content, and clear authorship. The winner will be the one who combines human creativity with ethical AI, transforming short attention spans into long LTV. Be aware: the marketing of 2025 rewards strategy, not hype.