Panorama 2025: The End of Cookies and the Rise of AI in Brazilian Digital Marketing

In-depth Analysis and Contextualization

Imagine a market where likes become relics of the past and the real gold lies in the data you control. By 2025, Brazil will end the era of digital amateurism, consolidating a maturity that demands efficiency and total integration. Global reports and platforms like Google and Meta reveal that vanity metrics have given way to CAC, LTV, and ROAS, forcing brands to rethink everything. The end of third-party cookies, driven by LGPD and browsers, has accelerated the transition to first-party data: emails, phone numbers, and proprietary behaviors have become the new strategic fuel. Without this, companies fly blind, dependent on external algorithms.[1]

Data, Cases and Examples

The numbers don’t lie: investments in digital media hit R$ 37.9 billion in 2024, up 8%, according to the Digital AdSpend 2025 report by IAB Brasil and Kantar Ibope. Retail media emerges as a star, with giants like Mercado Livre and Amazon transforming e-commerce into powerful advertising vehicles – purchase intent combined with precise algorithms surpasses dispersed social networks. On the AI front, 32% of Brazilians use generative intelligence daily (TIC Domicílios 2025), and native CRM tools automatically suggest copy and creative content. Cases like Meta’s WhatsApp Flows exemplify this: automated flows for sales qualification and recovery become mandatory, boosting performance across multiple channels.[2][3][4]

Consequences, Opportunities and Trends

By 2026, trends point to total hybridity, fluid authenticity, and AI as silent infrastructure – not hype, but an operating system. Short videos dominate with 3-second decisions, but hybrids like YouTube Shorts and Instagram Long Posts position brands. Opportunities shine in GEO alongside SEO, TikTok for low-cost performance, and blogs feeding AIs with Q&A. Professionals benefit from daily micro-improvements and varied creatives (minimum 5 per campaign). Brands that combine proprietary data, fast storytelling, and retail media not only survive: they lead growth in a mobile-only and conversational ecosystem.[1][4][6]

References

• [1] Ric.com.br – Digital Marketing Panorama 2025
• [2] LeiaNoticias.com.br – Digital media grows and reinforces focus on measurement
• [3] Agencialcp.com.br – ICT Households 2025 on generative AI
• [4] Jornaldocomercio.com – 30 Digital Marketing Trends for 2026