Martech Trends in Brazil 2026: AI, Automation, and Privacy

Generative AI and Intelligent Agents Revolutionize the Market

Imagine an AI agent that adjusts campaign bids in real time, segments audiences, and analyzes data like a team member. By 2026, this will no longer be fiction: the integration of generative AI with CDPs (Customer Data Platforms) enables hyper-contextual personalization and full-funnel automation, freeing professionals for strategic decisions. In Brazil, brands that adopt this 360-degree view of the customer, combining multichannel data and advanced algorithms, will gain an advantage in LTV and efficiency[1]. Global reports predict the personalization market will reach US$ 11.6 billion by 2026[1].

Privacy and Data Integration: The Essential Balance

With the end of the linear consumer journey, real-time orchestration becomes a priority. Brazilian companies are investing in governance and compliance to connect CRM, social networks, and retail media, reacting to micro-moments with relevant offers. Kantar highlights synthetic data and expanded audiences, while RMNs grow 1.8x in performance[2][3][4]. Challenges include statistical validation and first-party data to overcome privacy restrictions, strengthening trust and ROI[6]. Cases from 2025 show intelligent automation increasing conversions via remarketing and interactive content[1].

Customization at Scale and Full Funnel Automation

In Brazil, trends like GEO (SEO for AI), short videos, and micro-communities are gaining momentum, with AI in creation predicting campaign performance in minutes[2][5]. Retail media and creators are integrating ROI cycles, demanding metrics beyond likes[3]. Automation frees up focus for brand equity and RevOps, uniting marketing and sales. By 2026, success depends on strategic partners, continuous testing, and authentic inclusion, transforming martech into an engine of sustainable growth[1][7].