Confirming the benefits of AI-generated advances (artificial intelligence), 97,8% of Brazilian marketing professionals plan to intensify the use of technology in the coming 12 months. In addition to ensuring richer content and more personal relationships with audiences, 95,4% of this audience saw a positive impact on ROI using smart resources in their strategies and 72,3% achieved improvements in the quality of its productions.
This data was released by the research “Marketing Reality in Brazil”, carried out by HubSpot with 550 segment leaders in the country. Pointing out trends and challenges in national marketing, the analysis highlighted the positive impacts of AI for content reuse and data analysis. From the reach of more authentic content, the survey confirms the market's intention to go beyond initial tests with the technology, using your resources more strategically.
Research shows that 61,84% of Brazilian professionals notice AI working together with humans to accelerate results. Others 24,59% of respondents believe in the complete automation of most routine tasks, increasing productivity and facilitating demands. In this scenario, only 1,45% do not see significant benefits offered by AI.
Investment in brand recognition
HubSpot's analysis in Brazil is based on a global survey that was carried out with 1.200 North American marketing leaders, Europa, Asia and Australia. Similar to the Brazilian reality, 92% of international marketers plan to maintain or increase investments in brand awareness in 2025. In the same way, 42% of Brazilian professionals will increase these investments throughout this year.
Another important characteristic raised by the research is that the use of AI has been responsible for the transformation of roles within the sector. At the moment, Marketing leaders prioritize hiring professionals who specialize in social media, content creation and production, in addition to marketing data analysts, that help with customer experience.
The main B2B and B2C strategies
B2B marketing representatives interviewed confirmed that AI has been an ally in personalization processes. For that, the research listed five main strategies: Creating multimodal campaigns with AI; AI-Powered Reporting to Track ROI; Marketing planning and execution automation; Creation of conscious content and Content with personality and authentic engagement.
The B2C strategies identified by HubSpot research are: User-generated content; Conscious content creation; Multimodal campaigns AI-based; Social Media in Customer Service and AI-Powered Reporting to Control ROI.
Challenges of AI in Marketing
On the other hand, the research points out that the main obstacle faced is the growing distrust among consumers, generated by the use of data today. Among those interviewed, 46% stated that “consumers are less trusting in sharing their data”. Yet, 33% claim that the main challenge is the “increased privacy regulations that reduce access to data” and 28% responded that it was “poor quality of existing data”.
Another challenge highlighted in national marketing is the learning curve for new technologies, considered a significant obstacle by 27% of those interviewed. In response to this scenario, 34% of marketing leaders intend to invest in training and qualifying their teams in the use of AI tools.
