Study indicates high acceptance of technology, but highlights the lack of investment in companies.
A Corda brand strategy consultancy, presented an unprecedented study on generative AI in Brazil. Entitled ‘AI in Marketing — How do Brazilian marketing professionals relate to Artificial Intelligence?’, the study was presented online with the participation of Domenico Massareto (Rain Creative AI), Rafael Martins (Share) and Daniele Lazzarotto (Cordão).
The survey, conducted with more than 310 professionals from across the country, revealed profound insights into how artificial intelligence is reshaping the marketing sector in Brazil.
“The survey highlighted an optimistic outlook among marketing professionals regarding generative AI, who are excited about the benefits and possibilities. At the same time, the study revealed a lack of more critical, organized and institutionalized initiatives by companies,” points out Daniele Lazzarotto, founder of Cordão.
Perceptions and Feelings about AI
Brazilian marketers seem to have accepted the idea that AI represents a revolution in marketing, with 99% of respondents believing this statement. In fact, 60% of them believe that the revolution has already happened. This optimism is higher than that recorded in international surveys, such as the Contagious Radar from February this year, in which only 17.5% of respondents stated that AI has already transformed marketing, while 70.9% predicted the change in the next five years.
About the Use of AI
The survey reveals that the use of AI tools is already a reality in the routine of many Brazilian professionals. 40% use these tools always and 42% use them occasionally. The majority use tools for producing or editing texts, with emphasis on ChatGPTindicating an early adoption focused on improving efficiency and creativity. Only 5% of respondents have never used any AI tool, and 13% have used it only for testing.
Benefits and Concerns
Marketing professionals are already seeing a number of benefits from using AI, with 64% of professionals highlighting significant productivity gains and 55% improved work quality as the main benefits of AI.
Top concerns include the spread of fake news (58.1%), unethical use of data (51.8%), and copyright issues (47.3%). The biggest barrier reported is the difficulty in keeping up with constant innovations in AI technologies (45.2%), followed by reluctance to invest in paid tools (18.9%) and lack of time to learn how to use AI (14.7%). However, 1 in 4 professionals said they do not face any barriers.
Investment in AI
Despite there being a great deal of interest in this technology, a minority are investing in paid tools. The vast majority of professionals have access to free plans (85%) or tools adapted with some AI feature (51%), such as Adobe Firefly, for example.
Although its use is frequent, institutionalized implementation is still limited. 45% of professionals report that the companies they work for have not made any type of investment in AI, and only 26% report that the company provides access to paid tools, and 18% report that they have received some type of training or lectures on the subject. This data reveals a lack of more organized and institutionalized initiatives on the part of companies.
For more details and insights, access the full report here.
The research is an initiative of Cordão with the support of ARP, E-commerce Brasil, Grupo de Planejamento, Pmweb, Padrinho Assessoria and Share. Together, they seek to provide quality national data on Generative AI, enabling Brazilian brands to develop innovative strategies in this technological context.
*Cover photo: Reproduction/Cordão
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