The panel “The Reinvention of Experience and Trends for 2025”, held at CCXP 2024, brought experts to discuss how emerging technologies, such as artificial intelligence (AI) and virtual reality (VR), are transforming the way consumers interact with audiovisual and the brands. The event was mediated by Carol Soares, co-founder of the consultancy OCLB and specialist in the anthropology of consumption, with participation by Maurício Toledo (Banco do Brasil), Chiara Martini (Coca-Cola), Eduardo Picarelli (Heineken) and Otávio Juliato (Omelete).
Banco do Brasil: AI and personalization at the center of strategies
Maurício Toledo, executive manager of Promotion and Sponsorship at Banco do Brasil, presented how the institution has used AI to personalize communication and sponsored events. “We can predict up to six months before a customer is pregnant, just by analyzing their consumption behavior. This allows us to offer more relevant experiences in the events we support, such as volleyball and the gaming universe”, he explained.
He also highlighted the application of AI at the G20, where the technology was used to collect and transform the opinions of more than 4,000 participants into a sustainable manifesto in just three days. “Artificial intelligence allows us to go beyond brand visibility, transforming our initiatives into experience strategies,” he stated.
Furthermore, Toledo reinforced the importance of rejuvenating the brand. “At 216 years old, Banco do Brasil needs to dialogue with new generations. We are investing in sports such as skateboarding and surfing, in addition to the gaming universe, to reinforce this connection with younger audiences and maintain our relevance in the future.”
Coca-Cola: the challenge of personalization in physical products
Chiara Martini, Creative Strategy leader at Coca-Cola in Latin America, addressed the challenges of brands that are not digital natives. “Personalizing the experience for physical products is more challenging, but tools like augmented reality open up ways to create meaningful connections,” he commented.
Martini also highlighted the potential of collaborative storytelling. “Co-creation with the public allows us to expand emotions and build more immersive and personalized experiences. This is the future of our communication, even in a challenging context such as physical products”, he stated.
Heineken: technology to surprise and socialize
Eduardo Picarelli, director of the Heineken Business Unit in Brazil, brought insights into how the brand uses technology to connect with consumers. He revealed that the company is testing an application that recommends the best places to meet friends based on consumption data.
“Our role as a brand is to encourage socialization. To achieve this, we invest in technologies that surprise people, whether through campaigns or in the consumer experience”, explained Picarelli.
The executive also highlighted the importance of not following trends without a clear purpose. “The main mistake is piggybacking on trends without understanding how technology can help your strategy. First of all, it needs to reinforce the brand’s purpose”, he stated.
Picarelli emphasized that innovation must go beyond the product and involve creativity. “Technology allows us to create moments that connect people in unprecedented ways. When we apply this, whether in more functional packaging or in experiences that add value to the brand, we are surprising the consumer and strengthening our competitive advantage”, he said.
Innovation in the geek universe
Otávio Juliato “Bruxo” is CCO of Omelete Company, co-founder of CCXP, Game XP and The Enemy, reinforced how the geek universe is fertile ground for technological innovation and the creation of immersive experiences. He highlighted the importance of CCXP as a stage to launch new initiatives and involve the public in transformative narratives.
Technology and human connection at the center of discussions
The panel reinforced how the application of emerging technologies is reshaping the relationship between brands and consumers, placing personalization, creativity and innovation at the center of communication and entertainment strategies. With practical examples and insights from the speakers, it became clear that the future of experiences is increasingly connected to the transformative power of technology.
