Brazil is emerging as a hotbed for marketing technology innovation, driven by the increasing adoption of generative AI (GenAI) and evolving consumer expectations. According to a new ISG Provider Lens™ Martech Service Providers 2025 report, companies in Brazil are integrating GenAI and advanced digital tools to transform marketing strategies, enhance brand presence, and deliver highly personalized experiences across platforms.

As digital engagement evolves and third-party cookies phase out, Brazilian businesses are rethinking their marketing operations—and martech vendors are stepping in to provide the agility and intelligence needed to stay competitive.

AI Reshaping Brazil’s Marketing Landscape

The report reveals that GenAI is at the center of a major marketing shift in Brazil, impacting both internal company operations and consumer-facing experiences. From automating content production to optimizing ad placement, GenAI is streamlining the marketing funnel and enabling smarter, more adaptive decision-making.

Trends:

• Accelerated Content Creation
  Companies are using GenAI to rapidly generate marketing assets, reducing time-to-market for campaigns.

• Ad Optimization at Scale
  AI tools are automating placement and targeting, helping businesses deliver high-performance ads efficiently.

• Strategic CRM Integration
  AI-enhanced CRM platforms allow companies to better predict behaviors and deliver relevant messages at critical moments.

• Cookie-Free Targeting
  With Google moving to eliminate third-party cookies, Brazilian companies are turning to first-party data and GenAI insights to fill the gap.

Martech Innovation and Market Momentum

Brazilian martech vendors are not only innovating locally but also attracting global interest. The report notes that foreign companies are acquiring Brazilian martech providers, underscoring the region’s growing strategic value in Latin America.

Market Developments:

• Global Investments in Local Talent
  International firms are acquiring homegrown martech vendors to gain a foothold in Brazil’s expanding digital economy.

• Vendor Strength and Differentiation
  Brazilian providers are combining technical innovation with creative execution, enabling brands to stand out amid growing automation.

• ISG Leader Recognition

  • Accenture Song, Brivia, and Monks were named Leaders across all three martech quadrants.

  • Cadastra, Gauge/Stefanini, and GhFly earned leadership status in two quadrants.

  • DP6, Keyrus, OSF Digital, and W3haus/Stefanini were recognized in one quadrant.

  • Cadastra also received the Rising Star designation for its high future potential.

Digital Experience Becomes a Strategic Imperative

As e-commerce continues to surge in Brazil, companies are placing greater emphasis on immersive and intuitive digital experiences. This extends beyond websites to include mobile apps, AR/VR environments, and hybrid events—each designed to drive engagement and optimize conversion rates.

Emerging Experience Strategies:

• Omnichannel Presence
  Brands are creating seamless interactions across web, mobile, and virtual platforms to meet consumers where they are.

• Personalization at Scale
  GenAI is being explored to dynamically tailor experiences for individual users, though widespread application is still in early stages.

• Conversion-Focused Design
  Martech vendors are helping businesses design customer journeys that reduce friction and increase the likelihood of successful transactions.

“Digital experiences are where brands and consumers meet,” said Jan Erik Aase, global leader of ISG Provider Lens Research.

Analytics and Creativity: A Powerful Martech Duo

While AI enables unprecedented automation, the ISG report emphasizes the growing importance of creativity in a world of automated personalization. To differentiate, companies must pair data-driven targeting with bold, original content that resonates emotionally with consumers.

Martech Must-Haves in 2025:

• Advanced Analytics
  Enables deep insights into consumer behavior, campaign performance, and market trends.

• Creative Intelligence
  Helps brands cut through digital noise and connect with consumers on a human level.

• Personalization Engines
  Support micro-segmentation and real-time content delivery across devices and channels.

Brazil is fast becoming a martech powerhouse, with companies embracing generative AI, immersive digital platforms, and next-gen CRM tools to future-proof their marketing. As third-party data disappears and digital expectations grow, Brazilian firms and service providers are stepping up—balancing automation with creativity and insight.

The ISG Provider Lens™ Martech Service Providers 2025 report affirms that the combination of local innovation and global investment is positioning Brazil as a leader in marketing technology for the region. For companies navigating this shift, partnering with forward-thinking vendors and adopting GenAI strategically will be key to building scalable, high-impact marketing ecosystems.