Brazilian Firms Boost Marketing Impact with Data, GenAI
Information Services Group (ISG) (Nasdaq: III) has released a new report highlighting how Brazilian enterprises are leveraging generative AI and advanced technologies to enhance their marketing strategies. The 2025 ISG Provider Lens™ Martech Service Providers report reveals that GenAI is transforming both internal operations and consumer interactions in digital marketing environments.
The report emphasizes that Brazilian martech firms' innovation is facilitating rapid GenAI adoption, attracting foreign companies to acquire local providers. As e-commerce expands, enterprises are focusing on establishing strong digital presence, particularly with Google's planned discontinuation of third-party cookies. Companies are utilizing GenAI for faster marketing content production and ad placement optimization.
The study identifies several market leaders, with Accenture Song, Brivia, and Monks leading across all three evaluated quadrants: Digital Presence and Digital Ads, Digital Experience, and Analytics and Intelligence.
Information Services Group (ISG) (Nasdaq: III) ha pubblicato un nuovo rapporto che evidenzia come le imprese brasiliane stiano sfruttando l'AI generativa e le tecnologie avanzate per migliorare le loro strategie di marketing. Il rapporto ISG Provider Lens™ Martech Service Providers 2025 rivela che l'AI generativa sta trasformando sia le operazioni interne che le interazioni con i consumatori negli ambienti di marketing digitale.
Il rapporto sottolinea che l'innovazione delle aziende martech brasiliane sta facilitando una rapida adozione dell'AI generativa, attirando aziende straniere ad acquisire fornitori locali. Con l'espansione dell'e-commerce, le imprese si concentrano sull'instaurare una forte presenza digitale, in particolare con la prevista interruzione da parte di Google dei cookie di terze parti. Le aziende stanno utilizzando l'AI generativa per una produzione più rapida di contenuti di marketing e per l'ottimizzazione del posizionamento degli annunci.
Lo studio identifica diversi leader di mercato, con Accenture Song, Brivia e Monks che si distinguono in tutti e tre i quadranti valutati: Presenza Digitale e Annunci Digitali, Esperienza Digitale e Analisi e Intelligenza.
Information Services Group (ISG) (Nasdaq: III) ha lanzado un nuevo informe que destaca cómo las empresas brasileñas están aprovechando la IA generativa y las tecnologías avanzadas para mejorar sus estrategias de marketing. El informe ISG Provider Lens™ Martech Service Providers 2025 revela que la IA generativa está transformando tanto las operaciones internas como las interacciones con los consumidores en entornos de marketing digital.
El informe enfatiza que la innovación de las empresas martech brasileñas está facilitando una rápida adopción de la IA generativa, atrayendo a empresas extranjeras a adquirir proveedores locales. A medida que el comercio electrónico se expande, las empresas se están enfocando en establecer una fuerte presencia digital, especialmente con la prevista discontinuación de Google de las cookies de terceros. Las empresas están utilizando la IA generativa para una producción más rápida de contenido de marketing y para la optimización de la colocación de anuncios.
El estudio identifica varios líderes de mercado, con Accenture Song, Brivia y Monks liderando en los tres cuadrantes evaluados: Presencia Digital y Anuncios Digitales, Experiencia Digital y Análisis e Inteligencia.
정보 서비스 그룹 (ISG) (Nasdaq: III)는 브라질 기업들이 생성 AI 및 고급 기술을 활용하여 마케팅 전략을 향상시키고 있는 방법을 강조하는 새로운 보고서를 발표했습니다. 2025 ISG 공급자 렌즈™ 마케팅 기술 서비스 제공업체 보고서는 생성 AI가 디지털 마케팅 환경에서 내부 운영과 소비자 상호작용 모두를 변화시키고 있다고 밝혔습니다.
보고서는 브라질 마케팅 기술 회사들의 혁신이 빠른 생성 AI 채택을 촉진하고 있으며, 외국 기업들이 현지 공급업체를 인수하는 데 관심을 보이고 있다고 강조합니다. 전자 상거래가 확장됨에 따라, 기업들은 특히 구글의 제3자 쿠키 중단 계획에 따라 강력한 디지털 존재감을 구축하는 데 집중하고 있습니다. 기업들은 더 빠른 마케팅 콘텐츠 생산과 광고 배치 최적화를 위해 생성 AI를 활용하고 있습니다.
연구는 여러 시장 리더를 식별하며, Accenture Song, Brivia 및 Monks가 평가된 세 가지 사분면 모두에서 선두를 달리고 있습니다: 디지털 존재감 및 디지털 광고, 디지털 경험, 분석 및 인텔리전스.
Information Services Group (ISG) (Nasdaq: III) a publié un nouveau rapport mettant en lumière comment les entreprises brésiliennes exploitent l'IA générative et les technologies avancées pour améliorer leurs stratégies marketing. Le rapport ISG Provider Lens™ Martech Service Providers 2025 révèle que l'IA générative transforme à la fois les opérations internes et les interactions avec les consommateurs dans les environnements de marketing numérique.
Le rapport souligne que l'innovation des entreprises martech brésiliennes facilite une adoption rapide de l'IA générative, attirant des entreprises étrangères à acquérir des fournisseurs locaux. À mesure que le commerce électronique s'étend, les entreprises se concentrent sur l'établissement d'une forte présence numérique, notamment avec l'arrêt prévu par Google des cookies tiers. Les entreprises utilisent l'IA générative pour une production plus rapide de contenu marketing et pour l'optimisation du placement des annonces.
L'étude identifie plusieurs leaders du marché, avec Accenture Song, Brivia et Monks qui se distinguent dans les trois quadrants évalués : Présence numérique et publicités numériques, Expérience numérique et Analyse et intelligence.
Information Services Group (ISG) (Nasdaq: III) hat einen neuen Bericht veröffentlicht, der hervorhebt, wie brasilianische Unternehmen generative KI und fortschrittliche Technologien nutzen, um ihre Marketingstrategien zu verbessern. Der Bericht ISG Provider Lens™ Martech Service Providers 2025 zeigt, dass generative KI sowohl interne Abläufe als auch Verbraucherinteraktionen in digitalen Marketingumgebungen transformiert.
Der Bericht betont, dass die Innovation brasilianischer Martech-Firmen eine schnelle Einführung von generativer KI erleichtert und ausländische Unternehmen anzieht, lokale Anbieter zu übernehmen. Mit dem Wachstum des E-Commerce konzentrieren sich Unternehmen darauf, eine starke digitale Präsenz aufzubauen, insbesondere angesichts der geplanten Einstellung von Drittanbieter-Cookies durch Google. Unternehmen nutzen generative KI, um die Produktion von Marketinginhalten zu beschleunigen und die Platzierung von Anzeigen zu optimieren.
Die Studie identifiziert mehrere Marktführer, wobei Accenture Song, Brivia und Monks in allen drei bewerteten Quadranten führend sind: Digitale Präsenz und digitale Werbung, digitale Erfahrung sowie Analyse und Intelligenz.
- Foreign companies are acquiring Brazilian martech providers, indicating market strength and potential
- Local martech firms show strong innovation and operational capabilities
- Growing e-commerce market in Brazil presents expansion opportunities
- Google's planned elimination of third-party cookies creates tracking challenges
- Companies face increasing complexity in consumer data management and segmentation
- Rising need for technological adaptation and investment in new marketing tools
Enterprises engage customers, maximize sales by partnering with strong local martech services providers, ISG Provider Lens™ report says
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Enterprises in
The 2025 ISG Provider Lens™ Martech Service Providers report for
“AI is shaking up all spheres of marketing in
The innovation and operational strength of Brazilian martech firms are helping enterprises in
As e-commerce continues to grow in
Well-structured customer relationship management (CRM) platforms and intelligent use of consumer data are becoming strategically important for enterprises to properly segment audiences, the report says. By predicting consumers’ interests and behaviors, companies can deliver effective messages to the right audience at the right time.
To meaningfully engage with audiences, Brazilian companies are also beginning to create digital experiences across websites, applications, AR, VR and hybrid events, ISG says. A key goal of these efforts is conversion rate optimization, or maximizing the number of interactions with customers that result in successful transactions. Martech providers are just starting to explore how GenAI could enhance personalization.
“Digital experiences are where brands and consumers meet,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Martech providers are allowing growing number of Brazilian clients to build intuitive, usable interfaces that help to attract potential customers.”
The report also examines other marketing technology trends affecting enterprises in
For more insights into the marketing technology challenges facing Brazilian enterprises, along with ISG’s advice for overcoming them, see the ISG Provider Lens™ Focal Points briefing here.
The 2025 ISG Provider Lens™ Martech Service Providers report for
The report names Accenture Song, Brivia and Monks as Leaders in all three quadrants. It names Cadastra, Gauge/Stefanini and GhFly as Leaders in two quadrants each. DP6, Keyrus, OSF Digital and W3haus/Stefanini are named as Leaders in one quadrant each.
In addition, Cadastra is named as a Rising Star — a company with a “promising portfolio” and “high future potential” by ISG’s definition — in one quadrant.
A customized version of the report is available from Keyrus.
The 2025 ISG Provider Lens™ Martech Service Providers report for
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across
About ISG
ISG (Nasdaq: III) is a global AI-centered technology research and advisory firm. A trusted partner to more than 900 clients, including 75 of the world’s top 100 enterprises, ISG is a long-time leader in technology and business services that is now at the forefront of leveraging AI to help organizations achieve operational excellence and faster growth. The firm, founded in 2006, is known for its proprietary market data, in-depth knowledge of provider ecosystems, and the expertise of its 1,600 professionals worldwide working together to help clients maximize the value of their technology investments.
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Press Contacts:
Will Thoretz, ISG
+1 203 517 3119
will.thoretz@isg-one.com
Thábata Mondoni, Mondoni Press for ISG
Mobile: +55 11 98671 5652
thabata@mondonipress.com.br
Source: Information Services Group, Inc.
FAQ
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