AI adoption in Brazilian marketing hits 88%, but conversion impact lags

A new IAB Brasil/Nielsen study shows AI adoption in Brazilian digital marketing has risen to 88% of companies, up from 67% three years ago, with 82% of professionals calling it indispensable. However, the technology remains focused on operational efficiency rather than driving conversion, with 80% of professionals citing efficiency as the primary benefit. This indicates a maturity gap where AI is embedded but not yet delivering on its full commercial potential.