Enterprises engage customers, maximize sales by partnering with strong local martech services providers, ISG Provider Lens™ report says
SÃO PAULO, April 02, 2025--(BUSINESS WIRE)--Enterprises in Brazil are adopting tools based on generative AI and other technologies to better market their brands and products as marketing channels and consumer behavior evolve, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm.
The 2025 ISG Provider Lens™ Martech Service Providers report for Brazil finds GenAI has triggered the latest of several recent transformations in marketing technology. In addition to revolutionizing internal operations at many companies, GenAI is changing the way consumers interact with the web and other digital environments that are vital to effective marketing. Martech service providers in Brazil are keeping up with innovations to meet enterprises’ emerging marketing needs.
"AI is shaking up all spheres of marketing in Brazil, just as it is in most regions," said Sunder Pillai, Retail and CPG industry lead for ISG in the Americas. "Consumers constantly seek new digital experiences, so successful companies and service providers are combining technology and creativity for sustained impact."
The innovation and operational strength of Brazilian martech firms are helping enterprises in Brazil rapidly adopt GenAI and other technologies in their marketing, the report says. Foreign companies seeking a foothold in Latin America are now acquiring Brazilian martech providers, demonstrating the market’s relevance and potential.
As e-commerce continues to grow in Brazil, enterprises are partnering with martech service providers to establish a strong digital presence there, ISG says. Google’s stated intention to discontinue third-party cookies for tracking consumers makes these efforts more challenging. To remain competitive, companies are beginning to use GenAI to speed up production of marketing content and automatically optimize ad placements.
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 Brazil, including the growing need for data analytics and the rising importance of creativity to stand out in an age of automated personalization.
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 Brazil evaluates the capabilities of 26 providers across three quadrants: Digital Presence and Digital Ads, Digital Experience and Analytics and Intelligence.
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 Brazil is available to subscribers or for one-time purchase on this webpage.
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 Europe, as well as in the U.S., Canada, Mexico, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage.
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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Contacts
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
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