From digital transformation to the use of AI: CMOs and specialists discuss the future of marketing

Digital transformation, personalization, and artificial intelligence. These were the central themes of SA365 Talks, an event that brought together around 60 executives from major brands to discuss strategic marketing practices and trends. FGV was represented at the event by its Director of Communication and Marketing, Marcos Facó, who participated in a discussion highlighting how artificial intelligence is already transforming advertising and marketing.

In addition to Facó, the topic was addressed by Anna Karina Silva Pinto, CMO of LG Electronics Brasil, moderated by Fernando Hasil from SA365. The director of FGV DICOM emphasized how technology is reshaping processes and strategic decisions. In his speech, he challenged the audience by stating:

“AI can be compared to a weapon: it is up to the person to use it for good or for evil. We are at the beginning of a change whose outline we still do not know. The fact is: everything will change. AI agents of consumers will interact with AI agents of companies, influencing the buying decision.”

The director also pointed out that AI has assumed a key role in conversion funnel strategies, allowing for greater predictability and relevance at each stage of the consumer journey. According to him, FGV is already incorporating these advancements into its communication and marketing initiatives, making the use of data and intelligent agents a concrete reality in engaging with its audiences.

Alexandre Rodriguez, FGV DICOM’s Marketing Superintendent, also participated in the meeting. He highlighted the strong presence of CMOs and directors from various companies, who throughout the event shared challenges that are common to all.

“Incorporating AI strategically, addressing the fragmentation of the creators’ ecosystem, and operating in a market of increasingly multifaceted consumers, whose journeys are nonlinear and filled with cycles of evaluation and experimentation are challenges of current marketing. We are witnessing the beginning of a disruption comparable to that of TV or the Internet, and it is up to marketing to transform an almost unlimited amount of data into filtered and contextualized insights for each business,” he emphasized.

Participation in this debate reinforces FGV's position as an institution attentive to societal changes, aligned with the discussion on the directions of communication in the era of artificial intelligence.

SA365 Talks is an in-person event exclusive to CMOs, Directors, and Marketing and Communication Managers of large companies and advertisers, connecting inquisitive minds with the aim of creating a thriving environment for deep knowledge exchange. This edition also featured CMOs and executives from large companies operating in Brazil, such as Roberta Becker (Grupo St. Marche), Juliana Barros (Avon), Cristiane Chiarioni (Grupo Petrópolis), Ana Simões (Senna Brands), Thais Nascimento (Philips Walita Latam), Gui Rios (CEO SA365), Rafael Gisse (Apex Tool Group Latam), Laura Sivieri (Brasken), and Martin Zanlungo (Head of Media & Digital at Danone).