Brazilian advertising has always been marked by creative boldness. From major TV commercials to internet virals, the market has a history of reinventing itself in the face of new technologies. The advent of artificial intelligence, however, has accelerated this transformation like few times we've seen before. In just two years, we went from curiosity with strange and poorly made images to robust campaigns, with a professional aesthetic, strong concept, and, above all, cultural impact.

Today, talking about AI in advertising is no longer speculating about the future; it’s reporting the present. Giant brands like Mercado Livre, Magalu, Lay’s, Casas Bahia, and Renner have already incorporated artificial intelligence into their creative strategies, exploring everything from emotional narratives to hyper-personalized consumption experiences. What once seemed experimental has turned into a real battlefield for relevance, innovation, and connection with the audience.

Mercado Livre + Samsung: Smart Week 2025

Mercado Livre, in partnership with Samsung, launched what has been called the first campaign 100% created with generative artificial intelligence in Brazil. The Smart Week film shows a delivery happening in the middle of the jungle, with animals interacting with Samsung products to the sound of “BumBumTamTam” by MC Fioti. 

"In this campaign, AI is the means to tell a different story, with the use of technology and human talent complementing each other to define the concept, messages, and the experience we want to create.”

– Valeria Bazzi, Senior Director of Branding and Public Relations at Mercado Livre.

What makes this piece unique is the fact that all images were created by AI, under the supervision of art directors and human screenwriters who provided narrative coherence to the material. This combination of AI's power and human creative direction turned the campaign not only into an aesthetic landmark but also a clear sign that national advertising has fully embraced automated creation tools.

"We are committed to bringing our products and solutions closer to people, showing in a practical way how Samsung technology simplifies daily life; and artificial intelligence has allowed us to explore a novel format of narrative, more useful and human."

– Renato Shiratsu, Marketing Director at Samsung for Latin America

Magalu: Paitrocine seu pai

On Father's Day 2025, Magalu launched the action “Paitrocine seu pai,” which took content personalization to another level. The idea was simple but moving: users sent photos via WhatsApp and received AI-generated videos simulating meetings between fathers and children of the same age. 

The virtual assistant Lu, already known to the public, was the bridge for this experience. The result was a campaign that combined emotion and innovation, showing how AI can reconstruct impossible memories and create new bonds between generations.

Magalu: Marisa Maiô

Another unexpected move was the adoption of the character Marisa Maiô, created with AI by artist Raony Phillips. The virtual presenter became a cultural phenomenon on social media, with her surreal talk show style, mocking humor, and the AI’s own “flaws” embraced as an aesthetic.

Quickly, the character was absorbed into advertising campaigns, including by Magalu, which transformed the viral into a brand asset. This case shows how Brazilian advertising has been able to ride a cultural wave created by AI's own logic: the improbable, the strange, and the fun became real engagement tools.

Lay’s: Disguised Commentator

Lay’s brought a social reflection by using AI to transform the narrator Elaine Trevisan's voice into a male voice. The proposal was simple and direct: to check if the professional would receive the same level of criticism narrating football with a man's voice. The result was shocking and confirmed the existing gender bias in sports. 

The campaign not only generated debate but also won awards and placed the brand in a position of social prominence. It is an emblematic case of how AI can serve as a tool for denunciation and cultural transformation, winning Gold in the category “Creative Excellence Enhanced by AI” and Bronze in “Great Ideas – Innovative Use of AI in Advertising”.

Casas Bahia: Impossible Price Mission

Casas Bahia demonstrated how artificial intelligence can be used pragmatically to reduce costs and accelerate deliveries. The campaign “Impossible Price Mission” was created in a hybrid model: part filmed, part generated by AI. 

This format reduced costs by approximately 50% without compromising quality and also allowed the campaign to be broadcast in multiple formats, open TV, cinema, social networks, and even at points of sale. This is a clear example of how AI is no longer just experimental, but a real tool for efficiency within retail marketing.

Renner: Virtual Fitting Room with AI

Renner, in partnership with Eletromídia, created a hyper-realistic virtual fitting room experience in shopping malls in Porto Alegre, Rio de Janeiro, and São Paulo. Using generative AI, the system digitally dressed varying body types, allowing consumers to visualize how the pieces would look on their bodies. The activation also offered 15% discount coupons for online purchases. 

This action connects fashion, technology, and consumption in one gesture, showing how AI can create integrated physical and digital experiences that enhance the relationship between brand and audience.

Conclusion

These six examples prove that artificial intelligence already occupies a strategic place in national advertising. It is not just about reducing production costs, as in the case of Casas Bahia, or creating futuristic experiences in fashion retail, as Renner did with its virtual fitting rooms. 

AI is being used to evoke emotion, as in Magalu's “Paitrocine seu pai,” to ride cultural phenomena, such as the adoption of Marisa Maiô, to raise urgent social debates, as in Lay’s film, and even to transform institutional narratives into something unprecedented, as in the case of Mercado Livre and Samsung.

More than just a tool, AI has become a lens through which we see Brazilian creativity reinventing itself. It does not replace the human perspective but amplifies its possibilities, creating new formats, new aesthetics, and new conversations with the audience. The challenge moving forward is clear: to use this technology not just to visually impress but to generate cultural relevance, social impact, and business results.

Brazilian advertising has always had a talent for uniting emotion and innovation. Now, with AI, that talent finds an ally capable of multiplying its forms of expression. The future is not a distant promise; it is already being written, frame by frame, by campaigns like these.