Creative · LatAm

Creative

Which technology do enterprise and scale-up marketers demand for creative production, testing and brand control?

Brazil, Mexico, Argentina, Colombia, Chile, Peru. Updated 25 Sep 2026.

Confidence reflects how broadly independent marketers and sources across all regions support a demand.

Short list: few demands in this region have both voice and an external signal yet; see Not ranked and Early signals.

Where each demand sits: emerging to mainstream

Left to right, how far each marketing technology has spread among businesses; higher up, how strongly marketers in this list ask for it.

ranked demandscored, not rankedlist mediancolour: emerging to mainstream

Not plotted: early signals

Early signals (tracked, not yet scored): Dynamic creative optimisation (early adopters), Creative localisation and multi-market adaptation (early majority), Creative testing design and winner selection (early majority), Creative volume and variant production planning (early majority), AI product imagery at scale (early majority), Creative effectiveness pre-testing and creative ROI (early majority), AI ad generator (early to late majority), Ad compliance and AI disclosure check (late majority). Maturity still to be measured for: AI likeness and UGC authenticity risk check, Ad fatigue checker, Creative approval and review workflow, Creative element analytics, Digital asset management for AI-scale creative, Platform-altered creative audit, UGC creator sourcing.

How to read

Horizontal: how far a marketing technology has spread among businesses, from external research only (independent studies and research run by large brands), never from the score. Innovators = under 2.5% of businesses use it, early adopters 2.5-16%, early majority 16-50%, late majority over 50%; a measured usage rate sits inside its band, a stage without a rate at the band centre. Left of the divide is an early market.

Vertical: Demand Strength score. In demand = scoring above the median of this list (ranked and not ranked demands; the dashed line).

Areas in this list, including demands not plotted: Established & in demand · Mature & quiet · Early & quiet · No maturity data yet. The cards use the same area names.

Sort by

1 (1-2)

Brand consistency governance for AI-scale creative

Checks every AI-made variant against the brand kit (colour, character, tone, distinctiveness) before it goes live.

High confidenceStrong evidence: global

Market: early majority · 33% useEstablished & in demand

51.4 Demand Strength

Voice58

Momentum68

Intensity17

Budget37

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
News momentum
Budget signals

Drawn from trade press, LinkedIn, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solution

Momentum

rising

+74% search interest, last 13 vs previous 13 weeks (Google Trends: BR)

Research

Governance is the top barrier (26%) for UK advertisers not yet live with GenAI
ISBA, ISBA UK Advertiser Gen AI Adoption 2026 (Gen AI Survey), 2026 · UK sample
58% of multinationals are concerned about AI-driven creative homogeneity ('a sea of creative sameness')
WFA (with LIONS), Clients and Creativity 2026, 2026 · n=160 · global sample

looking for a solution
translated from Portuguese This is a very strategic position in our Marketing team: we have no advertising agency and develop practically all our projects and campaigns with the in-house team.
Essa é uma posição muito estratégica no nosso time de Marketing: não temos agência de publicidade e desenvolvemos praticamente todos os nossos projetos e campanhas com o time interno.
Marketing Managerenterprise property-tech platform
Brazil · LinkedIn · Mar 2026 source withheld
interest
translated from Spanish "If you write a one-line prompt, the answer will be exactly that. But if you put time into it, the result will be completely different," [speaker] explained.
"Si tú haces un prompt de una línea, la respuesta va a ser exactamente eso. Pero si dedicas tiempo, el resultado será totalmente distinto", explicó.
Head of Marketing, Snacksenterprise packaged food company
Mexico · Conference talk · May 2026 source
interest
translated from Portuguese We don't accept just anything that comes out of AI. It has to look natural, represent the brand and make sense to the consumer.
A gente não aceita qualquer coisa que venha da IA. Precisa parecer natural, representar a marca e fazer sentido para o consumidor.
Marketing and Growth Managerenterprise grocery retailer
Brazil · Trade press · Jul 2026 source

Market maturity

Early majority · 33% use today, 35% plan in 12 months · low confidence

Sources

Adobe (with Advanis), Creatives say AI is helping them meet growing demand for content, 2026 · run by Adobe · Link
WARC (via PPC Land), WARC x TikTok AI creative research, 2026 · sponsored by TikTok · Link
IAB, AI Adoption Is Surging in Advertising, but Is the Industry Prepared for Responsible AI?, 2025 · sponsored by Aymara · Link

2 (1-2)

AI creative production decision (AI vs human)

Tells a brand team, by format and channel, whether AI-made creative performs as well as human-made before the budget is committed.

High confidenceStrong evidence: global

Market: late majority · 73% useMature & quiet

50.9 Demand Strength

Voice33

Research73

Intensity37

Budget53

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Independent research
Budget signals

Drawn from trade press, podcasts and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Research

70% of CMOs say internal marketing processes are not mature enough to implement and scale AI; only 30% report mature AI readiness
Gartner, Gartner 2026 CMO Spend Survey (press release), 2026 · n=401 · multi-country sample
51% of marketing leaders say their organizations are reducing reliance on agencies as they adopt AI for content and creative work; 66% still encourage experimentation to find the right AI…
Forrester, The State Of Content Creation And Optimization Solutions, 2026 · global sample

paying
translated from Portuguese Some scenes were easy to produce: we gave the AI the command and it understood, and others not. You have less control over timing. Maybe that will still evolve
Algumas cenas foram fáceis de produzir, colocávamos o comando para a IA e ela entendia, e outras não. Tem-se um menor controle do tempo. Talvez isso vá evoluir ainda
Marketing Director, Mobileenterprise consumer electronics company
Brazil · Trade press · Jun 2026 source withheld
looking for a solution
Elena reveals how her team transformed creative development from week-long agency processes to just five minutes using ethically-trained AI tools like Adobe Firefly and Copilot.
Marketing Directorenterprise beverage brand
Latin America · Podcast · Feb 2026 source withheld
interest
translated from Spanish The challenge is not only using the technology, but doing it in a way that boosts creativity and reinforces the brand's DNA.
El reto no es solo utilizar la tecnología, sino hacerlo de una manera que potencie la creatividad y refuerce el ADN de la marca.
Creative Directorscale-up children's fashion brand
Colombia · Trade press · Mar 2025 source

Research

Gartner, Gartner 2026 CMO Spend Survey (press release), 2026 · n=401 · Link
70% of CMOs say internal marketing processes are not mature enough to implement and scale AI; only 30% report mature AI readiness

More studies were reviewed for this demand.

Market maturity

Late majority · 73% use today, 86% plan in 12 months · high confidence

Sources

BCG, Moving the Agentic Marketing Transformation from Illusion to Reality, 2026 · Link
Gartner (via Chief Marketer), 2026 CMO Spend Survey, 2026 · Link
HubSpot, 2026 State of Marketing Report, 2026 · run by HubSpot · Link
IAB, The AI Ad Gap Widens, 2026 · Link
Salesforce, State of Marketing 2026 (10th edition), 2026 · run by Salesforce · Link
WARC (via PPC Land), WARC x TikTok AI creative research, 2026 · sponsored by TikTok · Link
Deloitte Digital, Human-AI marketing collaboration, 2025 · Link
EMARKETER, Marketers grapple with ad creative strategies, 2025 · sponsored by TripleLift · Link
Gartner (via Marketing Dive), Gartner GenAI for marketing campaigns survey, 2025 · Link
IAB (fieldwork by Advertiser Perceptions and Guideline), 2025 Digital Video Ad Spend & Strategy Full Report, 2025 · Link
IAB (fieldwork by Advertiser Perceptions and Guideline), 2025 Digital Video Ad Spend & Strategy Full Report, 2025 · Link
Kantar, Media Reactions 2025, 2025 · Link
McKinsey (via Generation Digital), The state of AI in 2025: Agents, innovation, and transformation, 2025 · Link
WFA, GenAI survey, 2024 · Link

Early signals

Demands marketers are starting to raise in this region. They are tracked from quarter to quarter and are scored once enough independent marketers raise them.

Demand	Status
Creative testing design and winner selection Tells a media buyer how many creatives to test, when a winner is statistically real, and when the platform pre-picked it for you.	early signal
Creative volume and variant production planning Tells a performance team how many concepts and variants its monthly spend needs and where the brief-to-live bottleneck is.	early signal
Creative effectiveness pre-testing and creative ROI Gives a CMO a defensible number for which creative idea deserves scale, before and after the media runs.	early signal
Creative approval and review workflow Gets a creative through legal, brand and management review in days, not weeks, with decision rights visible.	early signal
Ad compliance and AI disclosure check Checks an AI-made creative against market-by-market disclosure rules and regulated-category restrictions before it ships.	early signal
UGC creator sourcing (creator vs AI UGC vs platform marketplace) Helps a DTC team decide where its UGC volume comes from: real creators, AI UGC or the platform's own creator marketplace.	early signal
AI likeness and UGC authenticity risk check	early signal
Platform-altered creative audit (Advantage+ / AI Max)	early signal
Dynamic creative optimisation (DCO)	early signal
Ad fatigue checker (fatigue vs saturation diagnosis)	early signal
Creative element analytics (winning creative attributes) Tags every ad by hook, format, persona and message and tells a team which element is actually moving ROAS.	early signal
Digital asset management (DAM) for AI-scale creative	early signal
Creative localisation and multi-market adaptation Adapts one creative to four regions (language, format, cultural cues) and tells you when the platform's free dubbing is good enough.	early signal
AI product imagery at scale Turns one product shot into lifestyle images and format variants for every channel; the platforms now do this inside the ad account.	early signal
AI ad generator (self-serve ad creation) Makes ad images and copy without a designer.	early signal

Creative

Where each demand sits: emerging to mainstream

Brand consistency governance for AI-scale creative

What marketers say

Market maturity

AI creative production decision (AI vs human)

What marketers say

Research

Market maturity

Early signals

Creative

Where each demand sits: emerging to mainstream

Ranked demands

Brand consistency governance for AI-scale creative

What marketers say

Market maturity

AI creative production decision (AI vs human)

What marketers say

Research

Market maturity

Early signals