The pandemic was, without a doubt, a turning point in the region's information ecosystem. But it was not the only one. Five years after the start of this abrupt transformation, artificial intelligence emerges as the great catalyst of a new phase in communication. In a scenario where the essays shrank, the platforms have multiplied and content consumers behave as informed and demanding curators, AI is changing the game rules
Communication in Latin America is undergoing a profound process of redefinition. Brands no longer just send messages; now compete for real-time attention. The audiences, that have social media as their main source of information, demand clarity, relevance and appropriate formats. According to the studyFrom information to engagement, carried out by Intersect Intelligence, 40,5% of users in the region primarily get information through social media, and more than 70% follow traditional vehicles on platforms like Instagram, TikTok and Facebook
In a new reality overloaded with stimuli, communication strategies require surgical precision. Having data is not enough: you need to know how to interpret it, turn them into action and do so with sensitivity to the context. This is where artificial intelligence demonstrates its greatest potential. Sentiment analysis tools, trend monitoring and automated reading of digital behaviors allow identifying patterns, predict scenarios and make decisions more quickly. But, how does LatAm Intersect PR stand out, regional agency specialized in reputation and strategic communication, human judgment remains irreplaceable
We can know which topics are trending or declining, what tone of voice generates rejection or interest, or which format has the most reach on each network. But this data needs interpretation. The die shows what happened; the criterion shows you what to do with it, affirms Claudia Daré, co-founder of the agency. And he adds: "We are in the middle of a revolution that I call communication 4.0. A phase in which AI enhances our work, but does not replace it. It allows us to be more strategic, more creative and work with the data with much more intelligence. But the real impact only happens when there are people capable of turning this intelligence into relevant decisions.”
Reputation can no longer be defended: it is built in real time. Brands that understand this do not avoid difficult moments — confront us with transparency. In a recent massive data leak in Brazil, a technology company became a key source for the press by clearly explaining the scope of the incident. While your competitors chose silence, this organization has gained space, legitimacy and trust
The relationship with the press has also changed. The accelerated digitization left smaller newsrooms, more overworked journalists and more diverse channels. The content that today generates value is the one that understands this new ecosystem it is brief, goal, useful and adapted. The challenge is not just to inform, but connect
Five years after the start of the pandemic, with artificial intelligence as a catalyst for a new phase, the region faces a simple truth, but powerful: communicating is not just occupying space; is to generate meaning. AND, in this new era, whoever manages to do that with intelligence — artificial and human — will have a real advantage
