South By Southwest, better known as SXSW, largest innovation festival, technology and creativity of the world, concluded its 2025 edition with a list of trends for professionals and companies to keep an eye on. In addition to the conferences and lectures, the event released the Tech Trends report with a thousand pages full of information that affects the future of all market sectors.
This is Rafael Ataide., Data & Tech director ofAdtailand has a postgraduate degree in Data Science and Artificial Intelligence from PUCRS, examined the content to summarize, in a quick and uncomplicated way, what is most important among thetrendsdo marketing. It is important to observe the landscape of all major industries, because transformations that affect society naturally change consumption behaviors. The changes that directly affect marketing require attention right now - after all, "trends only materialize when we take action", comment.
In general, the event revolved around themes such as artificial intelligence, robotics and, quantum computing and high-impact movements as technologies aimed at alleviating the climate crisis. From the broadest insights to the most specific, Rafael explains what marketing professionals should prepare for.
LAM: from text to action
"The AIs that have gained popularity recently are language models", called Large Language Models, or LLMs. Your entire performance is centered on text production. Now, the LAMs begin to emerge: Large Action Models. That is to say, we will see AIs that not only communicate, but actively carry out actions, explain the specialist.
The SXSW report highlights Microsoft's LAM, that is being built with a database of 76 thousand plan-task combinations. The goal is for the tool to know what to do in certain scenarios and then automate those activities. The forecast is that, by 2030, more than 125 billion connected devices generate continuous behavioral data, what will increasingly feed the ability of LAMs to learn and act autonomously.
The end of SEO?
Most people have already realized that the highly desired space at the top of Google's search results, now, belongs to AI. This has led organizations to reflect on their SEO strategies. "People still seek depth in complete pages", but it is inevitable that shallow and superficial content will stop generating clicks, once artificial intelligence provides answers easily, points Rafael.
In addition to focusing on the creation of personalized and comprehensive content, it is also important to understand the change in the way people search. With the advancement in the use of tools like ChatGPT, users start to replace keywords with longer phrases, inclusive in a conversational tone. It is also a reflection of the growing use of chatbots and voice assistants.
Automatic campaigns
AI has already started to go beyond copywriting and design: the campaigns themselves are being automated from start to finish. There are new platforms managing campaigns from ideation to results analysis, automatically adjusting parameters based on real-time data.
"It is likely that large marketing systems", like Hubspot and Salesforce, we will soon start offering these possibilities. Professionals start to create campaigns using only simple commands, "as if it were a prompt in ChatGPT", add Rafael.
Behavior analysis
Facial recognition solutions are developing rapidly, with uses that can be applied directly in stores and other establishments, or even in online calls. They are technologies that can evaluate facial expressions meticulously, identifying the real engagement of consumers in real time.
MoodMe and MorphCast are some examples of tools that perform this analysis. There are also solutions like Viso Suite, that tracks behavior patterns such as wait time and customer flow. These possibilities can significantly change marketing. However, they also generate debates about data privacy. The European Union has already banned the creation of databases based on facial recognition, whether taken from security cameras or the internet. Let's observe how regulations and new technologies will find balance from now on, but we will certainly see more on the subject soon, concludes Rafael Ataide.
