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 rules of the game
Communication in Latin America is undergoing a profound process of redefinition. Brands no longer just send messages; now compete for attention in real time. The audiences, que têm nas redes sociais sua principal fonte de informação, 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 і Facebook
In a new reality overloaded with stimuli, the communication strategies require surgical precision. Having data is not enough: you need to know how to interpret it, transform them into action and do so with sensitivity to the context. Here is where artificial intelligence demonstrates its greatest potential. Sentiment analysis tools, monitoring of trends and automated reading of digital behaviors allow identifying patterns, predict scenarios and make decisions more quickly. But, como destaca a LatAm Intersect PR, regional agency specialized in reputation and strategic communication, the human judgment remains irreplaceable
We can know which topics are trending or declining, que tono de voz genera rechazo o interés, ou qual formato tem mais alcance em cada rede. But this data needs interpretation. The dice shows what happened; the criterion shows you what to do with it, affirms Claudia Daré, co-founder of the agency. E complementa: “Estamos no meio de uma revolução que chamo de comunicação 4.0. Uma fase em que a IA potencializa o nosso trabalho, but does not replace it. It allows us to be more strategic, more creative and work with data with much more intelligence. But the real impact only happens when there are people capable of turning this intelligence into relevant decisions.”
Reputation is no longer defended: it is built in real time. The 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 has led to smaller newsrooms, journalists more overburdened and more diverse channels. The content that today generates value is that which understands this new ecosystem is brief, goal, útil y adaptado. 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, mas poderosa: comunicar não é apenas ocupar espaço; é gerar sentido. And, in this new era, who can do this with intelligence — artificial and human — will have a real advantage
