In July 2025, the debate around Artificial Intelligence (AI) exploded across Brazilian social media. Over 770,000 mentions and 254,000 unique voices actively joined the conversation — a clear sign that AI is no longer just a trend. It’s a living reality embedded in the country’s culture, politics, and business landscape【Source: Brandwatch via Loxias.ai】.But what’s really behind these numbers? Opportunity. Risk. Reputation. And above all, transformation.
AI: The Center of the National Conversation
With 79% of mentions concentrated on platform X (formerly Twitter), AI has become one of the most talked-about topics in Brazil’s digital space. Sentiment is sharply polarized: 52% neutral, 28% negative, and 20% positive. This reflects not only widespread interest, but also a level of emotional engagement few technologies can trigger.
In this environment of massive attention, visionary brands are already moving.
More Than Just Technology: AI as a Political and Cultural Actor
The conversation goes far beyond code and algorithms. Terms like “Lula,” “STF,” and “Bolsonaro” frequently appear, revealing how AI is being drawn into ideological, ethical, and social debates — becoming a new battlefield for public perception and trust.
At the same time, celebrities and influencers like Felipe Neto are humanizing AI. Their viral posts about ChatGPT, filled with humor and emotional reflection, are helping the technology blend into everyday Brazilian life.
Real Opportunities: AI Is Already Delivering Results
This isn’t just hype — AI is saving millions and accelerating outcomes. Google, for instance, recently launched Veo 3, a generative AI tool that creates full advertising videos in as little as four days, with up to 95% lower production costs, as demonstrated in a recent campaign for LATAM Airlines【Source: VEJA】.
In marketing, 80% of Brazilian professionals are already using AI in their campaigns, according to IAB Brasil【Source: Portal da Propaganda】. That translates to faster execution, deeper personalization, and higher ROI — with less waste.
Why Your Brand Needs to Take a Stand — Now
The market already knows: those who lead the AI conversation shape the perception of innovation. But doing so requires responsibility. The public is watching — and questioning.
Loxias’ research highlights three pillars for a successful brand communication strategy around AI:
Ethics and political neutrality – Avoid partisan tones or polarizing narratives; Clarity and transparency – People want to understand how AI impacts their lives; Humanization and accessibility – Approachable, socially relevant language builds trust.
AI in Brazil: More Than Just Technology — It’s Symbolic Capital
AI has become a symbol of progress — but also of tension. There are vast opportunities for those who know how to navigate with intelligence, empathy, and strategic clarity. And the brands that choose to act today — using active listening and data-driven decisions — won’t just be in the conversation. They’ll own it.
Want to discover how your brand can lead the AI conversation in Brazil?
At Loxias, we turn social noise into actionable strategy using advanced AI-powered sentiment analysis. We deliver custom reports that show where your brand can position itself with confidence and impact.
Request a demo of our Advanced Social Listening and learn how to lead Brazil’s next big conversation.
