The rapid adoption of artificial intelligence (AI) systems is reshaping how digital campaigns are planned, executed, and automated, according to recent industry studies. Technology enhances efficiency in content creation and automated customer service, while reigniting discussions around transparency, data usage, and authenticity in consumer communication.
Artificial intelligence (AI) not only complements marketing strategies but also plays a central role in the design, execution, and automation of campaigns. Companies across various sectors utilize generative AI systems to accelerate content production, improve customer service, and even close sales, especially through messaging apps like WhatsApp.
International research indicates that intensive AI use is becoming a core axis of digital marketing strategies. The Marketing Content Automation report by Deloitte (2025) shows that the growing demand for content in 2024 is driving organizations across sectors to adopt automated solutions to ensure volume, consistency, and higher return on investment (ROI) in campaigns.
One of the most evident examples of this transformation is the use of AI to replace repetitive tasks performed by SDRs (Sales Development Representatives), with virtual assistants capable of interacting with leads in real-time, qualifying opportunities, and in some cases, closing sales automatically. Tools like Whatsplaid GPT already operate within this model, integrating automated campaigns with messaging channels such as WhatsApp. “By structuring the use of AI, we can create automated campaigns that adapt to each customer's profile, respecting interaction limits and ensuring more efficient communication,” explains Eduardo Thomas, Commercial Director of Whatsplaid GPT.
Large-scale personalization has also become a reality. According to the study “Artificial Intelligence Enabled Solutions in Marketing” (2020), AI-based technologies enable the sending of individualized messages, surpassing traditional mass communication models. This advancement is essential for WhatsApp Marketing strategies, where algorithms can precisely segment customers, avoiding sending messages to inactive or unengaged contacts — an approach that reduces spam and improves conversion rates.
Despite advances, implementing AI in marketing raises important ethical questions. One of the most discussed points is the concept of “AI washing” — the practice of promoting solutions as AI-based when, in fact, they utilize minimal or no AI technology. According to the study ‘The Ethics of AI in Online Marketing: Examining the Impacts on Consumer Privacy and Decision-Making’, the use of AI in online campaigns can undermine consumer trust, compromise transparency regarding data usage, and affect their decision-making autonomy.
Another concern is the loss of authenticity in interactions. In sectors requiring empathy, perceptions of overly mechanized dialogues can alienate audiences. Additionally, the collection and analysis of sensitive data raise concerns about potential privacy violations and the possibility that algorithmic decisions reproduce social biases.
Therefore, adopting this technology demands a balance between efficiency and responsibility. The marketing sector enters a new phase where automation broadens possibilities but also challenges maintaining trust in an environment increasingly mediated by algorithms.