The rapid adoption of artificial intelligence (AI) systems is starting to reshape how digital campaigns are planned, executed, and automated, according to recent sector studies. Technology enhances efficiency in content creation and automated customer service, while reigniting discussions on transparency, data use, and authenticity in communication with consumers.
Artificial intelligence (AI) not only complements marketing strategies but is also taking a central role in the conception, execution, and automation of campaigns. Companies across various sectors are using generative AI systems to accelerate content production, improve customer service, and even complete sales processes—especially through messaging apps like WhatsApp.
International research indicates that intensive AI use is becoming a key axis of digital marketing strategies. The ”Marketing Content Automation” report by Deloitte (2025) notes that the growing demand for content in 2024 is driving organizations in various segments to adopt automated solutions to ensure volume, consistency, and higher ROI in campaigns.
One of the clearest 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 closing sales automatically in some cases. Tools like Whatsplaid GPT are already operating in this model, integrating automated campaigns with messaging channels such as WhatsApp. “With structured AI use, we can create automated campaigns that adapt to each customer’s profile, respecting interaction limits and ensuring more efficient communication,” says Eduardo Thomas, Commercial Director at Whatsplaid GPT.
Large-scale personalization has also become a reality. As pointed out in the study “Artificial Intelligence Enabled Solutions in Marketing” (2020), AI-based technologies enable sending personalized messages, surpassing traditional mass communication models. This advancement is essential for WhatsApp Marketing, where algorithms can precisely segment customers, avoiding sending messages to inactive or unengaged contacts—an approach that reduces spam and improves conversion rates.
Despite these advances, implementing AI in marketing raises relevant ethical questions. One of the hotly debated points is the concept of ”AI washing”— the practice of promoting solutions as AI-based when, in fact, they use minimal or non-existent AI features. According to the study ‘The Ethics of AI in Online Marketing: Examining the Impacts on Consumer Privacy and Decision-Making,’ using AI in online campaigns can undermine consumer trust, compromise transparency regarding data use, and affect their autonomy in decision-making.
Another concern is the loss of authenticity in interactions. In sectors requiring empathy, perceptions of overly mechanized dialogues may alienate the public. Additionally, the collection and analysis of sensitive data raise privacy fears and the possibility of algorithmic decisions reproducing social biases.
The adoption of technology, therefore, requires a balance between efficiency and responsibility. The marketing sector enters a new phase where automation expands possibilities but also poses the challenge of maintaining trust relationships in an environment increasingly mediated by algorithms.