Brazilian Tiago Ribeiro, widely known as “Tito,” is a pioneer in the digital market. Tito has extensive experience leading teams worldwide. With a solid track record in Latin American agencies, he has held leadership positions such as Digital Director at VML Peru (WPP Group) and Innovation Director at Biederman McCann (Paraguay).
Back in Brazil, Tito has collaborated with leading agencies such as GUT São Paulo and AlmapBBDO as a freelancer. More recently, he launched @DailyArtSP, an innovative personal project focused on the contemporary art market.
Over his 20-year career, Tito has worked in Hispanic and global markets while based in Europe, developing projects in Istanbul, Lisbon, Madrid, Amsterdam, London, and other cities. He later returned to Latin America, working in Montevideo, Uruguay, where he managed projects across Latin America and the Caribbean, followed by Mexico City and finally Asunción, Paraguay.
Establishing himself as one of the most influential executives of his generation, Tito now applies everything he has learned over nearly two decades of experience. Today he works as a consultant, with a portfolio that includes projects for brands such as L’Oréal Paris, McDonald’s, Carrefour, Coca-Cola, AB InBev (Anheuser-Busch InBev), and Diesel.
Since 2015, Tito has produced an annual, detailed report on global digital marketing trends. Based on extensive research and market data, the study highlights the most impactful strategies for companies across multiple sectors. Below, we outline five key themes that will guide the strategy of leading corporations worldwide in 2026:
1. Silver Generation: Human Capital for Working with AI
Interactions between AIs will create a new layer of marketing, where intelligent agents negotiate, recommend, and craft social experiences. When it comes to artificial intelligence and content creation, maturity and experience make all the difference. Professionals with long careers are able to design more strategic, creative, and functional prompts, turning life experience into a competitive advantage. Longevity in the workplace is a powerful resource, but challenges remain: professionals over 60 may face age-related bias. Therefore, companies and marketing agencies should adopt inclusion policies, encouraging the hiring and retention of the Silver Generation. This is crucial for fostering a more diverse and enriching environment.
2. From Content to Conversion: The Silent Shift in the Creator Economy
Social commerce is reshaping the way brands, creators, and consumers interact, and 2026 promises to accelerate this transformation. Platforms such as TikTok Shop consolidate the so-called “affiliate era,” where creators are no longer just content producers but active sellers, integrating content and direct sales in an organic and strategic way. After years of exponential growth in the creator economy, creators now face a new challenge: monetising their influence efficiently and measurably. Brands no longer want just brand-building; the hype is over. Now is the time to move the needle and directly impact the company’s bottom line.
3. Multiplatforms and Entertainment: The Evolution of Marketing
The growth of alternative platforms and niche communities will require personalised strategies, moving away from the “one-size-fits-all” model of major networks. Shifts in narrative show that entertainment is increasingly becoming the central strategy for brands and creators. To stand out, it is essential to produce native content for platforms such as WhatsApp, Kwai, and LinkedIn, adapting to the particularities of each channel. Kwai, for example, is one of the leading short-video social networks in Brazil, with over 60 million active users, high daily usage frequency (89%), and strong penetration in classes C, D, and E (84%). By 2026, LinkedIn has established itself as the world’s largest professional network, surpassing 1.2 billion registered members globally, with around 310 million monthly active users (MAU) and 134 million daily active users (DAU). In other words, if your brand is still producing content focused on a single platform, this will be the year of change.
4. Ads on ChatGPT: Data Supporting Core Strategy
Chatbots and AI assistants will become integrated shopping channels, allowing full transactions within conversations naturally and contextually. OpenAI has begun testing ads in the free version of ChatGPT for logged-in adult users in the US. The measure is part of a strategy to increase revenue and support the $1.4 trillion the company plans to invest in AI infrastructure over the next eight years. This strategy enables targeted ad delivery based on user interactions. For example, someone planning a trip could see ads for hotels or entertainment options in their desired region. The company believes AI can offer advertising experiences more relevant than traditional ads, making the purchasing decision process more integrated and useful.
5. Culture in Action: Innovation that Transforms Brands
Cultural insights guide the development of products, services, and technology, making creation more aligned with people’s habits, desires, and behaviours. New products will increasingly be shaped by user voices, with influences coming from social media. It will become ever more common for marketing strategies to change course based on the reaction to a campaign or the engagement generated by a specific action. This agility in adapting and developing new products will embed culture into the DNA of brands, creating a strategic link between companies and agencies.
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