Advertising industry faces transformation amid betting bans and AI

During the MaxiMídia 2026 event, industry leaders discussed the significant shifts facing the creative economy and advertising sector. A major catalyst for change is a provisional measure by the Brazilian Ministry of Finance that prohibits online betting platforms, a sector that had invested over R$ 1.4 billion in media in 2025. This ban forces content creators to reinvent their business models and focus on long-term wealth preservation.

Advertising agency executives from WMcCann, Leo Brasil, and Tech&Soul addressed the challenges of a fragmented market where brand investments are spread across numerous digital channels. Leaders emphasized the need for agencies to act as strategic guides to ensure return on investment (ROI) amidst the rise of e-commerce, social media, and search platforms.

Furthermore, experts highlighted a crisis in the traditional agency operational model. Facing pressure from big tech platforms like Google and Meta, as well as private equity firms, agencies are struggling with shrinking margins and the impact of AI automation. Consultants noted that these economic pressures are creating a talent gap, as reduced investment limits the ability to hire specialists or train new professionals.