AI adoption lags behind priority among Portuguese executives

In the Portuguese advertising and marketing sector, there is a significant gap between the perceived importance of Artificial Intelligence and its actual implementation. While 47% of Portuguese executives identify AI as a top technological transformation priority, less than half have a defined strategy, and only 2% of companies invest more than one-fifth of their budget into the technology. This compares to a 15% global investment rate.

Despite the lack of formal corporate strategy, AI is already impacting the workforce. Approximately 15% of leaders report that AI has replaced existing roles, while 38% indicate it has created new positions. Within agencies, adoption is often fragmented, with individual employees using tools for copywriting, design, and briefing summaries without a collective or integrated organizational approach.