AI-driven consumer marketing campaigns in Chile and Colombia

Nestlé’s Chocapic brand in Chile launched a participatory advertising campaign that used Microsoft Copilot to pre‑select 100 consumer‑submitted stories, with human judges choosing 15 to be illustrated and displayed on outdoor media across several cities. Winners receive product boxes, merchandise and author credit, showcasing how artificial intelligence can streamline large‑scale, user‑generated content projects while still requiring human oversight.

A global Accenture study of more than 25,500 shoppers in 16 countries found that 74% would trust an AI agent more than a friend for making a purchase, and 71% expect AI to influence at least half of their buying decisions within the next year. Although only 9% currently allow fully autonomous AI purchases, the willingness to delegate grows, prompting brands to adapt to AI‑powered recommendation and pricing analysis.

Both developments illustrate a shift toward AI as a central player in consumer marketing, from content creation in Chile to purchase decision support in Colombia and beyond.