AI adoption reshapes consumer marketing, food production and chatbot market dynamics

Artificial intelligence is altering how consumers discover brands and make purchase decisions. In Brazil, the shift has prompted Abradi to launch an online course on Generative Engine Optimization (GEO) and AI‑enhanced SEO, aimed at helping marketers adapt to AI‑driven search and recommendation tools.

Major food‑and‑beverage companies are also integrating AI. Nestlé uses AI to monitor dairy production lines, Minerva Foods applies vision AI for beef quality assessment, McDonald’s employs AI‑powered kiosks to personalize ordering, Ambev leverages voice‑analysis AI to promote responsible drinking, and Coca‑Cola and PepsiCo use AI to study consumption habits.

Meanwhile, the chatbot landscape is changing. A Sensor Tower report shows ChatGPT’s market share fell below 50 % by May 2026, with Gemini rising to 27.7 % and Anthropic’s Claude reaching 10.3 %. The decline follows OpenAI’s February contract with the U.S. Department of Defense, which triggered user uninstallations, and intensified competition from Google and Anthropic. AI applications overall are projected to hit 2.3 billion downloads in the first half of 2026, with usage hours nearly doubling.