Brazilian CEOs Question AI Hype and Call for Experience‑Driven Live Marketing

A recent commentary on Brazil's live‑marketing scene argues that tech should no longer be the sole focus of brand activations. Citing events such as Lollapalooza Brazil, Coachella and SXSW, the author stresses that audiences now demand personalized, immersive experiences that integrate physical, digital and sustainable elements, with ESG considerations becoming a core part of event strategy.

In a separate essay, a veteran Brazilian fintech CEO, after 25 years leading companies through multiple technological revolutions, criticises the current hysteria around artificial intelligence. He likens AI to the internet and cloud, noting that while some businesses may be transformed, many see only modest efficiency gains and uncertain ROI. The CEO urges a measured, business‑focused approach rather than succumbing to market noise.

Both pieces highlight a shift from technology as a headline attraction toward a more nuanced, value‑oriented deployment in Brazil's corporate and event landscapes.