# AI adoption in Portuguese marketing sector

> Live situation record from CLSTR: https://clstr.news/situations/ai-adoption-in-portuguese-marketing-sector
> Updated: 2026-09-21T11:42:20.000Z. Sources: 5. Developments: 2.

In the Portuguese advertising and marketing sector, a gap exists between the perceived importance of Artificial Intelligence and its actual implementation. While 47% of 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, compared to a 15% global investment rate.

Despite the lack of formal corporate strategy, AI is 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 remains fragmented, with individual employees using tools for copywriting, design, and briefing summaries without a collective or integrated organizational approach.

## Timeline

### 2026-09-21: AI adoption lags behind priority among Portuguese executives

Portuguese executives prioritize AI, yet only 2% of companies invest heavily in it, creating a gap between strategic intent and practical, integrated implementation in the advertising sector.

3 sources. https://clstr.news/cluster/ai-adoption-lags-behind-priority-among-portuguese-executives

### 2026-09-15: AI adoption rises among French professionals

A DeepL and Opinea study shows AI adoption among French service professionals has reached 87%, with nearly one in five workers using the technology on a daily basis.

2 sources. https://clstr.news/cluster/ai-adoption-rises-among-french-professionals

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Cite as: AI adoption in Portuguese marketing sector. CLSTR, https://clstr.news/situations/ai-adoption-in-portuguese-marketing-sector