Sherlock Exchange Program: between Brazil and Argentina, a month of exchange and learning
Spending a month working from another office may seem, at first, like nothing more than a change of scenery. But for me, the experience was an opportunity to get a closer look at a different work environment, understand how another communications market operates, learn from and exchange knowledge with a different team, even though we […]
How Are Audiences Reacting To AI Content Labels?
Audiences increasingly expect to know when AI has been used to create or significantly alter what they see. What happens after the label appears is less predictable. Recent research suggests that AI disclosure can measurably change how audiences engage with content, and for reasons that have little to do with the technology itself. Brands are […]
What brands get wrong about Twitch marketing in Latin America
Twitch’s Latin American audience is large enough to consider the channel in a media plan. In fact, Brazil is the platform’s second-largest market after the United States, with around 16.9 million users, while Argentina and Mexico both sit inside the Twitch global top ten with roughly 10 million and 9.2 million users, respectively. For marketing […]
What AI Monitoring Can And Can’t Reveal About Social
AI brand monitoring gives brands a clearer view of how they show up in tools like ChatGPT, Gemini and Claude, including when they are mentioned, where they rank against competitors, and which sources are cited. The problem is that those citations only show part of what influenced the answer, because a model may already have […]
ChatGPT Ads In Latin America And What Brands Should Prepare For
ChatGPT advertising is still developing, but it already points to a wider shift in paid media. Ads inside AI tools are not designed around a traditional results page, because they appear in the context of a conversation, which means relevance depends on what the user is trying to understand, compare or decide in that moment. […]
AI Search Visibility: Why Reddit And YouTube Matter For Brands
AI search visibility is reshaping brand discovery because AI-generated answers can be built from more than a company’s website. Google rankings still matter, but AI Overviews, ChatGPT, Gemini, and Perplexity can also draw from videos, community discussions, reviews, media coverage, and other third-party sources, which means brands need to understand the wider content ecosystem shaping […]
Brand reputation in the age of AI: what is happening in Latin America?
You have people whose job is to know what is being said about your brand in the press and on social media. Does anyone own what AI says about it? In Mexico and Brazil, generative engines are already recommending brands by name, with judgements attached and direct comparisons to the competition. Every day, to buyers […]
AI Regulation In Latin America And What Brands Need To Know About Content Labelling
AI regulation in Latin America is not moving in one straight line, because some markets are advancing broad AI rules while others are focusing on deepfakes, elections, privacy, or platform responsibility. Even so, the message for marketing, PR, and social media teams is becoming clearer: content created or altered with AI needs closer review when […]
What AI-Generated Content In Latin America Means For Brand Trust
AI-generated content in Latin America is reaching consumers who already have some experience with the tools behind it, whether they are testing generative AI themselves, seeing AI-made visuals in ads, using chatbots for simple questions or following public debates about data, scams, deepfakes and regulation. That awareness creates an opening for brands, since AI no […]
SEO For LATAM: How To Localise Search Strategy Beyond Translation
SEO for LATAM fails when global brands treat Latin America as one language market instead of a region made up of different search behaviors, technical realities, and local expectations. Spanish connects many countries, but Mexico, Colombia, Argentina, Chile and Peru do not search in exactly the same way, and even Brazil, despite its cultural proximity […]