ISG Provider Lens™ Focal Points - Generative AI Services - Brazil 2025

How to Get the Most Value from Generative AI Services 2025 — Brazil

Brazilian enterprises are rapidly moving from GenAI experimentation to pragmatic adoption, prioritizing business relevance over hype. Providers are developing proprietary agent platforms, enabling clients to build domain-specific AI agents tailored to their operations. The market is witnessing rising adoption of GenBI—natural language interfaces that enable users to "talk to their data" for faster insights and automation. However, success depends on aligning GenAI with unstructureddata use cases and measurable business value. Marcio Tabach, Principal Analyst and author of the ISG Provider Lens® Generative AI Services Brazil 2025 report, states, “Enterprises must identify where GenAI truly adds value andavoid overengineering simple use cases, focusing instead on data maturity and targeted problem-solving.”