AI in Brazil 2026: 9 Million Companies, Legal Framework and What Changes

In less than three years, Brazil went from a timid adoption of artificial intelligence to a scenario where more than 9 million companies use some form of AI in their daily lives. The leap is so significant that the country is about to approve its own AI Legal Framework -- and the implications range from garage startups to multinationals with thousands of employees.

If you work in digital marketing, software development, management or any area that involves technology, this article is a complete map of what is happening, what will change and, most importantly,How can you position yourself to take advantage of this wave?instead of being swallowed by it.

1. The panorama of AI in Brazil in numbers

Before getting into the details, let's establish the scale of what's happening. The numbers speak for themselves.

These numbers are not optimistic projections. These are consolidated data from research such as TIC Companys from CETIC.br, reports from BNDES, data from the Ministry of Science and Technology and studies from consultancies such as McKinsey and IDC focused on the Brazilian market.

To put it in perspective: in 2023, the industrial AI adoption rate in Brazil was 16.9%. In 2026, this number more than doubled to 41.9%. This means that almost half of Brazilian industrial companies have already incorporated AI into at least one process. And when we look beyond industry -- including services, commerce and the financial sector -- the number of companies using some form of AI exceeds 9 million.

2. From 16.9% to 41.9%: the explosion of industrial adoption

The jump from 16.9% to 41.9% in industrial adoption did not happen by chance. Three factors converged to create this explosion.

Factor 1: democratization of tools

By 2023, using AI required deep technical knowledge -- you needed machine learning engineers, expensive infrastructure, and months of development. In 2026, any professional can useChatGPT, Claude,Geminior specialized tools without writing a line of code. The barrier to entry has fallen drastically.

Tools like Claude Code, Cursor andGoogle Antigravityhave allowed marketers to create landing pages, set up tracking and generate copy with AI -- tasks that previously required a developer. AI analytics tools turned raw data into actionable insights without needing a data scientist.

Factor 2: competitive pressure

When your competitors start using AI and gain speed, quality and cost reduction, you have two options: adopt or be left behind. This competitive pressure created a domino effect across entire industries. When one bank implemented AI-powered costmer service and reduced costs by 40%, every other bank rushed to do the same. When a marketing agency automated creative generation and tripled production, competitors needed to react.

Factor 3: improved infrastructure

Brazil has invested significantly in cloud infrastructure and connectivity in recent years. The arrival of new AWS, Google Cloud and Azure data centers in the country reduced latency and processing costs. This has made the use of real-time AI models viable, something that was prohibitively expensive just a few years ago.

Adoption by sector

Sector	Adoption rate 2023	Adoption rate 2026	Main use
Technology	45%	78%	Software development, QA
Financial	38%	72%	Risk analysis, service
Retail	22%	55%	Customization, pricing
Marketing/Advertising	28%	63%	Creatives, copy, segmentation
Industry	16.9%	41.9%	Predictive maintenance, quality
Health	12%	35%	Diagnosis, screening
Education	8%	28%	Personalized tutoring

The pattern is clear: sectors with greater competition and pressured margins adopted faster. Technology and finance lead because AI solves problems directly linked to revenue and cost. Education and healthcare, although with increasing adoption, face additional regulatory barriers that slow implementation.

3. US$3.4 billion and the National Plan of R$23 billion

The money being invested in AI in Brazil comes from two main sources: the private sector and the government.

Private investment: US$3.4 billion

Total investment by the private sector in AI in Brazil reached US$3.4 billion in 2025-2026, according to data from IDC and ABES. This value includes acquisition of tools, hiring talent, cloud infrastructure, development of proprietary solutions and partnerships with AI providers.

The biggest investors are banks (Itau, Bradesco, Nubank), technology companies (TOTVS, Vtex, iFood), retailers (Magazine Luiza, Mercado Livre Brasil) and telecommunications companies (Vivo, Claro). Each of these players is investing hundreds of millions of reais in AI teams and projects.

National AI Plan: E$23 billion by 2028

The federal government launched the National Artificial Intelligence Plan with a commitment of R$23 billion until 2028. This investment is distributed across four main axes:

• Research and development:financing of AI laboratories at federal universities, research grants and public-private partnerships. The objective is to create centers of excellence in AI in each region of the country
• Talent training:AI training programs for professionals from different areas. The government estimates that Brazil needs to train 100,000 AI specialists by 2028 to meet market demand
• Infrastructure:investment in processing power (GPUs), data centers and connectivity. Includes partnerships with companies like NVIDIA and Google to make high-performance computing accessible to Brazilian startups
• AI in public service:implementing AI in government agencies to improve efficiency, reduce costs and improve citizen service. Pilot projects are already running at INSS, Federal Revenue and SUS

4. AI Legal Framework: PL 2338/2023 explained

Brazil is on the path to having its own specific legislation for artificial intelligence. Bill 2338/2023, known as the AI ​​Legal Framework, is the main regulatory instrument in progress.

History

PL 2338/2023 was approved by the Federal Senate in December 2024 after months of debate. It is now in the Chamber of Deputies, where it passes through committees and should go to a plenary vote in 2026. If approved without significant changes, it will go to presidential sanction.

What the Legal Framework proposes

PL 2338 is inspired by the European Union's AI Act, but with adaptations for the Brazilian context. The central points are:

• Risk classification:AI systems are classified into risk levels (minimum, high and unacceptable). The greater the risk, the greater the regulatory requirements. A costmer service chatbot has different requirements than an AI system that decides credit approval
• Transparency:Companies that use AI to make decisions that affect people need to disclose that they are using AI and explain the basic logic of the system. Citizens have the right to know when an AI is deciding something about them
• Responsibility:the PL defines who is responsible when an AI system causes harm. The developer, operator and end user have different responsibilities depending on the type of system and the level of risk.
• Rights of those affected:People who are the subject of automated decisions have the right to human explanation, challenge and review. This is especially relevant for credit, recruitment and healthcare systems.
• Supervision:the PL provides for the creation of an authority or supervisory mechanism (possibly assigned to ANPD or a new body) to monitor compliance with the rules

Practical impact for companies

If you are a company that uses AI, the Legal Framework will require:

1. Risk mapping:you need to classify your AI systems by risk level. A FAQ chatbot with minimal risk. A system that decides who receives a loan is high risk
2. Documentation:High-risk systems need detailed technical documentation -- how it works, what data it uses, how it was trained, what the known biases are
3. Transparency notices:When a costmer interacts with AI, they need to be informed. "You are talking to a virtual assistant" is not optional
4. Dispute channel:If an AI denies someone a service, that person needs to be able to object and ask for human review.
5. Impact assessment:for high-risk systems, a formal impact assessment on the rights of affected people

5. ANPD, LGPD and article 20: what is valid today

Even before the Legal Framework was approved, Brazil already has regulatory instruments that affect the use of AI. The LGPD (General Data Protection Law) and the ANPD (National Data Protection Authority) are the main ones.

Article 20 of the LGPD: automated decisions

Article 20 of the LGPD is the most relevant provision for AI that is already in force. It determines that the holder of personal data has the right to requestreview of decisions made solely based on automated processing of personal datathat affect your interests. This includes decisions regarding professional profile, consumption, credit or personality aspects.

In practice, if you use an AI system that automatically decides whether or not a costmer can pay in installments for a purchase, whether or not a candidate advances in the selection process, or whether or not a lead is qualified to receive an offer, article 20 already applies. The costmer can ask for human explanation and review.

ANPD prioritizing AI

The ANPD included artificial intelligence as a priority in its 2025-2026 regulatory agenda. This means that the authority is actively investigating market practices, issuing guidance and preparing specific regulations for AI in the context of data protection.

Concrete actions by the ANPD in relation to AI:

• Technical study on AI and personal data:published in 2025, mapped how Brazilian companies use personal data in AI systems
• Regulatory sandbox:program that allows companies to test AI solutions in a controlled environment, with ANPD supervision but without the risk of sanctions
• Guidance on data processing for AI training:practical guide on when and how personal data can (or cannot) be used to train models
• Active supervision:cases of investigation of companies that use AI in a way that potentially violates the LGPD, especially in digital marketing and credit

What do you need to do now

Regardless of the Legal Framework, if you use AI with personal data, you already need to:

• Have a legal basis for the processing (consent, legitimate interest, etc.)
• Inform the holder that their data is used in automated systems
• Have a channel for reviewing automated decisions
• Document how your AI systems process personal data
• Include AI in your Data Protection Impact Report (RIPD) when applicable

6. How Brazilian companies are using AI

The adoption numbers are impressive, but what are these companies doing in practice? Let's look at the most common use cases by area.

Customer service

This is by far the most popular use case. Generative AI chatbots have replaced the rules-based chatbots of years ago. Companies like Nubank, iFood and Magazine Luiza use AI to serve millions of costmers per month with automatic resolution of problems that previously required a human attendant. The automatic resolution rate went from 30-40% (traditional chatbots) to 70-80% (generative AI).

Sales and CRM

CRM systems with integrated AI (like Salesforce Einstein, HubSpot AI and Brazilian solutions like RD Station with AI) are transforming how sales teams operate. Automatic lead scoring, churn prediction, suggestion of next actions and automation of follow-ups are features that are already standard in the Brazilian market.

Finance and accounting

Banks and fintechs use AI for credit analysis, fraud detection and automated compliance. The Central Bank of Brazil reported that the adoption of AI in the Brazilian financial system grew 156% between 2023 and 2025. Accountants and accounting offices are using AI to automate entry classification, bank reconciliation and generation of tax reports.

Human resources

Recruitment and selection is an area where AI has had a massive impact. Resume screening tools, video interviews with AI analysis, and automated skills assessment are common in medium and large companies. The caveat is that this is an area of ​​high regulatory risk -- the Legal Framework must impose strict requirements for AI in hiring decisions.

7. AI in Brazilian digital marketing

Digital marketing is one of the sectors most transformed by AI in Brazil. The change is not incremental -- it is structural.

Content and copy generation

Agencies and freelancers are using AI to generate advertising copy, social media posts, marketing emails, video scripts and blog articles. Production that used to take hours now takes minutes. The role of the professional has changed: from writer to editor and curator. You don't write from scratch -- you direct the AI, refine the result and ensure alignment with the brand strategy.

Creatives and design

AI-powered tools like Midjourney, DALL-E, and Canva are being used to generate creative variations en masse. A campaign that previously produced 5 ad variations now produces 50 or 100, allowing for much more robust A/B testing. Professionals who master the generation of creatives with AI produce 10x more than traditional methods.

Segmentation and personalization

Advertising platforms (Meta, Google) already use AI internally for optimization, but Brazilian companies are going further. Predictive segmentation (identifying who will buy before showing the ad), personalization of landing pages in real time and dynamic pricing based on behavior are realities in medium-sized e-commerces.

Tracking and analytics

Tracking configuration -- GTM, Meta Pixel, GA4, Conversions API -- is increasingly being assisted by AI. Tools like Claude Code allow marketers to set up complex tracking without relying on developers. AI data analysis identifies patterns and anomalies that would be impossible to detect manually in large volumes of data.

The marketer in 2026

The profile of the marketer has fundamentally changed. The Brazilian market values ​​those who can:

• Use AI tools to multiply production without losing quality
• Set up and interpret advanced tracking (server-side, CAPI, consent mode)
• Making decisions based on data, not intuition
• Automate repetitive processes to focus on strategy
• Understand the basics of code to integrate tools (you don't need to be a dev, but you need to know your way around)

8. AI in software development in Brazil

The Brazilian software development sector is undergoing a transformation as profound as that of marketing.

Coding assistants as standard

Tools likeGitHub Copilot, Cursor, Claude Code and Google Antigravity stopped being experimental and became part of the standard toolkit for Brazilian developers. According to the Stack Overflow Developer Survey 2025, 82% of Brazilian developers use some AI tool for code. Reported productivity is 30-50% higher with AI assistants.

Brazilian AI startups

The AI ​​startup ecosystem in Brazil is booming. Companies like Semantix (data and AI), Olivia (financial AI), Nama (enterprise chatbots) and dozens of others are attracting significant investment. Brazil has the largest AI startup ecosystem in Latin America, with more than 700 startups active in the segment.

Demand for talent

The shortage of talent in AI and development is critical. Brazil has an estimated deficit of 530 thousand technology professionals, according to Brasscom. Professionals with experience in AI -- whether applied (using tools) or technical (developing models) -- are among the most sought after on the market. Salaries for positions with "AI" in the title grew 35% above the IT average between 2024 and 2026.

The Brazilian developer in 2026

The most valued profile is not necessarily the one who knows how to train AI models from scratch. And what do you knowuse AI efficiently to solve real problems. This includes:

• Master at least one coding assistant tool (Claude Code, Cursor, Antigravity)
• Know how to integrate AI APIs into existing applications
• Understand basic concepts of prompt engineering and how to direct agents
• Use AI for testing, documentation and code review -- not just for writing code
• Have specialized skills that enhance the use of AI tools

9. Opportunities for professionals in 2026

The AI ​​scenario in Brazil creates concrete opportunities for professionals who are willing to adapt. We're not talking about "future opportunities" -- these are roles and demands that exist now.

Trending positions

Position	Salary range (CLT)	Demand
Specialist in AI applied to marketing	R$12-25k/month	Alta
AI/ML Engineer	R$18-40k/month	Very high
AI data analyst	R$8-18k/month	Alta
Full-stack developer with AI	R$12-30k/month	Very high
AI implementation consultant	R$15-35k/month	Alta
AI compliance specialist	R$10-22k/month	Growing
Prompt engineer / AI trainer	R$8-20k/month	Stable

Opportunities for freelancers and freelancers

In addition to formal positions, the AI ​​freelance market has exploded. Services in high demand:

• AI configuration for SMEs:Small and medium-sized companies want to use AI but don't know where to start. Professionals who set up chatbots, marketing automations and AI tools charge R$2-10k per project
• Content creation with AI:production of articles, advertising copy, emails and posts using AI. The value is not in the production itself, but in the curation and strategy
• Automation development:create automated workflows that connect AI tools with existing systems (CRM, e-commerce, ERP)
• Corporate training:Companies are investing in training their teams to use AI. Coaches who combine technical knowledge with teaching are in high demand

Entrepreneurship opportunities

The Legal Framework will create a huge demand for compliance and adequacy services. Companies that today use AI without any governance will need:

• AI systems audits
• Technical documentation and impact assessments
• Implementation of transparency and contestation channels
• Consulting on risk classification of AI systems

Anyone who positions themselves in this niche before the approval of the Legal Framework will have a significant competitive advantage when the law comes into force.

10. How to prepare: practical guide

Theory without action is useless. Here is a concrete plan for you to prepare for the AI ​​scenario in Brazil, regardless of your area of ​​activity.

If you are in marketing

1. Master a generative AI tool:choose between Claude, ChatGPT or Gemini and use daily. Don't use it sporadically -- use it for everything. Copy, briefings, data analysis, brainstorming, email
2. Learn advanced tracking:GTM server-side, Meta's Conversions API, Google's Enhanced Conversions. These skills will be mandatory in 2026-2027 with the end of third-party cookies
3. Use AI agents for productivity:Tools like Claude Code allow you to create landing pages, configure tracking and automate tasks without being a developer. Specialized marketing skills multiply this ability
4. Understand the LGPD and the Legal Framework:You don't need to be a lawyer, but you need to know what you can and can't do with data and AI. Marketing professional who ignores regulations is a risk for any company
5. Build portfolio with AI:document your results using AI. "Increase creative production by 5x using AI" is a phrase that opens doors

If you are a developer

1. Adopt a coding assistant:Claude Code, Cursor or Antigravity. It doesn't matter which one -- it matters that you use it and master it. Developers who don’t use AI in 2026 are actively harming themselves
2. Learn how to integrate AI APIs:know how to use the Anthropic, OpenAI, Google API. Many modern applications have AI components -- you need to know how to implement them
3. Install specialized skills:Dev skills for Claude Code cover everything from React to DevOps. They transform a generic tool into an expert who knows the best practices for each stack
4. Understand generative AI at a conceptual level:you don't need to train models, but you need to understand how they work -- context, tokens, temperature, limits, biases. This makes you a much more efficient user
5. Contribute to the ecosystem:The Brazilian AI market needs tools, content and community. Whoever contributes positions themselves as a reference

If you are a manager or entrepreneur

1. Map automatable processes:identify repetitive tasks in your company that can be accelerated or automated with AI
2. Start Small:Don't try to implement AI in everything at once. Choose a process, implement it, measure results, expand
3. Invest in team training:There's no point hiring an AI tool if no one knows how to use it. Training is as important as technology
4. Prepare for the Legal Framework:map your AI uses, classify by risk, start documenting. When the law comes into force, you will already be in compliance
5. Measure ROI:AI is not magic. Measure the return on each implementation. Time saved, cost reduced, revenue generated, quality improved. Concrete numbers justify investment

11. What lies ahead

The AI ​​scenario in Brazil in 2026 is just the beginning. The next 2-3 years will bring even more profound changes.

Legal Framework approved and in force

When (not if) PL 2338 is approved and comes into force, every company that uses AI will need to adapt. This will create a surge in demand for consultants, compliance tools and compliance services. For prepared professionals, it will be a significant income opportunity.

Multimodal AI as the standard

Models that process text, image, audio and video simultaneously will become the standard. This opens up possibilities that are still in the early stages: automatic analysis of service videos, generation of complete multimedia campaigns with a single prompt, virtual assistants that "see" and "listen" in addition to reading text.

Embedded AI and edge computing

AI models running directly on devices (cell phones, computers, IoT devices) without depending on the internet will become common. Google is already investing heavily in this with the Gemini Nano. This solves the problem of latency and privacy simultaneously.

Consolidation of the tool market

Of the hundreds of AI tools that emerged between 2023 and 2025, many will disappear. The market will consolidate around 5-10 main platforms per category. Professionals who invested in learning tools that survive consolidation will be at an advantage.

Brazil as an AI hub in Latin America

With the largest market, largest investment and most advanced regulations in the region, Brazil is positioning itself as the AI ​​hub in Latin America. Companies from across the region will seek Brazilian talent, partners and suppliers. Professionals who master AI and speak Spanish (in addition to Portuguese and English) will have a continental market at their disposal.

The final message is simple: AI in Brazil is not the future. And present. Companies are already using it. The government is already regulating. The market is already paying more to those who dominate. The only question left is: will you prepare now or wait until you have no choice?