By Brazil Stock Guide – Impulso, the retail media company of Grupo RD Saúde (B3: RADL3), has become the group’s first business unit to deploy generative artificial intelligence at scale for advertising content creation. The technology is transforming the pace of campaign delivery in Brazil’s pharmaceutical retail sector: what once took up to three days can now be completed in five minutes, without sacrificing brand consistency or creative quality.
Beyond speed, the new AI-driven workflow enhances both efficiency and consistency across marketing assets and formats. “Scale and speed are decisive factors in retail. With generative AI, we can significantly cut production time without compromising brand coherence. This allows us to meet growing demand from advertisers more effectively,” said Fabiana Manfredi, CEO of Impulso.
The time savings also enable the company to expand its A/B testing capacity, maximizing performance and return on investment for advertisers. The system ensures alignment with the tone and identity of the Raia and Drogasil brands, maintaining their well-known communication standards. Even so, every AI-generated piece goes through human review, including checks for tone, visual accuracy, and brand guidelines — with final adjustments feeding back into the system to improve future outputs.
The AI adoption process is unfolding in three stages. The first focused on e-commerce creatives for Raia and Drogasil’s websites and apps. The second extended to email marketing, push notifications, and SMS campaigns. The third phase, expected by the end of 2025, will introduce video content generation for digital screens. “These are our first steps toward scaling campaigns with generative AI. Our goal is to calibrate the platform so that future ads are generated based on previous campaign performance, delivering increasingly relevant results,” said Lilian Gonçalves, Impulso’s Head of Operations.
With nearly 10,000 digital screens across 2,000 Raia and Drogasil pharmacies, plus programmatic media, CRM actions, and integrated physical and digital channels, Impulso provides a complete retail media ecosystem. By combining data, technology, and creative automation, the company is positioning itself at the forefront of Brazil’s retail innovation landscape.