The Complete Guide to Using AI as a Marketing Professional in Chile in 2025

AI is no longer optional for Chilean marketers in 2025 - regional reports show Latin America accelerating AI investment and use, with Chile named among growth markets and marketers in the region prioritizing personalization (63% in Latin America) as a top trend that reshapes measurement, creative testing and campaign delivery; see Nielsen 2025 report: How AI Is Redefining Marketing (Nielsen Insights) and the IMARC Latin America AI Market Forecast (2025) for the bigger picture.

Expect AI to power dynamic ads, sharper attribution without relying on third-party cookies, and faster insights from first-party data - practical skills that marketing teams can learn quickly through targeted training like AI Essentials for Work syllabus - Nucamp to build prompt-writing and tool-use capabilities for the workplace.

Treat AI as a strategic investment: it combines efficiency, privacy-first data approaches and creative scale to turn disruption into measurable advantage across Chile's consumer and retail landscape.

Attribute	Information
Description	Gain practical AI skills for any workplace; learn AI tools, prompting, and apply AI across business functions.
Length	15 Weeks
Cost	$3,582 early bird; $3,942 after (18 monthly payments)
Courses	AI at Work: Foundations; Writing AI Prompts; Job Based Practical AI Skills
Syllabus / Register	AI Essentials for Work syllabus (Nucamp) · Register for AI Essentials for Work (Nucamp)

Consumer companies that proactively manage their portfolios and capitalize on opportunities for both short-term growth and long-term reinvention are more likely to thrive, with market rewards for successful divestitures and strategic acquisitions. - Mike Ross, US Consumer Markets Deals Leader

Chile's AI marketing scene in 2025 feels like a bustling market square: a tight-knit mix of nimble local startups and seasoned providers that together push fast, practical AI into retail, mining and financial services - so brands can test, personalize and scale campaigns faster than a quarterly planning cycle.

Market watchers note Chile ranks second in Latin America with some 40 active AI firms (Latam Republic report: AI companies in Latin America), while detailed supplier lists show homegrown specialists from Altum Lab and Cognitiva to Resultadistas, YOMS and Airnguru driving use cases from recommendation engines to pricing intelligence (Directory of AI marketing companies in Chile (Ensun)).

Accelerator programs and cohort picks (Start-Up Chile's BIG rounds) keep the talent funnel full and the product pace high, and standout stories underline the momentum: Fracttal's predictive-maintenance AI serves clients like Coca‑Cola and FedEx, and Vambe's WhatsApp automation scaled ARR from $20k to $1M in eight months - concrete proof that Chilean solutions can move the revenue needle quickly.

For marketing teams, that means a growing vendor pool, rapid pilots and plenty of partners ready to turn first‑party data into real, measurable lift.

Attribute	Information (ensun)
Country with most fitting companies	Chile
Amount of fitting manufacturers	11
Amount of suitable service providers	7
Average amount of employees	11-50
Oldest suiting company	2011
Youngest suiting company	2022

Chile's 2024–25 data law overhaul puts regulatory compliance front and center for AI-driven marketing: Law 21.719 (the PDPL) raises the bar with extraterritorial reach, new data subject rights (including portability and the right to object to automated profiling), mandatory risk assessments for high‑risk AI uses, breach notification duties and a fresh regulator - the Personal Data Protection Agency - with real sanctioning power; see a practical overview at the Future of Privacy Forum: Chile's new data protection law overview - Future of Privacy Forum and DLA Piper's note on the law's main obligations and agency creation: DLA Piper analysis of Chile data protection law and agency creation.

For marketing teams this means documenting lawful bases beyond consent where permitted, embedding privacy‑by‑design in customer data platforms, running DPIAs when deploying profiling or personalized recommendation engines, tightening vendor contracts for cross‑border transfers, and preparing for heavier fines (UTM‑based penalties up to ~UTM20,000/≈USD1.4M or percentage‑of‑revenue sanctions) plus a national sanctions registry - a practical “so what?” is simple: a rushed, unassessed AI personalization pilot can now trigger mandatory incident reporting, public listing in the sanctions registry, and material fines, so build compliance into pilots from day one.

Attribute	Overview
Law	Law 21.719 / PDPL (published Dec 13, 2024)
Effective	Full effect by December 2026 (Dec 1, 2026 referenced in guidance)
Key obligations	ARCO + portability, DPIAs for high‑risk/automated profiling, breach notification, privacy by design, controller/processor duties
Sanctions	Fines up to UTM20,000 (~USD1.4M) and/or 2–4% of annual revenue; national sanctions registry

“The bill is not yet before the congress but there was a public consultation last July.” - Paulina Silva, Carey y Cia (reported in TrustArc)

Building a unified, compliant customer data platform (CDP) is the clearest way for Chilean marketing teams to turn first‑party data into safe, usable advantage under Law No.

21.719: the PDPL brings extraterritorial scope, new ARCO‑style rights (including portability and objection to automated decisions), mandatory DPIAs for high‑risk profiling, and faster incident reporting, so merging identity, consent and governance into one system isn't just efficiency - it's risk management; see the Chile PDPL compliance guide - BigID for the law's timeline and obligations.

A CDP that centralizes consent management, identity resolution and data masking lets campaigns stay personalized while applying policy controls across downstream tools, automating rights responses within the 30‑day window and reducing exposure to reputational harm or fines - more than paperwork, this is about preserving customer trust and ensuring a single shopper profile (instead of a dozen fragmented IDs) can be corrected, ported or erased on demand; for practical steps and governance patterns, review CDP governance best practices at CDP.com.

Attribute	Summary
Law	Law No. 21.719 / PDPL (published Dec 13, 2024)
Effective	Full effect by Dec 1, 2026
Key obligations	Data subject rights (portability, objection to profiling), DPIAs for high‑risk processing, privacy by design, breach notification
CDP capabilities to prioritize	Consent management, identity resolution, data masking, cross‑border transfer controls, automated rights workflows
Sanctions / risk	Fines up to ≈USD1.44M; national sanctions registry and reputational impact

No-code AI is reshaping how Chilean marketing teams experiment and deliver campaigns: drag‑and‑drop builders and visual workflows let non‑developers stitch chatbots, predictive models and cross‑channel automations without waiting on engineering, sometimes turning concepts into prototypes in days rather than months (Arbisoft's review of no‑code AI cites rapid build times and a long list of platforms).

Local momentum includes vendor partnerships that bring training and certification to Chile - Creatio's exclusive alliance with StarkCloud, for example, creates a localized center for no‑code training and Creatio Academy courses - while specialist no‑code marketing platforms now target campaign automation, creative generation and reporting to free teams for strategy work (see Markifact's no‑code AI for marketing automation).

For practical adoption: start with a clear use case (chatbot, lead scoring, or reporting), pick a no‑code tool that maps to existing systems, and invest in short, role‑based training and vendor‑led certification so teams can own deployments without creating tech debt.

Attribute	Information
Global no‑code AI market (2024)	USD 3.68 billion (StraitsResearch)
Estimated market (2025)	USD 4.77 billion (StraitsResearch)
Low‑code / no‑code vendors listed in Chile	39 results (ensun)
Local training / partnership	Creatio & StarkCloud: localized training, Creatio Academy certification (Chile)

"We are delighted to be partnered with Creatio because it aligns perfectly with our mission and values. Creatio's cutting-edge technology, commitment to excellence, and dedication to customer success resonate deeply with our own principles." - Jorge Seguel, CEO of StarkCloud

Choosing AI vendors and partners in Chile in 2025 means more than scoring the lowest bid: procurement is now a balancing act between cost, competition and measurable responsible‑AI criteria such as bias testing, explainability and data protection - lessons drawn directly from Chile's public sector procurement experiments and the World Privacy Forum's case study of SUSESO highlight how a “rigid” price‑first template can sideline vendor quality when thousands of human lives are at stake (SUSESO had some 20,000 claims awaiting decisions).

Practical shortlist criteria for marketing teams: require documented bias and transparency metrics, proof of DPIAs or automated impact assessments, clear cross‑border transfer controls aligned to the PDPL, and demonstrable experience integrating human‑in‑the‑loop processes for high‑impact decisions; for concrete compliance playbooks, consult BigID's PDPL guide on operationalizing Law 21.719 and the government‑facing lessons in the World Privacy Forum procurement review.

Partnering locally - via GobLab's Ethical Algorithms tools and ChileCompra guidance - gives an extra advantage because suppliers are already adapting to the region's transparency scorecards and audit checklists; start pilots with short, well‑scoped contracts that mandate audit hooks, explainability artifacts, and vendor commitments to remediation so a fast‑moving pilot becomes a durable, compliant capability rather than a headline risk.

“We found it intriguing to focus on public procurement. We saw an opportunity to foster public-private collaboration, raise awareness, and build capacity in ethical AI, while developing concrete tools to ensure a positive social impact.” - BID Lab lead specialist Carolina Carrasco (on GobLab's Ethical Algorithms project)

Practical AI marketing use cases in Chile are strikingly pragmatic: start with AI-powered lead generation to build highly targeted prospect lists and save sellers hours of manual research (Cognism's guide shows how AI speeds prospecting and personalization), layer predictive lead scoring and automated outreach to prioritise the hottest contacts, and deploy chatbots and WhatsApp automation to capture and qualify interest even outside office hours - ManyChat WhatsApp flows are a local favourite for that channel.

Local agencies already turning these into quick wins include HubSpot-focused teams like 5minutos and Webketing and performance specialists such as BP Global Group and ACCOUNTA, who blend automation with full‑funnel tactics to boost conversion rates (see the directory of lead‑generation firms in Chile).

Complement these with first‑party data tactics and AI optimisation - Google's examples of linking lead gen to enhanced conversions show how tying AI to owned data improves efficiency - and track CPL, conversion rate and lead quality so pilots turn into measurable ROI rather than experiments.

A practical rollout: pick one use case (prospecting, scoring, or chatbot capture), integrate with the CRM, and measure fast - small pilots often deliver the clearest, quickest wins for Chilean marketers.

Use case	Tool / local example	Quick win
Prospecting / list building	Cognism AI lead generation guide	Fast, highly targeted lead lists
Predictive lead scoring & outreach	Mailchimp / Cognism	Prioritise reps' time; higher conversion
WhatsApp chatbot capture	ManyChat WhatsApp automation flows for lead capture	Capture and qualify leads on Chile's top messaging channel
Local agency execution	Ensun lead-generation directory for Chile	Rapid pilots via HubSpot/automation specialists

A pragmatic talent strategy for Chilean marketing leaders in 2025 blends hiring, targeted reskilling and local partnerships: tap public pipelines like the Talento Digital para Chile program and SENCE-backed courses to hire trained profiles quickly, lean on CORFO scholarships and university partnerships to build specialist roles, and use staff‑augmentation or vendor partnerships where gaps remain (see Imagemaker's notes from América Digital 2025 on staff augmentation).

Prioritise role-based reskilling - data literacy, prompt engineering and AI workflow ownership - so marketing teams move from experimentation to measurable value (Mercer's pulse shows many organisations gain efficiency from AI but still need to reskill: only one in three firms use Gen AI while 34% report new skill needs).

Santiago already concentrates tech depth (CBRE data counts ~135,000 tech professionals) and national programs have trained 35,000 people in five years with a 50,000‑graduate target, creating a tangible local pipeline to hire from; combine that supply with short, vendor‑led certifications and internal rotations to retain talent and blunt the brain‑drain risk.

The practical payoff: faster, compliant AI pilots staffed by people who understand both marketing objectives and Chile's evolving rules, not just outsourced code.

Metric	Value / Source
Talento Digital graduates (to date)	35,000 (goal 50,000) · InvestChile Chile Digital Talent program overview
Santiago tech professionals	~135,000 (CBRE / InvestChile)
CORFO digital scholarships	3,000+ since 2018 · InvestChile report on CORFO digital scholarships and Talento Digital
Gen AI adoption vs reskilling need	61% saw efficiency gains; only ~33% use Gen AI; 34% report new skill needs · Mercer Global Talent Trends report

“The talent we have in Chile is leaving about the number of new professionals entering the field. And where are they going? To countries like the United States, Luxembourg, or Switzerland.” - Rodrigo Durán

Measuring impact and ROI for AI marketing initiatives in Chile means marrying traditional funnel metrics with explainability and policy-aware evaluation so results are both convincing and defensible: expect teams to track cost metrics like CAC and CPA alongside value measures such as CLV and ARPU, conversion and retention rates, and channel attribution so pilots report clear delta versus baseline; detailed mobile and engagement KPIs (DAU/MAU, sessions, churn) are especially useful when campaigns tie to apps or messaging channels, as outlined in the UXCam mobile app KPI playbook for performance and revenue.

Equally important in Chile's 2025 context is explainability - vendors and pilots that surface interpretable model outputs make ROI conversations easier, reduce procurement friction and align with national guidance on ethics and governance from Chile's AI policy (2021–2030), while the growing local market for explainable AI shows why transparency is now a commercial advantage, not just compliance (see the Chile explainable AI market overview).

Treat each pilot like a mini-investment: predefine success metrics, instrument everything for attribution, run brief A/B tests, and capture explainability artifacts so stakeholders can see not just that results improved but why - the difference between a black‑box claim and a reproducible, board‑room‑ready uplift is as striking as a sealed vault becoming a shop window that proves value to finance and legal alike.

KPI	Why it matters	Source
CAC / CPA	Shows efficiency of acquisition spend and helps compare AI vs non‑AI channels	UXCam mobile app KPIs for acquisition and engagement
CLV / LTV	Measures long‑term value to justify AI investment	UXCam mobile app KPIs for lifetime value
ARPU	Tracks monetization per user to assess revenue impact	UXCam mobile app KPIs for monetization
Conversion & Retention Rates	Immediate indicators of campaign effectiveness and product stickiness	UXCam mobile app KPIs for conversion and retention
Explainability / Model Transparency	Enables trust, accelerates procurement and aligns with Chilean AI governance	Chile explainable AI market report by 6W Research
ROI / Lift vs Baseline	Combines cost and value metrics to prove net benefit of AI projects	UXCam mobile app KPIs for ROI analysis

The practical takeaway for marketing professionals in Chile in 2025 is clear: combine fast pilots with built‑in governance, invest in short, role‑based training, and lean on local public‑private momentum to scale safely - public initiatives promoting AI adoption (notably collaborations involving NVIDIA, DIGEVO and Chilean government partners) are accelerating supplier readiness and skill programs, while GobLab UAI is helping strengthen national AI governance so responsible deployment becomes a competitive advantage rather than a compliance headache (OECD policy initiative promoting AI adoption in Chile (NVIDIA, DIGEVO, Chilean government); GobLab UAI AI governance guidance - Oxford Insights).

Start small - pick one measurable use case, instrument it for attribution and explainability, and pair it with focused upskilling like the 15‑week AI Essentials for Work 15‑week syllabus - Nucamp to build prompt, tool and workflow skills that marketing teams can apply immediately.

Think of compliance and measurement as the seatbelt for rapid experimentation: with the right guardrails, pilots turn into repeatable ROI instead of risky headlines, and marketers can move from

“what if” to “what works”

Next step	Why it matters	Resource
Run a scoped pilot	Delivers quick learnings and measurable ROI	OECD AI adoption initiative in Chile (NVIDIA, DIGEVO, Chilean government)
Embed governance	Meets PDPL expectations and builds trust	GobLab UAI AI governance guidance - Oxford Insights
Train the team	Turns experiments into durable capabilities	AI Essentials for Work 15‑week syllabus - Nucamp