Licensing Con LATAM 2026: AI, the future, and new ways to connect

Over the course of two days, executives from the entertainment, retail, consumer goods, and intellectual property sectors analyzed a market where franchises no longer rely exclusively on television or film for growth.

According to official figures, more than 2.600 visitors attended the event, with a strong executive presence: nearly 60% of attendees were directors and managers. The event also demonstrated how TV series, characters, video games, influencers, and brands are expanding their universes into licensed products, experiences, collaborations, and retail activations.

The second day opened with WGSN and its outlook on the consumer of 2028. Mônica Levandoski, senior consultant at WGSN Mindset Latam, presented a profile of a more emotional, demanding, and multifaceted consumer, for whom authenticity, trust, and relevance will carry increasing weight. For the licensing industry, the challenge is clear: in a market with a growing number of properties, it’s no longer enough to have a well-known brand; you must build a connection that can remain relevant over time.

The agenda also featured a strong presence of entertainment companies such as Hasbro, Globo, Redibra, and Disney. Netflix presented 'Beyond the Screen: The Netflix Effect and Innovation in Product Licensing,” led by Bianca Rosenberg and Joana Portugal, as an example of how platforms seek to extend the commercial life of their content beyond the screen. Bianca Rosenberg, VP of Marketing for Latin America at Netflix: “We pay close attention to what our fans think and say. It’s very important not to disrupt that feeling, that sense of community'.

AI was another major focus. In 'Building Brands in the Era of Agent-Based AI', Sergio Novaes, Head of Campaigns and Activations at Vimer, discussed how AI is beginning to influence discovery, recommendations, and purchasing decisions. The challenge for brands will be to remain relevant in an ecosystem where some of those decisions will no longer be exclusively in the hands of people. There was also a session on live commerce, featuring Monique Lima, CEO at Mimo Live Sales, who analyzed the evolution of models that combine content, product, and conversion.

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