The report “Leadership in the Age of Messaging,” developed by BCG in partnership with Meta, shows how business messaging in Brazil is rapidly evolving from fragmented interactions to complete, personalized, and AI-powered experiences. Based on a survey of global and Brazilian leaders, the study reveals the direct business impact of these capabilities, including up to 2x gains in customer value and efficiency, and highlights the key opportunities, challenges, and capabilities needed to scale end-to-end conversational journeys.