For marketing, the company uses a suite of Gemini Enterprise Agent Platform (formerly known as Vertex AI) working together: Imagen for image generation, Veo for video creation, and the Text-to-Speech API for voiceover narration. What used to require weeks of back and forth with external suppliers now happens in a single session.

For Emccamp, the marketing transformation was the first step in a much larger shift. The company currently has 80 active projects incorporating AI in some form, from construction site monitoring to quality control cameras that identify defects as buildings go up.

The impact on how the company competes is already measurable. Estimated marketing production cost savings from the GenMedia implementation alone reach between R$170,000 and R$200,000. And a process that previously required 140 days to move from land acquisition through regulatory approval is being redesigned to run in 22, a reduction that would allow Emccamp to break ground months earlier on every new development.

That growth comes with a clear philosophy: Emccamp isn’t using AI to reduce its workforce. The goal is to grow the business without growing the headcount, giving people tools that expand what they can do. "Nobody here is convinced that AI replaces people," says Fernandes.

“It’s not the discourse you’ll hear here,” he adds. “It’s very much in the sense of AI helping our productivity, how we can work more and better, in a healthier environment too, because it makes us gain time, which is invaluable."

For Fernandes, the stakes go beyond operational efficiency. Emccamp's core mission is delivering the first home to families who have saved for decades to afford it.

"When we think about technology, we always come back to the same place," he says. "The client puts on their best clothes, brings their family, and shows up to receive the keys. That is who we are building for. If the technology helps us deliver a better product to that person, we are in."