Globant, a digital transformation company, has launched FUSION, a comprehensive suite of five AI agents designed to automate and optimize marketing workflows from initial strategy through final campaign execution. Unveiled at the Cannes Lions International Festival of Creativity, the platform represents a significant shift toward AI-powered marketing operations that promise to deliver measurable business outcomes rather than just technological novelty.
The announcement comes as marketing departments increasingly struggle with the complexity of managing campaigns across multiple channels while maintaining brand consistency and measuring performance. Traditional marketing workflows often involve disconnected tools and manual processes that slow execution and create inconsistencies. FUSION addresses these challenges by centralizing marketing functions within a single AI-powered ecosystem.
Full-funnel marketing refers to managing every stage of the customer journey, from initial awareness through final conversion and retention. This comprehensive approach typically requires coordination across multiple teams, platforms, and creative assets—a complexity that often leads to inefficiencies and missed opportunities.
FUSION streamlines this process by deploying specialized AI agents that handle different aspects of marketing execution while maintaining consistency across all touchpoints. Rather than replacing human marketers, the system augments their capabilities by automating routine tasks and providing intelligent recommendations based on performance data.
The platform operates on Globant’s AI Pods subscription model, which allows marketing teams to scale AI services based on actual demand rather than fixed licensing fees. This approach means organizations pay only for the complexity and volume of work performed, making advanced AI capabilities accessible to businesses of various sizes.
FUSION’s capabilities center around five distinct AI agents, each optimized for specific marketing functions:
Scale Ads automates the production and adaptation of digital advertising creatives across multiple platforms. This agent can generate variations of ad content optimized for different social media platforms, display networks, and audience segments while maintaining brand consistency. For example, a single campaign concept can be automatically adapted into dozens of format variations for Facebook, Instagram, LinkedIn, and Google Ads, with each version optimized for the platform’s specific requirements and audience behaviors.
Content generates marketing copy including web content, blog posts, product descriptions, and email campaigns. The agent uses proprietary models trained on brand-specific data, ensuring that generated content matches the organization’s tone, style, and messaging strategy. This eliminates the common problem of AI-generated content that sounds generic or off-brand.
Images produces visual assets aligned with brand guidelines and campaign objectives. Beyond simple image generation, this agent understands brand color palettes, typography standards, and visual style requirements to create product images, campaign visuals, and social media content that maintains professional consistency.
Video combines generative video technology with storytelling expertise to create promotional content, product demonstrations, and social media videos. The agent can produce content tailored to specific platforms’ video requirements, from short-form social content to longer product showcases.
Landing Pages builds dynamic, SEO-optimized web pages customized for specific campaigns, audiences, or product variations. These pages can be generated in multiple languages and automatically integrated into existing marketing workflows, enabling rapid testing of different messaging approaches.
Early results from pilot clients demonstrate significant operational improvements across key marketing metrics. Organizations using FUSION have reported a 23% improvement in click-through rates, suggesting that AI-generated content performs better at engaging audiences than traditional approaches.
Perhaps more importantly, the platform has enabled teams to produce four times more marketing assets in the same timeframe, while reducing adaptation time by 6x and overall production time by 3x. These efficiency gains translate into substantial cost savings and the ability to test more campaign variations, potentially leading to better overall performance.
“We’re not just implementing AI, we’re rethinking the entire marketing workflow through the lens of real-world problems,” said Pepe Chamorro, Managing Director in Europe for Globant GUT, the company’s creative network. This approach reflects a broader industry shift toward AI solutions that address specific business challenges rather than simply adding technological capabilities.
FUSION operates through Globant’s AI Pods model, a subscription approach that differs significantly from traditional software licensing. Instead of paying fixed fees regardless of usage, organizations can scale their AI services up or down based on actual project demands and complexity.
This flexibility proves particularly valuable for marketing teams whose workloads fluctuate seasonally or based on campaign schedules. During peak periods, teams can access additional AI capabilities without long-term commitments, while scaling back during quieter periods to optimize costs.
The model also allows organizations to experiment with AI-powered marketing without significant upfront investments, reducing the barrier to adoption for companies uncertain about AI’s potential impact on their operations.
The launch positions Globant in direct competition with both traditional marketing technology providers and newer AI-focused startups. While major industry players have been expanding AI capabilities through acquisitions, Globant has focused on developing specialized solutions designed specifically for marketing workflows.
“While some big industry players are expanding their AI capabilities through strategic acquisitions, at Globant GUT we’re focused on developing specialized AI solutions designed to address the specific needs of the marketing industry,” explained José Llinares, Head of Strategy at Globant GUT Europe.
This approach reflects a strategic bet that purpose-built AI tools will outperform general-purpose solutions adapted for marketing use. The early performance metrics suggest this strategy may be paying off, though broader market adoption will ultimately determine its success.
For marketing leaders considering AI adoption, FUSION represents a comprehensive solution that addresses multiple workflow challenges simultaneously. However, successful implementation requires careful consideration of existing processes, team capabilities, and integration requirements.
Organizations with complex brand guidelines or highly regulated industries may need additional customization to ensure AI-generated content meets compliance requirements. Similarly, teams accustomed to traditional creative processes may require training and change management support to fully leverage the platform’s capabilities.
The subscription model provides flexibility for gradual adoption, allowing teams to start with specific use cases before expanding to full-funnel implementation. This approach can help organizations build confidence in AI capabilities while minimizing disruption to existing workflows.
FUSION’s launch signals a broader transformation in how marketing departments approach campaign development and execution. As AI capabilities continue advancing, the distinction between human creativity and machine efficiency may become less relevant than the quality of outcomes achieved through their collaboration.
For Globant, success will depend on demonstrating sustained performance improvements across diverse client situations while continuing to enhance the platform’s capabilities. The company’s position as both a technology provider and creative agency may provide advantages in understanding the practical challenges facing marketing teams.
The broader implications extend beyond individual marketing departments to the structure of marketing services industries. As AI tools become more sophisticated, traditional agency models based on billable hours may give way to outcome-based pricing and subscription services, fundamentally changing how marketing services are delivered and valued.
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