Globant FUSION Blends AI and Creativity to Reinvent Marketing Workflows
At this year’s Cannes Lions Festival, Globant—best known for fusing enterprise tech with bold innovation—announced something that may just shake up how CMOs approach their marketing pipelines. Meet Globant FUSION, the company’s latest AI suite built specifically for full-funnel marketing, content creation, and advertising.
Launched under its creative network, Globant GUT, FUSION combines the artistic vision of agency storytelling with the technical muscle of Enterprise AI. The result? A coordinated battalion of AI Agents purpose-built to manage and optimize everything from campaign concept to landing page—at scale, and on brand.
“We’re not just implementing AI—we’re rethinking the entire marketing workflow,” said Pepe Chamorro, Managing Director in Europe for Globant GUT. And that’s not hyperbole. While many in the martech space talk up AI with vague generalities, FUSION comes with very specific promises—and metrics to back them up.
Marketing’s AI Swiss Army Knife
FUSION isn’t a platform in the traditional sense—it’s an ecosystem of task-specific AI agents, each designed to address critical marketing functions. Here’s a breakdown:
- Scale Ads: Automates and adapts creative assets across formats and platforms with performance tracking baked in.
- Content: Produces tailored copy—from emails to blogs—trained on brand-specific tone and messaging.
- Images: Generates branded visuals using AI trained to understand your design language and audience preferences.
- Video: Combines generative video tools with visual storytelling to churn out polished, on-brand content quickly.
- Landing Pages: Builds dynamic, multilingual, SEO-optimized pages in real time—ready to deploy, optimized to convert.
Each component is stitched together within a centralized workflow, offering channel-agnostic, budget-aware, and context-sensitive execution. And the early data is compelling:
- +23% increase in CTR
- 4x more assets created
- 6x faster adaptation cycles
- 3x shorter production times
Subscriptions Over Sunk Costs
Globant is also shifting the economics of AI adoption. FUSION is delivered through AI Pods, a subscription model where brands pay based on complexity and output, not blanket licenses. It’s an agile, usage-based model that marketing teams can scale up—or down—on demand.
That’s a notable contrast to the bloated tech stacks and underused AI tools gathering dust inside many marketing departments. Instead of “AI-as-a-feature,” this is AI-as-a-service—with actual ROI.
“We’re not chasing acquisitions or buzzwords,” said José Llinares, Head of Strategy at Globant GUT Europe. “We’re building targeted AI solutions that address marketing’s real pain points.”
Context, Not Just Content
In a world where generic AI-generated copy is flooding inboxes and feeds, FUSION’s value proposition is rooted in precision. By aligning creative work with real-time insights and channel performance, Globant aims to scale without sacrificing personalization.
While competitors like Adobe, Salesforce, and HubSpot expand their AI portfolios through acquisitions and partnerships, Globant is taking a more focused approach: custom-fit AI built from inside a creative powerhouse.
Why It Matters
As brands continue to grapple with economic uncertainty and tighter marketing budgets, FUSION presents a compelling alternative: AI that doesn’t just automate tasks, but enhances creative quality and speeds up delivery—while staying tethered to real business goals.
Whether you’re a global brand with hundreds of campaigns or a regional team struggling with content velocity, Globant FUSION offers a vision of marketing where AI is less of a novelty and more of an engine.
