1. Was there a specific operational bottleneck or market challenge that triggered the decision to rearchitect your creative workflows?
We’ve been using AI in different parts of the agency for a while — from creative generation to data modeling — but we lacked a solution that connected all the dots and embedded intelligence throughout the entire process. That’s what led us to Adobe GenStudio.
This wasn’t just about fixing a pain point. It was about moving to the next level of operational maturity. One where automation, orchestration, governance, and AI agents are native to the workflow — not added on top. We wanted a more connected structure that brings transparency, reduces friction, and allows us to operate with more speed, intelligence, and consistency at scale.
With GenStudio, we’re not just changing tools — we’re reshaping how the agency works, end-to-end.
2. How did you approach change management internally especially in integrating AI and automation into human-driven processes?
We’re approaching this not just as a technology implementation, but as a deep structural and cultural shift. Integrating AI into the workflow requires rethinking habits, rituals, and expectations across teams — and that work is in motion.
From the start, our Operations and Transformation team has been mapping pain points, engaging leadership from every department, and identifying where AI can create real value — not by replacing talent, but by augmenting it. Our goal is to reduce the manual load and open space for more strategic and creative thinking.
This isn’t about adding AI on top of old processes — it’s about designing new ones that take full advantage of what today’s AI makes possible. The real risk isn’t in adopting AI, but in scaling outdated workflows that were never meant to work this way.
3. How is GenStudio improving your campaign go-to-market speed and creative asset management?
We’re still in the early stages of implementing GenStudio, but what excites us is how it brings structure, intelligence, and governance to the entire workflow. It’s not just about managing assets or speeding up production — it’s about creating a more fluid and connected process across teams.
By centralizing approvals, improving visibility, and introducing automation in the right places, we’re laying the foundation for faster, more aligned decision-making. The creative asset management piece becomes a natural outcome of that — more organized, traceable, and easier to adapt without starting from scratch.
As we embed AI deeper into our processes, the need for robust compliance and governance frameworks becomes even more critical. GenStudio helps us manage this complexity with formalized workflows, version control, and complete approval histories — ensuring security, traceability, and accountability at scale. For our clients, it translates into faster response times, more consistent outputs, and full visibility into a process that’s both transparent and reliable.
4. What does “future-proofing creativity” mean to you in the context of AI?
From an operations perspective, future-proofing creativity means evolving the structures, workflows, and decision-making models that support great ideas. It’s about ensuring that creativity isn’t limited by outdated processes, bottlenecks or inefficient collaboration models. AI offers us a powerful opportunity to rethink how work flows across teams — and how technology can unlock scale without sacrificing originality.
We don’t see AI as a replacement for talent, but as an orchestration layer that helps ideas move faster and more precisely — shaping, adapting, and delivering them with more consistency and intelligence.
That’s why we believe future-proofing creativity isn’t a one-time shift, but a continuous evolution. It’s about staying open to new ways of working, challenging legacy workflows, and designing operations that are not just faster — but smarter, more agile, and better prepared to create real value for brands and people.
5. Do you see a broader opportunity for you to help unify MarTech and AdTech operations across LATAM?
We believe there’s a growing opportunity — and necessity — to bring AdTech and MarTech operations closer together. As AI, automation, and content orchestration become more embedded in both creative and media workflows, the potential for a more seamless, data-driven approach increases across the board.
In Brazil, creative and media disciplines often operate under the same agency structure. This setup, which differs from markets where these functions are siloed, has naturally encouraged a more integrated approach — and makes our region uniquely positioned to lead this unification.
Rather than treating MarTech and AdTech as separate silos, we see them as part of the same challenge: delivering end-to-end value. And while every market in LATAM has its specificities, we believe the model we’re building — one that blends creativity, technology, and operational efficiency — can inspire similar transformations across the region.
6. Are you working to tailor or localize any aspects of GenStudio for Brazil’s specific market dynamics?
We’re not just localizing — we’re building a scalable and strategic foundation that supports our operations across Brazil, LATAM, and Miami.
We operate an ecosystem of specialized companies across creativity, technology, data, media, and experience. By adopting Adobe GenStudio as a core workflow layer — rather than a standalone tool — we’re creating a shared infrastructure that any of our companies can build upon. Our approach is unique: while many agencies adopt isolated tools or use GenStudio in specific areas, we’re making it the backbone of our operation. This isn’t just about implementation — it’s about rethinking the system. It’s a foundational shift designed to unlock value across the entire group.
That means reimagining our processes from the ground up — integrating GenStudio across every step of the workflow and activating the full power of Adobe Creative Cloud and Adobe Experience Cloud. We’re not adapting the platform to old structures. We’re evolving our structures to match the potential of a fully orchestrated, AI-powered content supply chain.
Beyond internal gains, this shift opens a new chapter in how we work with our clients. We’re creating a service layer that helps brands operate inside our new workflow, building tailor-made solutions using Adobe’s full suite — including custom models, content supply chain orchestration, and governance frameworks. That means our clients benefit not just from better outputs, but from smarter, faster, and more integrated ways of working.
- About Daniel Martins
- About GALERIA.ag
Daniel Martins is Partner and Head of Operations and Transformation at GALERIA, Brazil’s leading independent advertising company. Since the agency’s founding, he has led the team responsible for structuring and evolving how GALERIA operates — with a focus on efficiency, integration, scalability, and business performance. He focuses on operational design, technology integration, and the ongoing pursuit of efficiency and performance at scale.
With over 25 years of experience across marketing, technology, and operations, Daniel has held C-level roles at global networks such as WPP, Publicis, and Havas, where he led complex transformation initiatives for major brands throughout Latin America — helping companies rethink their structures, processes, and growth models.
In addition to his leadership within GALERIA, Daniel plays a strategic role across Galeria.Holding, helping to connect platforms, partners, and internal capabilities across the group to unlock innovation and long-term value.
He was nominated for the Caboré Award in the Innovation category, the most prestigious recognition in Brazilian advertising, and has also served as a mentor at SXSW, one of the world’s foremost events for creativity, innovation, and emerging technologies.
GALERIA.ag is an independent agency that leverages cultural understanding, technological prowess, and data-driven insights to transform businesses through the power of creativity. Driven by the mission to simplify the communication landscape for advertisers, GALERIA.ag offers integrated end-to-end solutions that combine data, technology, and creativity with an unbiased strategic perspective, rapidly establishing itself as one of Brazil’s leading agencies. Official Social Media: LinkedIn and Instagram.
