Rethinking Marketing at Cannes: Globant’s Fusion Model
At the International Festival of Creativity 2025, Guibert Englebienne, co-founder of Globant, shared exciting insights about their innovative approach to marketing workflows powered by AI. This strategy, dubbed Fusion, aims to redefine how brands and technology interconnect.
Beyond Automation: The Fusion Mindset
While AI tool launches at Cannes have become routine, Globant’s Fusion platform presents a more cohesive vision. Englebienne emphasizes that they aren’t merely adopting AI; they’re reconceptualizing the entire marketing workflow through practical, real-world challenges.
“We’re not just implementing AI. We’re rethinking the entire marketing workflow through the lens of real-world problems.”
Launched amid Cannes’ creative buzz, Fusion serves as an AI-driven suite for marketers, encompassing everything from content generation to video production. This isn’t about automation in isolation; it’s about achieving speed and consistency.
“You can’t just throw tools at a problem and expect magic,” Englebienne expresses. “With Fusion, we’re saying, ‘Let’s compose properly. Let’s bring orchestration.’”
Globant’s Creative Evolution: The Gut Acquisition
Globant’s trajectory shifted dramatically with the acquisition of the indie creative agency Gut two years ago. This strategic move was pivotal in their evolution from a tech-centric firm to one that harmonizes creativity and technology.
“If we wanted to create brand experiences, not just backend solutions, we needed creative capabilities in-house.”
Gut operates with a degree of independence, contributing a "creative DNA" that underscores Globant’s mission. Englebienne highlights the necessity of aligning tech and creativity, advocating that CMOs and CTOs must collaborate closely.
Full-Funnel Orchestration: Lessons from Formula 1 and the LA Clippers
For Globant, the future of marketing will center around full-funnel orchestration—aligning assets with data and improving user experiences. This philosophy is already in practice within the high-octane world of Formula 1, where they’ve revolutionized the pit wall experience.
“What used to take 10 seconds now happens in real time.”
By seamlessly integrating video feeds and complying with real-time regulations, Globant enhances decision-making for racing teams.
In a more accessible context, Globant is also shaping the digital roadmap for the LA Clippers at the Intuit Dome.
“The entire stadium experience should be personal, seamless, and fast.”
From app-based ticketing to real-time food ordering, they’re creating a connected ecosystem that prioritizes personalization over mere efficiency.
A New Mindset: Integration Over Tools
Englebienne asserts that the root of marketing challenges isn’t the absence of AI but the failure to integrate it effectively.
“Marketers are treating AI like a side project.”
As consumers effortlessly utilize AI tools in their daily lives, businesses lag behind. To truly capitalize on AI, Englebienne insists on a guided approach, emphasizing the need for a structured process.
“If you don’t treat AI as an authentic process, you’ll end up with a mess.”
Fusion, therefore, promises a comprehensive solution—a subscription model that combines tools and a managed workflow for faster, more consistent outputs.
The Essence of a Brand: One Word
Globant’s philosophy distills brand identity into a single word, “dare.”
“We believe your brand should be expressible in a single word.”
Though this assertion may seem audacious, it reflects the company’s extensive growth from its Argentine roots, now encompassing over 35,000 employees across five continents, including creatives and AI specialists.
The Future of Marketing
As competitors like Publicis and WPP roll out their own AI initiatives, Englebienne foresees a diversified industry landscape.
“I think there’ll be room for both—those leading with tech and those prioritizing client service or creativity.”
While he believes AI will reshape roles rather than eliminate them, he urges CMOs not to delay.
“What matters now is coordination. You need a single, structured process if you want AI to actually improve your brand.”
In the rapidly evolving world of marketing, Globant’s Fusion model encourages brands to embrace a more connected, orchestrated approach. As AI continues to weave into the fabric of brand experience, those willing to dare will undoubtedly lead the charge into a new creative frontier.
