Globant has introduced a new AI suite called FUSION, and it’s not just another platform trying to ride the artificial intelligence wave. Unveiled during the Cannes Lions International Festival of Creativity, FUSION was built with a single goal: to help marketing teams get real work done, faster and more effectively.
This is not about ideas. It’s about execution.
FUSION is a collection of AI Agents built into Globant’s creative network, Globant GUT. The suite connects to Globant’s Enterprise AI platform and is offered under its AI Pods subscription model. The idea? Give marketing teams a scalable way to generate content, run campaigns, and adapt creative—without constantly burning time or budget.
Built for Output, Not Just Insight
At its core, FUSION addresses a common pain point: the marketing funnel is messy, repetitive, and often slowed down by inefficient workflows. Globant claims FUSION clears the way by embedding AI into each part of the process.
Pepe Chamorro, Managing Director at Globant GUT Europe, puts it plainly: “We’re not just using AI—we’re rethinking the entire process around it.”
FUSION doesn’t operate as one monolithic AI tool. Instead, it offers discrete agents for different parts of the marketing stack. Each one tackles a specific task.
What’s Inside the FUSION Suite?
Here’s a breakdown of what users get:
Scale Ads
Automatically adapts ad creatives across platforms. Think high-speed creative production at scale—with built-in performance tracking.
Content
Writes emails, product blurbs, landing page copy, blog posts. It’s trained on your brand’s tone and voice, so it doesn’t sound like a generic AI bot.
Images
Builds brand-consistent visuals for social media, campaigns, or product listings. Outputs are aligned with brand rules and audience expectations.
Video
Produces campaign-ready video content using AI-driven editing and visual storytelling. Think product demos and social snippets turned around fast.
Landing Pages
Builds real-time landing pages on demand, SEO-ready and multilingual. Can adjust on the fly based on product, audience, or region.
Results That Matter
FUSION isn’t just running in a test lab. Select clients are already using it. According to internal reports:
- Click-through rates (CTR) improved by 23%
- Creative output quadrupled
- Adaptations moved six times faster
- Production time was cut by two-thirds
Those aren’t minor improvements. They’re business outcomes—plain and simple.
The AI Pods Model
FUSION runs on Globant’s AI Pods subscription setup. That means teams can pay based on what they actually use. No bloated retainers. No overpriced “premium” features locked behind gold-tier contracts.
This lets marketing teams dial services up or down depending on campaign load, creative needs, or quarterly budgets.
Built by Marketers, Not Just Engineers
José Llinares, Head of Strategy at Globant GUT Europe, emphasized that while others are buying up startups to add AI features, Globant built FUSION from scratch. The tools reflect what marketers actually need day-to-day—not what executives want to put in pitch decks.
More Output, Less Overhead
Globant’s FUSION isn’t promising miracles. It’s promising faster content, better media execution, and tools that marketers can actually use—right now. Instead of treating AI like a gimmick or a buzzword, Globant is turning it into a workhorse.
In a market full of flashy promises, FUSION stands out for being boring in the best possible way. It works.
If this rollout holds, CMOs won’t need to beg for headcount or wait weeks for creative. They’ll just launch—and watch the results come in.
