At Cannes, Globant bets on Fusion: a tech-first model for marketing that might just work

Launched on-site at the festival, Fusion is pitched as an AI-powered suite for marketers, pulling together everything from content generation to landing pages, creative assets and video production, all accessible on a subscription model.

The goal isn’t automation for its own sake, but consistency and speed. “You can’t just throw tools at a problem and expect magic,” Englebienne told The Drum. “Until now, AI adoption has been like a jam session. Everyone brings their own instrument and nobody’s sure what song to play. With Fusion, we’re saying, ‘Let’s compose properly. Let’s bring orchestration.’”

Why Globant bought Gut

Globant was better known for building enterprise platforms than award-winning ads. Which is why eyebrows were raised when it acquired indie creative agency Gut two years ago.

“But we realized that if we wanted to create brand experiences, not just backend solutions, we needed creative capabilities in-house,” said Englebienne.

Gut, which still operates with relative independence, brings what Globant describes as “creative DNA” to the equation.

“We saw a huge opportunity,” he added. “Tech and creativity shouldn’t sit in separate rooms any more. The CMO and CTO have to work side by side.”

From Formula 1 to the LA Clippers

For Globant, the future of marketing lies in what it calls full-funnel orchestration – not just making assets faster, but aligning them with data, distribution and experience.

That’s already being tested in the high-pressure world of Formula 1, which the company sponsors: “We rebuilt the pit wall,” said Englebienne. “What used to take 10 seconds now happens in real time. You’re pulling video, routing it internationally, complying with regulations, all so a team can make a better decision during a race. The complexity is huge and that’s where we thrive.”

A more public-facing example is Globant’s work with the LA Clippers on the Intuit Dome, a next-generation stadium. “You shouldn’t have to show your face to a camera, queue endlessly or fight to find your seat,” said Englebienne. “The entire stadium experience should be personal, seamless, and fast.”

Globant has helped shape the arena’s entire digital roadmap – from identity and loyalty platforms to app-based ticketing, frictionless parking and real-time food and beverage ordering. “It’s about creating a digital thread through every interaction,” he explained, “so people want to be there, not stay home.”

The idea is to tie together fan preferences, crew coordination and venue services into one connected ecosystem, with personalization, not just efficiency, at its core.

“You’re not just buying a ticket any more,” said Englebienne. “You’re entering a digital environment that responds to you. That’s the level of experience we think brands – not just stadiums – need to be delivering.”

A shift in mindset, not just tools

Globant’s argument is that the problem isn’t a lack of AI but a lack of integration. Marketers, it claims, are still approaching AI like it’s a side project.

“AI adoption used to start in the back office – spreadsheets, databases,” Englebienne said. “Now it’s the other way around. Consumers are already using AI tools in daily life, but businesses haven’t caught up.”

So, how should marketers respond?

“You need someone to guide you through it,” he said. “There are too many tools and most organizations don’t know what’s worth investing in. If you don’t treat AI as an authentic process, you’ll end up with a mess – different outputs, inconsistent brand voice, wasted time.”

Fusion, he insists, is designed to tackle exactly that. “We’re offering a single subscription that gives you not just access to tools, but a managed workflow. It’s a combination of AI and people that delivers faster, more consistent output, with better economics.”

The one-word brief

Globant talks a lot about distilling brand identity. “We believe your brand should be expressible in a single word.” For Globant, that word is “dare.”

It’s not an especially modest claim, but perhaps a fair one, given the company’s growth. From its start in Argentina, Globant now spans five continents and its 35,000+ employees include AI engineers, UX specialists and, increasingly, creatives.

“We’ve never been big on traditional advertising,” Englebienne admitted. “Word of mouth has been our secret. But more recently, we’ve seen the value in building a brand. That’s why we’ve partnered with F1, the World Cup, and why we’re investing in marketing that shows what we can actually do.”

Where does this all end up?

With the likes of Publicis and WPP also pushing their own AI platforms, we asked Englebienne where this leaves the industry.

“I think there’ll be room for both,” he said. “Some companies will lead with tech, others with client service or creativity. But most organizations will need help navigating the landscape. That’s where we come in.”

He’s not convinced AI will destroy jobs, but he does believe it will reshape them. “You can’t replace intention. You still need someone to ask the right question. But new roles will emerge. Just like in the Industrial Revolution or the rise of the internet.”

His final bit of advice for CMOs? Don’t wait.

“It’s very easy to say, ‘My team is already using this or that tool. But what matters now is coordination. You need a single, structured process if you want AI to actually improve your brand. Otherwise, it’s noise.”