The debate about artificial intelligence in agencies is no longer about "if" it should be adopted, but "how." The market's pressure for speed, consistency, and creative impact has forced technology to move out of the experimental corner and take center stage in operations. And that is no small detail.

The big question, repeated in board meetings, client presentations, and even in pitches for new business, is simple and direct: how to accelerate without losing quality? The answer lies less in choosing the tool of the moment and more in redesigning the creative process.

This is where some Brazilian agencies are already showing signs of maturity: by making AI an organic part of their workflows, they manage to gain efficiency while reinforcing their creative identity. And this movement is not only relevant to Brazil. Local cases already serve as a global reference on how to balance speed and quality at scale.

Optimized Workflows: The New Rhythm of Agencies

The creative process has ceased to be linear. Previously, the logic was clear: brainstorming, manual execution, revision, and finalization. Today, creation has gained new back-and-forths. An idea can start from a text prompt, be refined by an art direction team, return to AI for visual variations, and then land in careful post-production.

This continuous movement has generated a hybrid workflow. AI takes on part of the repetitive tasks, such as version adjustments, scene simulations, and format adaptations, while the creative team recovers time to think about concept, aesthetics, and narrative.

This is not about replacing stages, but making them more flexible. Increasingly, creative work is defined by this dynamic cycle, where technology and curation alternate without a fixed hierarchy.

This model also requires a new approach to management. What was once seen as a rigid pipeline now functions as a living ecosystem, where data, tools, and human insights interconnect in real-time.

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Integration of AI into the Traditional Creative Process

The integration of artificial intelligence does not happen in isolation. Above all, it is a cultural issue. Agencies that manage to align art direction, copywriting, media, and data around AI not only gain efficiency but also create a new way of operating.

The secret lies in orchestration. The art direction maintains aesthetic consistency, ensuring that the brand does not lose its DNA amid hundreds of automated variations. Copywriting benefits from copy tests but still decides which tone connects best with the audience. The media finds in AI a partner for segmentation but remains responsible for interpreting results and transforming them into strategy.

This marriage between classic methods and emerging tools gives rise to more agile and careful campaigns. After all, the time saved in execution can be reinvested in experimentation, research, and conceptual refinement.

Case of GALERIA.ag: AI as Part of the Creative Team

In July 2025, GALERIA.ag entered into a groundbreaking partnership with Adobe to implement the complete package of GenStudio in its creative flow. It was the first agency in Brazil, and one of the first in the world, to operate the end-to-end suite. The initial investment was R$10 million, with immediate implementation and a clear goal of increasing consistency and efficiency in deliveries without compromising creative quality.

This decision marked a new phase for the agency, focusing on a more connected and scalable model. GenStudio was not incorporated as a support tool, but as a central part of the operational process, aiming to optimize campaign management and reduce time-to-market.

The projected gains by Adobe are significant: a reduction of up to 70% in time to market and a decrease of around 30% in content waste thanks to centralization and intelligent reuse of assets. This means that an idea can move from the briefing to being ready for release in much less time, with better utilization of materials created along the way.

In practice, GenStudio connects all stages of the creative cycle. Creation can be done with variations generated by Adobe Firefly, always respecting brand guidelines. The content undergoes automatic consistency checks and follows for approval integrated with Adobe Workfront. From there, it can be activated directly on platforms like Meta, and soon also on Google Campaign Manager 360, LinkedIn, and Amazon Ads. This entire process is monitored by performance indicators, which feed back into creation with real-time data.

The head of operations Daniel Martins explained that Galeria's bet has always been to use technology as a lever for creativity and value for clients. The CEO Eduardo Simon reinforced that automation does not replace people, but frees up time for creativity, innovation, and strategy. Raul Braga from Adobe highlighted that Galeria will be the first in the country to operate GenStudio in its entirety, placing Brazil in line with the most advanced globally.

From the clients' perspective, the benefit is direct: campaigns go live faster, with less rework, greater consistency, and predictable results. The case of GALERIA.ag shows that AI only preserves and elevates quality when treated as a process infrastructure, from briefing to activation, always with human curation at the center.

Case of i-Cherry: Maximum Maturity in AI

If GALERIA.ag demonstrates the practical integration of AI into the creative process, i-Cherry Agency represents the structural maturity of this transformation. The agency was the first in Brazil to achieve the maximum stage of GMaturity, an index created by Google in partnership with BCG (Boston Consulting Group). The ranking evaluates how companies and agencies use AI with their own data, privacy practices, and operational efficiency.

In the case of i-Cherry, the highest level achieved, called Multimoment, goes beyond a symbolic title. It reflects the ability to operate complex systems end-to-end. This means conducting the entire creation cycle, from strategic planning to final delivery, within its own infrastructure, without depending on external suppliers for critical decisions.

The heart of this operation is the WPP Open, a marketing operating system that receives an annual investment of R$2.2 billion. It is here that different technologies connect: the Sotalia AI, responsible for intelligence and automation, the Choreograph, which organizes and activates its own data focusing on privacy, and the DTI Corebiz, which supports the technical layer of integration. All of this is backed by a global network of heavyweight partners like Google, Adobe, IBM, Microsoft, NVIDIA, and Amazon.

This architecture creates a high-performance ecosystem in which artificial intelligence ceases to be an isolated tool and consolidates as a central infrastructure for creation and operation. CEO Adriano Nadalin emphasized that this milestone reinforces i-Cherry's stance to unite media, technology, and data to generate high-impact results. From Google's side, Camila Bertoli explained that the index was designed precisely to measure the ability of agencies to implement advanced practices in technical, creative, and operational areas.

In practice, scaling campaigns, personalizing experiences, and measuring results in real-time has shifted from being a promise to becoming routine. The case proves that it is possible to gain speed without sacrificing creative depth, repositioning i-Cherry as a reference in digital leadership in the Brazilian market.

ROI and Efficiency: The Impact on Results

Adopting AI in creative workflows is not just an operational choice but also strategic. In terms of ROI, the numbers speak for themselves. Automated processes reduce execution costs, shorten delivery times, and allow for more creative cycles in less time.

More than efficiency, there is a direct impact on brand perception and commercial results. Studies from Nielsen have already shown that AI-personalized ads can increase favorability by more than 20 percentage points and raise purchase intent by 18 points. Technology not only accelerates but also generates tangible value for brands.

In practice, the ROI of AI reveals itself in three fronts:

1. Resource savings previously allocated to manual tasks.

2. Agility to test and optimize campaigns in real time.

3. Capacity for personalization at scale.

Presenting AI to Clients: From Discourse to Practice

Another challenge for agencies is translating the integration of AI into narratives that make sense to clients. After all, most brands are not only interested in the technology itself but in how it can generate relevance, differentiation, and impact on the business.

Agencies that get ahead are those capable of presenting clear workflows, showing how AI accelerates processes without sacrificing consistency. They are also the ones that can highlight efficiency without losing storytelling, proving that technology does not dilute creativity but expands it.

Presenting concrete cases, such as those of GALERIA.ag and i-Cherry, is an essential part of this process. They help reinforce that AI is not an experiment but infrastructure. For clients, this means security, predictability, and results, three words that still carry significant weight in any marketing meeting.

Conclusion

The Brazilian cases leave a clear lesson: AI, when well integrated, does not replace creative work but amplifies its possibilities. GALERIA.ag showed how it is possible to transform technology into a part of the team without losing identity. i-Cherry proved that structural maturity in AI can reposition an entire agency's operation.

The future of agencies will not be defined by the speed of adopting new tools but by the intelligence in integrating them into their creative DNA. Quality remains human but is now amplified by systems that multiply reach, efficiency, and impact.