Globant is officially uniting its creative and digital marketing forces under one banner — the GUT Network. The move consolidates the company’s marketing and advertising disciplines across AI, digital experience, content, media, MarTech, and analytics, creating one of the most comprehensive creative technology ecosystems in the industry.

Led by GUT co-founders Gastón Bigio and Anselmo Ramos, alongside Globant CMO Wanda Weigert, the GUT Network represents the culmination of nearly two years of integration and collaboration following Globant’s acquisition of GUT in 2023.

Global Expansion With a Strategic Edge

The newly formed GUT Network doubles GUT’s global footprint, adding two new offices in Bogotá, Colombia, and Copenhagen, Denmark.

• GUT Bogotá will serve as a regional hub for media, data analytics, and creativity, staffed with over 200 professionals.

• GUT Copenhagen, home to more than 60 healthcare marketing experts, will act as a center of excellence for pharma marketing, supporting clients such as Biogen and Alfasigma.

These new offices join a global lineup of creative hubs in Miami, Buenos Aires, São Paulo, Toronto, Mexico City, Los Angeles, Amsterdam, Madrid, New York, and Singapore.

The expanded network will continue to rely on the leadership of Pepe Chamorro, Fernando Martínez-Corbalán, Mads Krogh Petersen, Jorge Camargo, and Marwa Khalife, ensuring strategic continuity across creative and technology services.

A Fusion of Creativity and Technology

Since its founding in 2018, GUT has earned a reputation as a disruptive creative powerhouse, helping brands infiltrate pop culture, build loyalty, and drive measurable growth. Recognized as Fast Company’s #2 Most Innovative Company in Marketing and Advertising (2024), the agency has transformed from startup to global force in just seven years.

Globant’s acquisition has accelerated that momentum. Together, the two companies have built AI-embedded marketing campaigns for global brands such as AB InBev, Mercado Libre, P&G, Kraft Heinz, Verizon, and Havaianas, while also gaining access to Globant’s marquee clients including FIFA, F1, Electronic Arts, and Okta.

“This move shows Globant’s total confidence in the GUT brand and culture,” said co-founders Gaston Bigio and Anselmo Ramos. “Expanding the GUT brand globally is the natural next step for us.”

A Unified Vision for the Future of Marketing

The consolidation marks more than a structural change — it signals Globant’s intent to redefine the intersection of creativity, data, and AI in global marketing.

“By bringing together all our marketing capabilities into one global team, we’re amplifying our ability to spark meaningful transformation,” said Wanda Weigert, Chief Marketing Officer at Globant. “GUT Network is now a fully equipped creative ally, fueled by cutting-edge technologies and exceptional talent.”

As part of the reorganization, Bigio and Ramos will join Globant’s top management team, reporting directly to CEO and Co-founder Martín Migoya, while Andrea Diquez continues as GUT Global CEO.

Both companies are already among the top ten global players in their respective domains — Globant ranked as the 5th strongest IT brand globally (Brand Finance 2024), and GUT as one of the top 10 most awarded networks at Cannes Lions 2025.

The Bottom Line

By merging technology and creativity under one roof, Globant’s GUT Network is positioning itself as a global marketing powerhouse capable of blending data-driven precision with emotional storytelling. In a market increasingly defined by AI and cultural agility, this new structure could set the tone for how global agencies evolve in the next decade.

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PromoRepublic has unveiled the industry’s first mobile AI Assistant designed specifically for local marketing. The new feature, embedded in both its web and mobile platforms, offers a conversational, brand-safe experience for multi-location and franchise businesses struggling to balance speed, compliance, and authenticity.

The AI Assistant leverages brand data, performance insights, and proven best practices to guide users through every stage of local marketing. From crafting social posts to responding to reviews and analyzing results, the assistant helps franchisees and marketers act faster and stay consistently on-brand.

Redefining Local Marketing for Franchises

For years, franchise and multi-location brands have faced a common dilemma: maintaining brand consistency while delivering authentic, localized marketing. Most AI tools have catered to corporate teams—heavy on analytics but lacking the real-time, contextual intelligence that local operators need.

PromoRepublic’s new AI Assistant changes that. It acts as a smart, always-available marketing coach built directly into everyday workflows. Using context-aware intelligence, it adapts to the user’s role, permissions, and geographic region, ensuring every action aligns with brand standards while addressing local audience needs.

“Our AI Assistant brings marketing guidance right to the fingertips of local teams,” said a PromoRepublic spokesperson. “It empowers franchisees to execute confidently while giving headquarters complete visibility and control.”

Mobile-First, Conversational, and Brand-Safe

Unlike many automation tools focused on centralized reporting, the PromoRepublic AI Assistant embraces a mobile-first design. Its conversational interface lets franchisees plan and publish campaigns, track engagement, and receive tailored recommendations — all from their phone.

The assistant integrates brand guardrails and local insights, ensuring every campaign is both creative and compliant. It also uses real-time performance feedback to refine suggestions and automate repetitive tasks, freeing marketers to focus on strategy and customer engagement.

Measurable Results Across Networks

Early results from pilot programs suggest the technology is already transforming operations. PromoRepublic reports up to 80% franchisee activation and 30–50% automation of repetitive marketing work, such as social posting and review management.

For headquarters, the benefits go beyond efficiency. The AI Assistant delivers greater visibility and consistency, reducing off-brand content and ensuring every location remains visible and responsive across networks.

By embedding AI into the daily workflow of local teams, PromoRepublic is positioning itself at the intersection of AI innovation and localized brand management — a critical frontier for franchise growth in the digital age.

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Marketeam.ai has been named a finalist for “Most Innovative Use of AI by a Brand” at the 2025 Digiday AI Awards, earning its second recognition from Digiday this year. The honor spotlights a groundbreaking milestone — a marketing campaign conceived, developed, and executed entirely by AI, marking an industry first.

The Digiday AI Awards celebrate organizations redefining creativity and responsibility in the use of artificial intelligence across media, marketing, and advertising. Marketeam.ai joins a high-profile list of contenders including AT&T, Wistia, and Thai Life Insurance in the same category. Other finalists across categories include McDonald’s, General Motors, Canva, Bloomberg Media, and DDB, highlighting the fierce competition among global industry leaders.

AI Takes the Creative Lead

What makes Marketeam.ai’s nomination stand out is the campaign’s autonomous origin. While most brands use AI to assist human creatives, Marketeam.ai’s agents took the leap from collaboration to independent creation. The AI team generated the concept, strategy, and execution without human input — and the result went viral.

“This nomination proves that we’re not just iterating on AI — we’re inventing new paradigms of creative intelligence,” said Naama Manova-Twito, Co-Founder and CEO of Marketeam.ai. “Our autonomous agents showed genuine creative invention, from concept to viral success. While the industry debates if AI can be creative, we’re already demonstrating it.”

This approach, dubbed “autonomous creative intelligence,” represents a step beyond generative AI — toward a model where AI systems can ideate, strategize, and execute campaigns that rival human-led initiatives in originality and performance.

Establishing Leadership in Autonomous Marketing

The recognition cements Marketeam.ai’s position as a leader in AI-driven marketing innovation. Earlier this year, the company was also named a finalist for Best AI Platform at the 2025 Digiday Technology Awards and took home the “Proactive AI Assistance Solution of the Year” title at the 2025 AI Breakthrough Awards.

Together, these achievements underscore Marketeam.ai’s push to redefine how brands leverage automation and intelligence to drive creativity and business growth.

“The future of marketing isn’t about replacing humans,” Manova-Twito added. “It’s about amplifying human ingenuity with autonomous intelligence that can think, create, and perform at the highest level.”

Looking Ahead

Winners of the 2025 Digiday AI Awards will be announced in the coming weeks, spotlighting companies that are pushing the boundaries of AI in marketing, media, and customer experience.

For Marketeam.ai, the nomination itself represents a validation of its bold mission — proving that AI can be more than an assistant. It can be a creator, strategist, and storyteller in its own right.

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Forrester (Nasdaq: FORR) has released its 2025 B2B marketing, sales, and product predictions, warning that the unchecked adoption of generative AI (genAI) could lead to over $10 billion in lost enterprise value due to stock declines, legal settlements, and regulatory fines.

As more B2B buyers rely on conversational AI tools for faster insights, Forrester notes that 19% of these buyers report lower confidence in their purchasing decisions due to inaccurate or unreliable AI-generated information. The firm cautions that traditional governance frameworks — designed for internally developed software — fall short when applied to third-party genAI applications embedded across go-to-market systems.

To mitigate risk, Forrester recommends that organizations raise their employees’ “AI intelligence quotient” and democratize governance practices to ensure responsible AI adoption across marketing, sales, and product teams.

Key Predictions for 2025

• Human validation will regain prominence:
  In 2025, 30% of buyers will view genAI as a meaningful interaction during the final purchasing stage, but expert interactions will rise as buyers seek validation and deeper insight. Human expertise will remain a crucial trust factor.

• Influencer relations become a strategic lever:
  75% of enterprise B2B firms will expand budgets for influencer relations. As decision-makers increasingly consult external experts and analysts for guidance, marketing leaders will position influencer engagement as a growth driver.

• Agent-led negotiations take hold:
  By 2026, 20% of B2B sellers will engage in AI-to-AI quote negotiations, responding to buyer-side AI agents with automated counteroffers through their own intelligent systems.

Balancing Trust and Technology

“For B2B leaders, success in the AI era hinges on disciplined, evidence-based adoption,” said Sharyn Leaver, Chief Research Officer at Forrester. “Organizations must invest in governance, balance AI with human expertise, and deliver validated outcomes that build trust. In a volatile market, accountability and clarity will define competitive advantage.”

Forrester’s prediction reports span B2B marketing, sales, product, digital commerce, and payments — offering leaders a forward-looking lens into the trends shaping 2025’s go-to-market landscape.

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StackAdapt has launched a major upgrade to its digital out-of-home (DOOH) solution, introducing a map-first interface and unified workflow that simplify campaign planning, activation, and measurement. The update aims to solve one of digital advertising’s biggest pain points—fragmentation—by giving marketers end-to-end visibility and control within a single platform.

Transforming DOOH with Connected Intelligence

DOOH has long been plagued by manual processes and disjointed systems. StackAdapt’s latest release eliminates these barriers. The new map-first UI allows advertisers to visually explore available inventory, filter by location, media owner, and venue type, and activate campaigns directly from the discovery view.

This shift replaces static spreadsheets with dynamic, real-world context—an approach that promises to make campaign planning both intuitive and data-driven.

“Our DOOH platform reflects our commitment to making the channel more efficient, measurable, and scalable,” said Greg Joseph, VP of Inventory at StackAdapt. “By pairing a map-first experience with creative transparency, we give advertisers the clarity and agility they need to align campaigns with key cultural moments.”

Solving DOOH’s Long-Standing Frictions

StackAdapt’s new DOOH capabilities address common industry challenges that have hindered performance and efficiency:

• Planning blind spots: Advertisers can now view every screen and venue on a live map, offering instant insight into inventory availability and pricing.

• Limited supply visibility: Full transparency into media owners, screen specs, and activation details reduces the guesswork and delays of manual deal management.

• Creative bottlenecks: Real-time visibility into creative approval statuses from each media owner helps teams launch faster without redundant communication.

• Targeting complexity: Simplified screen- and venue-level targeting replaces the need for cumbersome deal IDs.

• Disconnected measurement: New reporting features, including heatmaps and screen-level analytics, enable advertisers to quantify impact and ROI confidently.

According to Leo Gonzalez, Senior Director of Programmatic/Direct IO at Wpromote, “StackAdapt’s DOOH platform provides both the visibility and efficiency we need to integrate DOOH into a broader media mix with measurable results.”

Programmatic Guaranteed: A New Standard for DOOH Confidence

Historically, programmatic buyers have struggled to secure premium DOOH inventory during peak demand. StackAdapt’s Programmatic Guaranteed (PG) certification with Broadsign and Vistar Media changes that dynamic. Advertisers can now reserve high-value placements ahead of global events, holidays, or seasonal surges—maintaining the agility of programmatic while gaining guaranteed exposure.

This capability has rapidly gained traction, with the share of programmatic DOOH spend through PG more than doubling in the past year.

Bridging Technology, Education, and Market Growth

To help advertisers capitalize on these advancements, StackAdapt has refreshed its DOOH education program, offering hands-on guidance for planning, launching, and measuring campaigns in the upgraded environment.

The move comes as DOOH cements its position as a vital component of programmatic strategies. In the U.S., DOOH represented 36% of total OOH ad spend in Q2 2025, growing 9.2% year over year.

By simplifying access and enhancing measurability, StackAdapt is positioning DOOH not just as a brand visibility channel but as a performance-driven, data-rich medium for omnichannel marketers.

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Ocrolus, the AI-powered automation and analytics leader in financial decision-making, has unveiled Encore, a double opt-in borrower intelligence platform designed to modernize how small business funding data is shared. Built to eliminate friction between brokers and lenders, Encore establishes a trusted, standardized data-sharing ecosystem that accelerates funding and expands capital access for small businesses.

A New Era of Borrower Intelligence

Since 2016, Ocrolus has provided the cash flow analytics infrastructure underpinning credit scoring for more than 175 lenders, including industry leaders such as Square, PayPal, Enova, Rapid Finance, Bluevine, and Kapitus. Trained on over 15 million funding applications, the company’s analytics have effectively become the universal language for SMB funders interpreting bank data.

With Encore, Ocrolus extends its mission beyond data standardization to intelligent collaboration. The platform enables funders and brokers to share deals instantly using standardized cash flow metrics, replacing error-prone, manual processes with a seamless, secure exchange of verified borrower information.

Solving Long-Standing Funding Frictions

Small business funding has long suffered from inefficient, outdated workflows. Brokers often review PDFs or emailed statements to pre-qualify borrowers, while funders reanalyze the same data from scratch—slowing decision times and creating inconsistencies. In some cases, even digitally collected data from providers like Plaid or Finicity is manually converted to PDFs for email transfer, reintroducing risk and delay.

Encore replaces this patchwork with a real-time, double opt-in system that securely connects trusted parties, eliminating redundant steps while maintaining compliance and data integrity.

“Lenders have long relied independently on Lendio for SMB flow and Ocrolus for cash flow analytics,” said Trent Miskin, Co-founder and CPO at Lendio. “Encore unifies those strengths, removing data duplication and speeding up funding decisions—precisely what SMBs expect in today’s embedded finance landscape.”

Empowering Lenders to Say Yes Faster

According to David Snitkof, General Manager of SMB at Ocrolus, Encore directly supports funders’ top priority—growing origination volume. By creating a shared data environment, the platform enables lenders to convert more leads, approve larger deals, and serve new industries more efficiently.

“With Encore, we’re helping brokers and funders say yes more often,” Snitkof explained. “It’s about turning data transparency into deal velocity.”

Early Adoption and Industry Impact

Encore is currently live with early adopter partners through the end of 2025. Ocrolus plans a wider rollout in January 2026, signaling a major shift toward open, standardized collaboration in SMB lending.

As AI and automation continue to reshape financial workflows, platforms like Encore could mark a turning point in small business financing—bridging trust gaps and redefining what “fast, fair funding” means in an increasingly data-driven market.

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Sapiens International Corporation (NASDAQ: SPNS), a global leader in intelligent SaaS software, has unveiled Decision Analytics, a powerful new module in its Sapiens Decision Platform. The addition aims to help enterprises monitor, analyze, and optimize decision performance in real time—bridging the gap between decision design, deployment, and measurable business impact.

Turning Decision Data into Actionable Intelligence

Decision Analytics captures granular execution data from automated decisions and transforms it into actionable insights. The module connects directly with business intelligence systems, offering a closed-loop view of how decisions are made, why they are made, and how they perform over time.

By organizing every decision outcome and its logic, Decision Analytics empowers users to ask natural-language questions, simulate what-if scenarios, and uncover optimization opportunities—all without deep technical expertise. This marks a shift from reactive reporting to predictive, data-driven decision-making.

Building the Foundation for OptimizeAI

Decision Analytics also lays the groundwork for OptimizeAI, an upcoming extension that will introduce predictive and prescriptive optimization capabilities. This evolution will allow enterprises to move from manual fine-tuning to semi-autonomous decision improvement, accelerating their ability to adapt to market shifts and internal performance data.

“Decision Analytics brings visibility and confidence to every automated decision,” said Roni Al-Dor, CEO and President of Sapiens. “It enables organizations to understand how and why systems make decisions—and to refine them with precision. This level of explainability and control is critical for responsible AI adoption.”

A Milestone in Sapiens’ AI Roadmap

The launch marks a significant step in Sapiens’ expanding AI ecosystem. Combined with ModelAI—which assists in AI-driven decision modeling—and IntegrateAI, which embeds machine learning into declarative decisions, Decision Analytics completes a powerful triad.

Together, these modules allow enterprises to author, enrich, and refine decision logic continuously, creating a self-improving framework for intelligent automation. “With Decision Analytics,” Al-Dor added, “our customers gain faster, smarter, and more adaptive business outcomes powered by responsible AI.”

Elevating Enterprise Decisioning Standards

Recognized as a Leader in The Forrester Wave™: AI Decisioning Platforms, Q2 2025, Sapiens Decision continues to set benchmarks for how organizations design, deploy, and govern automated decisions.

By merging decision modeling, analytics, and AI, the platform transforms static workflows into agile, explainable decision ecosystems—giving enterprises a competitive edge in speed, precision, and adaptability.

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Later, a leading influencer marketing partner for enterprise brands, has launched Later EdgeAI, a proprietary AI-native engine that promises to turn the art of influence into measurable science. Built on what the company calls the industry’s richest influencer dataset, EdgeAI aims to bridge the gap between creator collaboration and business impact.

AI Trained on a Decade of Influence

Later EdgeAI isn’t just another algorithmic add-on. It’s trained on over a decade of influencer campaign data — covering 16 million creators, 136 billion annual impressions, over 1 billion Linkin.bio transactions, and $2 billion in verified influencer-driven purchases.

This scale allows EdgeAI to predict campaign performance, identify high-impact creators, and drive ROI across the marketing funnel. For brands, that means turning once-unquantifiable influence into tangible business outcomes.

AI That Learns Your Brand

According to Justin Withers, Chief Product Officer at Later, EdgeAI goes beyond basic analytics.

“With Later EdgeAI, your brand gets its own dedicated engine that learns from your goals, past campaigns, and performance outcomes,” said Withers. “The recommendations are tailored to your strategy, your audience, and your objectives. It’s AI that evolves with your brand.”

Later positions EdgeAI as an adaptive system — continuously refining its recommendations based on both brand-specific data and broader creator ecosystem signals. The result is faster campaign execution, improved creator matching, and outcomes that align more closely with business objectives.

Data-Driven Intelligence Meets Human Strategy

Unlike tools that bolt on generic AI features, EdgeAI is deeply embedded across Later’s platform and services. It draws from creator performance, commerce outcomes, and cultural trends to guide campaign strategies in real time.

Later’s services team leverages this intelligence to craft influencer programs that are sharper, more targeted, and more effective with every iteration.

Devon Santelman, Associate Manager of Brand Experience at General Mills, praised the collaboration:

“Despite a complex media strategy with dual objectives of awareness and conversion, the Later team integrated seamlessly into our business, proactively identifying new opportunities to enhance our in-market performance.”

The Enterprise Standard for Influencer Marketing

For Scott Sutton, CEO of Later, the launch marks a turning point for influencer marketing:

“Later EdgeAI marks the next era of influencer marketing. For the first time, brands can run influencer programs with the same dependability, scalability, and proven results they expect from their more established marketing channels.”

EdgeAI cements Later’s reputation as the enterprise standard for influencer marketing, blending advanced AI, vast data coverage, and trusted human expertise. The platform’s intelligence layer powers both technology and strategy, setting a new benchmark for measurable influence.

Driving the Future of Influence

The launch follows a string of AI investments from Later, including AI-powered Brand Suitability Insights, which helps marketers optimize every influencer dollar. With EdgeAI, Later aims to elevate influencer marketing into a predictive, performance-driven discipline — where creativity meets accountability.

As influencer marketing matures into a core pillar of enterprise media strategy, Later EdgeAI could very well become the engine that defines its next evolution.

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