Globant mocks consultancies’ AI obsession in latest comic work from Gut

‘Stuck in Consultancy’ series continues with spot emphasizing human as well as artificial intelligence

Published On
May 30, 2023
A woman looking quizzical during a business meeting

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Globant and Gut Buenos Aires won Best B2B Campaign at this year’s Creativity Awards for its wry take on consultancies. Now, they’re back with an amusing spot about the current fascination du jour—AI.

There’s no shortage of love for artificial intelligence in the spot below. But there is a noticeable lack of human intelligence—which Globant emphasizes as critical to deploying AI solutions in business.


“As part of the ‘Stuck in Consultancy’ saga, this new commercial not only showcases Globant’s commitment to challenging traditional norms and paving the way for innovative solutions but also draws upon our extensive experience in the field,” said Wanda Weigert, chief brand officer at Globant. “If you bring together AI knowledge with great teams that understand the potential of the technology and the needs of each organization, you get a unique partner that delivers truly exceptional experiences.”

Globant has been building an AI portfolio since 2015 with its AI Studio and products such as Augoor, Genexus Next, StarMeUp, and MagnifAI. “All of them speak to our deep knowledge and experience to create value for organizations worldwide,” said Martín Migoya, CEO and co-founder at Globant. “We will continue to scale up our artificial and human intelligence power to influence every area, industry and business for the better.”


May 30, 2023
Client :
Agency :
Founder :
Gaston Bigio
CCO & Partner :
Joaquin Cubria
ECD & Partner :
Ramiro Gamallo
ECD & Partner :
Matias Lafalla
Laura Rapela
Diego Fernández Posada
Juan Pablo Lufrano
Managing Director :
Paula Medina Rivero
CD :
Gastón Gual
CD :
Alex Romero
Creative Copywriter :
Haroldo Moreira
Art Director :
Julian Amarillo
Group Account Director :
Meme Traverso Lizarraga
International Account Supervisor :
Bernardita Musa
Head of Production :
Florencia Albizzati
Agency Producer :
Mariana Jauregui
Creative Manager :
Paula Akel
Head of Design :
Rosario Muñoz
Javier Quintero
Head of Digital & Data :
Ezequiel Gori Nastasi
Social Strategist :
Gonzalo Paz
Production Company :
Director :
Luis Gerard
Ezequiel Ortiz
Executive Producer :
Pilar Capurro
Producer :
Cecilia Cardenes
Javier Julia
Post Production Coordinator :
Mariano Olivari
Color Grading :
Editor :
Jerónimo Pérez
Mix and Sound Design :
Porta Estudio
Chief Brand Officer :
Wanda Weigert
EVP Global Marketing :
Todd Krugman
Global Marketing Strategy :
Emiliano Horcada
Campaign Manager :
Ivanna Giménez

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