Ojo de Iberoamerica 2025

At El Ojo de Iberoamérica 2025 in Buenos Aires, Gonzalo Vecino and I gave a talk called Cómo usar la IA para construir una agencia más eficiente, on how to use AI to build a more efficient agency. Gonzalo is CCO Latam at TombrasNiña and president of Agencias Argentinas; I came at it from the technology side.

My role

Chief Technology Officer, Tombras, co-presenter

With

Gonzalo Vecino, CCO Latam, TombrasNiña

Where

El Ojo de Iberoamérica 2025, Buenos Aires

The argument

Most conversations about AI in advertising stop at the last step, generating the asset. We wanted to make a different case: that AI changes the operating model of an agency, not just its output. Briefs, research, production, personalisation and measurement are all places where the work can change shape.

What we showed

We walked through a platform we built at Tombras: a set of specialised virtual agents, each aimed at a different task, that can be switched on and off individually depending on the job. The interface puts those agents in the middle and lets a person compose a workflow from them rather than handing everything to one general-purpose assistant.

That design is deliberate. A narrow agent with access to the right internal data does a specific job well and then hands the work to a human editor. A single agent asked to do everything mostly produces something that needs redoing.

The principles

The ones I actually work by: keep people as editors and curators; test every model that comes out, but be selective about what reaches production; put useful capability in the hands of the whole team rather than a specialist queue; use AI where personalisation was previously too expensive to attempt; and redesign around what the technology now makes possible instead of bolting it onto the old process.

Related: the PODS Gemini campaign is what this thinking looks like applied to a single piece of work, and this interview with Latinspots covers the same ground.