Galeria and Adobe leaders discuss GenStudio adoption and the future of AI-powered creative workflows.
Daniel Martins:
What made GALERIA.agdecide to fully adopt Adobe GenStudio at this specific time? What internal or market factors influenced the timing of this investment?
We’ve been experimenting with AI in different fronts over the last few years — from creative generation to automation of repetitive tasks. But experiments alone weren’t enough. We reached a point where the volume and complexity of campaigns demanded a more connected, orchestrated system. Internally, we wanted to reduce friction and give our teams more time to focus on ideas, not manual tasks. Externally, the speed of cultural shifts and client expectations in Brazil — one of the most dynamic advertising markets in the world — made timing critical. GenStudio came at the right moment to transform experiments into structure.
2. As the first agency in Brazil to fully integrate GenStudio, what does this milestone mean for GALERIA.ag and the broader Brazilian creative industry?
For us, it’s less about being “the first” and more about proving what’s possible. Brazil has a unique agency model, where creative and media are integrated under the same roof — something quite different from the US or Europe. That makes the orchestration challenge even bigger, but also more powerful when done right. By embedding GenStudio into our daily operations, we’re showing the market that AI can go beyond experimentation and become part of the operational backbone of creativity. It’s a step forward not just for GALERIA, but for the entire industry here.
How has the implementation of GenStudio transformed the day-to-day operations and creative workflows within your teams?
We’re just beginning, so it hasn’t fully transformed our day-to-day yet. What we’re seeing at this stage is more about learning than results: understanding how the platform fits into existing workflows, how governance can be embedded without slowing teams down, and where the biggest opportunities for efficiency are. It’s a gradual process, but the pilots are already helping us see what can be streamlined and where creative time can be better protected.
From a leadership perspective, what strategies have you used to drive internal adoption and keep your team aligned during this transition?
Because we’re still early, our approach has been very pragmatic: start small, test in real conditions, and let teams experience the benefits for themselves. Adoption doesn’t come from theory — it comes when people see how their own work becomes easier. We’ve also kept the narrative clear: AI is not here to replace talent, but to enable it. By framing it as support rather than disruption, we’ve been able to build trust and momentum step by step.
Looking ahead, how do you see AI-powered tools reshaping the creative production process at GALERIA.ag in the next few years?
AI will become less of a standalone tool and more of an underlying infrastructure. Personalization at scale will be the baseline, not the ambition. Dynamic content, modular assets, and automated orchestration will allow creativity to flow at a different rhythm. The opportunity is not only to move faster, but to do so with more consistency and relevance — at scale.
Raul Braga:
Why was GALERIA.ag the right partner for this strategic implementation of GenStudio in Brazil? What made them stand out?
GALERIA.ag brings deep creative expertise, an agile and innovation-driven mindset, and a strong understanding of the Brazilian market. As a leading agency with a solid track record working with major brands, they are strategically positioned to fully leverage the potential of the Content Supply Chain. What truly set them apart was their vision for how technology can elevate both their creative capabilities and scalability.
What were Adobe’s key priorities when co-developing and customizing the GenStudio experience for GALERIA.ag?
Our main priority is to ensure that the technology integrates seamlessly into GALERIA’s creative workflows, while meeting their needs for speed, scale, and brand consistency. We worked closely with the agency’s teams to understand the best paths and processes within their production pipeline, including content generation, versioning, and asset management. Another key focus is enabling collaboration across creative, strategy, and production teams to accelerate campaign execution without compromising quality.
How does this partnership contribute to Adobe’s broader vision for AI in creative industries—both in Latin America and globally?
This collaboration is an important step toward democratizing access to generative AI tools in global markets. By working with a leading agency in Brazil, we are not only showcasing the real impact of Adobe’s technology, but also helping to pave the way for other agencies across Latin America and beyond. Our vision is to empower creatives with AI tools that enhance—but do not replace—their talent. Partnerships like this demonstrate that with the right platform and the right mindset, AI can be a true ally in achieving creative excellence at a global scale.
What early learnings from this collaboration could be valuable for other agencies or companies exploring GenStudio?
One of the key learnings is that successful AI adoption depends as much on mindset as it does on technology. GALERIA’s willingness to rethink workflows and embrace AI as a collaborative tool has been critical to the success of the project. We also learned that collaboration from the pilot phase through implementation ensures the technology adapts to the team—not the other way around. Finally, establishing clear KPIs from the beginning (such as content volume, production time, and asset reuse) helps demonstrate return on investment, which is essential for driving internal alignment.
What role do you see Brazil playing in the future of AI-powered creative innovation, following GALERIA.ag’s lead?
Brazil has a vibrant and dynamic creative industry, and we believe it will play a leading role in the future of AI-driven creativity. Agencies like GALERIA.ag prove that innovation is happening in different places and cities in the world like São Paulo, Brazil. With a culture deeply rooted in storytelling, visual expression, and experimentation, Brazil is well-positioned to become a hub for AI-powered creativity in Latin America. This partnership is just the beginning of what’s possible.
Daniel Martins, Head of Operations & Transformation at Galeria
Raul Braga, Adobe Experience Cloud
Daniel Martins is Partner and Head of Operations and Transformation at GALERIA, Brazil’s leading independent advertising company. Since the agency’s founding, he has led the team responsible for structuring and evolving how GALERIA operates — with a focus on efficiency, integration, scalability, and business performance. He focuses on operational design, technology integration, and the ongoing pursuit of efficiency and performance at scale.
With over 25 years of experience across marketing, technology, and operations, Daniel has held C-level roles at global networks such as WPP, Publicis, and Havas, where he led complex transformation initiatives for major brands throughout Latin America — helping companies rethink their structures, processes, and growth models.
In addition to his leadership within GALERIA, Daniel plays a strategic role across Galeria.Holding, helping to connect platforms, partners, and internal capabilities across the group to unlock innovation and long-term value.
He was nominated for the Caboré Award in the Innovation category, the most prestigious recognition in Brazilian advertising, and has also served as a mentor at SXSW, one of the world’s foremost events for creativity, innovation, and emerging technologies.
LinkedIn: https://www.linkedin.com/in/ddmartins/
GALERIA.ag
GALERIA.ag is an independent agency that leverages cultural understanding, technological prowess, and data-driven insights to transform businesses through the power of creativity. Driven by the mission to simplify the communication landscape for advertisers, GALERIA.ag offers integrated end-to-end solutions that combine data, technology, and creativity with an unbiased strategic perspective, rapidly establishing itself as one of Brazil’s leading agencies. Official Social Media: LinkedIn and Instagram.
Raul Braga – Account Director, Multi-Industry, Adobe Brazil
With 25 years in the technology market, Raul Braga graduated in Business Administration and completed a Postgraduate degree in Strategic Sales Management at Presbyterian University Mackenzie. He also completed a Postgraduate degree in People Management at PUC RS. He built his career with a focus on strategic sales and relationships in the technology market, working with ECM, ERP, POS, E-commerce, and DX Solutions. He has worked at companies such as Work Image (TIVIT), Linx, McFadyen Digital, and spent a few years as an entrepreneur in the Digital Security and Marketing Agency sectors. Raul has been at Adobe for about 4 years and currently leads the Multi-Industry Territory for Adobe Brazil.
Linkedin: http://linkedin.com/in/raul-braga-398839a
About Adobe Experience Cloud
Adobe Experience Cloud is a suite of digital marketing solutions that use generative AI and machine learning for large-scale personalization. The global platform is a leader in B2B and B2C operations and uses technology to improve the customer-centric e-commerce and digital marketing experience. With a combination of products, Adobe is changing the world through digital experiences.
Website: https://business.adobe.com/br/LinkedIn:https://www.linkedin.com/showcase/adobe-experience-cloud/
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