AI is a strategic pillar beyond creative execution.

The AI Pioneer Organization award honors companies pushing boundaries and shaping the future of AI. To us, it’s a recognition of how we have gone beyond its superficial applications. We’re building a new operational and commercial model powered by AI, which helps businesses integrate emerging technologies to overcome their challenges, drive broader business innovation and remain future-ready.

Of course, The One Club for Creativity’s decision to introduce the AI Pioneer category highlights just how important AI has become in the creative domain. Using our own proprietary technology, we help clients overcome creative challenges and achieve personalization at scale. But our work goes far beyond automating workflows. We break down silos and open up new ways to work, collaborate and create value.

To make this happen, we place a strong emphasis on continuous team development. For example, through our internal training program School of AI, the specialized consulting provided by our Agentic Advisory to clients, and at Monks Foundry, our engineering hub with 150 NVIDIA-certified professionals focused on developing custom generative AI models that scale innovation and address our clients’ complex needs.

Meeting our clients’ evolving marketing challenges through AI.

Henry Cowling, our Chief Innovation Officer, articulates the essence of our approach: "Marketing has been going through a sort of existential crisis driven, or triggered, by AI. Our point of view has always been to lean in; agencies need to understand that they add value by helping their clients through this transition, and we’ve made a commitment, pretty much from day one, to be fast and pioneering in this space.”

AI fundamentally alters the economics of advertising and marketing. At its core, it enables us to solve the most persistent marketing challenges of our clients, from optimizing complex global content operations to increasing transparency in media investments and helping brands stay relevant in real time. For brands navigating global scale and increasing pressure for efficiency, we act as Orchestration Partners, coordinating talent, technology and creativity across the entire content supply chain. This unlocks hyper-personalized advertising and gives brands the agility to seize opportunities as they arise, transforming them into Real-Time Brands that connect meaningfully with audiences in any cultural context. 

The embodiment of this vision is Monks.Flow, our professional managed service powered by AI that seamlessly integrates into existing marketing ecosystems. By combining AI and automation with human power, Monks.Flow eliminates repetitive tasks, cuts costs and boosts performance at scale. As Cowling points out, “If our mission is to unleash the value of AI for our clients, we need to implement the productization layer on top of the foundational models for the marketing organization.” Monks.Flow represents our ability to transform complex AI models into actionable and measurable solutions for marketing leaders.

Accelerating business results with AI.

Our innovative capabilities are demonstrated through our work developed with Headspace, where we showed how AI agents can generate and test creative concepts, streamline workflows and accelerate time-to-market. We produced more than 460 assets tailored to 20 use cases for a holiday campaign, reducing production time by two-thirds and allowing us to quickly test and refine messaging for maximum effectiveness. The campaign achieved a 62% higher conversion rate, with 13% more signups and a 13% lower cost-per-signup.

This recognition from The One Show, combined with the AdWeek AI Agency of the Year award, reinforces that we’re on track toward our goal of being 12 months ahead of the curve. It’s a matter of being able to help clients make assertive strategic decisions and unlock the tangible value of AI today. We are paving the way for an industrial and social economic shift driven by AI, but above all, we’re committed to ensuring that our clients lead and thrive at the forefront of this new era.

If you’re unfamiliar, the Artificial Intelligence Excellence Awards celebrate standout contributions in a rapidly evolving field, highlighting organizations and solutions that leverage AI to create meaningful impact. This marks the second consecutive year that Monks has been recognized by the Business Intelligence Group for our AI expertise—be sure to check out last year’s announcement here—so I’d like to take this opportunity to share what’s changed in the past twelve months.

Driving innovation and solving challenges in scale, quality and ethics.

Last year, we launched Monks.Flow, a powerful platform that combines AI-powered tools, automation and seamless workflows to optimize every step of the campaign-building process. By integrating these capabilities, Monks.Flow empowers brands to scale campaigns, improve efficiency and reduce costs—all while maintaining creative excellence. Since its launch, Monks.Flow has addressed some of the most significant challenges in marketing operations, redefining how brands manage complexity, scale and ethics in their campaigns.

One of the more recent challenges we’ve worked through is scaling quality assurance (QA) processes to match high-volume content production. While producing hundreds of creative assets is easily achievable with AI, manually checking them for consistency and brand compliance is not. To solve this, we developed a powerful AI-driven QA tool within Monks.Flow that automates real-time checks for precision, compliance and consistency. By reducing inefficiencies and eliminating human error, this innovation has set a new standard for speed and accuracy in asset production.

But our efforts aren’t limited to Monks.Flow and its development; we’ve also helped brands overcome broader AI concerns, like its ethical use. A prime example of this is our collaboration with Dove on the Real Beauty Prompt Playbook, launched as part of the 20th-anniversary celebration of Dove’s Campaign for Real Beauty. This first-of-its-kind public resource was designed to address ingrained biases in AI’s depiction of beauty. With techniques for inclusive prompting and a glossary of equitable vocabulary, the Playbook equips creators to redefine beauty standards in AI-generated content. By steering AI in a more inclusive direction, we’re helping brands like Dove foster representation and authenticity in their creative work.

Building at the forefront of AI through strategic partnerships.

Beyond solving key challenges for our clients, we’ve also spent the past year strengthening our position at the forefront of AI through transformative partnerships with some of the most innovative companies in the industry. These collaborations have allowed us to push boundaries, deliver practical solutions and empower brands to excel in an AI-driven world.

We recently made moves with NVIDIA in pursuit of these goals. Announced at NVIDIA’s recent GTC conference, we introduced the Monks Foundry, a dedicated team of engineers focused on developing and deploying custom generative AI models tailored to enterprise data and domain-specific knowledge. These models are designed to meet the unique needs of each organization, enabling them to harness AI as a bespoke solution aligned with their goals and challenges. Supporting this work is the Monks Agentic Advisory, a 50-person consulting team that collaborates with the Foundry to provide insights and cutting-edge solutions. Together, these teams are setting new standards for innovation in generative AI.

This partnership is further strengthened through deep integrations with NVIDIA’s ecosystem. Monks.Flow now connects seamlessly with platforms like NVIDIA Omniverse, NVIDIA NIM, and NVIDIA Blueprints, enabling advanced agentic AI workflows. These integrations allow brands to streamline operations, accelerate production timelines and scale their content creation capabilities with precision and speed—ensuring they stay competitive in an ever-changing landscape. 

In parallel, our partnership with Adobe underscores a shared commitment to revolutionizing the content supply chain for modern marketers. At the center of this collaboration is the launch of the Brand Model Practice, which combines Adobe’s GenStudio—a generative AI-first solution—with Monks.Flow. Together, these tools enable the creation of generative AI brand models: tailored systems that help marketers plan, create, manage, activate and measure on-brand content with speed and precision.

This partnership has already earned recognition, with Media.Monks being named runner-up for the Adobe Firefly Partner Award, an accolade that celebrates the most innovative applications of Adobe’s generative AI technologies. 

Partnering to push the boundaries of AI-powered creativity.

Winning the "case race" in today’s fast-paced marketing landscape requires more than just keeping up—it’s about staying ahead by leveraging the best tools and technologies. Through our collaborations with industry leaders like Google and Meta, we’ve not only delivered breakthrough results for brands but also helped push the boundaries of what their AI solutions can achieve. These partnerships have allowed us to explore the full potential of their platforms, driving innovation and showcasing what’s possible when AI meets creativity.

For Forever 21, operating in a fast-paced, trend-driven space, our challenge was to produce high volumes of lifestyle ad imagery to fuel growth. Using Monks.Flow, we combined existing photography with AI-generated seasonal backgrounds and text overlays, creating hundreds of ad variations tailored for Meta’s Advantage+ campaigns. This streamlined approach not only reduced production time but also optimized delivery using Meta’s AI-powered algorithms, resulting in improved conversion rates, higher average order values and validated ROI.

Similarly, Hatch, a wellness brand known for its Restore smart sleep assistant, faced growing pressure to deliver fit-for-format content across platforms like YouTube and Meta-owned channels. By combining our creative expertise with Google’s Gemini, we developed high-performing videos and dynamic animations that doubled their click-through rates and reduced acquisition costs. These AI-powered workflows helped Hatch scale their output while maintaining authenticity, easing the burden on their creative teams—and were highlighted by David Wadhwani, President of Digital Media at Adobe, during the Adobe Summit keynote as an example of how agencies are helping brands create more effective content.

Shaping what’s next in AI-driven solutions.

As we celebrate these two AI Excellence Awards, it's amazing to see how far we’ve come in the past year. From launching innovative solutions like Monks.Flow to forging transformative partnerships with industry leaders like NVIDIA, Adobe, Google and Meta, we’ve consistently pushed the boundaries of what’s possible with AI. These efforts not only solve complex challenges for our clients but also help shape the future of marketing by redefining creativity, efficiency and scalability through AI-driven solutions.

Looking ahead, we remain committed to staying at the cutting edge of AI innovation and focused on delivering impactful, measurable results for brands worldwide. Watch this space—who knows what we can accomplish together in the next year.

Held in early November, Advertising Week offers a preview of the ideas and themes set to drive the industry’s agenda in the year ahead. Whether you missed it or just want the highlights, here are the trends poised to shape the road to 2025.

We’re entering a new era for creators and brand ambassadors.

If you attended Advertising Week at the Papalote Museo del Niño in Mexico City on November 5–7, you probably noticed the prominent role of content creators across multiple panels. Judging by how quickly these rooms filled up, these sessions captured special interest, highlighting the growing value brands and marketers place on creators. We are in an era where connecting authentically, relevantly, and in real-time with audiences is not just desirable but essential—and that is redefining the relationship between brands and creators.

“The importance of creators lies in their deep connection with the audience,” says Alejandra Chiang, Account Director at Monks. “When communities trust a creator, and that creator partners with a brand that shares their values, the metrics always reflect that synergy.” But gone are the days when a promotional post was enough. Today, forging genuine connections requires actively engaging in dialogue with audiences and moving in tune with culture.

Expectations are rising while attention spans are shrinking. For brands and creators alike, the secret to thriving in this environment is delivering genuine value to audiences. A case in point: in a campaign for Sinuberase, a probiotic treatment by Opella, we collaborated with a diverse set of creators, including Mexican influencer Arturo Lemmen. The key to success was giving each creator creative freedom to generate content that genuinely interests their audience, allowing for a deeper connection with the product.

The power of data and large-scale personalization.

Creating value for consumers is essential, but it’s also easier said than done. It all starts with a deep understanding of the audience, requiring brands to prioritize data analysis to unlock consumer insights—and sometimes uncover surprising behaviors.

“Consumers don’t always use platforms for their intended purposes, which requires constant data analysis to adjust strategies,” says our Group Creative Director, Camilo Monsalve. A standout example shared during one panel came from the ecommerce giant Mercado Libre, where some users treat the platform as a search engine rather than a shopping destination. 

Similarly, Heineken discovered its content resonates not just with its customers but also with non-beer drinkers. This is largely because the brand skillfully taps into major cultural moments, creating content that connects with people through shared passions and meaningful experiences. “What matters most is recognizing these behaviors, seizing opportunities around music festivals, sports events, or culinary experiences, and engaging with people’s interests beyond just the product,” explains Monsalve.

Efficient data management also helps brands elevate personalization to new heights. “Rather than focusing on a narrow niche, data allows us to segment and customize messages for diverse groups with greater precision,” explains Andreia Tavares, VP, Head of Social, LATAM. “This enables sharper communication across segments, maximizing the impact for both brands and their portfolios.”

In today’s landscape, where a brand’s relevance depends on staying in constant dialogue with its audience, the combination of creativity and data is essential. “We have to operate in real time, moving at the same speed as consumers, to ensure brands remain relevant,” says Tavares.

AI enhances engagement and creativity.

It’s impossible to discuss real-time interaction without considering the impact of artificial intelligence. During Advertising Week, it became clear that AI not only improves how marketers present and sell ideas—whether to clients or within their own organizations—but also expands team capabilities. “AI enables smaller teams to offer full-scale services without becoming overwhelmed by tasks they can’t fully manage,” explains Chiang. Success isn’t about team size but about striking the right balance between creative talent and technology.

Part of achieving that balance is realizing it goes beyond just automating tasks to gain speed and efficiency at a lower cost. The real shift lies in using AI to foster deeper connections—restoring a sense of humanity in interactions between brands and people and reimagining what’s possible in that relationship. AI helps ensure the right message reaches the right audience on the right channel.

This combination of technology, data, personalization, and empathy will define leading brands by 2025 and beyond. Audiences increasingly value authentic and personalized connections, and brands must not only adapt to cultural changes in real-time but also actively participate in the creation of culture. A significant year lies ahead for those who manage to find the balance between creativity and technological precision while engaging in ongoing dialogue with their audiences.

First, Co-CEO of our Content practice, Wesley ter Haar, has won an award in the Individual category for his role in rallying our team around AI innovation. Our collective team has been awarded in the Organization – Strategic Planning category for our accomplishments in building AI workflows designed to help marketing teams overcome a wide breadth of creative and marketing challenges. And one of those workflows was honored as well, with Monks.Flow achieving a win in the Product – Hybrid Intelligent System category, just three months shy of the service’s initial launch.

If you’re unfamiliar with it, Monks.Flow is an AI-centric, professional managed service that streamlines how humans and machines work together. News of the win comes hot off the heels of the launch of Persona.Flow, an expansion of the Monks.Flow service that provides deep consumer intelligence by simulating detailed, interactive consumer personas that marketers can engage with in real-time conversation. But overall, the trio of wins showcase the holistic efforts of our team—from individual influence to collective experimentation and innovation—to lead the industry in the AI economy.

Monks.Flow solves high-value use cases for marketers.

The powers of generative AI grow more impressive by the day, but we noticed a key perception challenge in early discussions with brand leadership: while AI-generated visuals are certainly remarkable, marketers felt that the output still lacked the kind of quality required for their specific marketing needs. We also realized that AI’s benefits went far beyond making individuals more productive; rather, automated workflows could help align business units and enable greater collaboration across teams.

We sought to address both challenges and opportunities in the development of Monks.Flow, which empowers marketers to exercise complete control over AI’s output across the life of a campaign. The service weaves together numerous workflows designed for developing insights, building assets at scale, adapting content, measuring performance and optimization and more—meaning teams can shape and influence the AI according to their precise requirements with custom brand models that are accessed in a safe and secure environment.

We continue to expand Monks.Flow to solve emerging needs with AI.

Ultimately, our goal is to streamline the ways humans and AI work together—and our latest innovation Persona.Flow takes this goal a step further, bridging the gap between brands and their customers. Persona.Flow is an interface that allows brands to speak to their data and get inside the minds of their audiences by conversing with dynamic, AI-powered personas. The core technology behind Persona.Flow is driven by a robust RAG framework that weaves together brand-owned data and factual data from market research libraries provided in partnership with data-driven marketing firm Claritas.

All of this enables brands to build up their customer insights, identify trends that resonate with consumers in real time, and act on those trends with incredible speed. Wesley ter Haar, who was also honored with an Excellence in Artificial Intelligence Award in the Individual category, compares these smart personas to digital twin technology. “Traditionally, digital twins allow you to test different scenarios, optimize existing workload and get warning signs when it comes to wear and tear. So that's quite a tried and tested concept when it comes to supply chains and factories,” he says. “Persona.Flow is a digital twin concept in which you create digital twins of your consumer base, allowing the ability to run hypotheses of your creative and marketing space.”

From workloads to workflows, we’re transforming the service model.

Monks.Flow represents another challenge that AI presents to our industry: the need to move beyond traditional, time- and materials-based business models to better reflect AI’s impact on work.

Our win in the Organization – Strategic Planning award category honors the work we have been doing to build a new service model designed for the AI economy. Others have shied away from the existential question of how you would rebuild an existing business for today’s reality, but we’ve embraced it. In pioneering a new commercial model for our industry, we’re building proven workflows that brands engage with via an SLA-based billing model that is focused on output.

Looking ahead, there’s far more innovation to come. Following the keynote at this year’s NVIDIA GTC conference, ter Haar spoke on how the presentation focused on compute as a catalyst for transformative change that shows no signs of stopping. “If you had to make the case for what is the most important accelerator for our world at the moment, it seems to be compute. We're looking at a historic upswing in the ability to deliver that at scale."

Speaking to a Digiday reporter at the conference, he noted, “I think [NVIDIA President Jensen Huang’s] point is that everything that can either be automated or done by robots will be automated or done by robots.” With the growing importance of AI in the marketer’s toolkit, and NVIDIA’s growing role in building the foundational infrastructure that underpins it, shows like GTC will make their way onto more and more marketers’ calendars, serving as further evidence of how our industry continues to evolve with technology.

Looking ahead at accelerated technological transformation.

The world keeps changing—and fast. Our wins from the Business Intelligence Group’s Excellence in Artificial Intelligence Awards underscore our collective ambition to not only improve individual productivity, but rather fundamentally transform the entire business with AI, enabling a higher degree of coordination, speed and scale for brands.

This is marketing-led business transformation at work, adapting and evolving the enterprise to better reflect the AI economy. There is no doubt that AI will continue to play an integral role in ensuring that we operate smarter, faster and on a larger scale than ever before—and we’re excited to lead the charge along every step of the way.