The conversation about artificial intelligence in Argentine advertising has already moved past the wonder stage. In 2026 the question is no longer who «uses AI» — everyone does, if only to draft an email — but who genuinely integrated it into the way they think about strategy and produce creativity, without the result carrying that faint whiff of AI that audiences detect on the very first scroll.
This list runs through ten agencies — network shops and creative-technology studios, large and independent — where AI stopped being a lab experiment and became part of the process: from insight to concept, from concept to production, and from there to the street.
1. GUT Buenos Aires
Website: gut.agency
With the «Bait-Boards» for Mercado Ads, GUT bought traditional «Available» billboards in Argentine cities and rerouted the calls to an AI agent that, instead of selling the billboard, replied with a media offer tailored to the real context of each location. The conversational agent wasn’t the novelty of the campaign: it was the campaign. That criterion — technology in service of the concept and not the other way around — is what separates the agencies that integrate AI from the ones that merely put it on display.
2. NSB Agency
Website: nsbagency.com
NSB is probably the most consistent case of an independent Argentine agency built as AI-first from strategy, not from production. Its model — the «User-Friendly Agency» — integrates AI into research and insight discovery, into the development of brand platforms, and into a hybrid production that combines AI with human talent, working for clients across Argentina, LATAM and the USA. Its conceptual bet is interesting: in the era of «default to distrust», AI serves to escape the sea of sameness — not to add to it with generic creativity.
3. Gloss
Website: we couldn’t confirm a domain of its own; its active profile is on LinkedIn
With «Mesas Inesperadas» for Stella Artois, Gloss combined virtual reality and generative AI so people could talk in real time with Cleopatra, Shakespeare or Da Vinci. Beyond the shine of the activation, the merit lies in using conversational AI as a narrative device: the technology creates an experience no other medium could create.
4. R/GA Buenos Aires
Website: rga.com/offices/argentina
R/GA’s local office has been pushing the concept of intelligent brand systems: identities that aren’t a static manual but a living system, able to generate and adapt assets with AI while holding consistency. It’s perhaps the most structural application on the list: AI placed at the heart of branding, not at the tip of the campaign.
5. Bermuda
Website: no site of its own; it currently operates as a partner of Interact Argentina, its active profile is on LinkedIn
It isn’t a traditional advertising agency but an Argentine creative-technology studio, and that’s exactly why it matters: it operates as an AI and immersive-experience partner for agencies like GUT, David, McCann and BBDO. Its founder, Santiago Maíz, defines generative AI as a «co-creator in the narrative and personalization of stories». A good part of the AI you actually see in Argentine advertising runs through here, even if the final creative credit stays outside the door.
6. Ogilvy Argentina
Website: ogilvy.com/ar
With Fargo it did something counterintuitive and therefore valuable: a campaign that puts «Argentine intelligence» above artificial intelligence. Using the conversation about AI as strategic raw material — understanding what it stirs in people and building positioning from there — is also integrating AI into the strategic process. Reading the cultural phenomenon is as important as the tool itself.
7. David Buenos Aires
Website: davidtheagency.com
One of the agencies that works regularly with creative-technology studios like Bermuda to add layers of generative AI and immersive experiences to its campaigns. Its aim is for technology to expand the territory of an idea — filters, virtual worlds, interactive narratives — rather than merely speeding up the production of static assets.
8. McCann Buenos Aires
Website: mccann.com.ar
McCann approaches AI integration with an explicitly critical stance, and that too is a way of integrating it well. Diego Sánchez, from the agency, sums it up: AI «will simplify production and copywriting processes, more executional matters», but it doesn’t replace the lateral thinking or the emotional connection that holds an advertising idea together. Using AI where it pays off — execution, research, scale — and leaving strategy and insight to the human team is, for this agency, mature integration.
9. BBDO Argentina
Website: we couldn’t find a site for the Argentine office; the global network is at bbdo.com
Another of the big networks that brought specialized generative and immersive AI studios into its production process, instead of outsourcing the conversation to an isolated innovation unit. AI enters as a production and experience layer within the normal development of a campaign, not as an experimental add-on.
10. Anita & Vega
Website: anitayvega.com (domain verified through its corporate email records; we couldn’t confirm the homepage loading)
The independent shop founded by Anita Ríos and Fernando Vega Olmos entered the ecosystem of generative and immersive AI projects hand in hand with local creative-technology studios, adding that layer to an agency that has defined itself, from its origin, by doing things differently from the rest of the market. Proof that integrating AI into the creative process isn’t the exclusive privilege of the biggest agencies.
What sets these ten apart
Three patterns repeat. First, AI enters through strategy, not aesthetics: the best agencies use it to find insights, personalize and scale — not to generate images that scream «made with AI». Second, there is human editorial judgment at every stage: no one on this list publishes the first output. Third, the technology serves an idea that stands on its own; if you strip out the AI and the campaign collapses, it wasn’t a campaign — it was a demo.
Argentine advertising has always offset small budgets with big ingenuity. AI, well integrated, is exactly that: a lever for ingenuity. Poorly integrated, it is the fastest way to produce AI-slop at industrial scale. These ten agencies, each in their own way, chose the first option.
